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CHAPTER6
PERSONALITYANDLIFESTYLES
MultipleChoice
1.________________referstoaperson’suniquepsychologicalmakeupandhowit
consistentlyinfluencesthewayapersonrespondstohisorherenvironment.
a.Personality
b.Lifestyle
c.AIOinventory
d.Beliefs
Answer:
(a)Difficulty:
(E)FactPage:
188
2.WhichofthefollowingstatementsBESTanswersthequestion“Dopeoplehave
personalities?
”
a.Allpeoplehavedistinctpersonalities.
b.Allpsychologistsagreethatastandardpersonalitycomponentexistsinallpeople.
c.Manystudieshavefoundthatpeopledonotseemtoexhibitstablepersonalities.
d.Thereisirrefutableproofthattheconceptofpersonalityisinvalid.
Answer:
(c)Difficulty:
(M)FactandApplicationPage:
188
3.JeffreyQuillsisseenbyhisfriendsasasomewhatstrangeperson.Attimesheis
lovable,warm,andfriendly.Atothertimeshecanbemean-spirited,uncaring,and
hostiletoallthatknowhim.Withrespecttoageneralstatementofpersonality,
whichofthefollowingstatementsmostcloselymatcheswhatfriendsobserveabout
Jeffrey’spersonality?
a.Allpeoplehaveastandardpersonalitythatcanbecategorized.
b.Allpsychologistsagreethatastandardpersonalitycomponentexistsinallpeople.
c.Manystudieshavefoundthatpeopledonotseemtoexhibitstablepersonalities.
d.Thereisirrefutableproofthattheconceptofpersonalityisinvalid.
Answer:
(c)Difficulty:
(M)ApplicationPage:
188
4.___________________developedtheideathatmuchofone’sadultpersonalitystems
fromafundamentalconflictbetweenaperson’sdesiretogratifyhisorherphysical
needsandthenecessitytofunctionasaresponsiblememberofsociety.
a.KarenHorney
b.CarlJung
c.AbrahamMaslow
d.SigmundFreud
Answer:
(d)Difficulty:
(M)FactPage:
188
5.AllofthefollowingwerepartofwhatSigmundFreudcalledthe“systems”wherethe
struggleof(orwithin)thepersonalitytookplaceEXCEPT:
a.theid.
b.theego.
c.thethalamus.
d.thesuperego.
Answer:
(c)Difficulty:
(E)FactPage:
188
6.Bradperceiveshimselfasa“partyanimal.”Heoftenbehavesinamannerthatis
unbecomingayoungadult.However,Bradjustifiesthebehavioras“that’swhatyou
aresupposedtodoataparty—actwild.”AccordingtoFreud,Brad’sselfishand
illogicalbehaviorisprobablybecausethe_____________isincontrolofBrad’s
personality.
a.id
b.ego
c.thalamus
d.superego
Answer:
(a)Difficulty:
(M)ApplicationPage:
188
7.The___________isselfishandillogical.Itdirectsaperson’spsychicenergytoward
pleasurableactswithoutregardforanyconsequences.
a.thalamus
b.ego
c.id
d.superego
Answer:
(c)Difficulty:
(M)FactPage:
188
8.AccordingtoFreudianthought,the“pleasureprinciple”ismostassociatedwithwhich
ofthefollowingconcepts?
a.Theid.
b.Theego.
c.Thethalamus.
d.Thesuperego.
Answer:
(a)Difficulty:
(M)FactandApplicationPage:
188
9.Phillipfeelsbadthatheactedirrationallyandpickedafightwithhisbestfriend.His
guiltnowmakeshimfeelasifheshouldapologizeandaskforforgiveness.Philip’s
consciencehastoldhimtomakeamends.AccordingtoFreud,theconscience
systemisfoundin:
a.theid.
b.theego.
c.thethalamus.
d.thesuperego.
Answer:
(d)Difficulty:
(H)ApplicationPage:
188
10.AccordingtoFreud,thesystemthatactsasarefereeinthefightbetweentemptation
andvirtueiscalled:
a.theid.
b.theego.
c.thethalamus.
d.thesuperego.
Answer:
(b)Difficulty:
(M)FactPage:
188
11.AccordingtoFreudianthought,the“realityprinciple”ismostassociatedwithwhich
ofthefollowingconcepts?
a.Theid.
b.Theego.
c.Thethalamus.
d.Thesuperego.
Answer:
(b)Difficulty:
(H)FactandApplicationPage:
188-189
12.Menlovetodrivefastcars.Womenlovesexyclothesandmenwhotakechancesand
meetriskheadon.Someanalystswouldsaythatsuchbehaviorisasubstitutefor
sexualgratificationamongmenandwomen.Theseexampleswouldbeillustrationsof
applying______________principlestomarketingandsymbolism.
a.KarenHorney’s
b.CarlJung’s
c.AbrahamMaslow’s
d.SigmundFreud’s
Answer:
(d)Difficulty:
(M)ApplicationPage:
189
13.Inthe1950s,aperspectivecalled_______________attemptedtouseFreudianideas
tounderstandthedeepermeaningsofproductsandadvertisements.
a.psychicresearch
b.sexualsymbology
c.motivationalresearch
d.lifestyleresearch
Answer:
(c)Difficulty:
(H)FactandApplicationPage:
190
14.Motivationalresearchreliesonin-depthinterviewswithindividualconsumers.The
personthatpioneeredthisformofresearchwasapsychoanalystnamed:
a.A.C.Nielsen.
b.CarlJung.
c.ErnestDichter.
d.SigmundFreud.
Answer:
(c)Difficulty:
(H)FactPage:
190
15.AllofthefollowingweremajormotivesforconsumptionasidentifiedbyErnest
DichterEXCEPT:
a.security.
b.eroticism.
c.status.
d.alienation.
Answer:
(d)Difficulty:
(E)FactandApplicationPage:
190-191,Table6.1
16.Accordingtomotivationalresearchthought,whenCarolwearslongwhitegloves
withhereveninggownandremovesthem(aformofundressinginasensualway),she
isfollowingwhichofthefollowingmotives:
a.femininity.
b.magic-mystery.
c.eroticism.
d.status.
Answer:
(c)Difficulty:
(M)ApplicationPage:
191,Table6.1
17.Allofthefollowingarereasonsmotivationalresearchhasgreatappealtosome
marketersEXCEPT:
a.motivationalresearchtendstobelessexpensivethanlarge-scale,quantitative
surveydata.
b.motivationalresearchhasprovedtobehighlyreliablebecauseofitsstrong,
particularlyreliablequantitativebase.
c.knowledgederivedfrommotivationalresearchcanbeusefulindeveloping
communicationsthatappealtodeep-seatedneeds.
d.someofthefindingsproducedbymotivationalresearchseemintuitively
plausibleafterthefact.
Answer:
(b)Difficulty:
(H)FactandApplicationPage:
190-191
18.ColleaguesandstudentsofFreudfeltthatanindividual’spersonalitywasmore
influencedbyhowheorshehandledrelationshipswithothersthanbyunresolved
sexualconflicts.Thisgroupofresearcherswasknownas:
a.the“Classicists.”
b.the“Neo-Freudians.”
c.the“Realists.”
d.the“Connectionists.”
Answer:
(b)Difficulty:
(M)FactPage:
192
19.______________,oneofFreud’sfollowers,proposedthatpeoplecanbedescribedas
movingtowardothers(compliant),awayfromothers(detached),oragainstothers
(aggressive).
a.AlfredAdler
b.CarlJung
c.ErnestDichter
d.KarenHorney
Answer:
(d)Difficulty:
(H)FactandApplicationPage:
192
20.CarlJungwasknownforwhichofthefollowing?
a.CopyingFreud’semphasisonthesexualaspectsofpersonality.
b.Developingwhatwastobeknownasanalyticalpsychology.
c.Developingwhatwastobeknownassocialrelationshipstudy.
d.Developingwhatwastobeknownastraittheory.
Answer:
(b)Difficulty:
(M)FactPage:
192
21.___________________involvethemes,suchasbirth,death,orthedevil,thatappear
frequentlyinmyths,stories,anddreams.
a.Desires
b.Traits
c.Archetypes
d.Lifestyles
Answer:
(c)Difficulty:
(H)FactPage:
192
22.FrankSimmshasdecidedtousean“oldwiseman”topromoteanewmodelofa
notebookcomputer.Frankknowsthatmanymarketingmessagesusecharacters
toconvincepeopleaboutthemeritsofproducts.Hehasdecidedtousethetechnique
tohisadvantage.Fromwhichofthefollowingpsychologist’sideashasFrankbased
hisadvertisingstrategyupon?
a.KarenHorney.
b.CarlJung.
c.SigmundFreud.
d.LeoBurnett.
Answer:
(b)Difficulty:
(H)ApplicationPage:
192
23.Ourculture’scurrentfascinationwithstorieslikeHarryPotterandtheChamberof
SecretsandTheLordoftheRingswouldbemostcloselyassociatedwiththethoughts
andteachingsofwhichofthefollowingpsychologists?
a.KarenHorney.
b.CarlJung.
c.SigmundFreud.
d.LeoBurnett.
Answer:
(b)Difficulty:
(H)ApplicationPage:
192
24.Margiehasbeenidentifiedasanintrovertbecauseofherquietandreserved
nature.Theseidentifiablecharacteristicsarecalled:
a.traits.
b.factors.
c.attitudes.
d.personalityreferencepoints.
Answer:
(a)Difficulty:
(E)ApplicationPage:
192
25.Allofthefollowingarespecifictraitsthatarerelevanttoconsumerbehavior
EXCEPT:
a.innovativeness.
b.materialism.
c.self-consciousness.
d.exhibitionism.
Answer:
(d)Difficulty:
(H)FactandApplicationPage:
192-193
26.Apersonwhoseemstohaveagreatergrouporientationwithrespecttotheir
consumerbehaviorpatternsthananindividualistorientationisclassifiedasbeing
among:
a.idiocentrics.
b.regiocentrics.
c.allocentrics.
d.globalcentrics.
Answer:
(c)Difficulty:
(H)FactPage:
193
27.Accordingtothetext,theproductsymbolthatisgivencreditforbeingthefirst
“brandpersonality”(introducedin1886)was:
a.theCoca-Colasymbol.
b.theJohnDeeretractorsymbol.
c.theQuakerOatsman.
d.theKellogg’srooster.
Answer:
(c)Difficulty:
(M)FactPage:
195
28._________________referstotheextenttowhichaconsumerholdsstrong,favorable,
anduniqueassociationswithabrandinmemory.
a.Branddynamics
b.Brandposition
c.Brandlogo
d.Brandequity
Answer:
(d)Difficulty:
(M)FactPage:
195
29.L.L.Beanproductsareknowntoberugged,outdoorsy,tough,athletic,and
dependable.Becausethecompanyhasworkedveryhardtoestablishthesethoughts
inthemindsofconsumersandhasspentlargesumsofmoneytomakesurethat
theirproductsmaintaintheL.L.
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