Quiz 6: Personality, Lifestyles, and Values

________ may be thought of as a person's unique psychological makeup and how these features consistently influence the way that person will respond to his or her environment. A) Configuration B) The self C) Personality D) Self-focus cognate

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 about personality is most applicable in understanding Hannah? A) Personality is a set of consistent traits that does not change from one environment to the next. Either Hannah or her friends are wrong. B) Personality is a person's unique psychological makeup that consistently influences behaviour within a certain environmental situation. Although behaviour will be consistent within similar environments, it may not be consistent among different environments. C) Personality is a hypothetical construct that grows stronger with age. As Hannah matures, her behaviour will become more consistent in different environments. D) Hannah's behaviour on a weekend night is due to her lifestyle, while her usual shy behaviour is a result of personality.

Psychological approaches to the concept of personality in the early part of the century were based on: A) quantitative analysis. B) qualitative analysis. C) isolation studies. D) accounts of tranquil experiences.

The three Freudian symbolic self systems are the: A) id, psyche, and superego. B) identification, ego, and superego. C) subconscious, ego, and id. D) id, ego, and superego.

In Freudian theory, the ________ is that part of the mind guided by the primary desire to maximize pleasure and avoid pain. A) superego B) ego C) persona D) id

In Freudian theory, the system that acts as a person's conscience is the: A) mores. B) ego. C) superego. D) id.

The "fight between temptation and virtue" in the mind is mediated by the: A) id. B) persona. C) ego. D) conscience.

A child goes into a store, sees a Caramilk bar, and wants it right away. Freudian theory would say that this is representative of the: A) left hemisphere of the brain. B) superego. C) id. D) ego.

Andre would just love to have the cream puff that he sees through a bakery window, but he resists the urge and keeps on walking. Freudian theory would say that his resistance is representative of the: A) left hemisphere of the brain. B) superego. C) id. D) ego.

Today most applications of Freudian theory in marketing are related to: A) how we learn. B) which products might channel unconscious urges. C) gift-giving. D) family purchase conflicts.

The theories of ________ highlight the potential importance of unconscious motives underlying purchases. A) Horney B) Jung C) Katz D) Freud

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 symbology C) motivational research D) psychographics

A basic assumption of motivational research is: A) Freudian theory has no basis in modern reality. B) personality occurs when needs arise and then are satisfied. C) consumers only buy when they are happy. D) socially unacceptable needs are channelled into acceptable outlets.

Many researchers believe that it is wrong to use motivational research, largely based on Freudian theories, 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.

The ad agency developed a marketing campaign for ice cream that placed heavy emphasis on the unconscious motive of security. The ad was designed to make adults feel that they were well-loved children again. The agency drew on the findings of: A) Jung. B) Katz. C) Freud. D) Dichter.

According to motivational research on consumption, when Carol wears long white gloves with her evening gown and removes them, she is following which of the following motives? A) femininity B) eroticism C) status D) security

When Cathy goes shopping, she tends to buy well-known brands, such as Kellogg's. According to Horney's research, she can be described as: A) detached. B) aggressive. C) compliant. D) passive.

Who was instrumental in advancing the idea that much of human behaviour could be understood by knowing how motivation is related to the feeling of inferiority? A) Sigmund Freud B) Karen Horney C) Carl Jung D) Alfred Adler

Frank Simms has decided to use Yoda (i.e., Star Wars wise man character) 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 psychologists' ideas has Frank based his advertising strategy? A) Karen Horney B) Sigmund Freud C) Carl Jung D) Alfred Adler

James is a person who likes to think about things, especially when it comes to making selections among products. According to trait theory, James could be characterized as having a strong: A) interest in innovations. B) need for acquiring and owning goods. C) need for cognition. D) emphasis on his appearance.

When Linda saw the ad for the new and improved Swiffer mop, she rushed out and bought one. She can be considered to have the trait of: A) innovativeness. B) materialism. C) self-consciousness. D) need for cognition.

Consumers who possess a high need for cognition: A) find it hard to manage complex decisions on a daily basis. B) prefer to take shortcuts and rely on peripheral product information. C) purchase more products related to science and technology than their counterparts. D) enjoy thinking extensively about potential product purchases.

Jayleen prefers to shop at independent fashion and clothing stores where the products are original, one-of-a-kind items that are only available for a short time period. She is likely high in the trait of: A) need for uniqueness. B) bargain orientation. C) ethical consumerism. D) innovativeness.

Consumers high in public self-consciousness are likely to: A) be shy and self-aware in their product choices, preferring to opt for safe choices. B) routinely exhibit bravado in public situations. C) be easily embarrassed by poor consumer choices. D) make choices that allow them to present a positive view of the self to others.

Julianne purchases clothing and cosmetics in order to convey a positive image of her self to others. She is high in the trait of: A) need for uniqueness. B) bargain orientation. C) need for cognition. D) public self-consciousness.

Meg finds out that all of the people she knows will be wearing jeans to a party. Knowing this, she decides to wear a skirt. This demonstrates Meg's: A) hierarchy orientation. B) fashion orientation. C) allocentric orientation. D) need for uniqueness.

Nick is redesigning an advertisement after his consultant told him the marketing segment for his insurance products was high in idiocentrics. Which of the following would be how to attract such a segment? A) Show a potential customer busy at work. B) Show a potential customer shopping in the produce aisle for organic vegetables. C) Depict a father and son working on an airplane model. D) Show a family in the kitchen all working to prepare a wholesome dinner.

Personality refers to a person's unique psychological makeup, thought by some consistently to influence the way a person behaves.

Some current theorists say that people do not exhibit a consistent personality across different situations; they argue that the personality construct is merely a convenient way to think about other people.

The id is essentially a person's conscience.

Samantha is studying psychology. During her studies, she makes a conclusion based on what she has read about Freudian theory. Her conclusion is that the ego is a mediator between temptation and virtue. Is her conclusion true or false?

Freudian theory implies that consumers cannot tell us their true motivations for buying a product.

A key strength of motivational research is that it does not rely on Freudian theory.

The theorist Jung believed that we are a product of past experiences.

Trait theory refers to those subjective components of the self ("traits") that intuitively "make sense" even though they cannot be measured quantitatively.

Someone characterized as high in public self-consciousness is likely to enjoy engaging in effortful cognitive activity.

Idiocentrics are more interested in other cultures and travelling than allocentrics.

What is personality?

Explain the Freudian concept of the id.

Explain the Freudian concept of the superego.

Explain the Freudian concept of the ego.

What are the implications of Freud's notion of the unconscious motive?

Identify and define the three aspects of the self-system according to Freudian psychology.

What is motivational research?

Explain Jung's notion of the collective unconscious.

Explain the Freudian system of personality as it might apply to the behaviour of someone who is out with friends drinking.

Describe the basic premise of motivational research and how it is conducted. Why has this type of research been criticized?

What were beliefs of the neo-Freudians? Are those beliefs relevant to today's marketing?

Guita is very aware of her publicly displayed self-image. She purchases clothing and cosmetics to convey a positive image of herself to others. Describe which trait she is likely high on.

What is meant by the term "need for uniqueness"?

Albert really enjoys effortful cognitive activity and when he goes on a plane ride he purchases activity books containing challenging analogical and mathematical puzzles to pass the time. What would trait theory say about Albert?

Could trait theory be used as a basis for market segmentation? Explain why or why not, using two traits to illustrate support for your position.

The automobile company Jaguar uses the cat as its logo to depict the same traits as the cat: solitary, opportunistic, stalk-and-ambush predator at the top of the food chain. This is an example of: A) superego. B) competitive fear. C) repositioning. D) brand personality.

Old Spice created a series of commercials with a likeable brand representative and created several YouTube spots to help viewers get to know the man behind the brand. This was to enhance: A) consumer self-esteem. B) company acceptance. C) brand personality. D) perceptual selectivity.

According to the text, the product symbol that is given credit for being the first "brand personality" (introduced in 1886) was: A) the Coca-Cola symbol. B) the John Deere tractor symbol. C) the Quaker Oats man. D) the Kellogg's rooster.

The Apple brand is synonymous with a visual of an apple with a leaf on the stem and a bite taken out of it. Over the years they have been able to connect the image with what the brand stands for-acquiring knowledge. It has built: A) brand dynamics. B) brand polarity. C) brand equity. D) brand logos.

A certain brand of DVD player is priced at the high end of the market and is only sold in limited locations at very high-end stores. This implies which personality trait inferences? A) versatile, adaptable B) snobbish, sophisticated C) reliable, dependable D) flighty, schizophrenic

Disney as a brand can be symbolized with three circles forming a shape that resembles a mouse's head with ears: Mickey Mouse. It has become such an obsession with many that the company has many "hidden" Mickeys throughout its theme parks that visitors seek out, post, tweet, and blog about for hours on end. This is an example of a successful use of: A) objectivism. B) animism. C) humanism. D) cultism.

The second level of animism occurs when objects become ________; that is, they take on human characteristics. A) organic B) assimilated C) anthropomorphized D) animated

Although a brand's personality can be very difficult to change, marketers can accomplish this to certain extent by ________ their product. A) reanimating B) skimming C) allocating D) repositioning

Jennifer is a marketing manager for a clothing manufacturer. She wants to have two product lines: one targeted at price-sensitive consumers and one targeted at affluent consumers. To differentiate the two brands, she intends to create distinct brand personalities. Keith argues this is dangerous because a company cannot have two brands with different personalities. Keith is right.

The Jolly Green Giant is an example of anthropomorphism.

An ardent golfer, Samuel buys the products promoted by a celebrity golfer. He feels the spirit of the golfer is available through the brand. This is the highest order of animism.

Describe the concepts of brand personality and brand equity and how they are related.

Dos Equis has created a brand personality around "The Most Interesting Man in the World." Explain what type of brand personality this is creating.

Serena loves to eat canned corn, especially because of the Jolly Green Giant spokes character. What aspect of brand personality is being used in this example?

Describe the concepts of brand personality and brand equity and how they are related.

Parkas, Inc. is a manufacturer of top quality jackets and parkas, similar to Columbia sportswear. However, Columbia is perceived as being much more durable and fashionable, and appeals to a younger demographic. This is a segment that Parkas Inc. would like to improve in. What must Parkas Inc. do to improve its standing?

________ refers to a pattern of consumption reflecting a person's choices of how he or she spends time and money. A) Lifestyle B) Motivation C) Pattern development D) AIO

Because a goal of lifestyle marketing is to allow consumers to pursue their chosen ways of enjoying their lives and expressing their social identities, a key aspect of this strategy is to: A) focus on product usage in desirable social settings. B) set a low price point. C) ensure you have a popular celebrity for a spokesperson. D) make the product available everywhere.

IKEA sets up their outlets with various room designs for each room use. For example, there could be ten completely different kitchens on display, each one having its own look with cupboards, counters, appliances, and dishes. This is an example of: A) co-branding. B) product complementarity. C) repositioning. D) brand personification.

Sets of different products with symbolic meanings that are related are called: A) investitures. B) consumption constellations. C) harmonic convergences. D) patterned products.

When interior designers integrate products from many different categories (such as appliances, furnishings, and even artwork) into a unified whole or a specific decorating style, they are relying upon the principle of: A) market complementarity. B) market consistency. C) product complementarity. D) harmonic convergence.

Jane and Julie are identical twins. They look alike and have almost identical personalities. They both live in the same apartment. By definition, they would both have the same lifestyle.

Luis and his brother won a lottery and shared the money equally. Luis went on a trip around the world. His brother bought an expensive racing boat. This difference reflects a difference in lifestyle.

Ten years ago, Darren quenched his thirst with a cola. Today he grabs a bottle of sparkling mineral water. This is an example of how his deep-seated values have changed over time.

It is unlikely that lifestyles change once they are set.

Product complementarity occurs when the symbolic meanings of different products are related to each other.

Explain the concept of lifestyle and why it is important to marketers.

Kevin and his brother won a lottery and shared the money equally. Kevin went on a trip around the world. His brother bought an expensive racing boat. Discuss what factor likely led to this difference in choice.

You are a personal image designer. The goal of your job is to provide people with product recommendations for create a positive image. A man comes to you saying he wants a consumption constellation that reflects a more affluent lifestyle. What theory does your job rely on and what do you recommend?

The use of psychological, sociological, and anthropological factors combined with demographic information to identify potential markets is called: A) power-driven segmentation. B) ulstrith coding. C) cultural segmentation. D) psychographic segmentation.

Which of the following statements about psychographics is true? A) Psychographics was developed using only psychological and sociological factors. B) Psychographics uses non-standard psychological scales. C) Psychographics definitively explains purchase behaviours. D) Psychographics was needed because the usual large-scale qualitative survey research yielded only a little information about a lot of people.

AIO statements consist of consumer responses identifying their: A) attention, interests, outcomes. B) activities, interests, outcomes. C) attention, interests, opinions. D) activities, interests, opinions.

Shopping, club memberships, sports, and social events are all illustrations of which of the following lifestyle dimensions? A) activities B) interests C) demographics D) outcomes

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) demographics D) outcomes

A psychographic study of men aged 18-24 who drink and drive found four different groups: A) nerds, yuppies, problem kids, well adjusted. B) well adjusted, nerds, problem kids, rockers. C) party animals, nerds, yuppies, problem kids. D) good timers, nerds, problem kids, well adjusted.

The acronym VALS stands for: A) vacation and leisure segments. B) varied-attitude list survey. C) values and lifestyles. D) varied actions linked to strategy.

Genevieve's main focus at the moment is her career, choosing a government position over a private-sector company or entrepreneurial endeavour. According to the VALS typology, she can fit into which of the following groups? A) fulfilled B) achievers C) experiencers D) strivers

Holding down a well-paid job, Jeremy is not short of resources, but he is impulsive and always seeking risky activities, such as trying to climb to the summit of Everest. According to the VALS typology, he can fit into which of the following groups? A) achievers B) experiencers C) strivers D) makers

Doug comes from a family background where a strong ethical code was developed at an early age. He has little money, but he still tends to favour brands that are tried and true. According to the VALS typology, he can fit into which of the following groups? A) fulfilled B) achievers C) strivers D) believers

Erin likes to be self-sufficient. She grows her own vegetables, mows her own lawn, does her own repairs, and even painted her house. According to the VALS typology, she can fit into in which of the following groups? A) fulfilled B) achievers C) strivers D) makers

Conrad, a student on scholarship at a prestigious university, constantly meets with his professors to have a one-on-one evaluation of how his performance is in each class. Conrad is: A) fulfilled. B) an achiever. C) a survivor. D) a striver.

The study of demographics allows us to describe who buys, but psychographics allows us to understand why they do.

VALS divides people into eight groups according to both psychological characteristics and resources, which include such factors as income, education, energy levels, and eagerness to buy.

Beth is highly motivated to advance her career, but does not like uncertainty. She is also highly concerned about the approval of others. According to the VALS system, Beth would most likely be categorized as a Striver.

Explain the concept of psychographics and why this is important to marketers.

What do marketers mean by the term "AIOs"?

Explain geodemography and how it relates to single-source data.

There are eight categories listed in the VALS system. List and briefly describe four of the categories.

Alison is a go-getting lawyer who is very career-oriented and makes a high salary. Using the VALS framework, how would you describe Alison?

Your research colleague Gary says, "I've heard about this new term, psychographics. Do you know what this means? What forms of psychographic studies are there?" What do you say?

How are psychographics distinct from demographics, and why are psychographics necessary to better understand marketing and consumer behaviour?

Mary's possessions play a central role in her life and influence her value systems. Mary can be considered as having the trait of: A) extroversion. B) materialism. C) self-consciousness. D) innovativeness.

The List of Values (LOV) scale identifies: A) consumer attitudes to products that are connected to romance and online dating services. B) how values relate to a five-dimension personality scale. C) nine consumer segments based on the values they endorse. D) consumption patterns that are motivated by price-bracket concerns.

A ________ is a belief that some condition is preferable to its opposite. A) moral B) value C) need D) want

Jill is a vegetarian because of health reasons and Robert is a vegetarian because of animal cruelty concerns. While both may share the same consumption patterns, they differ in what fundamental aspect? A) their politics B) their values C) their lifestyles D) their education

Our beliefs are taught to us by our parents, friends, and teachers. In other words, we learn them from: A) anyone. B) adults. C) conscientious consumerism. D) socialization agents.

When Naomi went to teach English in Taiwan, it took her a long time to become: A) enculturated. B) acculturated. C) easternized. D) socialized.

The process of learning the beliefs and behaviours that are endorsed by one's own culture is called: A) acculturation. B) accommodation. C) enculturation. D) cultural valuation.

Within each culture, there are usually beliefs or a set of underlying goals most people agree are important. Values that can be thought of as desired end states or goals for both individuals and their society are termed: A) terminal values. B) behaviour objective values. C) instrumental values. D) self-actualization values.

Values that specify the actions needed to achieve some higher-order value are termed: A) terminal values. B) behaviour objective values. C) instrumental values. D) self-actualization values.

A household cleaner that advertises its durability is appealing to which type of value? A) cultural B) core C) product-specific D) consumption-specific

Consumers are beginning to place a high value on buying green brands and products from green companies. This shift towards personal and global health has been termed by some researchers as: A) conscientious consumerism. B) a fad. C) idealism. D) acculturation.

Ease of use and durability are examples of: A) cultural values. B) product-specific values. C) consumption-specific values. D) core values.

The Rokeach Value Survey is intended to measure: A) consumption-specific values, such as convenient shopping and good service. B) how consumer values are dependent on culture. C) a set of terminal values. D) comparative house prices across North America.

What are values? Why are values of interest to marketers?

Jules is a consumer in the segment sometimes labelled "lifestyles of health and sustainability." Discuss what his typical day might include and, from a marketing perspective, what type of products he may be interested in.

What is conscientious consumerism?

When asked why he spends so much money on clothing, gadgets, and his car, Andrew answers: "He who dies with most toys, wins." Describe what value he is expressing.

Discuss two different instruments that might be used to measure values, and explain why one may be preferable for marketing applications.

At Whole Foods supermarket in Seattle, shoppers take part in a "singles" night the first Friday of every month. Identify and describe the variable this program is using to target consumers.

What is materialism? What are some of the negative consequences of materialism?