Chapter 6: Personality, Lifestyles, and Values

Question 1

Personality

Answer 1

A person’s unique psychological makeup and how it consistently influences the way he or she responds to the environment

–personality construct has been hotly debated
–inconsistent behaviour
–some aspects of personality tend to be relatively stable

Question 2

Freudian Systems

Answer 2

1) Id
2) Ego
3) Superego

Question 3

Id

Answer 3

Component of the self entirely oriented toward immediate gratification. It is the “party animal” of the mind. It operates according to the pleasure principle

• Selfish and illogical
• Directs a person’s psychic energy toward pleasurable acts without any regard for consequences

Question 4

Please Principle

Answer 4

Behaviour is guided by the primary desire to maximize pleasure and avoid pain

Question 5

Superego

Answer 5

Counterweight to the Id

• Basically someone’s conscience
• It internalizes society’s rules and works to prevent the id from seeking selfish gratification.

Question 6

Ego

Answer 6

Component of the self that mediates between the id and superego

• the fight between temptation and virtue
• It finds ways to gratify the id that will be acceptable to the outside world

Question 7

How is Freud’s work relevant to consumer behaviour?

Answer 7

In particular, his work highlights the potential importance of unconscious motives underlying purchases. The implication is that consumers cannot necessarily tell us their true motivations for choosing a product, even if we can devise a sensitive way to ask them directly.

-also hints at the possibility that the ego relies on the symbolism in products to compromise between the demands of the id and the prohibitions of the superego

Question 8

Motivational research relies on _________________ with individual consumers.

Answer 8

in-depth interviews

Question 9

Non-Freudian (neo-freudian)

Answer 9

Karen Honey

Carl Jung

Question 10

Karen Honey

Question 11

Carl Jung

Answer 11

• Developed his own method of psychotherapy, which became known as analytical psychology
• This approach emphasized both the individual’s development as a creative person (his or her future) and his or her individual and racial history (his or her past) in the formation of personality

Question 12

Collective unconscious

Answer 12

A storehouse of memories inherited from our ancestral past
-For example, Jung would argue that many people are afraid of the dark because their distant ancestors had good reason to exhibit this fear

Question 13

Archetypes

Answer 13

universally shared ideas and behaviour patterns. Archetypes involve themes, such as birth, death, or the devil, that appear frequently in myths, stories, and dreams.

Question 14

Traits

Answer 14

identifiable characteristics that define a person

For example, people can be distinguished by the degree to which they are socially outgoing (the trait of extroversion)

Question 15

Who we are as adults comprises of ____% of how we grow up

Answer 15

60

Question 16

Specific traits that are relevant to consumer behaviour:

Answer 16

1) Innovativeness (degree to which a person likes to try new things)
2) Public self-consciousness (the degree to which a person deliberately monitors and controls the image of the self that is projected to others)
3) Need for cognition (the degree to which a person likes to think about things and, by extension, to expend the necessary effort to process brand information)

Question 17

Need for uniqueness

Answer 17

the degree to which a person is motivated to conform to the preferences of others versus standing apart from the crowd

Question 18

idiocentrics

Answer 18

(having an individualist orientation)

Question 19

allocentrics

Answer 19

(having a group orientation)

Question 20

Differences between these idiocentrics and allocentrics include the following:

Answer 20

Contentment: 
Health-Consciousness
Food Preparation 
Workaholics
Travel and Entertainment

Question 21

Contentment:

Answer 21

Idiocentrics score higher than allocentrics on the statement, “I am very satisfied with the way things are going in my life these days.” They are also more satisfied with their financial situations.

Question 22

Health-Consciousness

Answer 22

Allocentrics are more likely to avoid foods that are high in cholesterol, have a high salt content, have additives in them, or have a high amount of fat.

Question 23

Food Preparation

Answer 23

The kitchen is the favourite room of allocentrics, who spend more time preparing meals than do idiocentrics.

Question 24

Workaholics

Answer 24

Idiocentrics are more likely to say they work very hard most of the time, and they stay late at work more often than allocentrics.

Question 25

Travel and Entertainment

Answer 25

Idiocentrics are more interested in other cultures and travelling than are allocentrics. They are also more likely to go to movies, art galleries, and museums.

Question 26

Public self-consciousness example

Answer 26

For instance, consumers high in public self-consciousness are more likely to avoid products with negative associations (e.g., men won’t choose a steak called the “ladies’ cut”16 and are more likely to donate to a charity in public settings if it looks like they are doing it for altruistic, other-focused reasons)

Question 27

Lifestyle

Answer 27

refers to a pattern of consumption that reflects a person’s choices of how he or she spends time and money.

–the way he or she has elected to allocate income
–or in terms of their broad patterns of consumption

Question 28

A lifestyle marketing perspective

Answer 28

recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income.

Question 29

Psychographics

Answer 29

use of psychological, sociological, and anthropological factors . . . to determine how the market is segmented by the propensity of groups within the market—and their reasons—to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium

Question 30

Psychographic studies can take several forms:

Answer 30

LIFESTYLE PROFILE
PRODUCT-SPECIFIC PROFILE
GENERAL LIFESTYLE SEGMENTATION
PRODUCT-SPECIFIC SEGMENTATION,

Question 31

LIFESTYLE PROFILE

Answer 31

which looks for items that differentiate between users and non-users of a product

Question 32

PRODUCT-SPECIFIC PROFILE

Answer 32

which identifies a target group and then profiles these consumers on product-relevant dimensions

Question 33

GENERAL LIFESTYLE SEGMENTATION

Answer 33

in which the respondents in a large sample are placed into homogeneous groups based on similarities in their overall preferences

Question 34

PRODUCT-SPECIFIC SEGMENTATION

Answer 34

in which questions used in a general approach are tailored to a product category (e.g., in a study done specifically for a stomach medicine, an item such as “I worry too much” might be rephrased as “I get stomach problems if I worry too much”; this allows the researcher to discriminate more finely between users of competing brands)

Question 35

AIOs

Answer 35

Activities, interests, and opinions

The psychographic variable used by researchers in grouping consumers

Question 36

Psychographic segmentation can be applied in a variety of ways:

Answer 36

TO DEFINE THE TARGET MARKET
TO CREATE A NEW VIEW OF THE MARKET
TO POSITION THE PRODUCT
TO BETTER COMMUNICATE PRODUCT ATTRIBUTES
.TO DEVELOP OVERALL STRATEGY
TO MARKET SOCIAL AND POLITICAL ISSUES.

Question 37

Brand Personality

Answer 37

Set of traits people attribute to a product as if it were a person

Question 38

Brand Equity

Answer 38

The extent to which consumers hold strong, favourable, and unique associations with a brand in memory

Question 39

Animism

Answer 39

Inanimate objects are given qualities that make them somehow alive

Question 40

Two types of animism can be identified to describe the extent to which human qualities are attributed to a product:

Answer 40

–Level 1: the object is associated with a human individual

–Level 2:Objects are anthropomorphized—given human characteristics

Question 41

Brand Personality

Answer 41

Anthropomorphization

Question 42

Geodemography

Answer 42

Analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live to identify consumers who share common consumption patterns.

“Birds of a feature flock together”

Question 43

Values

Answer 43

A belief that some condition is preferable to its opposite

–Values are central to what makes a consumer distinct in their consumption and in society
–Two people can believe in the same behaviour (e.g., vegetarianism), but their underlying belief systems may be quite different (e.g., animal activism versus health concerns)