Exam 6: Personality, Lifestyles, and Values

Luis and his brother won a lottery and shared the money equally. Luis went on a trip around the world. His brother bought an expensive racing boat. This difference reflects a difference in lifestyle.

You are a personal image designer. The goal of your job is to provide people with product recommendations for create a positive image. A man comes to you saying he wants a consumption constellation that reflects a more affluent lifestyle. What theory does your job rely on and what do you recommend?

What is conscientious consumerism?

Describe the concepts of brand personality and brand equity and how they are related.

Identify and define the three aspects of the self-system according to Freudian psychology.

Consumers high in public self-consciousness are likely to:

A certain brand of DVD player is priced at the high end of the market and is only sold in limited locations at very high-end stores. This implies which personality trait inferences?

Nick is redesigning an advertisement after his consultant told him the marketing segment for his insurance products was high in idiocentrics. Which of the following would be how to attract such a segment?

Doug comes from a family background where a strong ethical code was developed at an early age. He has little money, but he still tends to favour brands that are tried and true. According to the VALS typology, he can fit into which of the following groups?

Guita is very aware of her publicly displayed self-image. She purchases clothing and cosmetics to convey a positive image of herself to others. Describe which trait she is likely high on.

Today most applications of Freudian theory in marketing are related to:

Explain the Freudian system of personality as it might apply to the behaviour of someone who is out with friends drinking.

Explain geodemography and how it relates to single-source data.

A child goes into a store, sees a Caramilk bar, and wants it right away. Freudian theory would say that this is representative of the:

Holding down a well-paid job, Jeremy is not short of resources, but he is impulsive and always seeking risky activities, such as trying to climb to the summit of Everest. According to the VALS typology, he can fit into which of the following groups?

Idiocentrics are more interested in other cultures and travelling than allocentrics.

Some current theorists say that people do not exhibit a consistent personality across different situations; they argue that the personality construct is merely a convenient way to think about other people.

Meg finds out that all of the people she knows will be wearing jeans to a party. Knowing this, she decides to wear a skirt. This demonstrates Meg's:

Trait theory refers to those subjective components of the self ("traits") that intuitively "make sense" even though they cannot be measured quantitatively.

A ________ is a belief that some condition is preferable to its opposite.