Ch.6 Verified Test Bank Personality, Self, And Motivation

Chapter 6: Personality, Self, and Motivation

Type: multiple choice question

Title: Chapter 06 Question 01

1) The _______ perspective of personality argues that an individual’s persistent and characteristic reactions to environmental stimuli make up an individual’s distinctive identity.

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.1

a. social

b. hedonic

c. psychological

d. segmented

Type: multiple choice question

Title: Chapter 06 Question 02

2) Psychological theory is based on the premise that

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.1

a. both internal and external factors impact how individuals view themselves and their social circles.

b. relationships with other people play a large part in forming the self and that “the mind is the thinking part of the self.”

c. strong and persistent unconscious inner forces are responsible for directing individual behavior.

d. in a given situation, a single personality trait will be the predominant force.

Type: multiple choice question

Title: Chapter 06 Question 03

3) The _______ is a force that focuses attention and energy on primary needs, immediate gratification, and pleasurable acts without regard to the consequences.

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.1

a. id

b. self

c. ego

d. superego

Type: multiple choice question

Title: Chapter 06 Question 04

4) The _______ reflects the rules, values, and norms imposed by society and works to prevent seeking selfish gratification.

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.1

a. ego

b. self

c. superego

d. id

Type: multiple choice question

Title: Chapter 06 Question 05

5) The _______ is the human consciousness that attempts to look out for the interests of the individual.

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.1

a. self

b. id

c. superego

d. ego

Type: multiple choice question

Title: Chapter 06 Question 06

6) Who developed the concept of archetypes?

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.1

a. Ian Pavlov

b. Carl Jung

c. Sigmund Freud

d. Abraham Maslow

Type: multiple choice question

Title: Chapter 06 Question 07

7) Which of the following correctly defines an archetype?

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.1

a. Characters that represent people, personalities, or behaviors that are constant across time and place

b. A series of connections that consumers make that link product attributes to a consumer’s own values

c. A series of connections that consumers make that link product attributes to a consumer’s own values

d. Socially acquired needs including the need for status, love, affiliation, self-esteem, and prestige

Type: multiple choice question

Title: Chapter 06 Question 08

8) The _______ perspective of personality suggests that both internal and external factors impact how individuals view themselves.

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.1

a. hedonic

b. segmented

c. psychological

d. social

Type: multiple choice question

Title: Chapter 06 Question 09

9) Which perspective of personality suggests that personality can change over time?

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.1

a. Single-trait

b. Psychological

c. Social

d. Interactionalist

Type: multiple choice question

Title: Chapter 06 Question 10

10) _______ theories provided a strong foundation for contemporary research on personality.

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.1

a. Ego

b. Branding

c. Psychoanalytic

d. Subliminal

Type: multiple choice question

Title: Chapter 06 Question 11

11) The _______ approach states that personality is the sum of an individual’s qualities.

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.2

a. trait-based

b. functional

c. intrinsic

d. extrinsic

Type: multiple choice question

Title: Chapter 06 Question 12

12) According to the the trait-based view of personality, which of the following is one of the five key dimensions of an individual’s personality?

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.2

a. Congruity

b. Superego

c. Archetype

d. Neuroticism

Type: multiple choice question

Title: Chapter 06 Question 13

13) The ability to regulate one’s expenditure-related decisions in accordance with self-imposed standards is called

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.2

a. spending self-control.

b. ethnocentrism.

c. materialism.

d. frugality.

Type: multiple choice question

Title: Chapter 06 Question 14

14) The _______ approach to personality suggests that several personality characteristics work together to impact consumption.

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.2

a. figurative

b. multitrait

c. single-trait

d. self-congruity

Type: multiple choice question

Title: Chapter 06 Question 15

15) The concept of the multiplicity of the posits that

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.2

a. the human consciousness always attempts to look out for the interests of the individual.

b. different self-concepts motivate us to behave in different ways at different times.

c. in a given situation, a specific and consistent personality trait will be the predominant force.

d. the characters that represent people, personalities, or behaviors that are constant across time and place.

Type: multiple choice question

Title: Chapter 06 Question 16

16) Which conceptualization of self recognizes the self-concept as a dynamic entity, where different aspects of self are activated depending on the context?

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.2

a. The extended self

b. The social self

c. The malleable self

d. The ideal self

Type: multiple choice question

Title: Chapter 06 Question 17

17) The _______ self represents how we would like to be seen by significant others.

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.2

a. extended

b. social

c. Ideal extended

d. ideal social

Type: multiple choice question

Title: Chapter 06 Question 18

18) _______ is a frequently-used personality trait in consumer research.

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.2

a. Generalization

b. Introspection

c. Materialism

d. Resiliency

Type: multiple choice question

Title: Chapter 06 Question 19

19) The self-concept refers to how an individual

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.3

a. thinks about and evaluates themselves.

b. attempts to understand other cultures.

c. is concerned with the environment.

d. engages in creative and abstract thinking.

Type: multiple choice question

Title: Chapter 06 Question 20

20) The symbolic interactionist perspective states that

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.3

a. an individual focuses the majority of their attention on primary needs.

b. individuals are always driven by the need for immediate gratification.

c. individuals choose to ignore what they do not understand or do not accept.

d. relationships with other people play a large part in forming the self.

Type: multiple choice question

Title: Chapter 06 Question 21

21) The theory of image congruency proposes that

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.3

a. relationships with other people play a large part in forming an individual’s personality.

b. individuals are always driven by the need for immediate gratification.

c. consumers select products, brands, and retailers that correspond with their self-concept.

d. the rules, values, and norms imposed by society prevent an individual from seeking selfish gratification.

Type: multiple choice question

Title: Chapter 06 Question 22

22) _______ values represent our life goals.

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.3

a. Congruent

b. Terminal

c. Functional

d. Instrumental

Type: multiple choice question

Title: Chapter 06 Question 23

23) If a researcher wanted to determine how consumers link product attributes to values, they would enact a research technique called

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.3

a. avoidance.

b. chunking.

c. hedonism.

d. laddering.

Type: multiple choice question

Title: Chapter 06 Question 24

24) What is a means-end chain?

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.3

a. How consumers select products and brands that correspond with their self-concept

b. The connections between product attributes and a consumer’s values

c. How a consumer views the other individuals within their social circles

d. The connection between intrinsic and extrinsic needs that are inappropriate

Type: multiple choice question

Title: Chapter 06 Question 25

25) What is psychographic segmentation?

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.3

a. Socially acquired needs and include the need for status, love, and affiliation

b. A series of connections that consumers make that link product attributes to personal values

c. A picture of the consumer based on activities, interests, and opinions

d. The characters that represent people, personalities, or behaviors that are constant

Type: multiple choice question

Title: Chapter 06 Question 26

26) What is the advantage of the lifestyle segmentation strategy?

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.3

a. It results in a more detailed depiction of the customer.

b. It exposes an individual’s selfish gratifications.

c. It is are based on observational learning.

d. It remains constant over extended periods of time.

Type: multiple choice question

Title: Chapter 06 Question 27

27) Traits of sincerity, excitement, competence, sophistication, and ruggedness are the five key traits identified by the

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.3

a. VALS.

b. hierarchy of needs.

c. brand personality scale.

d. means-end chain.

Type: multiple choice question

Title: Chapter 06 Question 28

28) Research in social psychology has found that when individuals have close personal relationships with other people, they

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.3

a. experience more pain.

b. are healthier.

c. are more creative.

d. are more sensitive.

Type: multiple choice question

Title: Chapter 06 Question 29

29) VALS reveals important insights that

Feedback: Page reference: Different Perspectives on Personality and Self

Learning objective: 6.3

a. values and lifestyle segmentation cannot offer.

b. explain the approach–approach conflict.

c. demographic segmentations alone cannot offer.

d. is consistent with the concept of superego.

Type: multiple choice question

Title: Chapter 06 Question 30

30) _______ is a drive that causes an individual to behave in a particular way.

Feedback: Page reference: Motivation

Learning objective: 6.4

a. Conceptualization

b. Motivation

c. Segmentation

d. Demonstration

Type: multiple choice question

Title: Chapter 06 Question 31

31) _______ needs are socially acquired needs and include the need for status, love, affiliation, self-esteem, and prestige.

Feedback: Page reference: Motivation

Learning objective: 6.4

a. Subjective

b. Primary

c. Functional

d. Institutional

Type: multiple choice question

Title: Chapter 06 Question 32

32) _______ needs enable us to survive, and include the need for food, water, and shelter.

Feedback: Page reference: Motivation

Learning objective: 6.4

a. Perspective

b. Subjective

c. Malleable

d. Functional

Type: multiple choice question

Title: Chapter 06 Question 33

33) A consumer is trying to save money, but their favorite band is coming to town and the tickets to the concert are very expensive. This an example of a

Feedback: Page reference: Motivation

Learning objective: 6.4

a. trait-based archetype.

b. self-congruity struggle.

c. motivational conflict.

d. means-end chain.

Type: multiple choice question

Title: Chapter 06 Question 34

34) What type of conflict occurs when an individual must choose between two or more equally attractive alternatives?

Feedback: Page reference: Motivation

Learning objective: 6.4

a. Approach–avoidance

b. Approach–approach

c. Avoidance–acceptance

d. Avoidance–avoidance

Type: multiple choice question

Title: Chapter 06 Question 35

35) An _______ need is an internal drive that all humans have, such as a need for water.

Feedback: Page reference: Motivation

Learning objective: 6.4

a. intrinsic

b. operant

c. extrinsic

d. enthographic

Type: multiple choice question

Title: Chapter 06 Question 36

36) An individual must find an apartment immediately or they will not have a place to live. The only apartment within their price-range is dilapidated and far from their place of work. This is an example of an _______ conflict.

Feedback: Page reference: Motivation

Learning objective: 6.4

a. approach–avoidance

b. avoidance–avoidance

c. approach–approach

d. avoidance–acceptance

Type: multiple choice question

Title: Chapter 06 Question 37

37) Individuals who are extrinsically motivated will perform a behavior for the

Feedback: Page reference: Motivation

Learning objective: 6.4

a. joy it brings them.

b. necessity to avoid consequences.

c. safety of their loved ones.

d. reward they are getting as a result.

Type: multiple choice question

Title: Chapter 06 Question 38

38) What is a thematic appreciation test?

Feedback: Page reference: Motivation

Learning objective: 6.5

a. A picture generation method

b. A projective technique

c. A consumption phenomenon

d. A triangulation process

Type: multiple choice question

Title: Chapter 06 Question 39

39) _______ occurs when researchers use several different research techniques come to a convergence in their conclusions.

Feedback: Page reference: Motivation

Learning objective: 6.5

a. Triangulation

b. Laddering

c. Chunking

d. Conflict

Type: multiple choice question

Title: Chapter 06 Question 40

40) Researchers taking a motivational approach will often rely on _______ research techniques to generate their data.

Feedback: Page reference: Motivation

Learning objective: 6.5

a. quantitative

b. symbolic

c. qualitative

d. conditional

Type: multiple choice question

Title: Chapter 06 Question 41

41) Which qualitive method of motivational research asks consumers to use their own personal experiences to interpret an ambiguous image by describing what the image means or by telling a story about it?

Feedback: Page reference: Motivation

Learning objective: 6.5

a. Metaphor analysis

b. Work association

c. Storytelling

d. Projective techniques

Type: multiple choice question

Title: Chapter 06 Question 42

42) What is passionate consumption?

Feedback: Page reference: Motivation

Learning objective: 6.5

a. A state of intense desire

b. A social desirability bias

c. A procedural memory

d. A functional need

Type: multiple choice question

Title: Chapter 06 Question 43

43) Why have some observers criticized qualitative motivation research?

Feedback: Page reference: Motivation

Learning objective: 6.5

a. It could potentially damage an individual’s episodic memories.

b. The results are assumptions based on a single-trait approach.

c. It does not consider the psychological perspective of personality.

d. The conclusions depend on the researcher’s interpretation.

Type: multiple choice question

Title: Chapter 06 Question 44

44) Motivation research requires that researchers be trained in _______ techniques and _______ analysis.

Feedback: Page reference: Motivation

Learning objective: 6.5

a. qualitative; data

b. laddering; value

c. quantitative; risk

d. adaptive; ego

Type: multiple choice question

Title: Chapter 06 Question 45

45) Often, the hypotheses developed using qualitative methods are later verified using _______ methods.

Feedback: Page reference: Motivation

Learning objective: 6.5

a. conditioning

b. interactionist

c. metaphoric

d. quantitative

Type: multiple choice question

Title: Chapter 06 Question 46

46) What is a thematic appreciation test?

Feedback: Page reference: Motivation

Learning objective: 6.5

a. A picture generation method

b. A projective technique

c. A consumption phenomenon

d. A triangulation process

Type: essay/short answer question

Title: Chapter 06 Question 47

47) What is the difference between personality and self? What is the self-concept? What is the most important part of the self-concept?

Feedback:

• Personality is a person’s identity.
• Self represents feelings, knowledge, and attitudes about his or her own identity
• Self-concept refers to how an individual evaluates the self
• Beliefs about how the self is evaluated by others; individuals want to communicate the “correct” messages to others about the way they appear

Page reference: Different Perspectives on Personality and Self

Learning objective: 6.1

Type: essay/short answer question

Title: Chapter 06 Question 48

48) According to Freud, what are the forces that influence personality? Describe each of the forces and identify how they differ from one another.

Feedback:

• The id is a force that focuses attention and energy on primary needs
• The ego is the human consciousness that attempts to look out for the interests of the individual by balancing the demands of the id and the constraints of the superego
• The superego reflects the rules, values, and norms imposed by society and works to prevent the id from seeking selfish gratification

Page reference: Different Perspectives on Personality and Self

Learning objective: 6.1

Type: essay/short answer question

Title: Chapter 06 Question 49

49) What is the single-trait approach? What is this view of personality based on?

Feedback:

• The single-trait approach presumes that a single personality trait will be the predominant force
• This view of personality is based on the idea that traits can be assessed and evaluated
• These traits are just a part of who we are, for example, conscientious, frugal, and shy

Page reference: Different Perspectives on Personality and Self

Learning objective: 6.2

Type: essay/short answer question

Title: Chapter 06 Question 50

50) A researcher is interested in the effect of materialism in combination with other personality variables on purchasing decisions and behaviors. What two approaches to personality can the researcher use to predict consumer behavior? Which approach has generally been better at predicting behavior? Why?

Feedback:

• The single-trait approach and the multitrait approach
• The multitrait approach
• Because of its greater detail and complexity, the multitrait approach has generally been better at predicting behavior

Page reference: Different Perspectives on Personality and Self

Learning objective: 6.2

Type: essay/short answer question

Title: Chapter 06 Question 51

51) Why is it important that marketers understand the self-concept of consumers? How do marketing mangers use this information? Give an example.

Feedback:

• The self-concept refers to how an individual thinks about and evaluates the self
• They can appeal to the consumers desire to communicate the “correct” messages

Page reference: Different Perspectives on Personality and Self

Learning objective: 6.3

Type: essay/short answer question

Title: Chapter 06 Question 52

52) How can marketers use a consumer’s perception of the ideal self to motivate purchasing behaviors? How can they use a consumer’s perception of the negative possible self?

Feedback:

• A consumer’s perception of the ideal self will motivate the purchase of brands that may help to achieve that ideal self
• A consumer’s perception of the negative possible selves can motivate incentives for behavior

Page reference: Different Perspectives on Personality and Self

Learning objective: 6.3

Type: essay/short answer question

Title: Chapter 06 Question 53

53) What is the difference between a generic goal, a product-specific goal, and a brand-specific goal? Give an example to support your answer.

Feedback:

• A generic goal is a baseline motivation
• A product-specific goal builds on a generic goal and considers basic preferences
• A brand specific goal is a more finely-defined preference for a specific brand

Page reference: Motivation

Learning objective: 6.4

Type: essay/short answer question

Title: Chapter 06 Question 54

54) Identify two shortcomings of Maslow’s hierarchy of needs.

Feedback:

• It is a conceptual model that Maslow developed to explain his observations and is not based on actual data
• The model contends that it would not be possible to address social needs unless physiological needs were satisfied
• The model does not account for the vast cultural differences in what might be motivating to an individual

Page reference: Motivation

Learning objective: 6.4

Type: essay/short answer question

Title: Chapter 06 Question 55

55) Why are insights from motivation research useful?

Feedback:

• Insights from motivation research are useful for marketers because they reveal the deep-rooted motivations that drive behavior and thus enable organizations to form deeper connections with consumers

Page reference: Motivation

Learning objective: 6.5

Type: essay/short answer question

Title: Chapter 06 Question 56

56) Explain why triangulation is useful.

Feedback:

• It provides more detail, context, and insights that any one research method can

Page reference: Motivation

Learning objective: 6.5

Type: essay/short answer question

Title: Chapter 06 Question 57

57) Define and describe the symbolic interactionist perspective. What is symbolic consumption and how does it relate to an individual’s self-concept? Provide a detailed explanation of the process of symbolic consumption and why it is important that marketers understand this process.

Feedback:

• The symbolic interactionist perspective concludes that individuals have many different selves and that in order to support those selves, a variety of different products are required
• Symbolic consumption describes the meanings that are attached to products, as well as the process by which those meanings are transferred between the product, the consumer, and the broader society
• For the process of symbolic consumption to work properly and meaning to be shared and transferred, the symbolic meanings must be widely recognized by the social group
• A consumer uses a brand in the hope that significant others will notice and transfer the brand’s symbolic meanings to the individual
• Symbolic consumption provides an important means by which consumers construct their own self identities and achieve self enhancement
• Valued objects in a consumer’s life such as special mementos, clothing, or jewelry, as well as close attachments to sports teams or special vacation spots, are incorporated into the extended self and work to clarify the individual’s self-concept

Page reference: Different Perspectives on Personality and Self

Learning objective: 6.3

Type: essay/short answer question

Title: Chapter 06 Question 58

58) Identify the three motivational conflicts that a consumer might encounter. Provide a detailed example for each.

Feedback:

• Approach–approach conflict occurs when an individual must select between two or more equally attractive alternatives
• Approach–avoidance conflict occurs when a goal is likely to result in both positive and negative consequences. Avoidance-avoidance conflicts only have negative consequences
• Avoidance–avoidance conflict occurs when every choice has a negative consequence

Page reference: Motivation

Learning objective: 6.4

Type: essay/short answer question

Title: Chapter 06 Question 59

59) Identify and explain three qualitative methods that motivational researchers use to understand the true desires and meanings behind a consumer’s behavior. How do they help marketers understand what is important to consumers?

Feedback:

• Projective techniques, metaphor analysis, storytelling, word associations and sentence completion tasks, picture generation, and photo sorting
• Based on careful interpretation of the results, marketers can understand what is important to consumers and how consumers might apply their own backgrounds, interpretations, biases, and desires to help them understand and behave in different situations
• The findings can then help marketers find better ways to deliver the value proposition to consumers

Page reference: Motivation

Learning objective: 6.5