Chapter 6

Question 1

what is the definition of personality

Answer 1

a person’s unique psychological makeup and how it influences their response to the environment

Question 2

what are the three symbolic systems in the Freudian Theory

Answer 2

theory - conflict to satisfy physical needs and function as a member of society

1. Id - instincts (devil)
2. superego - morale (angel)
3. ego - reality

Question 3

describe big five personality traits

Answer 3

1. openness to experience
2. conscientiousness (how much structure is needed)
3. extraversion
4. agreeableness
5. neuroticism (emotional instability)

Question 4

describe the MBTI

Answer 4

the Myers-Briggs Type Indicator is a survey that will indicate a four-letter personality types based on various situations

Question 5

describe the need for cognition

Answer 5

the NFC is a personality variable reflecting the extent to which individuals are inclined towards effortful cognitive activities

Question 6

describe lifestyles

Answer 6

lifestyle refers to the longer term consumption patterns reflecting a persons choices of their time and money spent

Question 7

describe values

Answer 7

A value is a central belief that some conditions are preferable to others.

important to note that some people may agree on behavior but their underlying belief system may differ

Question 8

what are psychographics?

Answer 8

psychographics are the use of psychological, sociological, and anthropological factors to
- determine market segments
- determine their reasons for choosing products
- fine-tune offerings to meet the needs of different segments (marketing mix)

Question 9

describe AIO

Answer 9

A - activities
I - interests
O - opinions

marketers groups consumers according to these.
1. choose which segment
2. heavy, moderate, or light

Question 10

what is the definition of VALS?

Answer 10

VALS divides people into eight groups according to both psychological characteristics and resources

Question 11

what are the eight VALS groups?

Answer 11

1. innovators
2. thinkers
3. achievers.
4. experiencers
5. believers
6. strivers
7. makers
8. survivors

Question 12

describe brand personality

Answer 12

brand personality is the set of traits people attribute to a product as if it were a person.

Question 13

what is animism and the two levels?

Answer 13

inanimate objects are given qualities that make them somehow alive.
Level 1 - object associated with real human
Level 2 - object is given human characteristics (anthropomorphized)