Question 1

AIO statements consist of consumer responses identifying their:

Accepted Answer

A)  attention, interests, outcomes. 
B)  activities, interests, outcomes. 
C)  attention, interests, opinions. 
D)  activities, interests, opinions. 
A)  attention, interests, outcomes. 
B)  activities, interests, outcomes. 
C)  attention, interests, opinions. 
D)  activities, interests, opinions.

Question 2

Beth is highly motivated to advance her career, but does not like uncertainty. She is also highly concerned about the approval of others. According to the VALS system, Beth would most likely be categorized as a Striver.

Accepted Answer

A) True 
 B)False

Question 3

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:

Accepted Answer

A)  Jung. 
B)  Katz. 
C)  Freud. 
D)  Dichter. 
A)  Jung. 
B)  Katz. 
C)  Freud. 
D)  Dichter.

Question 4

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

Accepted Answer

A)  organic 
B)  assimilated 
C)  anthropomorphized 
D)  animated 
A)  organic 
B)  assimilated 
C)  anthropomorphized 
D)  animated

Question 5

The theorist Jung believed that we are a product of past experiences.

Accepted Answer

A) True 
 B)False

Question 6

Julianne purchases clothing and cosmetics in order to convey a positive image of her self to others. She is high in the trait of:

Accepted Answer

A)  need for uniqueness. 
B)  bargain orientation. 
C)  need for cognition. 
D)  public self-consciousness. 
A)  need for uniqueness. 
B)  bargain orientation. 
C)  need for cognition. 
D)  public self-consciousness.

Question 7

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

Accepted Answer

A)  mores. 
B)  ego. 
C)  superego. 
D)  id. 
A)  mores. 
B)  ego. 
C)  superego. 
D)  id.

Question 8

The use of psychological, sociological, and anthropological factors combined with demographic information to identify potential markets is called:

Accepted Answer

A)  power-driven segmentation. 
B)  ulstrith coding. 
C)  cultural segmentation. 
D)  psychographic segmentation. 
A)  power-driven segmentation. 
B)  ulstrith coding. 
C)  cultural segmentation. 
D)  psychographic segmentation.

Question 9

At Whole Foods supermarket in Seattle, shoppers take part in a "singles" night the first Friday of every month. Identify and describe the variable this program is using to target consumers.

Accepted Answer

This would be a good illustration of lif

Question 10

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

Accepted Answer

A)  the Coca-Cola symbol. 
B)  the John Deere tractor symbol. 
C)  the Quaker Oats man. 
D)  the Kellogg's rooster. 
A)  the Coca-Cola symbol. 
B)  the John Deere tractor symbol. 
C)  the Quaker Oats man. 
D)  the Kellogg's rooster.

Question 11

Personality refers to a person's unique psychological makeup, thought by some consistently to influence the way a person behaves.

Accepted Answer

A) True 
 B)False

Question 12

Samantha is studying psychology. During her studies, she makes a conclusion based on what she has read about Freudian theory. Her conclusion is that the ego is a mediator between temptation and virtue. Is her conclusion true or false?

Accepted Answer

A) True 
 B)False

Question 13

Genevieve's main focus at the moment is her career, choosing a government position over a private-sector company or entrepreneurial endeavour. According to the VALS typology, she can fit into which of the following groups?

Accepted Answer

A)  fulfilled 
B)  achievers 
C)  experiencers 
D)  strivers 
A)  fulfilled 
B)  achievers 
C)  experiencers 
D)  strivers

Question 14

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:

Accepted Answer

A)  consumer self-esteem. 
B)  company acceptance. 
C)  brand personality. 
D)  perceptual selectivity. 
A)  consumer self-esteem. 
B)  company acceptance. 
C)  brand personality. 
D)  perceptual selectivity.

Question 15

Discuss two different instruments that might be used to measure values, and explain why one may be preferable for marketing applications.

Accepted Answer

Rokeach Value Survey and the List of Val

Question 16

The acronym VALS stands for:

Accepted Answer

A)  vacation and leisure segments. 
B)  varied-attitude list survey. 
C)  values and lifestyles. 
D)  varied actions linked to strategy. 
A)  vacation and leisure segments. 
B)  varied-attitude list survey. 
C)  values and lifestyles. 
D)  varied actions linked to strategy.

Question 17

Alison is a go-getting lawyer who is very career-oriented and makes a high salary. Using the VALS framework, how would you describe Alison?

Accepted Answer

According the VALS system, Ali

Question 18

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?

Accepted Answer

A)  Personality is a set of consistent traits that does not change from one environment to the next. Either Hannah or her friends are wrong. 
B)  Personality is a person's unique psychological makeup that consistently influences behaviour within a certain environmental situation. Although behaviour will be consistent within similar environments, it may not be consistent among different environments. 
C)  Personality is a hypothetical construct that grows stronger with age. As Hannah matures, her behaviour will become more consistent in different environments. 
D)  Hannah's behaviour on a weekend night is due to her lifestyle, while her usual shy behaviour is a result of personality. 
A)  Personality is a set of consistent traits that does not change from one environment to the next. Either Hannah or her friends are wrong. 
B)  Personality is a person's unique psychological makeup that consistently influences behaviour within a certain environmental situation. Although behaviour will be consistent within similar environments, it may not be consistent among different environments. 
C)  Personality is a hypothetical construct that grows stronger with age. As Hannah matures, her behaviour will become more consistent in different environments. 
D)  Hannah's behaviour on a weekend night is due to her lifestyle, while her usual shy behaviour is a result of personality.

Question 19

Our beliefs are taught to us by our parents, friends, and teachers. In other words, we learn them from:

Accepted Answer

A)  anyone. 
B)  adults. 
C)  conscientious consumerism. 
D)  socialization agents. 
A)  anyone. 
B)  adults. 
C)  conscientious consumerism. 
D)  socialization agents.

Question 20

________ 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.

Accepted Answer

A)  Configuration 
B)  The self 
C)  Personality 
D)  Self-focus cognate 
A)  Configuration 
B)  The self 
C)  Personality 
D)  Self-focus cognate

AIO statements consist of consumer responses identifying their:

Beth is highly motivated to advance her career, but does not like uncertainty. She is also highly concerned about the approval of others. According to the VALS system, Beth would most likely be categorized as a Striver.

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:

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

The theorist Jung believed that we are a product of past experiences.

Julianne purchases clothing and cosmetics in order to convey a positive image of her self to others. She is high in the trait of:

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

The use of psychological, sociological, and anthropological factors combined with demographic information to identify potential markets is called:

At Whole Foods supermarket in Seattle, shoppers take part in a "singles" night the first Friday of every month. Identify and describe the variable this program is using to target consumers.

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

Personality refers to a person's unique psychological makeup, thought by some consistently to influence the way a person behaves.

Samantha is studying psychology. During her studies, she makes a conclusion based on what she has read about Freudian theory. Her conclusion is that the ego is a mediator between temptation and virtue. Is her conclusion true or false?

Genevieve's main focus at the moment is her career, choosing a government position over a private-sector company or entrepreneurial endeavour. According to the VALS typology, she can fit into which of the following groups?

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:

Discuss two different instruments that might be used to measure values, and explain why one may be preferable for marketing applications.

The acronym VALS stands for:

Alison is a go-getting lawyer who is very career-oriented and makes a high salary. Using the VALS framework, how would you describe Alison?

Our beliefs are taught to us by our parents, friends, and teachers. In other words, we learn them from:

________ 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.

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

AIO statements consist of consumer responses identifying their:

Beth is highly motivated to advance her career, but does not like uncertainty. She is also highly concerned about the approval of others. According to the VALS system, Beth would most likely be categorized as a Striver.

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:

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

The theorist Jung believed that we are a product of past experiences.

Julianne purchases clothing and cosmetics in order to convey a positive image of her self to others. She is high in the trait of:

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

The use of psychological, sociological, and anthropological factors combined with demographic information to identify potential markets is called:

At Whole Foods supermarket in Seattle, shoppers take part in a "singles" night the first Friday of every month. Identify and describe the variable this program is using to target consumers.

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

Personality refers to a person's unique psychological makeup, thought by some consistently to influence the way a person behaves.

Samantha is studying psychology. During her studies, she makes a conclusion based on what she has read about Freudian theory. Her conclusion is that the ego is a mediator between temptation and virtue. Is her conclusion true or false?

Genevieve's main focus at the moment is her career, choosing a government position over a private-sector company or entrepreneurial endeavour. According to the VALS typology, she can fit into which of the following groups?

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:

Discuss two different instruments that might be used to measure values, and explain why one may be preferable for marketing applications.

The acronym VALS stands for:

Alison is a go-getting lawyer who is very career-oriented and makes a high salary. Using the VALS framework, how would you describe Alison?

Our beliefs are taught to us by our parents, friends, and teachers. In other words, we learn them from:

________ 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.

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