Stukent Quiz Questions and Exam 1
UPDATED Exam Questions and CORRECT
Answers
In Freudian theory, this is an individual's internal expression of society's moral code. -
CORRECT ANSWER - Superego
____ consists of the inner psychological characteristics that both determine and reflect how
consumers think and act. - CORRECT ANSWER - Personality
Conclusions stemming from psychologists' research into human personality have not been
uniform, but, overall, researchers agree on three principles. Which is not presented as one of
these agreed upon principles? - CORRECT ANSWER - Sine personality is individual, it is
not consistent
This individual identified 16 personality traits that he used to understand and identify individual
differences in personality. - CORRECT ANSWER - Raymond Cattell
T/F: Based on the type of purchase they are exploring, consumers can fall into different
categories of Karen Horney's theory relative to groups of personality types. - CORRECT
ANSWER - True
T/F: Trait theory is not among the foundational aspects of customer segmentation. - CORRECT
ANSWER - False
Advertisements that focus on the personal benefits of product features tend to appeal to ____. -
CORRECT ANSWER - Inner- directed consumers
T/F: Need for cognition (NFC) measures consumers' desire for information processing and
ultimately, thinking. - CORRECT ANSWER - True
, T/F: According to psychologists who have explored the motivations behind consumer
innovativeness, social factors are among the four main reasons consumers choose to accept and
adopt new innovations. - CORRECT ANSWER - True
T/F: An understanding of consumer personalities should form the foundation of a marketer's
positioning strategy. - CORRECT ANSWER - True
Which of the following is not one of the four key tenets when considering the study of consumer
behavior? - CORRECT ANSWER - Market research looks narrowly at buyer decisions to
simplify the complexity of consumer behavior
T/F: Brand marketing is the concept of building a differentiated, recognizable identity for your
company. - CORRECT ANSWER - True
The marketing role focused on driving customers into a company's purchase funnel (the detailed
steps in a customer journey from awareness to purchase), pushing them through that funnel until
they make a purchase, and doing to in a cost-effective way. - CORRECT ANSWER -
acquisition marketing
T/F: The conversion funnel is to move consumers from consideration to awareness to purchase. -
CORRECT ANSWER - False
T/F: A marketer's role relative to consumer behavior ends when a consumer selects a service or
purchases a promoted product. - CORRECT ANSWER - False
Which of the following is not an internal influence that impacts an individual's sense of self? -
CORRECT ANSWER - marketing messages
This is likely the most significant external influence on a consumer's behavior; includes values,
norms, language, religion, cuisine, and social habits. - CORRECT ANSWER - culture
UPDATED Exam Questions and CORRECT
Answers
In Freudian theory, this is an individual's internal expression of society's moral code. -
CORRECT ANSWER - Superego
____ consists of the inner psychological characteristics that both determine and reflect how
consumers think and act. - CORRECT ANSWER - Personality
Conclusions stemming from psychologists' research into human personality have not been
uniform, but, overall, researchers agree on three principles. Which is not presented as one of
these agreed upon principles? - CORRECT ANSWER - Sine personality is individual, it is
not consistent
This individual identified 16 personality traits that he used to understand and identify individual
differences in personality. - CORRECT ANSWER - Raymond Cattell
T/F: Based on the type of purchase they are exploring, consumers can fall into different
categories of Karen Horney's theory relative to groups of personality types. - CORRECT
ANSWER - True
T/F: Trait theory is not among the foundational aspects of customer segmentation. - CORRECT
ANSWER - False
Advertisements that focus on the personal benefits of product features tend to appeal to ____. -
CORRECT ANSWER - Inner- directed consumers
T/F: Need for cognition (NFC) measures consumers' desire for information processing and
ultimately, thinking. - CORRECT ANSWER - True
, T/F: According to psychologists who have explored the motivations behind consumer
innovativeness, social factors are among the four main reasons consumers choose to accept and
adopt new innovations. - CORRECT ANSWER - True
T/F: An understanding of consumer personalities should form the foundation of a marketer's
positioning strategy. - CORRECT ANSWER - True
Which of the following is not one of the four key tenets when considering the study of consumer
behavior? - CORRECT ANSWER - Market research looks narrowly at buyer decisions to
simplify the complexity of consumer behavior
T/F: Brand marketing is the concept of building a differentiated, recognizable identity for your
company. - CORRECT ANSWER - True
The marketing role focused on driving customers into a company's purchase funnel (the detailed
steps in a customer journey from awareness to purchase), pushing them through that funnel until
they make a purchase, and doing to in a cost-effective way. - CORRECT ANSWER -
acquisition marketing
T/F: The conversion funnel is to move consumers from consideration to awareness to purchase. -
CORRECT ANSWER - False
T/F: A marketer's role relative to consumer behavior ends when a consumer selects a service or
purchases a promoted product. - CORRECT ANSWER - False
Which of the following is not an internal influence that impacts an individual's sense of self? -
CORRECT ANSWER - marketing messages
This is likely the most significant external influence on a consumer's behavior; includes values,
norms, language, religion, cuisine, and social habits. - CORRECT ANSWER - culture
