Exam 7: Personality, Lifestyles, and Values

Janice feels that she makes many of her decisions based on the fact that she is an introvert.Introversion seems to affect her taste in clothes,outside activities,and even her independence.Janice is making consumption decisions based on a personality theory called trait theory.

________ are universally recognized ideas and behavioral patterns.

The degree to which a person likes to try new things is called innovativeness.

What form do psychographic studies take?

Sony offers a five-year warranty and a free customer hot line.Based on this action,consumers will most likely infer the brand personality traits of familiarity and sophistication.

The tendency to attribute human characteristics to objects or animals is called anthropomorphism.

Match.com and eharmony.com measure identifiable personal characteristics called ________.

Explain the term "animism." Provide an example of animism.

Many people assume that personality must be related to consumer behavior.Knowing a customer's personality profile should help predict what she or he will buy,and how decisions will be made in the marketplace.Researchers,however,have been frustrated in their search for a unified theory of personality that would explain consumer behavior.Use trait theory to explain why this is so.

________,one of Freud's followers,proposed that people can be described as moving toward others (compliant),away from others (detached),or against others (aggressive).

The reality principle,according to Freudian psychology,is behavior guided by the primary desire to maximize pleasure and avoid pain.

Jeffrey Quills is seen by his friends as a somewhat strange person.At times he is lovable,warm,and friendly.At other times he can be mean-spirited,uncaring,and hostile to all who know him.Which of the following general statements about personality most closely matches what friends observe about Jeffrey?

Define the personality trait.

Marketing research has indicated that consumers have difficulty assigning personality qualities to most everyday,functional products.

The superego is also known as the pleasure principle.

Jim sees himself as being confident,powerful,and heroic.According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam,Jim would be classified as a ________.

Milton Rokeach identified a set of ________.

The process of learning the beliefs and behaviors endorsed by one's own culture is known as

Describe the concept of brand personality.

Young teenage girls are very heavy users of makeup (especially eye shadow).Though the size of this market is smaller than the larger adult market,marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products.This market most closely resembles which of the following principles?