Exam 3: Consumer Motivation and Personality

Products and services are often evaluated by the size and direction of the gap between ________.

Egoistic needs can take either an inward or an outward orientation, or both. Outwardly directed ego needs reflect an individual's need for ________.

$\text{TEQUILA MINI CASE:}$ Viva Beverages has recently launched its own brand of tequila under the slogan "I never have, but I'd like to." Viva's television advertisements are set in a trendy night club with a well-dressed man standing at the bar. A scantily clad woman with a Russian accent is serving drinks. She approaches him and the following interaction ensues: WOMAN: What can I do for you? MAN: I don't know, something different. WOMAN: Well, have you ever tried ... (WOMAN looks both ways, then leans across the bar and whispers into MAN's ear) MAN: I never have, but I'd like to ... (WOMAN serves MAN a Viva Tequila) -In the TEQUILA MINI CASE, the advertisement would most accurately be described as appealing to which of the following Freudian elements of the personality?

People who are preoccupied with their self-worth and have a negative view of people (high anxiety and high avoidance)prefer exciting brand personalities, while those with high anxiety and a favorable view of people prefer sincere brand personalities.

________ is based on the premise that consumers are not always aware of the reasons for their actions.

According to Freud's theories, the ________ functions as an internal monitor that helps balance the impulses stimulated by biogenic needs and the constraints applied by the sociocultural setting.

Jenna buys a pair of sought-after, vintage Levi jeans to enrich her self-image. Which of the following is NOT one of the ways the possession of the vintage jeans might be viewed as an extension of the self?

$\text{TEQUILA MINI CASE:}$ Viva Beverages has recently launched its own brand of tequila under the slogan "I never have, but I'd like to." Viva's television advertisements are set in a trendy night club with a well-dressed man standing at the bar. A scantily clad woman with a Russian accent is serving drinks. She approaches him and the following interaction ensues: WOMAN: What can I do for you? MAN: I don't know, something different. WOMAN: Well, have you ever tried ... (WOMAN looks both ways, then leans across the bar and whispers into MAN's ear) MAN: I never have, but I'd like to ... (WOMAN serves MAN a Viva Tequila) -In the TEQUILA MINI CASE, what kind of consumer behavior does Viva's slogan encourage?

Motivation is produced by a state of tension, which exists as the result of ________.

Consumers who have strong links to particular brands see such brands as representing an aspect of themselves.

What did Karen Horney, a neo-Freudian theorist, propose with respect to personality?

$\text{NAIL POLISH MINI CASE:}$ Charles Revson, builder of the Revlon cosmetics empire, began as a manufacturer of nail polish. In order to expand the market for nail polish, he positioned nail polish as a fashion accessory, introducing new colors every year and suggesting that a woman's nail polish should match her clothing, moods, and social situations. Competing on the basis of perceived quality and greater satisfaction of women's needs for fantasy and attention, Revson understood that he was not selling women mere nail lacquer, but the fantasy that nail polish would attract attention and bestow class and glamour on the user. -In the NAIL POLISH MINI CASE, Patti wants to paint her nails in order to be more attractive. This is an example of a(n)________ goal

What is consumer ethnocentrism? Cite some examples.

Needs that we learn in response to our parents, social environment, and interactions with the environment are called ________ needs.

Give an example of a generic goal, and an example of a product-specific goal.

The notion of ________ suggests that consumers attribute various descriptive personality-like traits or characteristics to different brands.

________ is communicating human features of the product in advertising.

Consumer research using Karen Horney's CAD theory found that ________ personalities were less likely to be brand loyal and more likely to try different brands.

Compliant individuals are those who move against others; they desire to excel and win admiration.

The mother who comments about her teenage son that her child "has been impulsive from the day he was born," is supporting the contention that personality ________.