Exam 6: Personality and Psychographics

Our culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of ________.

________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

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.

A national magazine wanted to make a point of how easy it is to find information on individuals. The magazine was delivered to each of its subscribers with a satellite picture of the subscriber's house or apartment on the cover and a description inside (e.g., on page one) of the average demographics of the subscriber's zip code. This example illustrates what is known as geodemography. Describe the concept of geodemography. Which of the suppliers of geodemographic analysis discussed in the text was most likely used by the magazine to reach its subscribers?

Frank Simms has decided to use Yoda (the "old wise man" from Star Wars) to promote a new model of a notebook computer. Upon which of the following psychologist's ideas has Frank based his advertising strategy?

An individual with the personality trait of extroversion tends to be quiet and reserved.

Shoplifting is America's fastest growing crime. What term does the retail industry use to describe inventory and cash losses from shoplifting?

Many people assume that personality must be related to consumer behavior. Knowing a customer's personality profile should help predict what she or he will buy, and how decisions will be made in the marketplace. Researchers, however, have been frustrated in their search for a unified theory of personality that would explain consumer behavior. Use trait theory to explain why this is so.

The VALS2 group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change.

According to Freudian theory, a person's True motivation for buying a product may be forever hidden from the customer's conscious mind.

Consumer addiction can be classified as either a physiological or psychological dependency on a product or service.

According to motivational research, when a woman wears long white gloves with her evening gown and then removes those gloves in front of her date, she most likely has which of the following motives?

Motivational research relies on ________ individual consumers.

In a Freudian interpretation, what is the function of the ego?

Define and provide examples of the following terms: addictive consumption, compulsive consumption, and consumed consumers.

Which of the following psychographic studies would place a large sample of respondents into homogeneous groups based on similarities of their overall preferences?

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence our purchases.

According to a recent human behavior survey by advertising agency McCann-Erickson, ________ of people say they lie regularly.

How are psychographics distinct from demographics? Why would it be necessary to study psychographics to better understand marketing and consumer behavior?

A Doppelganger brand image is likely to be presented in a consumer-generated parody of a brand.