Chapter 6 Personality, Lifestyles, and Values

Chapter 6 Personality, Lifestyles, and Values


1) may be thought of as a person's unique psychological makeup and how these
features consistently influence the way that person will respond to his or her environment.
A) Configuration
B) The self
C) Personality
D) Self-focus cognate
ANSWER: C
Type: MC Page Ref: 162
Skill: Concept
Objective: L6-01 A consumer's personality can influence the way he or she responds to
marketing stimuli and how the various theories of personality differ.


2) Hannah was embarrassed when her friends teased her about dancing on a table on Friday
night. She tried to tell her friends that she is really quite introverted and shy. Her friends
observed that Hannah does not appear shy when she is out on a weekend evening. Which of the
following statements about personality is most applicable in understanding Hannah?
A) Personality is a set of consistent traits that does not change from one environment to the next.
Either Hannah or her friends are wrong.
B) Personality is a person's unique psychological makeup that consistently influences behaviour
within a certain environmental situation. Although behaviour will be consistent within similar
environments, it may not be consistent among different environments.
C) Personality is a hypothetical construct that grows stronger with age. As Hannah matures, her
behaviour will become more consistent in different environments.
D) Hannah's behaviour on a weekend night is due to her lifestyle, while her usual shy behaviour
is a result of personality.
ANSWER: B
Type: MC Page Ref: 162
Skill: Concept
Objective: L6-01 A consumer's personality can influence the way he or she responds to
1

,marketing stimuli and how the various theories of personality differ.

3) Psychological approaches to the concept of personality in the early part of the century were
based on:
A) quantitative analysis.
B) qualitative analysis.
C) isolation studies.
D) accounts of tranquil experiences.
ANSWER: A
Type: MC Page Ref: 163
Skill: Concept
Objective: L6-01 A consumer's personality can influence the way he or she responds to
marketing stimuli and how the various theories of personality differ.




2

,4) The three Freudian symbolic self systems are the:
A) id, psyche, and superego.
B) identification, ego, and superego.
C) subconscious, ego, and id.
D) id, ego, and superego.
ANSWER: D
Type: MC Page Ref: 163
Skill: Concept
Objective: L6-01 A consumer's personality can influence the way he or she responds to
marketing stimuli and how the various theories of personality differ.


5) In Freudian theory, the is that part of the mind guided by the primary desire to
maximize pleasure and avoid pain.
A) superego
B) ego
C) persona
D) id
ANSWER:
D
Type: MC Page Ref: 163
Skill: Concept
Objective: L6-01 A consumer's personality can influence the way he or she responds to
marketing stimuli and how the various theories of personality differ.


6) In Freudian theory, the system that acts as a person's conscience is the:
A) mores.
B) ego.
C) superego.
D) id.
ANSWER:
C
Type: MC Page Ref: 163
3

, Skill: Concept
Objective: L6-01 A consumer's personality can influence the way he or she responds to
marketing stimuli and how the various theories of personality differ.

7) The "fight between temptation and virtue" in the mind is mediated by the:
A) id.
B) persona.
C) ego.
D) conscience.
ANSWER: C
Type: MC Page Ref: 163
Skill: Concept
Objective: L6-01 A consumer's personality can influence the way he or she responds to
marketing stimuli and how the various theories of personality differ.




4