Exam 7: Personality, Lifestyles, and Values

Freud's theory of personality includes the ________.

According to UK VALS, consumers that are forerunners of innovation and have a wide range of interests are ________.

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

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.

The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.

Why is gender stereotyping still such an issue for advertisers? What impact might this issue have on college or university advertising?

Describe the concept of brand personality.

A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________.

An individual with the personality trait of extroversion tends to be quiet and reserved.

It is possible to use psychographics to identify distinct segments even for mundane products such as soap.

Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign?

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 ________.

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

Conducting motivational research tends to be less expensive than conducting a large-scale, quantitative survey because interviewing and data-processing costs are relatively minimal.

According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.

________ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.

Brand personality is a set of traits people attribute to a product as if it was a person.

Describe the basic premise of motivational research and how it might be conducted.

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

Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________.