Chapter 14

Question 1

Personality

Answer 1

Refers to the general, enduring differences between people interms of behavior patterns, feeling and thinking

Question 2

social sciences provide various approaches to studying personality. There are five appraoches

Answer 2

Psychoanalytic approaches

Trait theories

Phenomenological approaches

Social-psychological theories

behavioral approaches

Question 3

Psychoanalytic approaches (social sciences provide various approaches to studying personality)

Answer 3

personality arises from a set of dynamic, unconscious internal struggles within the mind

Question 4

Trait theories (social sciences provide various approaches to studying personality)

Answer 4

Personality is composed of a set of characteristics that describe the differentiate individuals

Question 5

Phenomenological approaches (social sciences provide various approaches to studying personality)

Answer 5

Personality is largely shaped by an individuals interpretations of life events

Question 6

social-psychological theories (social sciences provide various approaches to studying personality)

Answer 6

Individuals act in social situations to meet their needs

Question 7

Behavioral approaches (social sciences provide various approaches to studying personality)

Answer 7

Differences in personality are more a function of how individuals have been rewarded or punished in the past

Question 8

Dogmatism

Answer 8

Is a tendency to be resistant to change or new ideas

Dogmatic, or closed-minded, consumers are relatively resistant to new products, new promotions etc

Question 9

Need for uniqueness (NFU)

Answer 9

is the desire for a unique position and experiences through the purchase, use, and disposition of products and services

Question 10

Need for cognition (NFC)

Answer 10

is a trait that describes how much people like to think. Those with a low need for cognition do not like to think and prefer to take shortcuts or to rely on their feelings

Question 11

Frugality

Answer 11

The degree to which consumers take a disciplined approach to short-term acquisitions and are resourceful in using products and services to achieve longer-term goals

the quality of being economical with money or food; thriftiness.

Question 12

Lifestyles

Answer 12

Are manifestations or actual patterns of behaviors. They are represented by activities, interest, and opinions (AIOs)

Lifestyles research can help marketers understand how a product fits into consumers general behavior patterns

Question 13

Psychographics: combining values, personalities and lifestyles

one of the most widely known psychographictools is VALS, for merly known as values and lifestyles

VALS analyzes The behavior of US consumers to create segments based on two factors

Answer 13

Resources (including self-confidence, innovativeness, intellectualism, novelty seeking, impulsiveness, leadership, energy level and vanity)

Primary motivation (consumers motivated by ideals are guided by intellectual aspects rather than by feelings or other people opinions. Those who are motivated by achievement tend to buy goods and services that reflect their success for others to see. And those who are otivated by self-expression desire social or physical action, variety, activity and personal challenge

Question 14

Another ongoing psychographic survey is The Futures companys MONITOR mindbase, a psychographic segmentation system with nine broad segments based on

Answer 14

Attitudes

Life stage data

Gender

Age etc