Exam 6: Personality and Psychographics

Explain the basic premise of trait theory. What are the problems in using trait theory for consumer research?

Brand ________ refers to the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory-and the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version.

List the various ways that psychographic segmentation can be used.

When a young child incorporates the beliefs and ethics of his parents into his own psyche, according to Freudian theory, he is essentially building a superego.

Linda named the car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car.

There are eight categories listed in the VALS2 system. List and briefly describe each of the categories. In which of the eight categories of the VALS2 system would a rich, 60-year-old woman who is open to new ideas belong?

Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product.

The Michelin Man is an illustration of the concept of animism.

Members of the clergy serving areas that are heavily populated by minorities have organized rallies to protest the proliferation of cigarette and alcohol advertising in their neighborhoods. These protests sometimes include the defacement of billboards promoting alcohol or cigarettes. This is an example of ________.

Motivational research is based on the trait theory of personality.

Popular online matchmaking services such as match.com and eharmony.com offer to create your "personality profile" and then hook you up with other members whose profiles are similar. This approach focuses on the quantitative measurement of ________.

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

What did Freud mean when he said, "Sometimes a cigar is just a cigar"?

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

Which of the following is based on the concept that "birds of a feather flock together"?

Describe the concept of psychographics. Then compare the four forms of psychographic analysis used in marketing.

An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses which of the following segmentation systems?

Using ________, e-commerce marketers serve up customized ads on Web sites based on a customer's prior online activity.

Explain the Freudian system of personality as it might apply to the behavior of a consumer.

Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision?