Chapter 7

Question 1

pleasure principle

Answer 1

our basic desire to maximize pleasure and avoid pain

Question 2

superego

Answer 2

counterweight to the id; internalizes society’s rules

Question 3

id

Answer 3

“party animal” of the mind

Question 4

ego

Answer 4

system that mediates between the id and the superego

Question 5

reality principle

Answer 5

ways to gratify the id that the outside world will find acceptable

Question 6

motivational research

Answer 6

borrowed Freudian ideas to understand the deeper meanings of products and advertisements; emphasis on unconscious motives

Question 7

archetypes

Answer 7

universally recognized ideas and behavior patterns (ex: themes such as birth, death, or the devil that appear in stories)

Question 8

frugality

Answer 8

deny short term purchasing whims…resourcefully use what they already own

Question 9

Big 5

Answer 9

oppenness to experience: degree to which a person is open to new ways of doing things

conscientiousness: level of organization and structure a person needs
extroversion: how well a person tolerates stimulation from ppl
agreeableness: degree to which we defer to others
neuroticism: copes w stress

Question 10

brand personality

Answer 10

set of traits ppl attribute to a product as if it were a person

Question 11

brand storytelling

Answer 11

giving a product a rich background to involve customers in its experience/history

Question 12

reader-response theory

Answer 12

role of the reader in interpreting a story rather than just relying upon the author’s version

Question 13

underdog brand biography

Answer 13

brand’s humble origins and how it defied the odds to succeed. customers identify w struggles

Question 14

anthropomorphism

Answer 14

tendency to attribute human characteristics to objects or animals

Question 15

doppelganger brand image

Answer 15

one that looks like the orginial but is in fact a critique of it

Question 16

e-sports

Answer 16

idea of getting your kicks by watching OTHER ppl play video games

Question 17

lifestyle

Answer 17

pattern of consumption that reflects a person’s choices of how to spend his or her time and money

Question 18

lifestyle marketing perspective

Answer 18

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 19

co-branding strategies

Answer 19

team up with other companies to promotes two or more items

Question 20

product complementarity

Answer 20

occurs when the symbolic meanings of different products relate to one another

Question 21

consumption constellation

Answer 21

define, communicate, and perfor social roles

Question 22

AIOs

Answer 22

activities, interests, and opinions

Question 23

how do we perform?

Answer 23

define the target market
create a new view of the market
position the product
better communicate product attributes
develop product strategy
market social and political issues

Question 24

lifestyle segmentation typologies

Answer 24

researchers cluster them into a set of distinct lifestyle groups

Question 25

VALS2

Answer 25

innovators-successful consumers w many resources. concerned w social issues and open to change
thinkers-satisfied, reflective, and comfortable
achievers- career oriented and prefer predictability to risk
experiences-impulsive, young, and enjoy offbeat or risky experiences
believers- strong principles and favor proven brands
strivers-similar to achievers w fewer resources. they are concerned about the approval of others
makers- action oriented and tend to focus their energies on self-sufficiency(work on cars, canning vegetables, building houses)
strugglers-bottom of the economic ladder. most concerned w meeting the needs of the moment and have basic goods they need for survival

Question 26

core values

Answer 26

ex: freedom, youthfulness, achievement, materialism, and activity

Question 27

enculturation

Answer 27

learning the beliefs and behaviors of ones own culture

Question 28

acculturation

Answer 28

learning the beliefs and behaviors of another culture

Question 29

custom

Answer 29

norm that controls basic behaviors (ex: division of labor in a household or how we practice particular ceremonies)

Question 30

more

Answer 30

custom w strong moral overtone

Question 31

convention

Answer 31

norm that regulates how we conduct our everyday lives (ex: walking on the sidewalk)

Question 32

terminal values

Answer 32

desired end states that apply to many different cultures

Question 33

instrumental values

Answer 33

actions we need to take to achieve these terminal values

Question 34

means-end chain model

Answer 34

assumes that ppl link specific product attributes to terminal values

Question 35

laddering

Answer 35

uncovers consumers’ associations between specific attributes and these general consequences