MKT201 – Buyer Behavior
Chapter 6
Review Questions
1
1. In a Freudian interpretation, what is the
function of the ego?
a. The ego mediates between the sometimes conflicting
demands of the id and the superego.
b. The ego is the part of a person that determines the
degree of self-involvement and pride a person will
have.
c. The ego operates on the pleasure principles and is
constantly seeking psychological dominance and
enjoyment.
d. The ego is one of several archetypes that represent
the shared memories and motives of almost all
humans.
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2. In the 1950s, a perspective called ________
attempted to use Freudian ideas to
understand the deeper meanings of
products and advertisements.
a.
b.
c.
d.
psychic research
sexual symbology
motivational research
lifestyle research
3
3. What theory of personality suggests that
one person differs from another because of
a number of different characteristics such as
introversion or extroversion?
a.
b.
c.
d.
Trait theory
Collective unconscious theory
Freudian theory
Social conflict theories
4
4. _________ refers to a pattern of
consumption reflecting a person's choices
of how he or she spends time and money.
a.
b.
c.
d.
Lifestyle
Motivation
Pattern development
AIO inventory development
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5. One important system of marketing
psychographic measures is AIOs.
What do AIOs measure?
a.
b.
c.
d.
Agreeableness, Ideas, and Observations
Activity, Ideas, and Operations
Activity, Interests, and Opinions
Age, Interests, and Otherness
6
6. According to research done by the Research
Institute on Social Change (RISC) in Paris,
the terms stability, creativity, tradition, and
change would rate high on the _________
axis of their research scale.
a.
b.
c.
d.
stability
social
exploration
individual
7
7. Frank Simms has decided to use an "old wise man"
to promote a new model of a notebook computer.
Frank knows that many marketing messages use
characters to convince people about the merits of
products. He has decided to use the technique to his
advantage. Upon which of the following
psychologist's ideas has Frank based his advertising
strategy?
a.
b.
c.
d.
Karen Horney
Sigmund Freud
Carl Yung
Leo Burnett
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8. Sharon could not understand why so many of her
high-end, outdoor spa customers drove Volvos
until her professor explained that consumers tend
to buy related lifestyle products if the products
both share the same symbolic meaning. The
professor explained that this effect is called
________ among marketing professionals.
a.
b.
c.
d.
product complementarity
motivational compliance
conscientious association
segment ecologies
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9. 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.
b.
c.
d.
Activities
Interests
Opinions
Demographics
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10.Silver grocery stores are utilized a technique
called ________. Using the procedure,
information about city neighborhoods can be
overlaid with income and travel pattern data.
a.
b.
c.
d.
nonmetric-multidimensional scaling
psychometric altimeters
bimodal scaling
geodemography
11
Essay Questions:
1. What is a lifestyle marketing perspective?
– A lifestyle marketing perspective recognizes that
people sort themselves into groups on the basis of
the things they like to do, how they like to spend
their leisure time, and how they choose to spend
their disposable income.
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Essay Questions:
2.
–
–
Indicate what psychographics are and list the various
forms that psychographic studies may take.
Psychographics involves 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."
Psychographic studies can take several different forms:
–
–
–
–
A lifestyle profile looks for items that differentiate between users and
nonusers of a product.
A product-specific profile identifies a target group, and then profiles these
consumers on product-relevant dimensions.
A general lifestyle segmentation in which a large sample of respondents is
placed into homogeneous groups based on similarities of their overall
preferences.
A product-specific segmentation in which questions used in a general
approach are tailored to a product category.
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