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Exam 6: Personality, Lifestyles, and Values

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Question 61

True/False

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Jennifer is a marketing manager for a clothing manufacturer. She wants to have two product lines: one targeted at price-sensitive consumers and one targeted at affluent consumers. To differentiate the two brands, she intends to create distinct brand personalities. Keith argues this is dangerous because a company cannot have two brands with different personalities. Keith is right.

A) True
B) False

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Question 62

Multiple Choice

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Disney as a brand can be symbolized with three circles forming a shape that resembles a mouse's head with ears: Mickey Mouse. It has become such an obsession with many that the company has many "hidden" Mickeys throughout its theme parks that visitors seek out, post, tweet, and blog about for hours on end. This is an example of a successful use of:

A) objectivism.
B) animism.
C) humanism.
D) cultism.

E) A) and B)
F) C) and D)

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Question 63

Multiple Choice

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IKEA sets up their outlets with various room designs for each room use. For example, there could be ten completely different kitchens on display, each one having its own look with cupboards, counters, appliances, and dishes. This is an example of:

According to motivational research on consumption, when Carol wears long white gloves with her evening gown and removes them, she is following which of the following motives?

What were beliefs of the neo-Freudians? Are those beliefs relevant to today's marketing?

Explain the Freudian concept of the ego.

Explain the concept of psychographics and why this is important to marketers.

It is unlikely that lifestyles change once they are set.

When Linda saw the ad for the new and improved Swiffer mop, she rushed out and bought one. She can be considered to have the trait of:

Which of the following statements about psychographics is true?

Shopping, club memberships, sports, and social events are all illustrations of which of the following lifestyle dimensions?

A psychographic study of men aged 18-24 who drink and drive found four different groups:

Conrad, a student on scholarship at a prestigious university, constantly meets with his professors to have a one-on-one evaluation of how his performance is in each class. Conrad is:

Because a goal of lifestyle marketing is to allow consumers to pursue their chosen ways of enjoying their lives and expressing their social identities, a key aspect of this strategy is to:

________ refers to a pattern of consumption reflecting a person's choices of how he or she spends time and money.

Explain the Freudian concept of the superego.

Describe the basic premise of motivational research and how it is conducted. Why has this type of research been criticized?

What is motivational research?

Albert really enjoys effortful cognitive activity and when he goes on a plane ride he purchases activity books containing challenging analogical and mathematical puzzles to pass the time. What would trait theory say about Albert?

The Apple brand is synonymous with a visual of an apple with a leaf on the stem and a bite taken out of it. Over the years they have been able to connect the image with what the brand stands for-acquiring knowledge. It has built: