chapter 6 flashcards

Question 1

how do we explain the Freudian Personality?

Answer 1

Sigmund Freud’s idea was that much of human behaviour stems from fundamental conflict between a person’s desire to gratify their physical needs and the necessity to function as a responsible member of society

Question 2

explain the different Freudian systems?

Answer 2

• id: the component of the self entirely orientated toward immediate gratification. it operate according to the pleasure principle, which means that our behaviour is guided by the primary desire to maximize pleasure and avoid pain
• superego: a person’s conscience. it internalizes society’s rules and works to prevent the id from seeking selfish gratification
• ego: the system that mediates between the id and the superego. like a referee in the fight between temptation and virtue

Question 3

what kind of connection does Freudian’s personality have?

Answer 3

their is a connection between symbolism and motivation. the products stands for, or represents, a consumers true goal, one that is socially unacceptable unattainable; by acquiring the product, the individual is able to experience the forbidden fruit vicariously

Question 4

Brand Asset vs Valuator Archetypes

Answer 4

figure 6.1 on the Exam Review Powerpoint

Question 5

what is VALS?

Answer 5

it is a well known and widely used segmentation system (Values and Lifestyles)

Question 6

what is the goal for VALS?

Answer 6

to determine motivations behind purchase decisions

Question 7

how does VALS divide people into categories?

Answer 7

it divides people into eight groups, according to both psychological characteristics and resources. like income, education, energy levels, and eagerness to buy

Question 8

memories the VALS segmentation system

Answer 8

figure 6.4 in the textbook