Question 1

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

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Question 2

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?

Accepted Answer

The high price and limited availability of the DVD player at high-end stores suggest exclusivity and luxury, which are often associated with sophistication. The term "snobbish" can also be inferred as it implies a sense of exclusivity and selectiveness in the product's positioning.

Question 3

Explain the Freudian concept of the ego.

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Question 4

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

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Question 5

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.

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Question 6

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:

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Brand equity refers to the value and strength of a brand that it has built over time, which in Apple's case is represented by its widely recognized logo and the association of the brand with acquiring knowledge. This recognition and association contribute to Apple's overall brand value and consumer perception.

Question 7

What is motivational research?

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Question 8

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:

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Creating a series of commercials with a likable brand representative helps to personify the brand, giving it human-like characteristics that make it more relatable and memorable to consumers, thereby enhancing the brand's personality.

Question 9

Explain Jung's notion of the collective unconscious.

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Question 10

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

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Question 11

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

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Question 12

The second level of animism occurs when objects become ________; that is, they take on human characteristics.

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The second level of animism involves objects being anthropomorphized, meaning they are attributed with human characteristics or qualities.

Question 13

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

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Question 14

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

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Question 15

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.

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Question 16

According to the text, the product symbol that is given credit for being the first "brand personality" (introduced in 1886) was:

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The Quaker Oats man, introduced in 1886, is credited as the first "brand personality," marking a significant shift in marketing and branding strategies by personifying a product to create a unique identity and foster customer loyalty.

Question 17

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?

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Question 18

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:

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The use of a cat in Jaguar's logo to symbolize traits such as solitary, opportunistic, and being a top predator is an example of brand personality. This concept involves giving a brand human-like characteristics to make it more relatable or appealing to consumers.

Question 19

Although a brand's personality can be very difficult to change, marketers can accomplish this to certain extent by ________ their product.

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Repositioning a product involves changing its place in the market by altering its image, target audience, or both. This can effectively change a brand's personality in the eyes of consumers.

Question 20

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:

Accepted Answer

This is an example of animism, where inanimate objects are given qualities that make them relatable or alive in the minds of people. Disney's use of Mickey Mouse's silhouette throughout its theme parks to create a fun, interactive experience for visitors is a form of animism, as it imbues a simple shape with the lively and beloved character of Mickey Mouse, encouraging emotional connections and engagement.

Quiz 6: Personality, Lifestyles, and Values