Chapter 6

Question 1

personality

Answer 1

thoughts, emotions, intentions and behaviors a person exhibits consistently as he or she adapts to their enviroment

Question 2

personality qualities are

Answer 2

unique
can be conceptualized as a combo with traits
traits are stable
they vary

Question 3

Psychoanal approach

Answer 3

motivation and personality inquiry

id, super ego and ego

Question 4

ID—-me me me now now now now

Answer 4

pleasure seeking & immediate gratification! NOW NOW NOW

Question 5

super ego…i am super!!

Answer 5

works against ID…matches society norms and behavior

Question 6

ego…..eggg fixes!!

Answer 6

focuses on resolving the conflict between id and super ego lol

Question 7

motivational research era….improvement!

Answer 7

utilize tools such as depth interviews and focus groups to improve their understanding of INNER MOTIVES AND NEEDS

Question 8

Trait approach to personality (NISM)

Answer 8

multiple approaches available for consumer researchers

nomo
idio
single
multi

Question 9

trait is a

Answer 9

characteristic that describes ones tendency to act in a consistent manner

Question 10

Multiple approaches to personality are (NISM)

Answer 10

Nomo persp.
Idio persp.
Single trait app.
Multi app.

Question 11

important traits that have been studied are…

Answer 11

value consciousness
materialism
innovativeness
need for cognition
complaint proneness
competitiveness
self monitoring

Question 12

hierarchical approach

Answer 12

personality traits exist at varying levels of abstraction

specific traits- tendencies to behave in a very well defined situation (bargaining)

broad traits-behaviors that are performed across many different situations (extroverson)

Question 13

Personology Approach

Answer 13

combines personality theory and motivation

allows consumer researches to better understand the uniqueness of the individual consumer

combines info on traits goals and even consumer life stories

Question 14

brand personality appeal

Answer 14

brands ability to appeal to consumers based on the human characteristics associated with it

should be perceived as having strong degrees of favorability, originality and clarity

Question 15

personality and brand relationships

Answer 15

overall quality of such relationships can be explained in terms of:
love and passion
self connection
commitment
interdependence
intimacy 
brand partner quality

Question 16

lifestyle

Answer 16

the way consumers live and spend their time and money

very useful in identifying viable market segments.

Question 17

psychographics (Steven S)

Answer 17

the way lifestyles are measured

• survey consumers using AIO statements
• used to gain an understanding of consumers activities, interests and opinions

VALS
PRIZM
these two can also be used to determine psychographics.

Question 18

Demographics…oberservational

Answer 18

OBSERVABLE statistival aspects of populations including such factors as AGE GENDER or INCOME.

can be used with psychographic analysis.

Question 19

self concept

Answer 19

totality of thoughts and feelings that an individual has about him or her self

Question 20

according to a symbolic interactionism perspective

Answer 20

consumers agree on the shared meaning of products and symbols.

Question 21

semiotics is the

Answer 21

study that relates to the symbolic interactionism

Question 22

symbolic interactionism is the

Answer 22

study of symbols and their meanings

Question 23

self esteem

Answer 23

positivity of an individuals self concept

Question 24

body esteem

Answer 24

positivity with which one holds their body image

Question 25

self congruency theory

Answer 25

proposed that much of consumer behavior can be explained by the congruence between a consumers self concept and the image of typical users of a focal point.

Question 26

actual self

Answer 26

what we believe we are

Question 27

ideal

Answer 27

what we believe we should be