Exam 7: Personality, Lifestyles, and Values

When marketers define consumers by product usage they use the ________ rule.

Lifestyle profiles look for items that differentiate between users and nonusers of a product.

Motivational research relies on ________ of individual consumers.

Psychographics use lifestyle profiles to target markets.

The Myers-Briggs type indicator is based on the work of ________.

Explain the Freudian system of personality as it might apply to the behavior of a consumer.

Explain the term "animism." Provide an example of animism.

The ego is the referee in the fight between temptation and virtue.

What is the major distinction between the concepts of personality and lifestyle?

________ uncovers consumer's associations between specific attributes and the general consequences.

Sony offers a five-year warranty and a free customer hot line. Based on this action, consumers will most likely infer the brand personality traits of familiarity and sophistication.

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a personality theory called trait theory.

Most Freudian applications in marketing relate to the product's supposed ________.

Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product.

List the various ways that psychographic segmentation can be used.

The VALS2™ group is termed the ________, who are successful consumers with many resources. This group is concerned with social issues and is open to change.

________ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.

Explain Karen Horney's personality theory.

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?

Explain the 3 systems of Freud's personality theory.