Consumer Behaviour Study Set 4

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:

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?

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:

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:

The theories of ________ highlight the potential importance of unconscious motives underlying purchases.

In Freudian theory, the ________ is that part of the mind guided by the primary desire to maximize pleasure and avoid pain.

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

The three Freudian symbolic self systems are the:

________ 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 child goes into a store, sees a Caramilk bar, and wants it right away. Freudian theory would say that this is representative of the:

Today most applications of Freudian theory in marketing are related to:

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?

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?

In the 1950s, a perspective called ________ attempted to use Freudian ideas to understand the deeper meanings of products and advertisements.

The "fight between temptation and virtue" in the mind is mediated by the:

Psychological approaches to the concept of personality in the early part of the century were based on:

A basic assumption of motivational research is:

In Freudian theory, the system that acts as a person's conscience is the:

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:

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?