Consumer Behavior Ch. 7 Quiz

The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain.

False

________ uncovers consumer's associations between specific attributes and the general consequences.

Laddering

________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment.

Personality

Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision?

The id

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.

A Doppelganger brand image is when a product looks like the original but in fact is a critique of it.

True

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a personality theory called trait theory.

True

An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system?

VALS2™

The process of learning values from other cultures is called ________.

acculturation

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.

archetypes

According to the VAL system, consumers that have strong principles and favor brands are considered ________.

believers

According to Freud, the part of the personality that seeks immediate gratification is called the ________.

id

In the 1950s, an approach called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements. Group of answer choices

motivational

Most Freudian applications in marketing relate to the product's supposed ________.

sexual symbolism

The tendency to attribute human characteristics to objects or animals is called anthropomorphism.

True

Our culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of ________.

archetypes