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solomon06tif

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.