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

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

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.

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

believers

When the ego tries to balance opposing​ forces, it uses the​ ________

reality principle

According to this​ chapter, marketers segment consumers based on contemporary psychographic​ research, which includes categories of variables such as​ ______________.

​activities, interests, and opinions

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 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

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

The Pillsbury Doughboy and the Jolly Green Giant are examples of​ ________.

brand personalities

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

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

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

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

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