Ch 7: Personality, Lifestyles, and Values

Question 1

Fill in the blank

____ a person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment

Answer 1

Personality

Question 2

____ focuses on the quantitative measurement of personality traits

Answer 2

Trait Theory

Question 3

____ : identifiable characteristics that define a person

Introvert or extrovert

Answer 3

Personality traits

Question 4

What are the Big Five Personality Traits?

Answer 4

1. Openess to experience
2. Conscientiousness
3. Extroversion
4. Agreeableness
5. Neuroticism

Question 5

The degree to which a person is open to new ways of doing things

Answer 5

Openess

Question 6

The level of organization and structure a person needs

Answer 6

Conscientiousness

Question 7

How well a person tolerates simulation from people

Answer 7

Extraversion

Question 8

The degree to which we defer to other people

Answer 8

Agreeableness

Question 9

How well a person copes with stress

Answer 9

Neuroticism

Question 10

These are the problems of what?

• Scales are not sufficiently valid or reliable
• Often administer under unappropriate conditions
• Often make changes in the instruments
• Many measure gross, overall tendencies

Answer 10

Trait Theory in Consumer Research

Question 11

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

Answer 11

Brand personality

Question 12

____ emphasizes the importance of giving a product a rich background to involve customers in its history or experience

Answer 12

Brand story telling

Question 13

What are the 5 brand personalities?

Answer 13

1. sincerity
2. excitement
3. competence
4. sophistication
5. ruggedness

Question 14

Marketers who are able to create ____ cement a bond with the consumer that is very difficult to break

Answer 14

brand resonance

Question 15

We rely on all sorts of ___ to infer a human being’s personality

Answer 15

cues

Question 16

_____ defines a pattern of consumption that reflects a person’s choices of how to spend his/her time and money.

Answer 16

LIfestyles

Question 16

A _____ recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income.

Answer 16

lifestyle marketing perspective

Question 17

_____ involves the “use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market–to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium

Answer 17

Psychographics

Question 18

When marketers combine personality variables with knowledge of lifestyle preferences, they have powerful lens they can focus on consumer segments. They call these lenses the _____

Answer 18

buyer personas

Question 19

Demographics alow us to describes ____ buy, but psychographics tell us _____ they do

Answer 19

who; why

Question 20

Most contemporary psychographic research attempts to group consumers according to some combination of three categories of variables:

Answer 20

1. activities
2. interests
3. opions

(AIO)

Question 20

Psychogrpahic techniques help marketers to identify their ____ . Then they can better understand how they relate to the brand and the benefits they derive form it

Answer 20

heavy users

Question 21

Marketer use the _____ to:

• define the target market
• create a new view of the market
• position the product
• better communicate product attributes
• develop product strategy
• market social and political issues

Answer 21

psychographic

Question 22

Clustering together consumers into distinct lifestyle groups known as (fill in the blank) : allows markets to more easily identify and reach similar consumers

Answer 22

Lifestyle segmentation typologies

Question 23

One of the best-known lifestyle segmentation systems is ___

Answer 23

VALS (values, attitudes and lifestyles)

Question 24

the combination of ___ and ___ determines how a person will express himself or herself in the marketplace as a consumer

Answer 24

motivation & resources

Question 25

The concept of ___ explains consumer attitudes and anticipates behavior

Answer 25

primary motivation

Question 26

VALS includes 3 primary motivations that matter for understanding consumer behavior:

Answer 26

1. ideals
2. achievement
3. self-expression

Question 27

Consumers who are primarily motivated by ideals are guided by ___ and ___

Answer 27

knowledge & principles

Question 28

Consumers who are motivated by ____ look for product and services that demonstrate success to their peers

Answer 28

achievement

Question 28

Consumer who are motivated by ____ desire social or physical activity, variety, and risk

Answer 28

self-expression

Question 29

___ is a belief that some condition is preferable to its opposite

Answer 29

Value

Question 30

2 people can believe in and exhibit the same behaviors (e.g. vegatarian), but their underlying ____ may be quite different (e.g. animal activism vs. health concerns

Answer 30

belief system

Question 31

The extent to which people share a belief system is a function of ___, ___, and ___

Answer 31

individual; social; cultural forces

Question 32

In many cases, values are universal. We all value health, wisdom, and peace, what sets cultures apart is the relative importance, or ranking, of these universal values. This set or ranking constitutes a culture’s ____

Answer 32

value system

Question 33

____ refers to the importance people attach to worldly possessions

Answer 33

Materialism