Exam 3: Consumer Motivation and Personality

What is consumer innovativeness, and how does it relate to personality and consumer behavior?

Georgiana collects stationery from hotels and restaurants she has visited around the world. She is passionate about her collection and goes out of her way to acquire more, even if she needs to plan a special trip to do so. This is an example of ________.

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, by encouraging consumers to remain loyal to the brands to which their parents were loyal, Andrews Mountain is appealing to consumers with low ________.

________ are sought outcomes to be achieved by using a given product or service.

The degree of rigidity towards information and opinion contradictory to one's beliefs and views - or close-mindedness; the opposite of being open-minded - is known as ________.

The driving force within individuals that impels them to action is known as ________.

Consumers use ________ to attempt to express new versions of themselves and/or to take on the appearances of other types of people.

The degree of a consumer's willingness to adopt new products and services shortly after they have been introduced is known as ________.

How do motivations drive consumer behavior?

According to Freud, the superego acts to restrain or inhibit the impulsive forces of the id.

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, after several weeks of exercising, Peter is still not seeing the desired results and decides that he is just too busy to go to the gym enough, and that his employer is really to blame for his failure to lose weight. Which of the following defense mechanisms has Peter demonstrated?

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

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) ________.

Coca-Cola is associated with the color red, which connotes excitement.

Researchers usually rely on a combination of various research techniques to try to establish the presence and strength of various motives.

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.

Sigmund Freud's psychoanalytic theory of personality is built on the premise that ________ are at the heart of human motivations and personality.

Which of the following is NOT a characteristic of compulsive buyers?

Knowing why consumers interact with brands online allows marketers to increase engagement that ultimately leads to sales. What motivates consumers to interact with brands over the Internet?