MKT 348 Final Deck 3

personality

A consumer's _____________ influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with with mixed results

the VALS2; (the Values and Lifestyles) system

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

lifestyles

AIO surveys help measure ________.

True

According to the 80/20 rule, only 20 percent of a product's users account for 80 percent of the volume of product a company sells.

archetypes

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

The superego

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?

Makers

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

Individuality

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?

brand personalities

Betty Crocker and Aunt Jemima are examples of ________.

unconscious motives

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

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

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?

False

Karen Horney, a psychotherapist, described people who move toward each other as aggressive.

anthropomorphized

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.

depth interviews

Motivational research relies on ________ of individual consumers.

Carl Jung

The Myers-Briggs type indicator is based on the work of ______

acculturation

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

General lifestyle segmentation

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

Psychographics

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.

Custom

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

Laddering

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

True

The reality principle finds ways to gratify the id that are acceptable to the outside world.