Exam 3: Consumer Motivation and Personality

The physiological needs for food, water, and air are called ________ needs.

An individual may redefine a frustrating situation by assigning blame for his or her own failures and inabilities on other objects or persons. This is known as ________.

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.

Failure to achieve a goal often results in feelings of ________.

Which of the following is NOT one of the five underlying dimensions of brand personality?

In the study of personality, three distinct properties are of central importance. They are ________.

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

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, Peter's motivation is in a(n) ________ direction.

As consumption becomes technology driven, marketers have become more interested in individuals who post comments online.

According to Freud's theories, the ________ is responsible for ensuring that the individual satisfies needs in a socially acceptable fashion.

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

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.

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.

Variety seeking measures a person's craving for or enjoyment of thinking.

"Buy American" and "Keep America Working" are both taglines used by companies to attract the ________ consumer.

Which of the following factors is NOT an inspiration for consumer innovativeness?

The type of self-image that characterizes the way consumers see themselves is ________.

________ is communicating human features of the product in advertising.

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 ________.

A recent study discovered that consumers who scored high on ________ and innovativeness were more likely to incorporate volunteerism into their vacations.