ch 7 personality lifestyle and values

Question 1

*freudian theory

Answer 1

conflict between persons desire to gratify his or her physical needs 3 parts- id (party animal) superego (conscious) ego (balance, reality principle)

Question 2

*motivational theory

Answer 2

understand deeper meaning of products and advertisements

Question 3

personality

Answer 3

DNA makeup and how this influences response choice in a person in response to current environment

Question 4

*brand personality- ex?

Answer 4

set of traits people attribute to a product as if it were a person

Question 5

*motivational conflicts

Answer 5

goals can be positive and negative i.e. want t drink tasty low cal beer

Question 6

*dimensions of brand personality

Answer 6

sincerity, excitement, compatible, sophistication, ruggedness

Question 7

fundamental conflicts

Answer 7

terminal values i.e. just because

Question 8

means objectives

Answer 8

steps that get us to these objectives

Question 9

**cognitive dissonance

Answer 9

inconstancy existing between a persons attitude and behaviors, they will seek to eliminate that inconsistency by changing one of the discrepant elements, usually attitude **I.E. BEHAVIOR: SMOKING ATTITUDE: BELIEVE SMOKING IS BAD QUIT? find reasons not to *attitude: whether you think its good to do or not (how you feel towards behavior)

Question 10

*Dissonance Study (festinger and Carlsmith)

Answer 10

complete boring task, ask enjoyability level after, behavior attribution- half give 1$ other 20$, behavior: task boring, say interesting attitude: didn’t like task

Question 11

*resolve cognitive dissonance

Answer 11

change behavior instead, downplay importance of behavior, emphasize benefits of behavior, minimize personal respoblilty, engage on other behaviors that reduce the anxiety caused by dioosnacne lei drinking

Question 12

*high motivation and consumer descions

Answer 12

pay careful attention to goal, think about goal, remember info related to goal

Question 13

*low motivation and consumer desicons

Answer 13

devote little effort to processing info and making designs

Question 14

*involvement

Answer 14

degree to which consumer is interested in something as a result of its perceived relevance to their needs and values

Question 15

*types of involvenmen

Answer 15

enduring Ilong period of time situation caused by situation circumstances cognitive consmer interested in processing info about goal affective consumer wiling to send energy on activity that prompts emotion i.e. music

Question 16

*endowmnet effect

Answer 16

people evaluate more positively a [rpodct after they own it

Question 17

*factors that influence motivation

Answer 17

persona relevance (someone has direct bearing on your life w significant consequences) perceived risk (consumer uncertain about conseqnxes of an action) inconsistent info (contradiction between new an existing info)

Question 18

*maslows heiarchy

Answer 18

psychological- safety- love/belonging- esteem- self actualization