MKT201_Chap 6

48. Jerry hired a personality coach to help him feel more confident in social situations. The coach explained that by using methods developed by ________ Jerry would become more motivated to overcome feelings of inferiority in social settings. He would truly become an equal that could "hold his own" with anyone. a. Alfred Adler b. Harry Stack Sullivan c. Sigmund Freud d. Carl Jung

a. Alfred Adler

45. According to the PRIZM NE system, the ________ cluster is characterized as having new money; parents in their 40s and 50s; newly built subdivisions with tennis courts, swimming pools, and gardens; high wine usage; and low motorcycle usage. a. Furs & Station Wagons b. Tobacco Roads c. Blue-Blood Estates d. American Dreams

a. Furs & Station Wagons

11. _________ defines a pattern of consumption reflecting a person's choices on how he or she spends their time and money. a. Lifestyle b. Motivation c. Pattern development d. AIO inventory development

a. Lifestyle

3. In a Freudian interpretation, what is the function of the ego? a. The ego is a system that mediates between the id and the superego. b. The ego is the part of a person that determines his or her degree of self-involvement. c. The ego operates on the pleasure principles and is constantly seeking psychological dominance and enjoyment. d. The ego is one of several archetypes that represent the shared memories and motives of almost all humans.

a. The ego is a system that mediates between the id and the superego.

33. Jillian and Julianna have created a new Web site that attacks what they think is an unethical political campaign being run by a local candidate for mayor. The girls are using their Web site to question which of the following aspects of the politician's image? a. brand equity b. brand logo c. brand detail d. brand longevity

a. brand equity

15. Which of the following psychographic studies would place 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. general lifestyle segmentation

38. Sharon could not understand why so many of her high-end, outdoor spa customers drove Volvos until she read an article that explained that consumers tend to buy related lifestyle products if the products both share the same symbolic meaning. Which of the following terms best illustrates what Sharon has observed in her customers? a. product complementarity b. motivational compliance c. conscientious association d. segment ecologies

a. product complementarity

39. 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 that these young women experiment with many varieties of products. This market is most likely being governed by 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

7. What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion? a. trait theory b. collective unconscious theory c. Freudian theory d. social conflict theories

a. trait theory

40. 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 is the subject of Norma's research at present? a. Activities b. Interests c. Opinions d. Demographics

b. Interests

46. Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she is really 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. Personality is a person's 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 is most likely to 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. Personality is a person's 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.

43. Jill Grace was interested in marketing a new product in Germany. Three years ago, marketing research indicated that the product would fail, but Jill believed a number of lifestyle and socio-cultural changes had taken place that might make her product more attractive than it was three years ago. Which of the following psychographic segmentation typologies would be the most logical place for Ms. Grace to begin her analysis of acceptance potential in the German market? a. VALS2 analysis b. RISC analysis c. PRIZM NE analysis d. Geodemographic analysis

b. RISC analysis`

27. Esso (now Exxon in the United States) used the work of Ernest Dichter to justify its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign? a. The colors 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 vaguely sexual undertones.

18. If an advertiser were to use their Web site to attract consumers classified as Innovators, Achievers, and Experiencers, which of the following segmentation systems would be most appropriate? a. AIO inventories b. VALS2 c. RISC systems d. PRIZM NE system

b. VALS2

8. What characterizes a person who has an idiocentric orientation? a. enjoyment of the company of odd and unusual people b. an individualistic orientation toward products, associations, and society c. a group orientation and enjoyment of doing things with large groups of people d. a likelihood of having odd habits due to unresolved conflicts from one's childhood

b. an individualistic orientation toward products, associations, and society

35. Eric has a St. Christopher's medallion that he received from his late grandfather. The magical qualities (e.g., good luck qualities) of this gift have helped Eric to have less fear about the world around him. In times of need, Eric rubs the medallion and it seems as if St. Christopher actually comes alive to help him through his difficulties. Eric's feelings toward this medallion are best described by which of the following terms? a. objectivism b. animism c. humanism d. cultism

b. animism

19. Which of the following best describes the purpose of the Global MOSAIC system developed by the British firm Experian? a. classifies people based on their sexual preferences b. classifies people based on 14 common lifestyles c. classifies people based on their receptiveness to change d. classifies people based on their credit ratings

b. classifies people based on 14 common lifestyles

28. According to motivational research thought, when Carol wears long white gloves with her evening gown and removes them (a form of undressing in a sensual way) in front of her date, she is following which of the following motives? a. femininity b. eroticism c. magic-mystery d. status

b. eroticism

30. Our culture's current fascination with stories featured in movies like the Harry Potter Series and The Lord of the Rings in which the Magician and the Patriarch triumph over the Sorcerer and the Dictator emphasize the importance of ________. a. war in changing our society b. positive archetypes c. extroversion overcoming introversion d. the superego overcoming the id

b. positive archetypes

25. 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 anti-ego d. the ego

b. the superego

4. Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that underlies our purchases. a. rational-thinking b. unconscious motives c. conscious motives d. deviant behavior

b. unconscious motives

16. One important system of marketing psychographic measures is AIOs. What do AIOs measure? a. Agreeableness, Ideas, and Observations b. Activity, Ideas, and Operations c. Activity, Interests, and Opinions d. Age, Interests, and Otherness

c. Activity, Interests, and Opinions

29. Frank Simms has decided to use Yoda (e.g., Star Wars wise man) to promote a new model of a notebook computer. Frank knows that many marketing messages use characters to convince people about the merits of products. Frank has decided to use the technique to his advantage. Upon which of the following psychologist's ideas has Frank based his advertising strategy? a. Karen Horney b. Sigmund Freud c. Carl Jung d. Leo Burnett

c. Carl Jung

17. Age, education, income, occupation, family size, and stage in the life cycle are all illustrations of which of the following lifestyle dimensions? a. Activities b. Interests c. Demographics d. Opinions

c. Demographics

41. 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. Innovators

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. With respect to a general statement of personality, which of the following statements most closely matches what friends observe about Jeffrey's personality? a. All people have a standard personality that can be categorized into one of five categories. b. All 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 or her environment. a. Lifestyle b. Beliefs c. Personality d. AIO inventory

c. Personality

13. ________ occurs when the symbolic meanings of different products are related to one another. a. Product similarity b. Product symmetry c. Product complementarity d. Product symbology

c. Product complementarity

20. What psychographic segmentation typology is based on the measurement axes of exploration/stability, social/individual, and global/local? a. AIO inventories b. VALS2 c. RISC systems d. PRIZM NE system

c. RISC systems

36. Linda named the car she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. What process best expresses Linda's transfer of traits onto her car? a. establishment of brand equity b. archetypical transference c. animism d. lifestyle humanization

c. animism

50. Ad Bait Advertising Agency has a new technique for reaching consumers. It tailors its clients ads to consumers based on consumer Internet use. Specifically, Ad Bait tracks what Web sites are visited by selected consumers and then determines what ads would be best suited to these consumers. Which of the following terms most closely matches Ad Bait's strategy for reaching consumers? a. lifestyle research b. personality research c. behavioral tracking d. Web spying

c. behavioral tracking

21. According to research done by the Research Institute on Social Change (RISC) in Paris, people motivated by change and creativity would rate high on the _________ axis of their research scale. a. local b. social c. exploration d. individual

c. exploration

12. The ________ marketing perspective recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income. a. personality b. motivation c. lifestyle d. archetypical

c. lifestyle

5. In the 1950s, a perspective called ________ attempted to use Freudian ideas to understand the deeper meanings of products and advertisements. a. psychic research b. sexual research c. motivational research d. lifestyle research

c. motivational research

31. Popular online matchmaking services such as match.com and eharmony.com offer to create your "personality profile" and then hook you up with other members whose profiles are similar. This is an example of an approach to personality that focuses on the quantitative measurement of ________. a. Freudian theory b. brand theory c. personality traits d. subconscious desires

c. personality traits

9. Today thousands of brands borrow personality traits of individuals or groups to convey an image they want consumers to form of them. The first "brand personality" was communicated in 1886 by ________. a. the Coca-Cola polar bear b. the John Deere tractor symbol c. the Quaker Oats man d. the Marlboro man

c. the Quaker Oats man

23. The Claritas, Inc.'s PRIZM NE system classifies every ________ in the country into 1 of 66 categories reflecting different demographic and consumption patterns. a. county b. state c. zip code d. residence

c. zip code

42. Lee-Ann Wang is impulsive, young, and enjoys such offbeat, risky experiences 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. Experiencers

2. Which of the following theorists proposed that one's adult personality results from a conflict between a person's desires to gratify his or her physical needs and the necessity of functioning within a society? a. McClelland b. Alsop c. Reisman d. Freud

d. Freud

22. ________ refer(s) to analytical techniques that combine data on consumer expenditures and other socioeconomic factors, with geographic information about the areas in which people live, in order to identify consumers who share common consumption patterns. a. Psychographics b. Geographics c. Demography d. Geodemography

d. Geodemography

47. Motivational research attempted to use Freudian ideas to better understand consumer behavior. Many researchers believe that it is wrong to use this approach to study customers. Why? a. Freudian theories have been shown not to apply to modern consumers. b. Although the theories appear to have applications in psychological studies, they cannot be successfully used to predict what happens in the marketplace. c. The attempt was flawed in the first place because personality theories have been found to be unrelated to motivation. d. Some researchers believe that motivational research is not valid or reliable; while others worry that it is too powerful and may allow marketers to subconsciously manipulate consumers.

d. Some researchers believe that motivational research is not valid or reliable; while others worry that it is too powerful and may allow marketers to subconsciously manipulate consumers.

49. Jim sees himself as being confident, powerful, and heroic. According to the Brandasset Valuator Archetypes developed by ad agency Young & Rubicam, Jim would be classified as a ________. a. Patriarch b. Sage c. Troubadour d. Warrior

d. Warrior

10. ________ refers to the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory—and the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version. a. brand dynamics b. brand position c. brand logo d. brand equity

d. brand equity

34. L. L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable. Because the company has worked very hard to establish these thoughts in the minds of consumers and has spent large sums of money to make sure that their products maintain the L. L. Bean reputation, L. L. Bean has achieved _________ with their products. a. brand dynamics b. brand polarity c. brand logos d. brand equity

d. brand equity

44. Silver Grocery Stores, Inc. utilized a technique called ________ when conducting segmentation research. Using this procedure, the organization's researchers were able to combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas where Silver's customers lived. The whole idea behind this form of research centered on the concept that "birds of a feather flock together." a. parallel scaling b. psychometric synchronization c. bimodal scaling d. geodemography

d. geodemography

6. 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. magic-mystery d. individuality

d. individuality

37. Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Bass Pro Shops showroom, with fishing trophies and lures on the wall and pictures of fishing trips across his study desk. 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. motivation aptitudes b. ego c. brand awareness d. lifestyle

d. lifestyle

14. Variables that measure psychological, sociological, and anthropological characteristics are referred to as _________. a. demographics b. ergonomics c. symbionics d. psychographics

d. psychographics

26. Many analysts believe that middle-aged men and women that purchase sports cars are using the sports car as a substitute for sexual gratification. If this is true, it would be an illustration of the idea that most Freudian applications in marketing relate to the product's ________. a. relationship to latent sexual deviant tendencies b. hidden values c. need to dominate the competition d. sexual symbolism

d. sexual symbolism

32. Nick has not been happy with his company's approach to advertising. Nick hired an advertising consultant that told him that he should focus more on one of his major market segments that was very high in allocentrics. Which of the following would be the best promotion for Nick to use to reach this allocentric segment? a. show a consumer solving a problem alone b. show a consumer that is accompanied by pet making a decision c. show a consumer that uses a "self-help hotline" on the Internet to solve a problem d. show a group of consumers solving a problem through consensus building

d. show a group of consumers solving a problem through consensus building