Question 1

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

Accepted Answer

Carl Jung's theory of archetypes suggests that certain characters or images have universal symbolic meanings that can be used in marketing and advertising. Yoda is an archetypal character that represents the wise old man, and using him in advertising can appeal to consumers' desire for wisdom, guidance, and knowledge.

Question 2

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

Accepted Answer

Freudian theory suggests that our unconscious mind plays a significant role in shaping our behavior, including our purchasing behavior. Consumer researchers have adapted his ideas to explore the impact of unconscious motives such as desires, fears, and unresolved psychological conflicts on consumer decision-making.

Question 3

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

Accepted Answer

According to Freudian theory, the id is the unconscious part of the mind that is driven by basic instincts and desires. Andrew's decision to prioritize immediate pleasure and socializing over the responsible task of working on a research paper is an example of the id dominating in his decision-making process.

Question 4

Most Freudian applications in marketing relate to the product's ________.
A) brand personality
B) hidden values
C) competitive advantage
D) sexual symbolism

Accepted Answer

Freudian applications in marketing often focus on sexual symbolism, as Freud's theories emphasize the influence of unconscious desires and instincts, including sexuality, on human behavior.

Question 5

Today thousands of brands borrow personality traits of individuals or groups to convey an image that 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

Accepted Answer

The Quaker Oats man was first introduced in advertising in 1909 as a way to create a virtuous and trustworthy image for the brand. The other options listed did utilize brand personalities, but they were introduced later and are not the earliest example. The Coca-Cola polar bear was first introduced in 1993, the Jolly Green Giant in 1928, and the Marlboro man in 1954.

Question 6

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

Accepted Answer

Brand equity refers to the value and strength of a brand, as reflected in the willingness of customers to pay more for a branded product compared to an unbranded product. It encompasses factors such as brand awareness, associations, perceived quality, loyalty, and other intangible assets that define the brand in consumers' minds. Developing and maintaining strong brand equity is a key objective for most companies, as it helps to differentiate the brand, create barriers to entry, increase customer loyalty, and drive growth and profitability.

Question 7

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

Accepted Answer

The mention of archetypes (universal symbolic patterns and images) suggests that the significance of these stories lies in the archetypal struggles of good vs evil and the hero's journey.

Question 8

Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, or perfume?
A) security
B) eroticism
C) disalienation
D) individuality

Accepted Answer

The consumption motives behind purchasing gourmet foods, foreign cars, or perfume are likely driven by the desire for individuality. These products are often associated with status and luxury, which can be used to assert one's unique identity and taste preferences.

Question 9

Motivational research relies on ________ of individual consumers.
A) psychographic profiles
B) Jungian analysis
C) behavioral targeting
D) depth interviews

Accepted Answer

Motivational research often uses depth interviews to explore the underlying motivations and emotions of individual consumers.

Question 10

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

Accepted Answer

Jim's self-image of confidence, power, and heroism aligns with the Warrior archetype, which is characterized by a strong sense of control, strength, and a desire to conquer obstacles. The other options are less fitting based on the given description. The Patriarch archetype is focused on responsibility and protection, the Sage archetype is focused on wisdom and knowledge, and the Troubadour archetype is focused on creativity and self-expression.

Question 11

Tracy, who named her car Sophie, talks to her friends about the personality traits of her car. Tracy has ________ her car.
A) branded
B) archetyped
C) anthropomorphized
D) repositioned

Accepted Answer

Tracy has attributed human-like qualities to her car by giving it a name and discussing its personality traits, which is known as anthropomorphizing.

Question 12

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

Accepted Answer

Online matchmaking services focus on the quantitative measurement of personality traits. This is evident in the creation of "personality profiles" and the subsequent matching of members based on similar traits. Personality traits are a key factor in determining compatibility in relationships.

Question 13

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 conveys 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.

Accepted Answer

Ernest Dichter believed that the tiger symbolized power and virility, which would appeal to male consumers. At the same time, the tiger also conveyed a sense of sensuality and excitement, which would draw in female consumers. Therefore, the campaign relied on the tiger as a potent symbol of both sexual and physical prowess. The choice of orange and black colors was meant to further emphasize the tiger's power and aggressiveness.

Question 14

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

Accepted Answer

The ad is appealing to the superego, which is the part of the Freudian system that is concerned with adhering to social norms and moral standards. The implication is that using this deodorant will help the consumer avoid offending others and violating these norms.

Question 15

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

Accepted Answer

The trait theory suggests that personality differences between individuals can be explained by a number of different characteristics, or traits, such as introversion or extroversion. This theory focuses on identifying and measuring these traits to understand and describe personality.

Question 16

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

Accepted Answer

Eric's belief that the St. Christopher's medallion has magical qualities and can communicate with him suggests an animistic worldview, in which inanimate objects are believed to possess spirits or consciousness.

Question 17

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

Accepted Answer

Motivational research in the 1950s sought to apply Freudian theories to marketing and advertising, aiming to uncover the unconscious desires that drive consumer behavior.

Question 18

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

Accepted Answer

Carl Jung believed in the existence of archetypes, which are universal symbols or patterns of behavior that are present in the collective unconscious of all humans. These archetypes manifest themselves in various forms such as myths, stories, and dreams, and they often deal with universal themes such as birth, death, love, and power.

Question 19

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

Accepted Answer

The pleasure principle is closely associated with the id in Freudian theory. The id is the most primitive part of the psyche and seeks immediate gratification of desires and impulses without consideration for reality or consequences. The pleasure principle is the id's drive to seek pleasure and avoid pain.

Question 20

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

Accepted Answer

Brand equity refers to the value associated with a company's brand name, and L. L. Bean has invested heavily in building and maintaining a positive brand image. This has resulted in consumers perceiving L. L. Bean products as rugged, outdoorsy, tough, athletic, and dependable, which in turn adds value to the brand and helps drive sales.

Quiz 7: The Self

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?

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence our purchases.

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?

Most Freudian applications in marketing relate to the product's ________.

Today thousands of brands borrow personality traits of individuals or groups to convey an image that marketers want consumers to form of their brands. An early brand personality was communicated in 1886 by the ________.

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.

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 ________.

Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, or perfume?

Motivational research relies on ________ of individual consumers.

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 ________.

Tracy, who named her car Sophie, talks to her friends about the personality traits of her car. Tracy has ________ her car.

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 ________.

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?

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?

What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion?

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

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.

In a Freudian interpretation, which of the following is most closely associated with the pleasure principle?