Chapter 7 Study Guide

16) 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? A) The 80/20 principle B) The pyramid principle C) The derived demand principle D) The surrogate buyer principle

A) The 80/20 principle

19) 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? A) The id B) The superego C) The anti-ego D) The ego

A) The id

11) According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures. A) archetypes B) patterns of behavior C) Doppelgangers D) symbolic communities

A) archetypes

17) Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________. A) core values B) belief systems C) value systems D) coercive norms

A) core values

13) Match.com and eharmony.com measure identifiable personal characteristics called ________. A) personality traits B) personality image C) personality matches D) ego matches

A) personality traits

64) M&M allows consumers to put names and works on their candy, this is an example of ________. A) product personalization B) brand personality C) personality traits D) extroversion personality

A) product personalization

12) ________ are universally recognized ideas and behavioral patterns. A) Compliant B) Archetypes C) Aggressive D) Detached

B) Archetypes

23) Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she really is quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understand Hannah's personality? A) Personality is a set of consistent traits that do not change from one environment to the next. Either Hannah or her friends are wrong in their observations. B) Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments. C) Personality is a hypothetical construct that grows stronger with age. Hannah will likely be extroverted for the rest of her life. D) Hannah's behavior on a weekend night is due to Freudian problems with her superego.

B) Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments.

18) 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? A) The id B) The superego C) The archetype D) The ego

B) The superego

9) 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? A) Orange and black are two of the most powerful colors in the color spectrum. B) The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones. C) The size of the tiger enhances a male's ego. D) The playful nature of the tiger is appealing to female consumers.

B) The tiger supplies powerful animal symbolism and it contains

20) The process of learning values from other cultures is called ________. A) enculturation B) acculturation C) core values D) crescive norms

B) acculturation

21) 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 ________. A) consumption movies B) archetypes C) extroversion overcoming introversion D) the superego overcoming the id

B) archetypes

3) When the ego tries to balance opposing forces, it uses the ________. A) super ego B) reality principle C) related principle D) id

B) reality principle

15) According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________. A) the id B) the ego C) the thalamus D) the superego

B) the ego

5) Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases. A) rational thinking B) unconscious motives C) conscious motives D) deviant behaviors

B) unconscious motives

22) The Myers-Briggs type indicator is based on the work of ________. A) Karen Horney B) Sigmund Freud C) Carl Jung D) Milton Rokeach

C) Carl Jung

24) Jeffrey Quills is seen by his friends as a somewhat strange person. At times he is lovable, warm, and friendly. At other times he can be mean-spirited, uncaring, and hostile to all who know him. Which of the following general statements about personality most closely matches what friends observe about Jeffrey? A) People have a standard personality that can be identified as belonging to one of five categories. B) Psychologists agree that a standard personality component exists in all people. C) Many studies have found that people do not seem to exhibit stable personalities. D) Most psychologists have completely abandoned the concept of personality.

C) Many studies have found that people do not seem to exhibit stable personalities.

1) ________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment. A) Self-image B) Consumer image C) Personality D) Mirror image

C) Personality

7) In the 1950s, an approach called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements. A) psychic B) archetype C) motivational D) lifestyle

C) motivational

14) ________, one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive). A) Alfred Adler B) Carl Jung C) Ernest Dichter D) Karen Horney

D) Karen Horney

4) Freud's theory of personality includes the ________. A) super ego B) ego C) id D) all of the above

D) all of the above

8) Motivational research relies on ________ of individual consumers. A) psychological profiles B) Jungian analysis C) behavior targeting D) depth interviews

D) depth interviews

2) According to Freud, the part of the personality that seeks immediate gratification is called the ________. A) ego B) super ego C) conflict D) id

D) id

6) Most Freudian applications in marketing relate to the product's supposed ________. A) brand personality B) hidden values C) competitive advantage D) sexual symbolism

D) sexual symbolism

10) 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 ________. A) patriarch B) sage C) troubadour D) warrior

D) warrior