Personality Quiz
Which is an example of anthropomorphism?
A car owner thinks that his car is cool and fun. He sometimes talks to it as a friend.
According to this chapter, marketers segment consumers based on contemporary psychographic research, which includes categories of variables such as ______________.
Activities, interest, and opinions
According to the VAL system, consumers that have strong principles and favor brands are considered ________.
Believers
The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.
Brand Personalities
Taco Bell's very successful decision to offer tacos produced with Dorito brand shells is an example of which strategy described in this chapter?
Co-Branding
The famous psychologist Sigmund Freud proposed that much of one's adult personality stems from a fundamental conflict between a person's ________________ and the necessity to function as a responsible member of society.
Desire to gratify his or her physical needs
Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2TM groups would Lee-Ann most likely belong?
Experiencers
Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, or perfume?
Individuality
The VALS2TM group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change.
Innovators
The concept of ________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.
Personality
Marketing strategies based on personality differences have met with mixed success, partly because of the way researchers have measured and applied these differences in ________ to consumption contexts.
Personality traits
When the ego tries to balance opposing forces, it uses the _________
Reality Principle
The laundry detergent Cheer was once advertised as "all-tempa-Cheer," with the promise that it was effective regardless of water temperature. Today, its ads promote it for its color-safe properties. Which strategy was involved in developing the brand's new personality?
Repositioning
The ________ is the counterweight to the id. This system is essentially the person's conscience. It internalizes society's rules (especially as parents teach them to us) and tries to prevent the id from seeking selfish gratification.
Superego
Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of this market is smaller than the larger adult market, marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products. This market most closely resembles which of the following principles?
The 80/20 Principle
An advertisement emphasizes that if a consumer uses a certain deodorant, he or she will not offend other people and will not cause problems in the workplace because of "bad body odor." What part of the Freudian system is this ad appealing to?
The Superego
Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign?
The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones
It is possible to use psychographics to identify distinct segments even for mundane products such as soap
True
Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ____________ that influence(s) our purchases.
Unconscious motives
Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________.
Warrior
A consumer's ___________ refers to the various ways the consumer decides to invest time and money and how these consumption choices reflect his values and tastes.
lifestyle