Exam 3: Consumer Motivation and Personality

When Procter and Gamble defines its business as "providing branded products and services of quality and value that improve the lives of the world's consumers," they are using a ________.

According to Freud's theories, the ________ is a conceptualization of the basic biogenic needs for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction.

The psychoanalyst that adapted Freud's psychoanalytical techniques to study motivations and consumer buying habits was ________.

$\text{NAIL POLISH MINI CASE:}$ 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, Jenny wants a bottle of Revlon Berry Bon Bon nail polish to match her new sweater. This is an example of a ________.

According to Maslow's hierarchy-of-needs theory, the need for ________ refers to an individual's desire to fulfill his or her potential.

$\text{WEIGHT LOSS MINI CASE:}$ Peter has decided that he wants to lose weight and develop a more defined physique in order to make himself more attractive to women. To this end, he joins a gym and begins eating low-fat, low-calorie foods. In particular, he cuts potato chips out of his diet and packs fruit in his lunch instead. After a few weeks, Peter decides that he actually prefers fruit with his lunch. -In the WEIGHT LOSS MINI CASE, the desire to be attractive to women is Peter's ________.

A variety of different self-images have been recognized in consumer behavior. Talk about four kinds of self-image.

Examples of compulsive consumption include eating disorders, shopping, gambling, and alcoholism.

________ define themselves by acquiring possessions.

How do motivations drive consumer behavior?

$\text{FURNITURE MINI CASE:}$ Andrews Mountain Furniture is a manufacturer of home furnishings in eastern North Carolina. Andrews has been in business for 150 years and its advertising emphasizes the company's long history of production and sales in the United States. It also encourages cross-generational brand loyalty within families by suggesting adults should buy the same furniture that their parents had in their homes. -In the FURNITURE MINI CASE, Andrews Mountain Furniture is most likely to appeal to consumers who are ________ and value tradition over novelty.

Aggression and rationalization are examples of ________ that people sometimes adopt to protect their egos from feelings of failure when they do not attain their goals.

People with a high ________ tend to be more self-confident, enjoy taking calculated risks, actively research their environments, and value feedback.

According to the trio-of-basic-needs theory, the ________ is closely related to the ego need.

The inner psychological characteristics that both determine and reflect how a person responds to his or her environment compose an individual's ________.

Stacy notes that, after her freshman year of college, her daughter is more mature and is willing to listen to points of view other than those with which she agrees. This supports the contention that personality ________.

Oftentimes consumer research respondents may be unaware of their motives or are unwilling to reveal them when asked directly. In such situations, researchers use ________ to delve into the consumer's unconscious or hidden motivations.

Jill gets good grades because her parents will punish her if she doesn't receive at least a 3.5 GPA. Julia gets good grades because she likes the sense of accomplishment she feels when she gets a straight-A report card. Jill's goal is referred to as a(n)________, whereas Julia's goal is referred to as a(n)________.

Consumers whose actual lifestyles are equivalent to their OSL scores are likely to seek rest or relief.

When the Kaplan Bar Review course tells prospective law students they can "conquer the bar" or achieve a goal by taking the Kaplan course, they are trying to trigger a product-specific goal.