MARKETING FINAL - CHAPTER 7
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
Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________. A) core values B) belief systems C) value systems D) coercive norms
A
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
Match.com and eharmony.com measure identifiable personal characteristics called ________. A) personality traits B) personality image C) personality matches D) ego matches
A
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
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
An advertiser that uses its website to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system? A) BrandAsset Archetypes B) VALS2™ C) RISC D) PRIZM NE
B
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 process of learning values from other cultures is called ________. A) enculturation B) acculturation C) core values D) crescive norms
B
A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________. A) the Likert scale analysis B) the AIO measurement analysis C) the VALS™ (the Values and Lifestyles) system D) the PRIZM™ Cluster system
C
AIO surveys help measure ________. A) personality B) demographics C) lifestyles D) heavy users
C
The VALS2™ group is termed the ________, who are successful consumers with many resources. This group is concerned with social issues and is open to change. A) fulfillers B) achievers C) innovators D) believers
C
The VALS2™ 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. A) believers B) strugglers C) innovators D) makers
C
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
According to the VALS2™ system, consumers that have strong principles and favor proven brands are considered ________. A) strivers B) makers C) strugglers D) believers
D
An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2™ groups? A) innovators B) strivers C) achievers D) makers
D
28) The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain.
FALSE
An individual with the personality trait of extroversion tends to be quiet and reserved.
FALSE
The superego is also known as the pleasure principle.
FALSE
Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product.
FALSE
When companies team up and promote two or more items this is called product complementary.
FALSE
A Doppelganger brand image is when a product looks like the original but in fact is a critique of it.
TRUE
According to Freudian theory, when a young child incorporates the beliefs and ethics of his parents into his own psyche, he is essentially building a superego.
TRUE
Brand personality is a set of traits people attribute to a product as if it was a person.
TRUE
Lifestyles are identified by a convergence of personality, product and setting.
TRUE
The reality principle finds ways to gratify the id that are acceptable to the outside world.
TRUE
The tendency to attribute human characteristics to objects or animals is called anthropomorphism.
TRUE
Milton Rokeach identified a set of ________. A) terminal values B) core values C) crescive values D) cultural values
A
When marketers define consumers by product usage they use the ________ rule. A) 80/20 B) 20/80 C) 70/30 D) 30/70
A
Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences? A) general lifestyle segmentation B) lifestyle profile C) product-specific segmentation D) product-specific profile
A
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 rule B) the pyramid principle C) the derived demand principle D) the surrogate buyer principle
A
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
Hannah was embarrassed when her friends teased her about the bright colors of her dress 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 understanding 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
Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now? A) activities B) interests C) opinions D) demographics
B
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
The Pillsbury Doughboy and the Jolly Green Giant are examples of ________. A) branded people B) brand personalities C) brand positioning D) brand arrogance
B
When the ego tries to balance opposing forces, it uses the ________. A) super ego B) reality principle C) related principle D) id
B
________ are universally recognized ideas and behavioral patterns. A) Compliant B) Archetypes C) Aggressive D) Detached
B
________ is/are a norm that controls basic behaviors such as who does household chores. A) Values B) Custom C) Conventions D) More
B
________ uncovers consumer's associations between specific attributes and the general consequences. A) List of values scale B) Laddering C) Means-end-chain model D) Terminal value
B
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
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
Linda named her car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car. A) branded B) archetyped C) anthropomorphized D) repositioned
C
The Myers-Briggs Type Indicator is based on the work of ________. A) Karen Horney B) Sigmund Freud C) Carl Jung D) Milton Rokeach
C
When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________. A) demographics B) personality C) psychographics D) positioning
C
________ 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
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? A) security B) eroticism C) disalienation D) individuality
D
Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters of his favorite musical group and stacks of CDs. The difference between the two rooms reflects a difference in ________ between Justin and Craig. A) motivational aptitudes B) ego C) brand awareness D) lifestyle
D
Freud's theory of personality includes the ________. A) super ego B) ego C) id D) all of the above
D
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
Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong? A) thinkers B) achievers C) strivers D) experiencers
D
Marketers use results from AIO surveys to ________. A) define target markets B) create a new view of the market C) position a product D) all of the above
D
Most Freudian applications in marketing relate to the product's supposed ________. A) brand personality B) hidden values C) competitive advantage D) sexual symbolism
D
Motivational research relies on ________ of individual consumers. A) psychological profiles B) Jungian analysis C) behavior targeting D) depth interviews
D
What form do psychographic studies take? A) lifestyle profile B) product-specific profile C) general lifestyle segmentation D) All of the above
D
________ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium. A) Lifestyles B) Promotional segmentations C) AIO measures D) Psychographics
D
________, 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
In the VALS2™ system thinkers are career oriented and prefer predictability to risk.
FALSE
Karen Horney, a psychotherapist, described people who move toward each other as aggressive.
FALSE
Marketing research has indicated that consumers have difficulty assigning personality qualities to most everyday, functional products
FALSE
Motivational research is based on the trait theory of personality.
FALSE
Sony offers a five-year warranty and a free customer hot line. Based on this action, consumers will most likely infer the brand personality traits of familiarity and sophistication.
FALSE
According to the 80/20 rule, only 20 percent of a product's users account for 80 percent of the volume of product a company sells.
TRUE
Conducting motivational research tends to be less expensive than conducting a large-scale, quantitative survey because interviewing and data-processing costs are relatively minimal.
TRUE
It is possible to use psychographics to identify distinct segments even for mundane products such as soap.
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
Lifestyle profiles look for items that differentiate between users and nonusers of a product.
TRUE
Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.
TRUE
Psychographics use lifestyle profiles to target markets.
TRUE
The degree to which a person likes to try new things is called innovativeness
TRUE
The ego is the referee in the fight between temptation and virtue.
TRUE
