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MKT201 – Buyer Behavior

Chapter 6

Review Questions

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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. psychic research

b. sexual symbology

c. motivational research

d. lifestyle research

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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. Trait theory

b. Collective unconscious theory

c. Freudian theory

d. Social conflict theories

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4. _________ 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

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5. One important system of marketing psychographic measures is AIOs. What do AIOs measure?

a. Agreeableness, Ideas, and Observations

b. Activity, Ideas, and Operations

c. Activity, Interests, and Opinions

d. Age, Interests, and Otherness

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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. stability

b. social

c. exploration

d. individual

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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. Karen Horneyb. Sigmund Freudc. Carl Yungd. 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. product complementarity

b. motivational compliance

c. conscientious association

d. 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. Activities

b. Interests

c. Opinions

d. 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. nonmetric-multidimensional scaling

b. psychometric altimeters

c. bimodal scaling

d. geodemography

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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.