Exam 6: Personality and Psychographics

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

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."

The terms animism and anthropomorphism have the same meaning.

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?

People who are used or exploited, willingly or not, for commercial gain in the marketplace are referred to as ________ consumers.

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?

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

Alcoholism and cigarette smoking are both examples of ________.

The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain.

Explain how addictive consumption is a dimension of the "dark side" of marketing.

One important system of psychographic research measures AIO categories. What do AIOs measure?

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?

Elizabeth has few resources with which to purchase essentials. She tends to favor proven brands and does not take many risks. She also is very concerned about the approval of others when she goes out in public. Under the VALS2 classification system, Elizabeth would most likely be labeled a Striver.

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

An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2 groups?

According to an interpretation of the VALS2 segmentation system, consumers who have ideals as their primary motivation would be classified as Experiencers and Makers.

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

Alfred Adler suggested that many actions that people take are motivated by their desire to overcome feelings of inferiority.

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?

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 ________.