17136C Understanging Buyers Ch.07 Personality Section A:True or False

1.Personality can be used to segment markets and design marketing appeals. Answer: Tpage The various personality theories are complex and diverse and were originally evolved from the study and practice of psychology. Answer: Fpage Psychoanalytic theory is based on Freud’s view of conscious motives as drivers of behaviour. Answer: Fpage The super ego is someone who is very arrogant. Answer: Fpage Neo-Freudians view the ‘unconscious’ as an important driver in human feelings, beliefs and behaviours; however, they also see the conscious mind and external factors as important influences on personality. Answer: Tpage 197

6.Carl Jung’s approach differed from Freud’s in that he believed that individuals engage in constant adaptation and creative development, based on the environment. Answer: Tpage A trait is a habit. Answer: Fpage The self-concept is based on the perception we have of ourselves. Answer: Tpage Materialism is based on the idea that a person’s possessions symbolise their identity. Answer: Tpage The TAT test was developed to determine a person’s underlying personality characteristics. Answer: Tpage 213

17136C Understanging Buyers Ch.07 Personality Section B:Multiple Choice

Question 1 Individual personality theories are based, in part, on the assumption that: a) Situations are the primary determinant of behaviour b) There are consistent differences between individuals on traits that can be measured c) Motivation does not direct behaviour d) Individual variation in behaviour is not critical Answer: Bpage 190 Question 2 Marketers give their brands personalities so that: a) Their advertisements will be more interesting b) Their products will become human c) Their products will be more meaningful to specific market segments d) Their advertisements will make sense Answer: Cpage 190

Question 3 Regarding personality and actual purchase, personality: a) Offers insights into possible purchase intentions b) Offers insights into definite purchase intentions c) Will be the deciding factor in a purchase choice d) And actual purchase have nothing to do with each other Answer: Apage 191 Question 4 Aspects of Freudian theory that are relevant to marketers are: a) The structure of personality, the role of anxiety and defence mechanisms b) The structure of personality, the role of optimism and attack mechanisms c) The structure of personality, the role of negativitism and defence mechanisms d) The structure of ego, the role of optimism and defence mechanisms Answer: A page 193

Question 5 Freud believed that a person’s personality: a) Is set at birth b) Changes through life c) Is determined by childhood sexual development and maturity d) Is determined by situational influences Answer: Cpage 193 Question 6 In Freudian terms, the ‘Don’t be a tosser’ advertisement is aimed at: a) The super ego b) The ego c) The id d) The super id Answer: Apage 194

Question 7 In Freudian terms, advertisements that promote indulgence are aimed at: a) The super ego b) The ego c) The id d) The super id Answer: Cpage 194 Question 8 In Freudian terms, advertisements that suggest you can have a treat and still maintain your figure are aimed at: a) The super ego b) The ego c) The id d) The super id Answer: Bpage 196

Question 9 Freudian theory explains that people of similar demographic characteristics buy different brands because they have different: a) Sexual levels b) Income levels c) Hidden motives d) Social situations Answer: Cpage 197 Question 10 Neo -Freudians are: a) People who follow Freud but were born later b) People who challenge all Freud’s beliefs c) People who apply Freud’s theories to the 20th century d) People who are influenced by Freud but disagree with some aspects of Freud’s concept of personality Answer: Dpage 197

Question 11 Jung suggested that the 3 components of personality are: a) The ego, the super ego and consciousness b) The ego, the id and collective consciousness c) The ego, the personal consciousness and the collective consciousness d) The ego, the personal unconscious and the collective unconscious Answer: Dpage 198 Question 12 In Jung’s theories, the personal unconscious is: a) Someone in a coma b) Information that can be remembered when there is a trigger c) The result of an accident d) Being unaware of how others see you Answer: Bpage 198

Question 13 In Jung’s theories, the collective unconscious is: a) Cultural intolerance b) Cultural ignorance c) Memories kept in community archives d) Memory traces from an individual’s ancestral past Answer: Dpage 198 Question 14 Jung’s four classifications of psychological function are: a) Sensing/intuition, thinking/feeling, intuition/thinking, and intuition/feeling b) Feeling /intuition, thinking/sensing, intuition/thinking, and intuition/sensing c) Sensing/intuition, thinking/sensing, intuition/thinking, and intuition/feeling d) Sensing/intuition, thinking/feeling, intuition/thinking, and intuition/feeling Answer: Apage 198

Question 15 According to Adler, individuals are born with an inbuilt sense of: a) Superiority b) Inferiority c) Excellence d) Ourselves Answer: Bpage 200 Question 16 Erikson believed that individuals are motivated to: a) Succeed b) Try harder if prompted the right way c) Be part of the crowd d) Achieve a positive sense of identity Answer: Dpage 200

Question 17 Marketers promising their product will lead to social acceptance and approval are using: a) Freud’s concept of super-ego b) Jung’s concept of ego c) Horney’s concept of basic anxiety d) Adler’s concept of inbuilt inferiority Answer: Cpage 201 Question 18 The five key personality types in trait theory are: a) Openness to experience, conscientiousness, extroversion/introversion, agreeableness and neuroticism b) Openness to experience, conscientiousness, extroversion/introversion, disagreeableness and neuroticism c) Closure to experience, conscientiousness, extroversion/introversion, agreeableness and neuroticism d) Openness to experience, conscientiousness, extroversion/introversion, agreeableness and narcissism Answer: Apage 202

Question 19 According to Allport’s theory of central and cardinal traits: a) They are the same thing b) A central trait is the dominant cardinal trait c) A cardinal trait is the dominant central trait d) People have either one or the other, but not both Answer: Cpage 202 Question 20 The neuroticism character trait means that people: a) Are naturally suspicious b) Have different levels of emotional stability c) Become neurotic if they are repressed as children d) Who are neurotic are mentally ill Answer: Bpage 203

Question 21 A person’s self-concept: a) Is one of the strongest motivational forces of behaviour b) Is easily altered by their friends c) Is a reflection of how others see us d) Does not have much influence on our behaviour Answer: Apage 207 Question 22 According to the theory of self-concept, consumers buy products that reflect their: a) Social status b) Income c) Family status d) Sense of self Answer: Dpage 207

Question 23 Highly materialistic consumers are more likely to: a) Buy only products made with the best materials b) Believe consumers who wear cheap clothes are losers c) Be happy with a few, very good things d) Buy lots and lots of everything, regardless of brand or quality. Answer: Bpages 208 & 212 Question 24 Materialists evaluate products in terms of: a) The materials from which the product is made b) How much something costs c) The comparative size of the product against competing brands d) The status ownership conveys Answer: Dpage 212

Question 25 Consumers tend to buy brands that: a) Are most affordable b) Are considered the best available c) Most closely match their own personality and image d) Are most popular with their friends Answer: Cpage 212