Multiple Choice Questions

This chapter is about some of the factors that make up the individual person; the self. As we’ve already seen from the early chapters in this book, people are complex. Our individual mental make-up affects how we respond to communications, what and how we buy, and thus how we plan for our future lives. Put all of this together and you start to understand the ‘personality’ behind the individual self. From a marketing viewpoint, understanding the self and his or her personality is useful in segmenting markets and also in planning marketing communications. 

1. The elements that make up personality are called ______.

  1. factors
  2. phonemes
  3. traits

Answer: C

Traits are factors; phonemes are components of language.

2. Which of the following is NOT a component of mind, according to Freud?

  1. the id
  2. the trait
  3. the superego

Answer: B

The third component of mind is the ego.

3. According to Freud, which of the following represents our underlying drives and instincts?

  1. the id
  2. the superego
  3. the ego

Answer: A

The id operates below the conscious level.

4. According to Freud, which of the following is our conscious self?

  1. the id
  2. the superego
  3. the ego

Answer: C

Ego is Latin for self.

5. Someone who is preoccupied with themselves and their internal world is called ______.

  1. an extrovert
  2. an introvert
  3. an ultravert

Answer: B

An extrovert is concerned with the outer world; ultravert is an invented word.

6. Which of the following is TRUE?

  1. Self-concept is the person’s ideas and feelings about other people.
  2. Self-concept is the person’s feelings and ideas about him or herself.
  3. Self-concept is the person’s feelings and ideas about the rest of the world.

Answer: B

7. Which of the following is an incorrect pairing from the Myers-Briggs type indicator?

  1. sensing/intuitive
  2. thinking/feeling
  3. judging/complaining

Answer: C

The two other correct pairings are judging/perceptive and extrovert/introvert.

8. Ourselves as others see us is called ______.

  1. the real self
  2. the ideal self
  3. the looking-glass self

Answer: A

This is because it is assumed that outside observers are more objective.

9. The process of monitoring our behaviour to conform with feedback from others is called ______.

  1. self-expression
  2. self-monitoring
  3. self-behaving    

Answer: B

We monitor ourselves against responses from others.

15. Which of the following is true about psychographics?

  1. It uses behavioural tendencies to infer personality traits.
  2. It self-monitors an individual’s psychological state.
  3. It produces graphs denoting the key motivators that an individual has.

Answer: A

The other two are inventions.

Web exercise


(and for a bit of fun, you could also take this quiz:

How do these sites help people to express their personalities through fashion?

What is the role of fashion in expressing personality?