chapter 6 week 10-11

Question 1

The inner psychological
characteristics that both determine and reflect how a person responds to his or her environment.

Answer 1

personality

Question 2

THE NATURE OF PERSONALITY
* Personality reflects individual ____________.

Answer 2

differences

Question 3

THE NATURE OF PERSONALITY
* Personality is ________ and enduring.

Answer 3

consistent

Question 4

THE NATURE OF PERSONALITY

personality can __________

Answer 4

change

Question 5

THEORIES OF PERSONALITY

Answer 5

1. Freudian theory
2. Neo-Freudian personality theory
3. HORNEY’S CAD THEORY
4. COGNITIVE THEORIES OF PERSONALITY
5. trait theory

Question 6

In Freudian theory there are 3 interacting systems:

Answer 6

id
super ego
ego

Question 7

HORNEY’S CAD THEORY classified into 3:

Answer 7

complaint individuals
aggressive individuals
detached individuals

Question 8

what are the 3 trait theory?

Answer 8

consumer materialism
fixed consumption behavior
compulsive consumption behavior

Question 9

Primitive and impulsive drives

Answer 9

ID

Question 10

: Individual’s internal expression of society’s moral and ethical codes of conduct.

Answer 10

SUPEREGO

Question 11

: Individual’s conscious control.

Answer 11

EGO

Question 12

: Social relationships are fundamental to the formation and development of personality.

Answer 12

NEO-FREUDIAN PERSONALITY THEORY

Question 13

Using the context of child-parent relationships individuals

Answer 13

HORNEY’S CAD THEORY

Question 14

HORNEY’S CAD THEORY CAN BE CLASSIFIED INTO:

Answer 14

COMPLAINT INDIVIDUALS
AGGRESSIVE INDIVIDUALS
DETACHED INDIVIDUALS

Question 15

One who desires to be loved, wanted, and appreciated by others

Answer 15

COMPLAINT INDIVIDUALS

Question 16

One who moves against others (Competes with others, desires to excel and win admiration)

Answer 16

AGGRESSIVE INDIVIDUALS

Question 17

: One who moves away from others (who desires independence, self-sufficiency, and freedom from obligations)

Answer 17

Detached Individuals

Question 18

: Personality as differences in cognitive
processes (how consumers process and react to information)

Answer 18

COGNITIVE THEORIES OF PERSONALITY

Question 19

Quantitative approach to
personality as a set of psychological traits, It is a single-trait or multiple-trait theories.

Answer 19

TRAIT THEORY

Question 20

The extent to
which a person is considered
“materialistic”

Answer 20

Consumer Materialism

Question 21

Consumers fixated on certain products or categories of products.

Answer 21

Fixed Consumption behavior

Question 22

“Addicted” or “out-of-control” consumers.

Answer 22

Compulsive Consumption behavior

Question 23

Personality-like traits associated with brands.

Answer 23

BRAND PERSONALITY

Question 24

GIVE THE 5 BRAND PERSONALITY FRAMEWORK

Answer 24

SINCERITY
EXCITEMENT
COMPETENTCE
SOPHISTICATION
RUGGEDNESS

Question 25

Identify relevant personality traits.

Answer 25

PERSONALITY AND MARKETING
STRATEGY

Question 26

Target consumers with the relevant
personality traits

Answer 26

PERSONALITY AND MARKETING
STRATEGY

Question 27

Develop promotional messages that
appeal to consumers with specific
personality traits.

Answer 27

PERSONALITY AND MARKETING
STRATEGY

Question 28

Develop a personality for the brand.

Answer 28

PERSONALITY AND MARKETING
STRATEGY

Question 29

LIFESTYLE AND PSYCHOGRAPHICS
______________________________
Segmenting consumers based on their
activities, interests, and opinions.

Answer 29

PSYCHOGRAPHIC SEGMENTATION

Question 30

Psychographic-demographic profiles

Answer 30

LIFESTYLE AND PSYCHOGRAPHICS

Question 31

• Geodemographic segmentation

Answer 31

LIFESTYLE AND PSYCHOGRAPHICS

Question 32

• Use lifestyles for segmentation and
  positioning.

Answer 32

LIFESTYLES AND MARKETING STRATEGY

Question 33

• Develop media campaigns based on
  consumer lifestyles.

Answer 33

LIFESTYLES AND MARKETING STRATEGY