The SelfThe Self

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Personality Personality & Lifestyles& Lifestyles AttitudesAttitudes

MotivatioMotivationn &&

ValuesValues

Learning Learning &&

MemoryMemory

Answer

The Self for 1

This Body shop ad is an example of

a. self-esteem marketing

b. Body image marketing

c. The real and the ideal

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The Self for 1

What is B. self-esteem marketing

Answer

The Self for 2

The trend in the 1990s and 2000s is to portray women as

a. Home makers

b. multifaceted success machines

c. Independent

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The Self for 2

What are B. multifaceted success machines

Answer

The Self for 3

People buy products because

a. They contribute to their definition of self

b. They appeal to their fantasies as to who they’d like to be

c. They are consistent with the reality of who they are.

d. All of the above

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The Self for 3

What are d. All of the above

Answer

The Self for 4

Who are more likely to be unhappy about some aspect of their appearance

a. Menb. Women

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The Self for 4

What is B. Women

Answer

The Self for 5

An important aspect of one’s self concept is one’sa. genderb. Body imagec. Ethnic origind. Agee. All of the above

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The Self for 5

What is E. All of the above

Personality & Lifestyles for 1

Answer

To sell a car to someone who is extroverted the benefit they are most likely to respond to would be:

a. Control

b. tradition

c. freedom

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Personality & Lifestyles for 1

What is c. freedom

Answer

Personality & Lifestyles for 2

According to Freudian theory it is the _______ that says I’ll find a socially acceptable way (i. e. symbolic ) to have my pleasure

a. Id

b. Ego

c. superego

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Personality & Lifestyles for 2

What is B. Ego

Answer

Personality & Lifestyles for 3

The three components of lifestyles are:a. promotion, demographics, placementb. people, product, promotionc. people, setting, productd. setting, product demographicse. None of the above

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Personality & Lifestyles for 3

What is C. people, setting, product

Answer

Personality & Lifestyles for 4

Daily Double

A relationship between a brand and a person - the type of person the brand represents is called

a. Brand equity

b. Brand personality

c. Brand awareness

d. A Brand relationship

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Personality & Lifestyles for 4

What is B. Brand personality

Answer

Personality & Lifestyles for 5

Most psychographic research groups consumers according to some combination of:

a. activities, interests and opinions

b. Demographics, lifestyles, opinions

c. Activities, demographics, interests

d. Lifestyles, opinions, activities

e. None of the above

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Personality & Lifestyles for 5

What A. activities, interests and opinions

Attitudes for 1

Answer

An advertisement that provides information about both positive and negative attributes of a product or service is using:

a. A one-sided argumentb. A two sided argumentc. A comparative argumentd. An emotional argument

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Attitudes for 1

What is B. A two sided argument

Answer

Attitudes for 2Which of the following does NOT

contribute to source credibility.

a. Attractiveness

b. Persuasiveness

c. Expertise

d. Trustworthiness

e. Objectivity

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Attitudes for 2

What is B. Persuasiveness

Answer

Attitudes for 3Which of the following is not a factor

influencing attitude formation:a. Awareness of product attributesb. salient attributes for an

object/productc. extent to which consumer believes

product contains these salient attributes

d. Importance of the attribute to the consumer

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Attitudes for 3

What is A. Awareness of product attributes

Answer

Attitudes for 4

The three components of attitudes are

a. affective, cognitive, behavioural

b. People, settings, products

c. Utilitarian, value-expressive, knowledge

d. None of the above

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Attitudes for 4

What is A. affective, cognitive, behavioural

Answer

Attitudes for 5

Value-expressive attitudes guide consumers’ to use products

a. for certain benefitb. that protect their self-esteemc. that are an expression of

themselves

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Attitudes for 5

What are C. that are an expression of themselves

Motivation & Values for 1

Answer

According to Maslow’s hierarchy of needs which need do people fulfill first.

a. Safety

b. Physiological

c. Social

d. Self-actualization

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Motivation & Values for 1

What is B. Physiological

Answer

Motivation & Values for 2

inconsistency between beliefs one holds or between one’s beliefs and actions is called

a. Means end chain b. Approach-avoidancec. Lack of involvementd. Cognitive dissonance

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Motivation & Values for 2

What is D. Cognitive dissonance

Answer

Motivation & Values for 3

Daily Double

The three components in the means end chain model are?

a. Benefits, attributes, beliefs

b. Attributes, values, benefits

c. Values, attitudes, benefits

d. Attributes, beliefs attitudes

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Motivation & Values for 3

What are B. Attributes, values, benefits

Answer

Motivation & Values for 4Which of the following is NOT a

contributor to the level of involvement.

a. The importance a consumer places on an object based on inherent needs and interests.

b. The amount of time and effort a buyer invests in the decision processes.

c. Motivational level -- the motivation to process information

d. All of the above are contributors

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Motivation & Values for 4

What are D. All of the above are contributors

Answer

Motivation & Values for 5In general, products are consumed

because they are instrumental in attaining:

a. Independence

b. Excitement

c. abstract values

d. Benefits

e. happiness

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Motivation & Values for 5

What is C. abstract values

Learning & Memory for 1

Answer

learning that occurs when a stimulus (unconditioned stimulus) elicits a response (unconditioned response is called

a. Classical conditioning

b. Operant conditioning

c. Instrumental conditioning

d. Cognitive conditioning

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Learning & Memory for 1

What is A. Classical conditioning

Answer

Learning & Memory for 2

Which of the following is not an application of stimulus generalization.

a. Look-Alike Packagingb. Family Brandingc. Product Line Extensiond. Modelinge. Licensing

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Learning & Memory for 2

What is D. Modeling

Answer

Learning & Memory for 3

The use of Campbell’s kids in ads is an example of

a. Atavistic advertising

b. Classical conditioning

c. Nostalgia

d. Recall

e. recognition

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Learning & Memory for 3

What is C Nostalgia

Answer

Learning & Memory for 4This ad is an

example of the principle of:

a. Figure-ground

b. Closure

c. Similarity

d. Contiguity

e. Gap fulfillment

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Learning & Memory for 4

What B. Closure

Answer

Learning & Memory for 5

When Hershey’s reduced the size of its chocolate bars by 5% they were

a. Under the absolute threshold

b. Under the just noticeable difference

c. Over the JND

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Learning & Memory for 5

What is B. Under the just noticeable difference