Exam 3: Consumer Motivation and Personality

The emphasis in the definition of personality is on inner characteristics, which are ________.

________ are outcomes that consumers seek in order to fulfill their physiological and psychological needs.

Bloggers influence other consumers, because people perceive both positive and negative reviews from other consumers as more credible information than advertisements.

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?

Murray's Psychogenic Needs includes power, affiliation, and achievement.

Renee likes to try on some of the newest clothes each season to see how she looks in the styles, and prefers to buy clothes that are very unusual. Renee is best described as ________.

WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a New Year's resolution to lose 10 pounds by Memorial Day. She receives a postcard in the mail from her local gym chain that specializes in women's fitness. The advertisement suggests that the chain is fun and welcoming - a place where women can work out comfortably with friends, in contrast to the potentially intimidating environments at other gyms. After consulting a few friends, she decides to join. She is particularly excited to try the various group classes the gym offers, many of which she has never heard of before. -In the WEIGHT LOSS MINI CASE, Gloria is particularly excited to try new and different group exercise classes. Gloria is probably best described as ________.

________ reflects how consumers would like to see themselves, whereas ________ refers to how consumers would like others to see them.

Savings accounts, insurance policies, and education are all means by which individuals satisfy the need for ________.

What is consumer ethnocentrism? Cite some examples.

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

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

Identify the ways in which possessions can extend the self.

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 negative goal is one from which behavior is directed away, and is often referred to as a(n) ________.

When Procter & 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 ________.

Marketers are able to change consumers' personalities to conform to their products.

Marketers can take advantage of people's frustrations by portraying their products as means to resolve a particular set of frustrations.

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 ________.

The type of self-image that characterizes the way consumers would like others to see them is ________.