________________ refers to a person’s unique psychological makeup and how it consistently

influences the way a person responds to his or her environment.

a. Personality
b. Lifestyle
c. AIO inventory
d. Beliefs

. Jeffrey Quills is seen by his friends as a somewhat strange person. At times he is

lovable, warm, and friendly. At other times he can be mean-spirited, uncaring, and
hostile to all that know him. With respect to a general statement of personality,
which of the following statements most closely matches what friends observe about
Jeffrey’s personality?
a. All people have a standard personality that can be categorized.
b. All psychologists agree that a standard personality component exists in all people.
c. Many studies have found that people do not seem to exhibit stable personalities.
d. There is irrefutable proof that the concept of personality is invalid.

___________________ developed the idea that much of one’s adult personality stems
from a fundamental conflict between a person’s desire to gratify his or her physical
needs and the necessity to function as a responsible member of society.
a. Karen Horney
b. Carl Jung
c. Abraham Maslow
d. Sigmund Freud

All of the following were part of what Sigmund Freud called the “systems” where the
struggle of (or within) the personality took place EXCEPT:
a. the id.
b. the ego.
c. the thalamus.
d. the superego.

Brad perceives himself as a “party animal.” He often behaves in a manner that is

unbecoming a young adult. However, Brad justifies the behavior as “that’s what you
are supposed to do at a party—act wild.” According to Freud, Brad’s selfish and
illogical behavior is probably because the _____________ is in control of Brad’s
personality.
a. id
b. ego
c. thalamus
d. superego

The ___________ is selfish and illogical. It directs a person’s psychic energy toward
pleasurable acts without regard for any consequences.
a. thalamus
b. ego
 c. id
d. superego

According to Freudian thought, the “pleasure principle” is most associated with which
of the following concepts?
a. The id.
b. The ego.
c. The thalamus.
d. The superego

Phillip feels bad that he acted irrationally and picked a fight with his best friend. His
guilt now makes him feel as if he should apologize and ask for forgiveness. Philip’s
conscience has told him to make amends. According to Freud, the conscience
system is found in:
a. the id.
b. the ego.
c. the thalamus.
d. the superego.

According to Freud, the system that acts as a referee in the fight between temptation
and virtue is called:
a. the id.
b. the ego.
c. the thalamus.
d. the superego

According to Freudian thought, the “reality principle” is most associated with which
of the following concepts?
a. The id.
b. The ego.
c. The thalamus.
d. The superego.

In the 1950s, a perspective called _______________ attempted to use Freudian ideas

to understand the deeper meanings of products and advertisements.
a. psychic research
b. sexual symbology
c. motivational research
d. lifestyle research

All of the following were major motives for consumption as identified by Ernest
Dichter EXCEPT:
a. security.
b. eroticism.
c. status.
d. alienation.
According to motivational research thought, when Carol wears long white gloves
with her evening gown and removes them (a form of undressing in a sensual way), she
is following which of the following motives:
a. femininity.
b. magic-mystery.
c. eroticism.
d. status.

______________, one of Freud’s followers, proposed that people can be described as

moving toward others (compliant), away from others (detached), or against others
(aggressive).
a. Alfred Adler
b. Carl Jung
c. Ernest Dichter
d. Karen Horney

Carl Jung was known for which of the following?

a. Copying Freud’s emphasis on the sexual aspects of personality.
b. Developing what was to be known as analytical psychology.
c. Developing what was to be known as social relationship study.
d. Developing what was to be known as trait theory.

Our culture’s current fascination with stories like Harry Potter and the Chamber of
Secrets and The Lord of the Rings would be most closely associated with the thoughts
and teachings of which of the following psychologists?
a. Karen Horney.
b. Carl Jung.
c. Sigmund Freud.
d. Leo Burnett.

Margie has been identified as an introvert because of her quiet and reserved nature. These
identifiable characteristics are called:
a. traits.
b. factors.
c. attitudes.
d. personality reference points.

A person who seems to have a greater group orientation with respect to their
consumer behavior patterns than an individualist orientation is classified as being
among:
a. idiocentrics.
b. regiocentrics.
c. allocentrics.
d. globalcentrics.

. _________________ refers to the extent to which a consumer holds strong, favorable,

 and unique associations with a brand in memory.
a. Brand dynamics
b. Brand position
c. Brand logo
d. Brand equity

L.L. Bean products are known to be rugged, outdoorsy, tough, athletic, and
dependable. Because the company has worked very hard to establish these thoughts
in the minds of consumers and has spent large sums of money to make sure that
their products maintain the L. L. Bean reputation, L.L. Bean has achieved
_______________ with their products.
a. brand dynamics
b. brand polarity
c. brand logos
d. brand equity

Eric has a St. Christopher’s medallion that he received from his late
grandfather. The magical qualities (good luck qualities) of this gift have helped Eric
to have less fear about the world around him and a sense of protection (even if it
is only imagined). Eric’s feelings toward this medallion are part of a system called:
a. objectivism.
b. animism.
c. humanism.
d. cultism.

______________________ refers to a pattern of consumption reflecting a person’s

choices of how he or she spends time and money.
a. Lifestyle
b. Motivation
c. Pattern development
d. AIO inventory development

_________ occurs when the symbolic meanings of different products are related to one another.
a. Product similarity
b. Product symmetry
c. Product complementarity
d. Product symbology

_______________ are the “use of psychological, sociological, and anthropological

factors to determine how the market is segmented by the propensity of groups
within the market (and their reasons) to make a particular decision about a product,
person, ideology, or otherwise hold an attitude or use a medium.”
a. Lifestyles
b. Promotional segmentations
c. AIO measures
d. Psychographics
Which of the following most accurately describes the AIOs mentioned in the chapter?
a. Attitudes, Involvement, and Opinions.
b. Activities, Interests, and Opinions.
c. Awareness, Involvement, and Objectives.
d. Activities, Intercepts, and Objectives.

Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of
this market is smaller than the larger adult market, marketers have learned that the consumption
pattern is very heavy and these young women experiment with many varieties of products. This
market most closely resembles which of the following principles?
a. The 80/20 principle.
b. The pyramid principle.
c. The derived demand principle.
d. The surrogate buyer principle.

Shopping, club membership, sports, and social events are all illustrations of which of
the following lifestyle dimensions?
a. Activities.
b. Interests.
c. Opinions.
d. Demographics.

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is
examining her target audience’s views on food, the media, fashion, and recreation. Which of the
AIO categories does Norma seem to be working on now?
a. Activities.
b. Interests.
c. Opinions.
d. Demographics.

A well-known segmentation system based on how consumers agree or disagree with various
social issues is called:
a. the Likert scale analysis.
b. the AIO measurement analysis.
c. the VALSTM (the Values and Lifestyles) system.
d. the PRIZMTM Cluster system.

Lee-Ann Wang is impulsive, young, and enjoys such offbeat, risky experiences as skydiving,
bungee jumping, and snowboarding. Which of the following VALS 2TM groups would Lee-Ann
most likely be a member of?
a. Fulfilleds.
b. Achievers.
c. Strivers.
d. Experiencers