Exam 7: Personality, Lifestyles, and Values

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

In the VALS2™ system thinkers are career oriented and prefer predictability to risk.

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?

Marketing research has indicated that consumers have difficulty assigning personality qualities to most everyday, functional products.

The process of learning values from other cultures is called ________.

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases.

Define the personality trait.

Motivational research is based on the trait theory of personality.

Match.com and eharmony.com measure identifiable personal characteristics called ________.

Milton Rokeach identified a set of ________.

M&M allows consumers to put names and works on their candy, this is an example of ________.

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

Jeffrey Quills is seen by his friends as a somewhat strange person. At times he is lovable, warm, and friendly. At other times he can be mean-spirited, uncaring, and hostile to all who know him. Which of the following general statements about personality most closely matches what friends observe about Jeffrey?

An advertisement emphasizes that if a consumer uses a certain deodorant, he or she will not offend other people and will not cause problems in the workplace because of "bad body odor." What part of the Freudian system is this ad appealing to?

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

Describe the concept of brand personality.

Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of this market is smaller than the larger adult market, marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products. This market most closely resembles which of the following principles?

Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

In the 1950s, an approach called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements.

When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________.