Chapter 6

Question 1

Personality

Answer 1

A persons unique, psychological make up and how it consistently influences the way the person responds to their environment..

Question 2

The three parts of the Freudian theory

Answer 2

• id: oriented toward immediate gratification (pleasure principle)
• super ego: a person’s conscience
• ego: the system that mediates between the id and the super ego (reality principle)

Question 3

Motivational research

Answer 3

Attempts to use Freudian ideas to understand the deeper meanings of products and advertisements.

Question 4

Depth interviews

Answer 4

A technique that probes deeply into motivations for consumer behaviours

Question 5

Neo-Freudian theories

Answer 5

Rely on archetypes; such as the magic, the jester, the trickster

Question 6

Three major behaviour characterization orientations

Answer 6

1. Compliant: dependent on others, humble, trusting.
2. Aggressive: need power, outgoing, assertive, self-confidence, tough-minded.
3. Detached: independent, self-sufficient, suspicious, introverted.

Question 7

Trait theories

Answer 7

Introverts: are shy and prefer to be alone, therefore will not find out about new products from others as there is less social pressure.

Extraverts: outgoing, sociable, more conventional.

Question 8

The five factors on the brand personality scale

Answer 8

1. Sincerity (honest/wholesome)
2. Excitement (daring/ trendy)
3. Competence (reliable)
4. Sophistication (upper class/charming)
5. Ruggedness (outdoorsy/tough)

Question 9

Animism

Answer 9

There are two types of animism:

• level one: people believe the object is possessed by the soul of the being (for example celebrity possessions or celebrity product lines)

-level two: products are given human characteristics (the Michelin man)

Question 10

Lifestyle

Answer 10

A pattern of consumption reflecting a person’s choices of how they spend time and money.

Question 11

Lifestyle marketing perspective

Answer 11

Marketing and specialized magazines and TV channels:
- marketing sports products on TSN
- marketing baking products on the Food Network
- marketing home in home and garden magazines

Question 12

The building blocks of lifestyles

Answer 12

Person, product, and setting.

Question 13

AIO grouping

Answer 13

Grouping customers according to:
Activities
Interests
Opinions

Question 14

AIO: Activities Examples

Answer 14

Work, hobbies, social events, vacation, entertainment, club, membership, community, shopping, and sports.

Question 15

AIO: Interests Examples

Answer 15

Family, home, job, community, recreation, fashion, food, media, and achievements.

Question 16

AIO: Opinions Examples

Answer 16

Themselves, social issues, politics, business, economics, education, products, future, and culture.

Question 17

Demographics examples

Answer 17

Age, education, income, occupation, family, dwelling, geography, size, and stage in life cycle.

Question 18

Values

Answer 18

Enduring beliefs that a given state/is preferable to its opposite.

ex: it is preferable to be healthy versus unhealthy.

Question 19

Values system

Answer 19

Total of values within a culture, and their relative importance.

Question 20

List of values (LOV)

Answer 20

Self-respect, self fulfillment, sense of belonging, warm, relationships, fun and enjoyment, being respected, mensch, excitement, and security.

Question 21

Instrumental value

Answer 21

The worth or usefulness of something as a means to achieve a specific goal or objective.

Question 22

Terminal value

Answer 22

The goals that we work towards and view as most desirable.