Question 1

The ego is the referee in the fight between temptation and virtue.

Accepted Answer

A) True 
 B)False

Question 2

What form do psychographic studies take?

Accepted Answer

A)  lifestyle profile 
B)  product-specific profile 
C)  general lifestyle segmentation 
D)  All of the above 
A)  lifestyle profile 
B)  product-specific profile 
C)  general lifestyle segmentation 
D)  All of the above

Question 3

When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________.

Accepted Answer

A)  demographics 
B)  personality 
C)  psychographics 
D)  positioning 
A)  demographics 
B)  personality 
C)  psychographics 
D)  positioning

Question 4

According to the 80/20 rule, only 20 percent of a product's users account for 80 percent of the volume of product a company sells.

Accepted Answer

A) True 
 B)False

Question 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.

Accepted Answer

A) True 
 B)False

Question 6

Customs, mores and conventions are all different types of which of the following?

Accepted Answer

A)  Socialization agents 
B)  Values 
C)  Crescive norms 
D)  Core perspectives 
A)  Socialization agents 
B)  Values 
C)  Crescive norms 
D)  Core perspectives

Question 7

List and explain the four forms of psychographic studies.

Accepted Answer

The four forms of psychographic studies

Question 8

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a personality theory called trait theory.

Accepted Answer

A) True 
 B)False

Question 9

Motivational research relies on ________ of individual consumers.

Accepted Answer

A)  psychological profiles 
B)  Jungian analysis 
C)  behavior targeting 
D)  depth interviews 
A)  psychological profiles 
B)  Jungian analysis 
C)  behavior targeting 
D)  depth interviews

Question 10

Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

Accepted Answer

A) True 
 B)False

Question 11

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?

Accepted Answer

A)  activities 
B)  interests 
C)  opinions 
D)  demographics 
A)  activities 
B)  interests 
C)  opinions 
D)  demographics

Question 12

Consumption lifestyles can vary to a large degree amongst individuals that may appear to have similarities. Which of the following statements is untrue?

Accepted Answer

A)  People with similarities in gender, age and income may prefer to spend their money on different things. 
B)  People with similarities in gender, age and income may prefer to spend their money on broadly the same things. 
C)  In traditional societies factors such as class largely dictate consumption patterns. 
D)  In modern societies, consumers tend to be freer to determine their own consumption patterns. 
A)  People with similarities in gender, age and income may prefer to spend their money on different things. 
B)  People with similarities in gender, age and income may prefer to spend their money on broadly the same things. 
C)  In traditional societies factors such as class largely dictate consumption patterns. 
D)  In modern societies, consumers tend to be freer to determine their own consumption patterns.

Question 13

The reality principle finds ways to gratify the id that are acceptable to the outside world.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A)  rational thinking 
B)  unconscious motives 
C)  conscious motives 
D)  deviant behaviors 
A)  rational thinking 
B)  unconscious motives 
C)  conscious motives 
D)  deviant behaviors

Question 15

Motivational research is based on the trait theory of personality.

Accepted Answer

A) True 
 B)False

Question 16

When the ego tries to balance opposing forces, it uses the ________.

Accepted Answer

A)  super ego 
B)  reality principle 
C)  related principle 
D)  id 
A)  super ego 
B)  reality principle 
C)  related principle 
D)  id

Question 17

Milton Rokeach identified a set of ________.

Accepted Answer

A)  terminal values 
B)  core values 
C)  crescive values 
D)  cultural values 
A)  terminal values 
B)  core values 
C)  crescive values 
D)  cultural values

Question 18

A Doppelganger brand image is when a product looks like the original but in fact is a critique of it.

Accepted Answer

A) True 
 B)False

Question 19

Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences?

Accepted Answer

A)  general lifestyle segmentation 
B)  lifestyle profile 
C)  product-specific segmentation 
D)  product-specific profile 
A)  general lifestyle segmentation 
B)  lifestyle profile 
C)  product-specific segmentation 
D)  product-specific profile

Question 20

According to Freud, the part of the personality that seeks immediate gratification is called the ________.

Accepted Answer

A)  ego 
B)  super ego 
C)  conflict 
D)  id 
A)  ego 
B)  super ego 
C)  conflict 
D)  id

The ego is the referee in the fight between temptation and virtue.

What form do psychographic studies take?

When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________.

According to the 80/20 rule, only 20 percent of a product's users account for 80 percent of the volume of product a company sells.

Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product.

Customs, mores and conventions are all different types of which of the following?

List and explain the four forms of psychographic studies.

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a personality theory called trait theory.

Motivational research relies on ________ of individual consumers.

Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?

Consumption lifestyles can vary to a large degree amongst individuals that may appear to have similarities. Which of the following statements is untrue?

The reality principle finds ways to gratify the id that are acceptable to the outside world.

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

Motivational research is based on the trait theory of personality.

When the ego tries to balance opposing forces, it uses the ________.

Milton Rokeach identified a set of ________.

A Doppelganger brand image is when a product looks like the original but in fact is a critique of it.

Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences?

According to Freud, the part of the personality that seeks immediate gratification is called the ________.

Buying, Having, and Being: an Introduction to Consumer Behavior

Consumer and Social Well-Being

Perception

Learning Memory

Motivation and Affect

The Self: Mind, Gender, and Body

Attitudes and Persuasive Communication

Decision Making

Buying, Using, and Disposing

Groups and Social Media

Income and Social Class

Subcultures

Culture

Filters

Exam 7: Personality, Lifestyles, and Values

The ego is the referee in the fight between temptation and virtue.

What form do psychographic studies take?

When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________.

According to the 80/20 rule, only 20 percent of a product's users account for 80 percent of the volume of product a company sells.

Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product.

Customs, mores and conventions are all different types of which of the following?

List and explain the four forms of psychographic studies.

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a personality theory called trait theory.

Motivational research relies on ________ of individual consumers.

Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?

Consumption lifestyles can vary to a large degree amongst individuals that may appear to have similarities. Which of the following statements is untrue?

The reality principle finds ways to gratify the id that are acceptable to the outside world.

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

Motivational research is based on the trait theory of personality.

When the ego tries to balance opposing forces, it uses the ________.

Milton Rokeach identified a set of ________.

A Doppelganger brand image is when a product looks like the original but in fact is a critique of it.

Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences?

According to Freud, the part of the personality that seeks immediate gratification is called the ________.

Buying, Having, and Being: an Introduction to Consumer Behavior

Consumer and Social Well-Being

Perception

Learning Memory

Motivation and Affect

The Self: Mind, Gender, and Body

Attitudes and Persuasive Communication

Decision Making

Buying, Using, and Disposing

Groups and Social Media

Income and Social Class

Subcultures

Culture

Filters