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Marketing management

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Marketing Management

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Academic year: 2019/2020
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Manish Gupta
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Consumer Behavior, 10e (Solomon) Chapter 6 Personality and Psychographics

  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 Answer: C Diff: 1 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  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 Answer: D Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  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. Answer: A Diff: 1 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

1

  1. 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 Answer: A Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  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 Answer: B Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6- AACSB: Communication abilities

  3. Most Freudian applications in marketing relate to the product's ________. A) brand personality B) hidden values C) competitive advantage D) sexual symbolism Answer: D Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6- AACSB: Communication abilities

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  1. 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 Answer: D Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  2. 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 Answer: D Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  3. 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 Answer: A Diff: 1 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6- AACSB: Communication abilities

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  1. Popular online matchmaking services such as match and eharmony 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 Answer: C Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6- AACSB: Use of information technology

  2. 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 Answer: A Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  3. 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 Answer: C Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6- AACSB: Communication abilities

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  1. 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 Answer: C Diff: 1 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  2. 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 Answer: B Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  3. 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) VALS C) RISC D) PRIZM NE Answer: B Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6- AACSB: Multicultural and diversity understanding

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  1. 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 Answer: C Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  2. ________ 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 Answer: D Diff: 1 Learning Outcome: Describe the influence of social class and economic class on consumer behavior. Skill: Concept Objective: 6- AACSB: Multicultural and diversity understanding

  3. 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 Answer: D Diff: 2 Learning Outcome: Describe the influence of social class and economic class on consumer behavior. Skill: Concept Objective: 6- AACSB: Multicultural and diversity understanding

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  1. Alcoholism and cigarette smoking are both examples of ________. A) anticonsumption behaviors B) consumer addictions C) shrinkage D) consumed consumer behaviors Answer: B Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  2. 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 Answer: C Diff: 1 Learning Outcome: Explain the influence of the needs and cultural values of consumers. Skill: Concept Objective: 6-

  3. 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 Answer: D Diff: 1 Learning Outcome: Explain the influence of the needs and cultural values of consumers. Skill: Concept Objective: 6- AACSB: Ethical understanding and reasoning abilities

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  1. 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 Answer: A Diff: 3 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6- AACSB: Ethical understanding and reasoning abilities

  2. 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 Answer: B Diff: 1 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6- AACSB: Ethical understanding and reasoning abilities

  3. Which of the following is an example of anticonsumption behavior? A) compulsively shopping B) intentionally spreading a computer virus C) gambling D) culture jamming Answer: B Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6- AACSB: Ethical understanding and reasoning abilities

11

  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 Answer: C Diff: 3 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Application Objective: 6- AACSB: Analytic skills

  2. 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 Answer: B Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Application Objective: 6- AACSB: Analytic skills

  3. 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 Answer: B Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Application Objective: 6- AACSB: Analytic skills

13

  1. 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 Answer: D Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Application Objective: 6- AACSB: Reflective thinking skills

  2. Eric has a St. Christopher's medallion that he received from his late grandfather. The magical qualities (e., 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 Answer: B Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Application Objective: 6- AACSB: Analytic skills

  3. 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 Answer: C Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Application Objective: 6- AACSB: Analytic skills

14

  1. 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 Answer: D Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Application Objective: 6- AACSB: Analytic skills

  2. 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 Answer: C Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Application Objective: 6- AACSB: Use of information technology

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  1. 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. Answer: B Diff: 3 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Critical Thinking Objective: 6- AACSB: Reflective thinking skills

  2. 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. Answer: C Diff: 3 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Critical Thinking Objective: 6- AACSB: Reflective thinking skills

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  1. Motivational research is based on the trait theory of personality. Answer: FALSE Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  2. Conducting motivational research tends to be less expensive than conducting a large-scale, quantitative survey because interviewing and data-processing costs are relatively minimal. Answer: TRUE Diff: 2 Learning Outcome: Discuss why and how consumer research is conducted. Skill: Concept Objective: 6-

  3. Alfred Adler suggested that many actions that people take are motivated by their desire to overcome feelings of inferiority. Answer: TRUE Diff: 3 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  4. An individual with the personality trait of extroversion tends to be quiet and reserved. Answer: FALSE Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  5. The personality trait of need for cognition refers to the degree to which a person likes to think about things. Answer: TRUE Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

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  1. A Doppelganger brand image is likely to be presented in a consumer-generated parody of a brand. Answer: TRUE Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6- AACSB: Use of information technology

  2. Marketing research has indicated that consumers have difficulty assigning personality qualities to most everyday, functional products. Answer: FALSE Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  3. The terms animism and anthropomorphism have the same meaning. Answer: FALSE Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  4. It is common for companies to divide up their consumers along lifestyle dimensions and label these groups with terms such as "Geek Chic Guy" or "Whole Foods Woman." Answer: TRUE Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

  5. Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product. Answer: FALSE Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior. Skill: Concept Objective: 6-

20

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Marketing management

Course: Marketing Management

999+ Documents
Students shared 1026 documents in this course

University: Alliance University

Was this document helpful?
Consumer Behavior, 10e (Solomon)
Chapter 6 Personality and Psychographics
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
Answer: C
Diff: 1
Learning Outcome: Explain the relevance of the major theories of personality to consumer
behavior.
Skill: Concept
Objective: 6-1
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
Answer: D
Diff: 2
Learning Outcome: Explain the relevance of the major theories of personality to consumer
behavior.
Skill: Concept
Objective: 6-1
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.
Answer: A
Diff: 1
Learning Outcome: Explain the relevance of the major theories of personality to consumer
behavior.
Skill: Concept
Objective: 6-1
1
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