Chapter 7 Consumer

________ are universally recognized ideas and behavioral patterns.

Archetypes

The Myers-Briggs Type Indicator is based on the work of ________.

Carl Jung

________ is/are a norm that controls basic behaviors such as who does household chores.

Custom

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

Karen Horney

________ uncovers consumer's associations between specific attributes and the general consequences.

Laddering

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?

Many studies have found that people do not seem to exhibit stable personalities.

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

Personality

________ 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.

Psychographics

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?

The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones.

An advertiser that uses its website to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system?

VALS2™

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

acculturation

Freud's theory of personality includes the ________.

all of the above

Marketers use results from AIO surveys to ________.

all of the above

What form do psychographic studies take?

all of the above

Linda named her 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.

anthropomorphized

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.

archetypes

According to the VALS2™ system, consumers that have strong principles and favor proven brands are considered ________.

believers

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

brand personalities

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

core values

Motivational research relies on ________ of individual consumers.

depth interviews

Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong?

experiences

According to Freud, the part of the personality that seeks immediate gratification is called the ________.

id

Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, or perfume?

individuality

AIO surveys help measure ________.

lifestyles

When the ego tries to balance opposing forces, it uses the ________.

reality principle

Milton Rokeach identified a set of ________.

terminal values

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

the VALS™ (the Values and Lifestyles) system

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

the ego

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

unconscious motives

Hannah was embarrassed when her friends teased her about the bright colors of her dress on Friday night. She tried to tell her friends that she really is quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understanding Hannah's personality?

Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments.

Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters of his favorite musical group and stacks of CDs. The difference between the two rooms reflects a difference in ________ between Justin and Craig.

lifestyle

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?

the id

When marketers define consumers by product usage they use the ________ rule.

80/20

Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences?

general lifestyle segmentation

The VALS2™ group is termed the ________, who are successful consumers with many resources. This group is concerned with social issues and is open to change.

innovators

The VALS2™ group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change.

innovators

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?

interests

An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2™ groups?

makers

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

motivational

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

personality traits

Most Freudian applications in marketing relate to the product's supposed ________.

sexual symbolism

Our culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of ________.

archetypes

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

psychographics

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?

the 80/20 rule

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?

the superego

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 ________.

warrior