Chapter 6
c
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) Belief system C) Personality D) Self-concept
D
10) 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
11) 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
a
12) 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
c
13) 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 approach focuses on the quantitative measurement of ________. A) ego B) id C) personality traits D) animism
a
14) 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) archetype theory
c
15) Today thousands of brands borrow personality traits of individuals or groups to convey an image marketers want consumers to form of their brands. An early brand personality was communicated in 1886 by the ________. A) Coca-Cola polar bear B) Jolly Green Giant C) Quaker Oats man D) Marlboro man
d
16) Brand ________ 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) dynamics B) position C) logo D) equity
d
17) Variables that measure psychological, sociological, and anthropological characteristics are referred to as ________. A) demographics B) ergonomics C) symbionics D) psychographics
a
18) 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
c
19) One important system of psychographic research measures AIO categories. What do AIOs measure? A) Agreeableness, Ideas, and Observations B) Activities, Ideas, and Operations C) Activities, Interests, and Opinions D) Age, Interests, and Otherness
d
2) Which of the following theorists proposed that an individual's adult personality results from a conflict between the individual's desires to gratify his or her physical needs and the necessity of functioning within a society? A) Maslow B) Jung C) Reisman D) Freud
b
20) Based on the 80/20 rule, a company tries to identify and focus on the ________ of its product. A) occasional users B) heavy users C) competitors D) investors
b
21) An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses which of the following segmentation systems? A) BrandAsset Archetypes B) VALS2 C) RISC D) PRIZM NE
c
22) 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
d
23) ________ 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
24) Which of the following is based on the concept that "birds of a feather flock together"? A) parallel scaling B) psychometric synchronization C) bimodal scaling D) geodemography
c
25) The Claritas, Inc.'s PRIZM NE system classifies every ________ in the country into one of 66 categories reflecting different demographic and consumption patterns. A) county B) state C) zip code D) residence
a
26) According to the PRIZM NE system, the ________ cluster is characterized as having new money; being parents in their 40s and 50s; living in newly built subdivisions with tennis courts, swimming pools, and gardens; and having high wine usage and low motorcycle usage. A) Furs & Station Wagons B) Tobacco Roads C) Blue-Blood Estates D) American Dreams
b
27) Using ________, e-commerce marketers serve up customized ads on Web sites based on a customer's prior online activity. A) archetypes B) behavioral targeting C) motivational research D) geodemography
b
28) Alcoholism and cigarette smoking are both examples of ________. A) anticonsumption behaviors B) consumer addictions C) shrinkage D) consumed consumer behaviors
c
29) A buyer who shops to relieve tension, anxiety, depression, or boredom is best described as a(n) ________ consumer. A) activist B) anticonsumption C) compulsive D) consumed
a
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 determines an individual's degree of self-involvement. C) The ego operates on the pleasure principle 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.
d
30) People who are used or exploited, willingly or not, for commercial gain in the marketplace are referred to as ________ consumers. A) marginal B) compulsive C) jammed D) consumed
a
31) According to a recent human behavior survey by advertising agency McCann-Erickson, ________ of people say they lie regularly. A) 91 percent B) 62 percent C) 40 percent D) 19 percent
b
32) Shoplifting is America's fastest growing crime. What term does the retail industry use to describe inventory and cash losses from shoplifting? A) hard losses B) shrinkage C) write-offs D) consumer costs
b
33) Which of the following is an example of anticonsumption behavior? A) compulsively shopping B) intentionally spreading a computer virus C) gambling D) culture jamming
b
34) Members of the clergy serving areas that are heavily populated by minorities have organized rallies to protest the proliferation of cigarette and alcohol advertising in their neighborhoods. These protests sometimes include the defacement of billboards promoting alcohol or cigarettes. This is an example of ________. A) social marketing B) anticonsumption C) interpretivism D) compulsive consumption
b
35) 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
a
36) 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
c
37) Frank Simms has decided to use Yoda (the "old wise man" from Star Wars) to promote a new model of a notebook computer. 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
b
38) According to motivational research, when a woman wears long white gloves with her evening gown and then removes those gloves in front of her date, she most likely has which of the following motives? A) disalienation B) eroticism C) magic-mystery D) status
b
39) 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 motives B) archetypes C) extroversion overcoming introversion D) the superego overcoming the id
a
4) In a Freudian interpretation, which of the following is most closely associated with the pleasure principle? A) the id B) the ego C) the superego D) the anti-ego
d
40) 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 favorable L. L. Bean reputation, L. L. Bean has achieved brand ________ with its products. A) dynamics B) animism C) parity D) equity
b
41) 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 be less fearful about the world around him. In times of need, Eric rubs the medallion and it seems as if St. Christopher actually speaks to him through the medallion 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) Doppelgangerism
c
42) Linda named the 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
d
43) Both Justin and Craig are business majors and live in the same dorm. Justin's room looks like a Bass Pro Shops showroom, with fishing trophies and lures on the wall and framed photos of fishing trips on his study desk. Craig's room features posters of his favorite musical group and stacks of CDs. It is most accurate to say that the difference between the two rooms reflects a difference in ________ between Justin and Craig. A) motivation aptitudes B) ego C) brand awareness D) lifestyle
a
44) 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? A) the 80/20 rule B) the pyramid principle C) the derived demand rule D) the surrogate buyer principle
b
45) 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) Ideas
d
46) Lee-Ann Wang is young and enjoys risky experiences 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
c
47) 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 targeting D) personalized retargeting
b
48) 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 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.
c
49) 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.
b
5) Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence our purchases. A) rational-thinking B) unconscious motives C) conscious motives D) deviant behavior
d
50) 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
6) Most Freudian applications in marketing relate to the product's ________. A) brand personality B) hidden values C) competitive advantage D) sexual symbolism
c
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
d
8) Motivational research relies on ________ individual consumers. A) psychographic profiles of B) Jungian analysis of C) behavioral targeting of D) depth interviews of
b
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.
