Traits, Psychographics, and Values(CH.6)

Question 1

Personality

Answer 1

Refers to a person’s unique psychological makeup and how it influences the way they respond to things. Personality is not stable and varies.

Question 2

Lifestyle

Answer 2

Refers to a pattern of consumption reflecting how they choose to spend time and money.

Question 3

Product Complementarity

Answer 3

occurs when symbolic meanings of different products are related to each other. Example: Decorating a room (tables, carpet, wallpaper)

Question 4

What is co-branding?

Answer 4

company teams up with another to promote two or more items. example: cocacola flavoured oreo.

Question 5

Psychographics

Answer 5

Psychographics refer to the study of people’s lifestyles, interests, values, attitudes, and behaviours, which can provide insights into their motivations and preferences.

Question 6

How do psychographic researchers typically like to group consumers?

Answer 6

AIOs

Question 7

What does AIO stand for?

Answer 7

Activities, interests, and opinions

Question 8

What are some different uses of psychographic segmentation?

Answer 8

To define the target market (go beyond simple demographics)
To create a new view of the market
To position the product
To better communicate product attributes
To develop an overall strategy
To market social and political issues Ex: drunk drivers are known as good timers and are likely to go to drink at concerts so radio stations or MTV can campaign preventing this.

Question 9

What is a widely used segmentation system called?

Answer 9

VALS (values and lifestyles)

Question 10

What is VALs?

Answer 10

Divide people into eight groups according to both psychological characteristics and resources (income, education, energy levels). Marketers have found the VALS typology to be useful in directing new product development, product positioning, and the creation of effective communications.

Question 11

Geodemography

Answer 11

analytical technique that combine data on consumer expenditures and other socioeconomic factors with geographic info. assumption of birds of a feather flock together.

Question 12

Values are not central to what makes a consumer distinct in his or her consumption and in society T/F?

Answer 12

F it is central

Question 13

Value system

Answer 13

the rankings of the relative importance of universal values is what constitutes this system.

Question 14

what is enculturation?

Answer 14

process of learning the beliefs and behaviors endorsed by ones own culture.

Question 15

Who teaches enculturation?

Answer 15

Socialization agents (parents, friends, teachers)

Question 16

What is the process of learning the value system and behaviours of another culture called?

Answer 16

Acculturation

Question 17

define Terminal values

Answer 17

Terminal values are the ultimate goals or end states that people strive to achieve in their lives. they reflect long-term objectives rather than the means to achieve them.

Question 18

conscientious consumerism

Answer 18

consumer’s focus on personal health is merging with a growing interest in global health.

Question 19

Materialism

Answer 19

refers to the importance people attach to worldly possesions