CHP 6: Personality & Lifestyle

Question 1

What is personality?

Answer 1

A person’s unique psychological makeup and how it consistently influences the way a person responds to his or her environment

Question 2

Describe Freudian Theory

Answer 2

Human behavior stems from a conflict between id with pleasure principle (i.e. desire to maximize pleasure and avoid pain) & superego (i.e. conscience of responsibility)

Ego is the bridge between them

Question 3

Describe the role of Freudian Theory in motivational research

Answer 3

• relays the importance of unconscious motives underlying consumer behaviour
• consumers cannot necessarily tell us their true motivations for choosing a product
• EGO relies on symbolism - product consumed represents true goal/underlying motivation for acquiring the product
• socially unacceptable needs are channeled into acceptable outlets

Question 4

What are traits?

Answer 4

Identifiable characteristics that define a person

EXAMPLES:

• innovativeness (the degree to which a person likes to try new things)
• public self-consciousness (the degree to which a person deliberately monitors and controls the image of the self that is projected to others)
• Need for cognition (degree to which a person likes to think about things)

Question 5

What are consumption differences between idiocentrics & allocentrics?

Answer 5

Idiocentrics - individualistic orientation
- score high in contentment, travel & entertainment, & work

Allocentrics - group orientation
- score high in health & food prep

Question 6

What is brand personality?

Answer 6

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

Question 7

What are values & the 2 different types?

Answer 7

Value - A belief that some condition is preferable to its opposite.

Terminal - desired end state (e.g. exciting life, happiness, inner harmony, wisdom)

Instrumental values - actions to achieve terminal value (e.g. Ambitious, cheerful, responsible, honest)

Question 8

How does brand personality relate to brand equity?

Answer 8

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

• extent to which they are willing to pay more for the branded version of a product than for a non-branded (generic) version

EXAMPLE:
Easy-to-use packaging = warm approachable
Many product lines/extensions = Versatile, adaptable

Question 9

Describe the 5 dimensions in Aaker’s brand personality scale

Answer 9

1. Sincerity - Down-to-earth, family-oriented, small-town, honest, sincere, real, wholesome, original, cheerful, sentiment, friendly
2. Excitement - Daring, trendy, exciting, spirited, cool, young, imaginative, unique, up-to-date, independent, contemporary
3. Competence - Reliable, hard-working, secure, intelligent, technical, corporate, successful, leader, confident
4. Sophistication -Upper class, glamorous, good looking, charming, feminine, smooth
5. Ruggedness - Outdoorsy, masculine, western, tough, rugged