Ch 7: Personality, Lifestyles, and Values Flashcards
Fill in the blank
____ a person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment
Personality
____ focuses on the quantitative measurement of personality traits
Trait Theory
____ : identifiable characteristics that define a person
Introvert or extrovert
Personality traits
What are the Big Five Personality Traits?
- Openess to experience
- Conscientiousness
- Extroversion
- Agreeableness
- Neuroticism
The degree to which a person is open to new ways of doing things
Openess
The level of organization and structure a person needs
Conscientiousness
How well a person tolerates simulation from people
Extraversion
The degree to which we defer to other people
Agreeableness
How well a person copes with stress
Neuroticism
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
Trait Theory in Consumer Research
____ the set of traits people attribute to a product as if it were a person
Brand personality
____ emphasizes the importance of giving a product a rich background to involve customers in its history or experience
Brand story telling
What are the 5 brand personalities?
- sincerity
- excitement
- competence
- sophistication
- ruggedness
Marketers who are able to create ____ cement a bond with the consumer that is very difficult to break
brand resonance
We rely on all sorts of ___ to infer a human being’s personality
cues
_____ defines a pattern of consumption that reflects a person’s choices of how to spend his/her time and money.
LIfestyles
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.
lifestyle marketing perspective
_____ 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
Psychographics
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 _____
buyer personas
Demographics alow us to describes ____ buy, but psychographics tell us _____ they do
who; why
Most contemporary psychographic research attempts to group consumers according to some combination of three categories of variables:
- activities
- interests
- opions
(AIO)
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
heavy users
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
psychographic
Clustering together consumers into distinct lifestyle groups known as (fill in the blank) : allows markets to more easily identify and reach similar consumers
Lifestyle segmentation typologies
One of the best-known lifestyle segmentation systems is ___
VALS (values, attitudes and lifestyles)
the combination of ___ and ___ determines how a person will express himself or herself in the marketplace as a consumer
motivation & resources
The concept of ___ explains consumer attitudes and anticipates behavior
primary motivation
VALS includes 3 primary motivations that matter for understanding consumer behavior:
- ideals
- achievement
- self-expression
Consumers who are primarily motivated by ideals are guided by ___ and ___
knowledge & principles
Consumers who are motivated by ____ look for product and services that demonstrate success to their peers
achievement
Consumer who are motivated by ____ desire social or physical activity, variety, and risk
self-expression
___ is a belief that some condition is preferable to its opposite
Value
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
belief system
The extent to which people share a belief system is a function of ___, ___, and ___
individual; social; cultural forces
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 ____
value system
____ refers to the importance people attach to worldly possessions
Materialism
