Question 1

Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters if his favorite musical group and stacks of CDs. The different between the two rooms reflects a difference in ________ between Justin and Craig.

Accepted Answer

A)  motivational aptitudes 
B)  ego 
C)  brand awareness 
D)  lifestyle

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

There are eight categories listed in the VALS2™ system. List and briefly describe each of the categories. In which of the eight categories of the VALS2™ system would a rich, 60-year-old woman who is open to new ideas belong?

Accepted Answer

The answer of There are eight categories listed in the...

Question 4

What form do psychographic studies take?

Accepted Answer

A)  Lifestyle profile 
B)  Product-specific profile 
C)  General lifestyle segmentation 
D)  All of the above

Question 5

An individual with the personality trait of extroversion tends to be quiet and reserved.

Accepted Answer

A) True 
 B)False

Question 6

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?

Accepted Answer

A)  Security 
B)  Eroticism 
C)  Disalienation 
D)  Individuality

Question 7

Linda named her 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.

Accepted Answer

A)  branded 
B)  archetyped 
C)  anthropomorphized 
D)  repositioned

Question 8

It is possible to use psychographics to identify distinct segments even for mundane products such as soap.

Accepted Answer

A) True 
 B)False

Question 9

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 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A)  Self-image 
B)  Consumer image 
C)  Archetype 
D)  Mirror image

Question 12

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

Accepted Answer

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

Question 13

AIO surveys help measure ________.

Accepted Answer

A)  personality 
B)  demographics 
C)  lifestyles 
D)  heavy users

Question 14

The degree to which a person likes to try new things is called innovativeness.

Accepted Answer

A) True 
 B)False

Question 15

Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong?

Accepted Answer

A)  Thinkers 
B)  Achievers 
C)  Strivers 
D)  Experiencers

Question 16

The tendency to attribute human characteristics to objects or animals is called anthropomorphism.

Accepted Answer

A) True 
 B)False

Question 17

Freud's theory of personality includes the ________.

Accepted Answer

A)  super ego 
B)  ego 
C)  id 
D)  all of the above

Question 18

Many people assume that personality must be related to consumer behavior. Knowing a customer's personality profile should help predict what she or he will buy, and how decisions will be made in the marketplace. Researchers, however, have been frustrated in their search for a unified theory of personality that would explain consumer behavior. Use trait theory to explain why this is so.

Accepted Answer

The answer of Many people assume that personality must be...

Question 19

Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she really is 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 understand Hannah's personality?

Accepted Answer

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)  Hannah's personality is a 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.

Question 20

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.

Accepted Answer

A)  Believers 
B)  Strugglers 
C)  Innovators 
D)  Makers

Exam 7: Personality, Lifestyles, and Values

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

There are eight categories listed in the VALS2™ system. List and briefly describe each of the categories. In which of the eight categories of the VALS2™ system would a rich, 60-year-old woman who is open to new ideas belong?

What form do psychographic studies take?

An individual with the personality trait of extroversion tends to be quiet and reserved.

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?

Linda named her 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.

It is possible to use psychographics to identify distinct segments even for mundane products such as soap.

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

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

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

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

AIO surveys help measure ________.

The degree to which a person likes to try new things is called innovativeness.

Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong?

The tendency to attribute human characteristics to objects or animals is called anthropomorphism.

Freud's theory of personality includes the ________.

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.