17136C Understanging Buyers

Ch.07 Personality

Section A:True or False

1. Personality can be used to segment markets and design marketing appeals.

Answer: T page 189

2. The various personality theories are complex and diverse and were originally evolved from the study and practice of psychology.

Answer: F page 190

3. Psychoanalytic theory is based on Freud’s view of conscious motives as drivers of behaviour.

Answer: F page 191

4. The super ego is someone who is very arrogant.Answer: F page 194

5. 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: T page 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: T page 198

7. A trait is a habit.Answer: F page 202

8. The self-concept is based on the perception we have of ourselves.Answer: T page 203

9. Materialism is based on the idea that a person’s possessions symbolise their identity.

Answer: T page 212

10. The TAT test was developed to determine a person’s underlying personality characteristics.

Answer: T page 213

17136C Understanging Buyers

Ch.07 PersonalitySection B: Multiple Choice

Question 1Individual personality theories are based, in part, on the assumption th

at:a) Situations are the primary determinant of behaviourb) There are consistent differences between individuals on traits that c

an be measuredc) Motivation does not direct behaviourd) Individual variation in behaviour is not criticalAnswer: Bpage 190

Question 2Marketers give their brands personalities so that:a) Their advertisements will be more interestingb) Their products will become humanc) Their products will be more meaningful to specific market segmentsd) Their advertisements will make sense Answer: C page 190

Question 3Regarding personality and actual purchase, personality:a) Offers insights into possible purchase intentionsb) Offers insights into definite purchase intentionsc) Will be the deciding factor in a purchase choiced) And actual purchase have nothing to do with each otherAnswer: Apage 191

Question 4Aspects of Freudian theory that are relevant to marketers are:a) The structure of personality, the role of anxiety and defence mechan

ismsb) The structure of personality, the role of optimism and attack mechan

ismsc) The structure of personality, the role of negativitism and defence me

chanismsd) The structure of ego, the role of optimism and defence mechanismsAnswer: A page 193

Question 5Freud believed that a person’s personality:a) Is set at birthb) Changes through lifec) Is determined by childhood sexual development and maturityd) Is determined by situational influencesAnswer: Cpage 193

Question 6In Freudian terms, the ‘Don’t be a tosser’ advertisement is aimed at:a) The super egob) The egoc) The idd) The super idAnswer: Apage 194

Question 7In Freudian terms, advertisements that promote indulgence are aimed

at:a) The super egob) The egoc) The idd) The super idAnswer: Cpage 194

Question 8In Freudian terms, advertisements that suggest you can have a treat a

nd still maintain your figure are aimed at:a) The super egob) The egoc) The idd) The super idAnswer: Bpage 196

Question 9Freudian theory explains that people of similar demographic characteri

stics buy different brands because they have different:a) Sexual levelsb) Income levelsc) Hidden motivesd) Social situationsAnswer: Cpage 197

Question 10Neo -Freudians are:a) People who follow Freud but were born laterb) People who challenge all Freud’s beliefsc) People who apply Freud’s theories to the 20th centuryd) People who are influenced by Freud but disagree with some aspect

s of Freud’s concept of personalityAnswer: Dpage 197

Question 11Jung 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 consciousn

essd) The ego, the personal unconscious and the collective unconscious Answer: Dpage 198

Question 12In Jung’s theories, the personal unconscious is:a) Someone in a comab) Information that can be remembered when there is a triggerc) The result of an accidentd) Being unaware of how others see youAnswer: Bpage 198

Question 13In Jung’s theories, the collective unconscious is:a) Cultural intoleranceb) Cultural ignorancec) Memories kept in community archivesd) Memory traces from an individual’s ancestral pastAnswer: Dpage 198

Question 14Jung’s four classifications of psychological function are:a) Sensing/intuition, thinking/feeling, intuition/thinking, and intuition/feel

ingb) Feeling /intuition, thinking/sensing, intuition/thinking, and intuition/se

nsingc) Sensing/intuition, thinking/sensing, intuition/thinking, and intuition/fe

elingd) Sensing/intuition, thinking/feeling, intuition/thinking, and intuition/feel

ingAnswer: Apage 198

Question 15According to Adler, individuals are born with an inbuilt sens

e of:a) Superiorityb) Inferiorityc) Excellenced) OurselvesAnswer: B page 200

Question 16Erikson believed that individuals are motivated to:a) Succeedb) Try harder if prompted the right wayc) Be part of the crowdd) Achieve a positive sense of identityAnswer: D page 200

Question 17Marketers promising their product will lead to social acceptance and approval ar

e using: a) Freud’s concept of super-egob) Jung’s concept of egoc) Horney’s concept of basic anxietyd) Adler’s concept of inbuilt inferiorityAnswer: C page 201

Question 18The five key personality types in trait theory are:a) Openness to experience, conscientiousness, extroversion/introversion, agre

eableness and neuroticismb) Openness to experience, conscientiousness, extroversion/introversion, disa

greeableness and neuroticismc) Closure to experience, conscientiousness, extroversion/introversion, agreea

bleness and neuroticismd) Openness to experience, conscientiousness, extroversion/introversion, agre

eableness and narcissism Answer: A page 202

Question 19According to Allport’s theory of central and cardinal traits:a) They are the same thingb) A central trait is the dominant cardinal traitc) A cardinal trait is the dominant central traitd) People have either one or the other, but not bothAnswer: C page 202

Question 20The neuroticism character trait means that people:a) Are naturally suspiciousb) Have different levels of emotional stabilityc) Become neurotic if they are repressed as childrend) Who are neurotic are mentally illAnswer: B page 203

Question 21A person’s self-concept:a) Is one of the strongest motivational forces of behaviourb) Is easily altered by their friendsc) Is a reflection of how others see usd) Does not have much influence on our behaviourAnswer: Apage 207

Question 22According to the theory of self-concept, consumers buy products that r

eflect their:a) Social statusb) Incomec) Family statusd) Sense of selfAnswer: D page 207

Question 23Highly materialistic consumers are more likely to:a) Buy only products made with the best materials b) Believe consumers who wear cheap clothes are losersc) Be happy with a few, very good thingsd) Buy lots and lots of everything, regardless of brand or quality.Answer: Bpages 208 & 212

Question 24Materialists evaluate products in terms of:a) The materials from which the product is madeb) How much something costsc) The comparative size of the product against competing brandsd) The status ownership conveys Answer: Dpage 212

Question 25

Consumers tend to buy brands that:

a) Are most affordableb) Are considered the best availablec) Most closely match their own personality and imaged) Are most popular with their friends

Answer: C page 212