Chapter 12

Question 1

Actual self- concept:

Answer 1

who I am now

Question 2

Brand engagement

Answer 2

refers to the extent to which an individual includes important brands as part of their self-concept

Question 3

Extended self

Answer 3

consist of the self plus possession

Question 4

Geo-demographic analysis:

Answer 4

people with similar cultural background, means, and perspective naturally gravitate toward one another. They choose to live amongst their peers in neighborhood offering affordable advantages and compatible lifestyles. Once settled in people naturally emulate their neighbors. They adopt similar social value, tastes and expectations. They exhibit shared patterns of consumer behavior toward products, services, media and promotions

Question 5

Ideal Self- concept:

Answer 5

who I would like to be

Question 6

Independent self-concept:

Answer 6

emphasize personal goals, characteristics, achievements, and desires

Question 7

Interdependent self- concept

Answer 7

emphasize family, cultural, professional and social relationship

Question 8

Mere ownership effect:

Answer 8

or the endowment effect is the tendency of an owner to evaluate an object more favorable than a nonowner

Question 9

Peak experience

Answer 9

is an experience that surpasses the usual level of intensity meaningfulness and richness and produces feeling of joy and self-fulfillment

Question 10

Private self-concept

Answer 10

how I am or would like to be to myself

Question 11

PRIZM

Answer 11

is a state of the art geo-demographic classification system from Claritas that merges US Census data with extensive data on product consumption and media usage patterns

Question 12

Psychographics

Answer 12

attempts to develop quantitative measures of lifestyle

Question 13

Self-concept

Answer 13

the totality of the individual’s thoughts and feeling having reference to themselves as an object

Question 14

Social self-concept

Answer 14

is how I am seen by other or how I would like to be seen by others

Question 15

VALS

Answer 15

provides a systematic classification of American adult into eight distinct consumer segments

Question 16

Ideals Motivation

Answer 16

these consumer are guided by their choices by their beliefs and principles rather than by feeling or desire for social approval. They purchase functionality and reliability

Question 17

Achievement motivation

Answer 17

these consumer strive for a clear social position and are strongly influenced by actions, approval and opinion of other. They purchase status symbols

Question 18

Self expression motivation

Answer 18

these action oriented consumer strive to express their individuality through their choices. They purchase experience.

Question 19

Innovators

Answer 19

are successful sophisticate, take-charge people with high self-esteem. They are change leader and are the most receptive to new ideas and technologies. Their purchases reflect cultivate taste for upscale, niche product and service

Question 20

Thinkers

Answer 20

are mature satisfied, comfortable and reflective. They tend to be well educated and actively seek out information in the decision making process. They favor durability, functionality and value in products

Question 21

Believers

Answer 21

are strongly traditional and respect rules and authority. Because they are fundamentally conservative, they are slow to change and technology averse. They choose familiar product and me-too established brands

Question 22

Achievers:

Answer 22

has goal-oriented lifestyles that center on family and career. They avoid situation that encourage a high degree of stimulation or change. They prefer premium product that demonstrate success to their peers

Question 23

Striver:

Answer 23

are trendy and fun loving. They have little discretionary income and tend to have narrow interests. They favor stylish product that emulate the purchases of people with greater material wealth. Many strivers belief that life isn’t fair

Question 24

Experiencers

Answer 24

appreciate the unconventional. They are active and impulsive, seeking stimulation from the new, offbeat, and risky. They spend a comparatively high proportion of their income on fashion, socializing and entertainment.

Question 25

Makers

Answer 25

value practicality and self-sufficiency. They choose hands-on constructive activities and spend leisure time with family and close friend. Because they prefer value to luxury they buy basic products. Makers prefer to buy American.

Question 26

Survivors

Answer 26

lead narrowly focused lives. Because they have the fewest resources, they do not exhibit a primary motivation and often feel powerless. They are primarily concerns about safety and security, so they tend to be brand loyal and buy discounted merchandise.

Question 27

Younger Years

Answer 27

singles and couples; under 35 years of age without kids, or middle ages without kids at home

Question 28

Family Life:

Answer 28

household with children living at home

Question 29

Mature years:

Answer 29

singles and couples; age 55 and over or age 45-64 without children at home

Question 30

Lifestyle

Answer 30

how a person lives