ch 6 Flashcards
What are Psychographics
The use of psychological, sociological, and anthropological factors to construct market segments.
What is ID
Basic needs that want immediate gratification, according to Freud.
What is motivational research
the study of the reasons that people choose to buy particular products or services. It bringing aspects of Freudian theory and symbolism of products to the world of advertising.
Explain what super ego is
The system that internalizes society’s rules and works to prevent id from seeking selfish gratification, according to Freud.
Who is Carl Jung
The Man who believed in the existence of the collective unconscious. The mind containing memories and impulses we are not aware of. He believes we come into the world with a storehouse of memories from our ancestors.
Describe lifestyles
A set of shared values or tastes exhibited by a group of consumers especially as these are reflected in consumption patterns.
Explain what Ego is
The system that mediates between id and superego, according to Freud
What does Anthropomorphism
When we give human traits to non-human objects related to an actual product or its brand representations, we personify the brand.
What are Demographics
The observable measurements of a population’s characteristics, such as birthrate, age distribution and income.
Explain the 80/20 Rule
The 80/20 Rule Says about 20% of consumers in a product category account for 80% of sales. These 20% make up a brand loyal group.
what are AIOs?
Activities, Interests and Opinions
What are Values and lifestyle surveys (VALS)
A psychographic segmentation system to categorize consumers into clusters.
Who is Ernst Dichter
Founded the Institute of Motivational Research in 1946.
Explain what Traits are in personalities and lifestyles
The identifiable characteristics that define a person.
Define Brand Equity
The extent to which a consumer holds a strong favorable and unique association with the brand.
