1.

The definition of personality is those inner psychological characteristics that both determine and
reflect how a person responds to his or her environment. This definition focuses on _, an important
factor that affects the way that consumers respond to marketing efforts.

a. social environment

b. inner characteristics

c. genetics

d. experiences

2. Those inner psychological characteristics that both determine and reflect how a person responds to
his or her environment defines:

a. inner characteristics.

b. personality.

c. motives.

d. drives.

3. Which of the following is not a distinct property in the study of personality?

a. Personality reflects individual differences.

b. Personality is consistent and enduring.

c. Personality is consistent across families.

d. Personality can change.

4- The psychoanalytic theory of personality which formed the cornerstone of modern psychology was
the work of:

a. Carl Jung.

b. Sigmund Freud.

c. Harry Stack Sullivan.

d. Karen Horney

5- Freud's psychoanalytic theory of personality was built on the premise that:

a. humans sought to attain various rational goals in order to achieve personalsatisfaction.

b. sexual and other biological drives were at the heart of human motivation

c. individuals attempted to reduce tensions through social relationships.

d. child-parent relationships were the key to understanding an individual's

a. No two individuals are alike.

b. Many individuals are similar in terms of a single personality characteristic.

c. Many siblings have the same personalities.

d. An individual's personality is a unique combination of factors.

7-According to Freud, the psychoanalytic theory of personality is built on the Promise that

a. social relationships are fundamental to the development of personality.

b. personality is measured in terms of specific psychological characteristics called Fraire

c unconscious needs and drives are at the heart of human motivation

d. women make product choices that remind them of themselves.

8-Freud constructed his theory based on all of the following except:

a. patients' recollection of early childhood experiences.

b. analysis of patients' dreams.

c. patients mental and physical adiustment problems

d. patients' product choices.

9- The element of Freudian theory which exists to see that the individual satisfies needs in a socially
acceptable fashion is the:

a. social self.

b. id.

c. superego.

d. ego

10- Researchers who apply Freud's psychoanalytic theory of personality to the Study of consumer
behavior believe that individuals

a. drives are unconscious

b. true reason for purchasing a product is unknown to the individual.

c. appearance and possessions reflect his/her personality.

d. all of the above are consistent with Freud's theory.

a. perfectionism, anal and procrastinator.

o. rationality and prudence.

c. gregariousness and extroversion.

d. ambition, high-achiever and successful

12- Neo-Freudian theorists believe that:

a. social relationships are fundamental to the development of personality.

b. personality is measured in terms of specific psychological characteristics called traits.

c. unconscious needs and drives are at the heart or human motivation

d. women make product choices that remind them of their mothers

13- Marketers who position their products or services as providing an opportunity to belong or to be
appreciated by others in a group or social setting would seem to be guided by Horney's
characterization of the individual.

a. submissive

b. aggressive

c. compliant

d. detached

14- Trait theory is different from the Freudian and neo-Freudian movements mainly because it is:

a. very recent.

b. primarily quantitative.

c. primarily qualitative.

d. a very old theory

15- Psychologists concerned with the construction of personality tests (or inventories) try to pinpoint
individual differences in terms of specific:

a. motives.

b. drives.

c. attitudes.

d. traits
16- Any distinguishing, relatively enduring way in which one individual differs from another is known
as a:

a. motive.

b. cue.

c. trait.

d. drive

17- Consumer innovativeness refers to:

a. how receptive a person is to new experiences.

b. the degree of the consumer's attachment to worldly possessions.

c. the consumer's likelihood to accept or reject foreign-made products.

d. the knowledge the consumer has about other cultures and practices

18- Consumer self-monitoring refers to:

a. the consumers' likelihood of accepting or rejecting foreign-made products.

b. the degree to which an individual is sensitive to his or her environment and adjusts or modifies
behavior accordingly.

c. how receptive a person is to new experiences.

d. the degree of the consumer's attachment to worldly possessions

19- Marketers are interested in understanding how personality influences consumption behavior. For
this reason, marketing practitioners must learn all they can about , as these consumers are more likely
to try new products, services or practices.

a. consumer advocate groups

b. consumer reports

c. consumer innovators

d. laggard

20- In the personality trait known as social character, consumers tend to rely on their own values or
standards in evaluating new products and are more likely to be consumer innovators.

a. inner-directed

b. other-directed

c. dogmatic

d. ethnocentric
21- A consumer with high levels of craving for, or enjoyment of, thinking and who is more likely to
respond to the part of an ad that is rich in product-related information can be described as:

a. a verbalizer.

b. having a high need for cognition.

c. a philosophical person.

d. a visualizer

22- Research has found that those with a(n) locus of control engage in greater and more complex
information-search when assessing products.

a. stable

b. internal

c. external

d. dominant

23- A personality characteristic that is considered to be within the realm of abnormal behavior is:

a. dogmatism.

b. compulsive consumption.

c. fixation.

d. materialism

24- order to distinguish between consumer segments that are likely to be receptive to foreign-made
products and those that are not, the following personal characteristic is utilised:

a. consumer innovativeness.

b. consumer dogmatism.

c. need for uniqueness.

d. consumer ethnocentrism

25- The four specific kinds of self-image include the following except:

a. actual self-image.

b. future self-image.

c. social self-image.

d. ideal social self-image

a. expected

b. social

c. ideal

d. ideal social

27- To understand the prevailing self-image of their target market would be useful for a firm to use in
developing its:

a. product design.

b. brand image.

c. promotion.

d. all of the above

28- The interrelationship between consumers' self-images and their possessions is the:

a. extended self.

b. social image.

c. ideal self-image.

d. expected self-image

One of the features of personality is that it is consistently changing.

Answer:

Personality is consistent and enduring, reflects individual differences, and is subject to change.

Answer:

Trait theory is another qualitative approach to personality that focuses on why consumers make the
purchase decisions they do.

Answer:

Other-directed people are less likely to be consumer innovators.

Answer: