Chapter 7 Consumer Behavior

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.

core values

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

motivational

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

Experiencers

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?

Archetypes

________ are universally recognized ideas and behavioral patterns.

lifestyles

AIO surveys help measure ________.

id

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

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?

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.

personality traits

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

brand personalities

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

acculturation

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

reality principle

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

The 80/20 principle

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?

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.

depth interviews

Motivational research relies on ________ of individual consumers.

product personalization

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

terminal values

Milton Rokeach identified a set of ________.

Personality

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