Question 1

Sets of different products with symbolic meanings that are related are called:

Accepted Answer

A)  investitures. 
B)  consumption constellations. 
C)  harmonic convergences. 
D)  patterned products. 
A)  investitures. 
B)  consumption constellations. 
C)  harmonic convergences. 
D)  patterned products.

Question 2

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

Accepted Answer

A brand personality is the set of traits

Question 3

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?

Accepted Answer

Psychographics involves the "use of psyc

Question 4

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:

Accepted Answer

A)  terminal values. 
B)  behaviour objective values. 
C)  instrumental values. 
D)  self-actualization values. 
A)  terminal values. 
B)  behaviour objective values. 
C)  instrumental values. 
D)  self-actualization values.

Question 5

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.

Accepted Answer

He is expressing the value of materialis

Question 6

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

Accepted Answer

A)  superego 
B)  ego 
C)  persona 
D)  id 
A)  superego 
B)  ego 
C)  persona 
D)  id

Question 7

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

Accepted Answer

Below is a complete answer for all eight

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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?

Accepted Answer

A)  Karen Horney 
B)  Sigmund Freud 
C)  Carl Jung 
D)  Alfred Adler 
A)  Karen Horney 
B)  Sigmund Freud 
C)  Carl Jung 
D)  Alfred Adler

Question 10

Consumers who possess a high need for cognition:

Accepted Answer

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. 
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.

Question 11

What do marketers mean by the term "AIOs"?

Accepted Answer

Most contemporary psychographic research

Question 12

The three Freudian symbolic self systems are the:

Accepted Answer

A)  id, psyche, and superego. 
B)  identification, ego, and superego. 
C)  subconscious, ego, and id. 
D)  id, ego, and superego. 
A)  id, psyche, and superego. 
B)  identification, ego, and superego. 
C)  subconscious, ego, and id. 
D)  id, ego, and superego.

Question 13

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

Accepted Answer

Materialism refers to the importance peo

Question 14

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?

Accepted Answer

Answers may vary.
It must reposition its

Question 15

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

Accepted Answer

This is an example of level 1 animism. I

Question 16

Mary's possessions play a central role in her life and influence her value systems. Mary can be considered as having the trait of:

Accepted Answer

A)  extroversion. 
B)  materialism. 
C)  self-consciousness. 
D)  innovativeness. 
A)  extroversion. 
B)  materialism. 
C)  self-consciousness. 
D)  innovativeness.

Question 17

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?

Accepted Answer

A)  Sigmund Freud 
B)  Karen Horney 
C)  Carl Jung 
D)  Alfred Adler 
A)  Sigmund Freud 
B)  Karen Horney 
C)  Carl Jung 
D)  Alfred Adler

Question 18

The Jolly Green Giant is an example of anthropomorphism.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

Lifestyle refers to a pattern of consump

Question 20

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:

Accepted Answer

A)  interest in innovations. 
B)  need for acquiring and owning goods. 
C)  need for cognition. 
D)  emphasis on his appearance. 
A)  interest in innovations. 
B)  need for acquiring and owning goods. 
C)  need for cognition. 
D)  emphasis on his appearance.

Sets of different products with symbolic meanings that are related are called:

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

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?

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:

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.

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

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

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

Consumers who possess a high need for cognition:

What do marketers mean by the term "AIOs"?

The three Freudian symbolic self systems are the:

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

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

Mary's possessions play a central role in her life and influence her value systems. Mary can be considered as having the trait of:

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?

The Jolly Green Giant is an example of anthropomorphism.

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

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:

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 6: Personality, Lifestyles, and Values

Sets of different products with symbolic meanings that are related are called:

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

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?

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:

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.

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

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

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

Consumers who possess a high need for cognition:

What do marketers mean by the term "AIOs"?

The three Freudian symbolic self systems are the:

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

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

Mary's possessions play a central role in her life and influence her value systems. Mary can be considered as having the trait of:

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?

The Jolly Green Giant is an example of anthropomorphism.

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

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:

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters