the self + personality and lifestyles

Question 1

components of self

Answer 1

• self concept
  -self esteem
• ideal vs actual self

Question 2

aspirational vs. realistic identity

Answer 2

ideal vs actual self

Question 3

relationships with others that base identity

Answer 3

symbolic interactionalism

Question 4

individual, family, community, group, props and settings that consumers use to define their social roles become part of their selves

Answer 4

extended self

Question 5

influenced ideals of beauty and marketing

Answer 5

body image

Question 6

beliefs a person holds about their attributes

Answer 6

self-concept

Question 7

heightened concern about the nature of one’s public image, results in more concern about the social appropriateness of products and consumption activities

Answer 7

self consciousness

Question 8

what does conscious measure

Answer 8

public consciousness, self-monitoring, vanity

Question 9

people with an incomplete self-definition tend to complete it through product acquisitions

Answer 9

symbolic self-completion theory

Question 10

big 5 traits

Answer 10

openness, conscientiousness, extroversion, agreeableness, neuroticism, (humility and honesty)

Question 11

curiosity, open to new ideas vs, close minded and conservative

Answer 11

openness

Question 12

detail oriented, competent, responsible and timely

Answer 12

conscientiousness

Question 13

talkative, like crowds and group settings and socialization

Answer 13

extroversion

Question 14

moral, responsible, kind to others

Answer 14

agreeableness

Question 15

tend to experience negative emotions during the day
up and down in terms of mood

Answer 15

neuroticism

Question 16

telling truth with benevolent intent toward others
- honesty: telling the truth to others
- humility: having a realistic self view

Answer 16

humility + honesty

Question 17

a person’s unique psychological makeup and how it influences the way they respond

Answer 17

personality definition

Question 18

briefly describe Freudian system

Answer 18

• the ID: base desires
• ego: the self, mediator between desires and moral decisions
• superego: can only fulfill desires morally, when confronted with a desire, contrasts with moral decision

Question 19

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

Answer 19

brand personality

Question 20

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

Answer 20

brand equity

Question 21

a pattern of consumption reflecting a person’s choices of how they spend time or money

Answer 21

lifestyle

Question 22

the use of psychological, sociological and anthropological factors to determine how the market is segmented by the prosperity of groups within the market
(activities, interests, opinions)

Answer 22

psychographics

Question 23

use of psychographics?

Answer 23

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

Question 24

segmentation typologies?

Answer 24

VALS: values and lifestyles
geodemography
food cultures
behavioural targeting

Question 25

name vals components

Answer 25

thinkers, achievers, experiencers, believers, strivers, markers, survivors