MenuItem 7: {Topic 7} Personality
Section A:
True or False
1. Personality can be used to segment markets and design marketing appeals.
Answer: T
page 189
2. The various personality theories are complex and diverse and were originally
evolved from the study and practice of psychology.
Answer: F
page 190
3. Psychoanalytic theory is based on Freud’s view of conscious motives as drivers
of behaviour.
Answer: F
page 191
4. The super ego is someone who is very arrogant.
Answer: F
page 194
5. Neo-Freudians view the ‘unconscious’ as an important driver in human feelings,
beliefs and behaviours; however, they also see the conscious mind and external
factors as important influences on personality.
Answer: T
page 197
6. Carl Jung’s approach differed from Freud’s in that he believed that individuals
engage in constant adaptation and creative development, based on the
environment.
Answer: T
page 198
7. A trait is a habit.
Answer: F
page 202
8. The self-concept is based on the perception we have of ourselves.
Answer: T
page 203
9. Materialism is based on the idea that a person’s possessions symbolise their
identity.
Answer: T
page 212
10. The TAT test was developed to determine a person’s underlying personality
characteristics.
Answer: T
page 213
Section B:
Multiple Choice
Test Bank t/a Consumer Behaviour by Karen Webb
7-1
Question 1
Individual personality theories are based, in part, on the assumption that:
a) Situations are the primary determinant of behaviour
b) There are consistent differences between individuals on traits that can be
measured
c) Motivation does not direct behaviour
d) Individual variation in behaviour is not critical
Answer: B
page 190
Question 2
Marketers give their brands personalities so that:
a)
b)
c)
d)
Their advertisements will be more interesting
Their products will become human
Their products will be more meaningful to specific market segments
Their advertisements will make sense
Answer: C
page 190
Question 3
Regarding personality and actual purchase, personality:
a)
b)
c)
d)
Offers insights into possible purchase intentions
Offers insights into definite purchase intentions
Will be the deciding factor in a purchase choice
And actual purchase have nothing to do with each other
Answer: A
page 191
Question 4
Aspects of Freudian theory that are relevant to marketers are:
a)
b)
c)
d)
The structure of personality, the role of anxiety and defence mechanisms
The structure of personality, the role of optimism and attack mechanisms
The structure of personality, the role of negativitism and defence mechanisms
The structure of ego, the role of optimism and defence mechanisms
Answer: A
page 193
Question 5
Freud believed that a person’s personality:
a)
b)
c)
d)
Is set at birth
Changes through life
Is determined by childhood sexual development and maturity
Is determined by situational influences
Test Bank t/a Consumer Behaviour by Karen Webb
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Answer: C
page 193
Question 6
In Freudian terms, the ‘Don’t be a tosser’ advertisement is aimed at:
a)
b)
c)
d)
The super ego
The ego
The id
The super id
Answer: A
page 194
Question 7
In Freudian terms, advertisements that promote indulgence are aimed at:
a)
b)
c)
d)
The super ego
The ego
The id
The super id
Answer: C
page 194
Question 8
In Freudian terms, advertisements that suggest you can have a treat and still
maintain your figure are aimed at:
a)
b)
c)
d)
The super ego
The ego
The id
The super id
Answer: B
page 196
Question 9
Freudian theory explains that people of similar demographic characteristics buy
different brands because they have different:
a)
b)
c)
d)
Sexual levels
Income levels
Hidden motives
Social situations
Answer: C
page 197
Question 10
Neo -Freudians are:
a) People who follow Freud but were born later
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b) People who challenge all Freud’s beliefs
c) People who apply Freud’s theories to the 20th century
d) People who are influenced by Freud but disagree with some aspects of Freud’s
concept of personality
Answer: D
page 197
Question 11
Jung suggested that the 3 components of personality are:
a)
b)
c)
d)
The ego, the super ego and consciousness
The ego, the id and collective consciousness
The ego, the personal consciousness and the collective consciousness
The ego, the personal unconscious and the collective unconscious
Answer: D
page 198
Question 12
In Jung’s theories, the personal unconscious is:
a)
b)
c)
d)
Someone in a coma
Information that can be remembered when there is a trigger
The result of an accident
Being unaware of how others see you
Answer: B
page 198
Question 13
In Jung’s theories, the collective unconscious is:
a)
b)
c)
d)
Cultural intolerance
Cultural ignorance
Memories kept in community archives
Memory traces from an individual’s ancestral past
Answer: D
page 198
Question 14
Jung’s four classifications of psychological function are:
a)
b)
c)
d)
Sensing/intuition, thinking/feeling, intuition/thinking, and intuition/feeling
Feeling /intuition, thinking/sensing, intuition/thinking, and intuition/sensing
Sensing/intuition, thinking/sensing, intuition/thinking, and intuition/feeling
Sensing/intuition, thinking/feeling, intuition/thinking, and intuition/feeling
Answer: A
page 198
Question 15
According to Adler, individuals are born with an inbuilt sense of:
Test Bank t/a Consumer Behaviour by Karen Webb
7-4
a)
b)
c)
d)
Superiority
Inferiority
Excellence
Ourselves
Answer: B
page 200
Question 16
Erikson believed that individuals are motivated to:
a)
b)
c)
d)
Succeed
Try harder if prompted the right way
Be part of the crowd
Achieve a positive sense of identity
Answer: D
page 200
Question 17
Marketers promising their product will lead to social acceptance and approval are
using:
a)
b)
c)
d)
Freud’s concept of super-ego
Jung’s concept of ego
Horney’s concept of basic anxiety
Adler’s concept of inbuilt inferiority
Answer: C
page 201
Question 18
The five key personality types in trait theory are:
a) Openness to experience, conscientiousness, extroversion/introversion,
agreeableness and neuroticism
b) Openness to experience, conscientiousness, extroversion/introversion,
disagreeableness and neuroticism
c) Closure to experience, conscientiousness, extroversion/introversion,
agreeableness and neuroticism
d) Openness to experience, conscientiousness, extroversion/introversion,
agreeableness and narcissism
Answer: A
page 202
Question 19
According to Allport’s theory of central and cardinal traits:
a)
b)
c)
d)
They are the same thing
A central trait is the dominant cardinal trait
A cardinal trait is the dominant central trait
People have either one or the other, but not both
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Answer: C
page 202
Question 20
The neuroticism character trait means that people:
a)
b)
c)
d)
Are naturally suspicious
Have different levels of emotional stability
Become neurotic if they are repressed as children
Who are neurotic are mentally ill
Answer: B
page 203
Question 21
A person’s self-concept:
a)
b)
c)
d)
Is one of the strongest motivational forces of behaviour
Is easily altered by their friends
Is a reflection of how others see us
Does not have much influence on our behaviour
Answer: A
page 207
Question 22
According to the theory of self-concept, consumers buy products that reflect their:
a)
b)
c)
d)
Social status
Income
Family status
Sense of self
Answer: D
page 207
Question 23
Highly materialistic consumers are more likely to:
a)
b)
c)
d)
Buy only products made with the best materials
Believe consumers who wear cheap clothes are losers
Be happy with a few, very good things
Buy lots and lots of everything, regardless of brand or quality.
Answer: B
pages 208 & 212
Question 24
Materialists evaluate products in terms of:
a) The materials from which the product is made
b) How much something costs
c) The comparative size of the product against competing brands
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d) The status ownership conveys
Answer: D
page 212
Question 25
Consumers tend to buy brands that:
a)
b)
c)
d)
Are most affordable
Are considered the best available
Most closely match their own personality and image
Are most popular with their friends
Answer: C
page 212
Section C:
Short Answers
Question 1
How are the various personality theories used by marketers?
Answer:
page 190
There are many different theories about the nature of personality, each of which
provides some insight into consumer behaviour. There is no one best theory to use;
rather, we can apply bits and pieces of the various theories to the purchase decision
process in order to understand consumers a little better.
Marketers are interested in the basic concepts suggested by various theorists as they
contribute to our understanding of buyer behaviour. Marketers use segmentation
techniques to determine the needs of groups based on similar general personality
characteristics.
No two people are the same, so marketers conduct research to determine the
specific personality characteristics that define a segment. These characteristics are
the factors that will influence their buying behaviour.
Question 2
Explain the link between personality and purchase intention.
Answer:
page 191
There is no defined link between personality and actual purchase; however,
personality offers insights into possible purchase intentions. Consumers generally
buy products that reflect their personalities. For example, recent research by the
consumer insights consultancy Ingenuity Research showed that Honda and Toyota
drivers are less frugal than Subaru drivers. The study found that while Subaru drivers
are fairly social, they are less intimate with people they come into contact with,
compared to Toyota and Honda drivers. Honda drivers also tend to be more
concerned with detail than their counterparts. Each company therefore designs its
advertising to appeal to the dominant personality traits of their target markets.
Question 3
Test Bank t/a Consumer Behaviour by Karen Webb
7-7
Briefly describe the four main approaches to personality theory as discussed in the
text.
Answer:
pages 191-192
 Psychoanalytical theory is based on Freud’s view of unconscious motives as
drivers of behaviour. Psychoanalytic theory emphasises the role of childhood in
shaping personality. Motivational research is often used to uncover hidden
motives.
 Social/environment theories are an extension of psychoanalytic theory. They are
based on the idea that the social environment influences personality.
 Trait theory measures personality based on specific characteristics, or traits. This
is commonly applied in marketing, as marketers are interested in the way that
particular personality traits are related to purchase behaviours.
 Self concept theory focuses on the different ‘faces’ that we present. It assumes
that consumers have an actual and ideal self.
Question 4
Briefly explain how Freud’s theory of the unconscious mind is relevant for marketers.
Answer:
page 196
Although Freud viewed individuals as being unaware of the unconscious, he believed
it still drives behaviour. For example, a person might need a new watch. He or she
may choose a ‘TAG Heuer’ watch. The functional benefit of a watch is that it tells you
what time it is, so why buy a really expensive brand?. The reason a person might
choose an expensive ‘Tag’ watch is that it is a reflection of their social status. It
reflects their sense of having ‘made it’ in the world.
Question 5
How are the theories of Neo-Freudians different from those of Freud?
Answer:
pages 197-198
The Neo-Freudians are a group of theorists who were influenced by Freud, yet
disagreed with some aspects of Freud’s concept of personality. Many Neo Freudian
theories have emerged, although many still have some of same underlying elements
as Freud’s theories. Many present the view that the ‘unconscious’ is an important
driver in human feelings, beliefs and behaviours; however, they also see the
conscious mind and external factors as important influences on personality.
The main two criticisms of Freud’s approach have been his beliefs that an adult’s
personality is shaped solely by early childhood experiences and his lack of
consideration for the role of social and cultural influences. Many Neo-Freudians also
emphasise the concept of social interaction and ‘defence mechanisms’ based on the
unconscious mind and the influence of early infancy and childhood development as a
basis for the development of personality.
Question 6
How have Jung’s personality types assisted marketers?
Test Bank t/a Consumer Behaviour by Karen Webb
7-8
Answer:
page 198
Jung’s personality types have been used for the development of personality
tests/inventories. These are useful for marketers trying to identify the personality
characteristics of consumers.
The Myers Briggs type indicator test is one of the best-known personality assessment
tools. It was developed in the 1960s as a way to classify people in terms of their
personalities.
• 199
Jung’s work also led to the development of word association techniques. Jung found
that words and phrases could cause certain responses across a range of individuals.
He believed that these responses were triggers for information in the unconscious.
Individuals can be assessed, or ‘tested’, to see which factor or factors are dominant.
Everyone experiences all the classifications to some degree, but there is usually a
dominant factor. Some people may be more motivated by highly emotive marketing
messages, others by straight statements of fact.
198 CONSUMER BEHAVIOUR
Question 7
How are Erikson’s contributions to personality theory important to marketers?
Answer:
page 200
According to Erikson, a strong sense of identity is important for individuals. He
believed individuals are motivated to achieve a positive sense of self-identity.
Subsequently an individual’s behaviour and personality reflects this.
It is important to marketers in that the key is that an individual’s behaviour and
presentation to the world is a reflection of who they are - their personality.
Consumers buy particular brands and styles of clothes that match their self-image
and that help them to present a certain persona to the world. It’s not just clothes - in
fact everything we consume helps us in some way to present an image of our ‘self’ to
the world.
Question 8
How do marketers use Karen Horney’s sociocultural theory approach in explaining
personality?
Answer:
pages 201-202
Horney believed that basic anxiety leads to conflict and an intense need for approval
and affection. She also believed that individuals have an ideal self-image. This is
because of the fear of feeling inferior. The actual self is the self that fails and needs
to be helped. Marketers commonly appeal to this need for a sense of selfimprovement and greater social standing and approval. Several car ads use this
approach, showing friends regarding the owner of a new car with envy and words
such as ‘How could she/he possibly afford that?’
Question 9
How can trait theory be applied by marketers?
Test Bank t/a Consumer Behaviour by Karen Webb
7-9
Answer:
page 202
Trait theory can be applied by using the identified characteristics of a certain group
as the basis for segmentation. Research may be used to determine how likely a
person may be to buy a particular type of product. For example, if marketers of
income protection or life insurance policies can identify ‘risk averse’ consumers, they
are more likely to be able to get their message across.
Question 10
Explain the TAT test, and how it is used by marketers.
Answer:
page 213
The widely used Thematic Apperception Test (TAT) test was developed by Henry
Murray to help determine a person’s underlying personality characteristics. The TAT
test is a personality test designed to determine personality themes as well as
unconscious motivation. This has significant marketing implications. In this test, the
respondents are shown pictures and asked to tell a story about the picture. They are
asked questions about what they think is happening in the picture; what the people in
the picture might be thinking and doing. Respondents project their own personality
traits onto the situation in the picture.
Section D:
Essay Questions
Question 1
Explain, using examples, how Freudian theory is relevant for marketers.
Answer:
pages 193-196
Aspects of Freudian theory that are relevant to marketers are:
• the structure of personality
• the role of anxiety
• defence mechanisms.
The application of Freudian theory to marketing is in the area of unconscious
motivation. Freud’s theories about personality are strongly linked to the concepts of
human motivation and drive. He emphasised the importance of infancy and early
childhood in determining an individual’s personality. He also suggested that as
humans develop from children into adolescents and ultimately adults, they
experience tension and frustration associated with the challenges of these growth
stages. Freud theorised that personality develops as individuals develop new
strategies to reduce and cope with this tension. Freud viewed personality as entirely
based on the influence of an individual’s stages of sexual development and maturity.
He saw each stage of development as presenting new challenges that create
anxiety. Freud saw ‘anxiety’ as an indicator that something is not right in a person’s
life. Marketers apply this concept by communicating messages about how consumers
can reduce anxiety by using a particular product or service.
Freud proposed that personality is made up of three parts; the id, the ego and the
super ego.
Test Bank t/a Consumer Behaviour by Karen Webb
7-10
The id is based on the idea that individuals are motivated to act in a way that results
in the instant gratification and satisfaction of physiological needs. These include the
need for food, shelter, clothing and sex. Many products that seek a share of our
disposable income - unnecessary, discretionary purchases - target the satisfaction of
the id, for example Magnum ice-creams, the ‘spoil yourself’ and ‘wicked but very
nice’-type messages. Although they know something is naughty, it’s also a good
thing to do.
Wickedness was the idea Nestlé Peters Ice Cream used to target the superior icecream category. Research showed that when people thought of ice cream, they
usually thought of the beach, summer and being happy; however, the research on
the superior ice cream category showed that it is an indulgence people hide at the
back of the freezer and only bring out when the kids are in bed. The proposition is
conveyed in the packaging - a black background with a moon motif - and the
advertising. Added to the ‘wickedness’ of the packaging is a line above the nutritional
facts: ‘If after looking at the nutrition panel you feel shocked or uneasy then please
put this carton back. If not, try Wicked’.
The super ego reflects our sense of ‘doing what is right’ based on our interpretation
of social and moral codes. It is based on the idea that when individuals act, they
should do so in a socially acceptable way. The super ego strives for perfection - tries
to get you to do ‘what’s right’, or what your parents taught you. The superego reflects
‘perfection’ - that which society views as favourable, like perfect hair. Many hair care
product advertisements represent an appeal to the super ego, because it urges the
reader to ‘stay in control’.
The ego is the ‘balance’ between the id and the superego. It attempts to satisfy the
desires of the id, while being constrained by the demands of the super ego. The ego
is often described as a balance between the id and the super ego. The id is balanced
by the ego because it represents the ‘reality’ aspect of personality. Marketers apply
Freud’s ideas to help explain how a person’s unconscious needs and motivations
drive their buying behaviour. For example, a woman may buy a particular brand of
lipstick because she likes the colour. However, an underlying motivation may be that
she actually saw the brand being advertised by a famous and glamorous model, and
the woman is really purchasing that brand because she has an unconscious need for
social acceptance. You never see overweight or ‘ordinary’ looking people in
advertisements for cosmetics and personal care products. You’ll always see
attractive, healthy looking people in the ads. Why? Because the products they are
telling us about don’t appeal to our need to have clean hair or smooth skin. They
appeal to the need for social acceptance. The people chosen to appear in these
types of ads and the message they sell represent the audience’s sense of their ideal
self.
Question 2
Explain the five key personality traits from the trait theories of personality, and
suggest a message or product that is directed to each of these traits.
Answer:
pages 202-203
The five key personality traits are:
Openness to experience is a measure of an individual’s interest in new things and
how innovative they may be. It has dimensions ranging from outgoing, liberal and
imaginative to reserved, conservative, traditional and conforming.
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 Advertising message – ‘Dare to be different’
Conscientiousness has dimensions ranging from organised, careful and determined
to careless and weak. People on one end of this scale might be described as highly
methodical. They may also be seen as cold and unapproachable. At the other end of
the scale people may be seen as easily lead and needing direction from others.
People at this end put the needs of others ahead of their own.
 Roses Chocolates used the message – ‘Just to say thanks for the wonderful job
you are doing’
Extroversion refers to an individual’s sociability. At one end of the scale, you have
an ‘extrovert’ - someone who enjoys social and sporting activities, and parties. At the
other end of the scale, an ‘introvert’ prefers quieter activities with less social
interaction. They might be ‘homebodies’ rather than ‘party animals’.
 Many alcohol products are aimed at the extrovert.
Agreeableness represents the extent of an individual’s social ‘likeability’. At one end
of the scale, a person may be described as easy going, compassionate and
understanding. At the other end of the scale, individuals may be perceived as
unhelpful and hard to deal with.
 Lube Mobile shows themselves as being very easy to deal with - they come to
you.
Neuroticism refers to the perceived emotional stability of an individual. At one end of
the scale, an individual may appear to display instability in his or her emotions and
relationships. At one extreme, an individual may display wide mood swings. At the
other extreme, an individual may appear quiet and calm, possibly even unemotional.
 Aromatherapy products are aimed at changing the person from neurotic through
the pressures of life to a calm, peaceful mind set.
Examples will vary, but should fit with the above theory.
Question 3
According to Edwin Locke, the world’s greatest wealth creators have seven core
characteristics or traits. What are they? Find or describe an advertising message that
is designed to appeal to each trait.
Answer:
page 206
The seven traits are:
 Vision: The ability to see the potential of a product, market or technology.
Advertising messages which show a person being ‘ahead of the pack’, e.g. the
Carlton Draught ‘Canoe’ ads.
 An active mind: Always trying to improve, expand, grow; seeing the big picture
and the small picture and the relationship between them; thinking outside the
square; looking ahead. Freedom furniture use this trait in their ‘outside the square’
ads.
 Competence and confidence: Some critical core competency such as maths or
selling, and confidence in their ability. Advertising messages showing someone
who knows what they are doing and being admired by others - most wealth
creation seminars promise to help develop this trait.
 Drive: A desire to take action; impatience; ambition; setting high goals; energy;
tenacity. Berocca uses this trait to promote their vitamins, as do energy drink
products.
 Egoistic passion: A selfish love of money and particularly of the means by which
it is made. Most investment products realise this is in many of us, but may be
Test Bank t/a Consumer Behaviour by Karen Webb
7-12
socially unacceptable to be honest about. They use messages that make this
seem an acceptable and desirable trait.
 Love of ability in others: Finding, using and keeping people with outstanding
talent. Recruitment agencies use this trait.
 Virtue: Not in the Christian sense, but rationality (taking reality seriously); honesty
(not faking reality); integrity (loyalty to their rational convictions); independence
(using their own judgment); productivity (earning the money); and treating others
fairly. Many products, even meat pies, use this - the ad showing the workers truly
enjoying a meat pie more than two executives eating in a five star restaurant ever
could enjoy their food.
Question 4
Explain self-concept and self-image, and their relevance to marketers.
Answer:
pages 203-208
The self-concept is based on the perception we have of ourselves. It is based on the
set of attitudes a person holds of themselves and is made up of self-images and the
evaluation of those images. An individual’s sense of self identity is characterised by a
set of attitudes and corresponding behaviours. Individual consumption behaviour
both reflects and reinforces a consumer’s self identity. A person might buy a designer
suit to reinforce their image as a fashionable person. It may also reflect their belief
that they are quite stylish and sophisticated.
The self-concept is made up of two elements:
• the self-image, or perception of oneself, and
• an individual’s self-esteem.
Self-image is reflected in an individual’s behaviour and the feedback this receives
from others. As a result of this feedback, an individual develops their self-esteem and
either builds on their self-image or seeks to change it. Individuals also act like the
person they see themselves to be. We are therefore influenced by marketing
messages that promise to either change or reinforce our self-image.
The self-concept may differ across various situations as it is also a reflection of our
attitudes to ourselves in relation to our range of roles. For example, a woman may
have a role as a mother, a manager, a friend and a member of the church
community.
A person’s self-concept is one of the strongest motivational forces because
individuals feel more comfortable around people who share similar values and
behave in a similar way to themselves.
There are different aspects of self-image that influence buying behaviour:
• the way we perceive ourselves. This is known as the ‘real self’.
• the way we think we are perceived by others. This is known as the ‘ideal self’.
• how others see us. This is our ‘social self’.
Consumers purchase products that reflect their sense of self. Personal care
products, such as shampoos and cosmetics, appeal to an individual’s need to be
‘attractive’. An overweight person may see an advertisement for a weight loss
product that has testimonials and ‘before’ and ‘after’ profiles from successful dieters.
They may see this as a means of achieving their ‘ideal self ’ image. Outward
Test Bank t/a Consumer Behaviour by Karen Webb
7-13
appearance, especially physical appearance, is of great concern to most people. Our
personality is linked to the social image we project.
A consumer’s choice of fashion communicates their personality. Past experience and
research by marketers has found that those who are highly involved in fashion are
more likely to be opinion leaders and leaders in fashion adoption.
OINT
Question 5
Describe how a knowledge of personality theory could be used to develop an
advertising campaign for each of the following:
a)
b)
c)
d)
e)
A charity
A home entertainment system
A new model of motor scooter designed for inner-urban transport e.g. a moped
A toothpaste
A household cleaning product
Answer:
Whole chapter
This question requires learners to demonstrate their understanding of the whole
chapter and a variety of personality theories. It examines their ability to apply relevant
theory to real marketing situations.
Answers will vary, but should reflect the main characteristics of each type of product
and logical market segments, and apply the appropriate personality theories that
could be logically used.
Test Bank t/a Consumer Behaviour by Karen Webb
7-14