Chapter 6

Question 1

Personality

Answer 1

persons’ unique psychological makeup and how it influences responses to surrounding environment

Question 2

Freudian Systems

Answer 2

Id: pleasure, Superego: conscience, Ego: mediates between the Id and Superego

Question 3

What are the 4 personality traits relevant to Consumer Behaviour?

Answer 3

innovativeness, public self consciousness, need for cognition, need for uniqueness

Question 4

Brand Personality

Answer 4

set of traits attributed to a product, as if it were a person

Question 5

What does distinctive brand personality equal?

Answer 5

Brand loyalty

Question 6

Animism

Answer 6

human qualities attributed to products

Question 7

brand personality is a statement of?

Answer 7

brand positioning

Question 8

Lifestyles

Answer 8

consumption patterns reflecting how one spends time and money. Also defining who we are and what we do.

Question 9

what three factor influence lifestyle?

Answer 9

person, product, and setting

Question 10

brand equity

Answer 10

extent to which consumers hold strong, favourable, and unique associations to a brand through memory

Question 11

examples of brand personality figures?

Answer 11

Tony the Tiger, Jolly Green Giant, Geico Gecko

Question 12

There are two levels of animism. What is level 1?

Answer 12

object associated with a human individual (as is the case with a spokesperson)

Question 13

What is level 2? and give an example?

Answer 13

objects are anthropomorphized: given human characteristics through the use of cartoons. Example = michelin man

Question 14

self definition of group members

Answer 14

common symbol system (terms include symbolic community, consumer group)

Question 15

Co-branding and an example

Answer 15

brands team up with other companies to promote products. example = tiger woods and nike

Question 16

What is Co-branding related to?

Answer 16

stimulus generalization

Question 17

product compliments

Answer 17

when symbolic meaning of different products relate to one another. example = cereal and milk :)

Question 18

consumption constellations

Answer 18

set of products used to define, communicate, and perform social roles. example = MEC organizes store by different sports and activities

Question 19

Lifestyle profile

Answer 19

Differentiates between users and nonusers of a product (examples: sportswear, lululemon)

Question 20

Product specific profile

Answer 20

Identifies a target group and profiles consumers based on product-related dimensions

Question 21

General lifestyle segmentation

Answer 21

Places a large sample of respondents into homogeneous groups based on similarities of preferences

Question 22

Product specific segmentation

Answer 22

Tailors questions to a product category

Question 23

4 parts of psychographic analysis

Answer 23

Lifestyle profile, product specific profile, general lifestyle segmentation, product specific segmentation

Question 24

psychographic segmentation is used to:

Answer 24

define target market, positition product, communicate porduct attributes, and develop overall strategy

Question 25

geodemography refers to:

Answer 25

analytical techniques that combine consumer expenditures and socioeconomic factors, with other geographic info

Question 26

Why geodomography beneficial?

Answer 26

identifies consumers who share similar consumption patters, and makes it easier to contact them.

Question 27

psychographics

Answer 27

use of psychological, sociological, and anthropological factors to determine how market is segmented.

Question 28

What is VALS?

Answer 28

widely used segmentation system, divides people into groups based on psychological characteristics and resources.

Question 29

Traits

Answer 29

A person’s identifiable characteristics

Question 30

What are AOIS?

Answer 30

activities, opinions, and interests of consumers.

Question 31

Value

Answer 31

lasting belief that a mode of conduct is personally and socially acceptable.

Question 32

Materialism?

Answer 32

importance people attach to worldly possessions, “its becoming all about our toys”

Question 33

Conscientious consumption

Answer 33

a new value that changes consumer spending to consider environmental and social impacts when making purchases.