7 Questions
Which of the following is true about personality?
Personality can be defined as the qualities and traits that define the character of a specific person
Why is using trait theory in marketing problematic?
There are no valid or reliable scales to measure personality
What is brand equity?
The value derived from perception of the brand name of a particular product or service
According to Ernst Dichter, what was the motivation behind product use in motivational research?
Unconscious forces
What did Ernst Dichter claim about women's smoking habits?
Women smoke more when they view erect cigarettes
According to Carl Jung, what is the collective unconscious?
The part of the mind that stores ancestral memories
What are archetypes, according to Carl Jung?
Innate, universal prototypes for ideas
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