Chapter #7 Consumer

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

. Custom

________ are universally recognized ideas and behavioral patterns.

Archetypes

________, 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 specic attributes and the general consequences.

Laddering

________ refers to a person's unique psychological makeup and how it consistently inuences 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 inuence 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 classied as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system?

VALS2

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 VALS2TM system, consumers that have strong principles and favor proven brands are considered ________.

believers

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

id

AIO surveys help measure ________.

lifestyle

According to Freud, the system that acts as a referee in the ght 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 inuence(s) our purchases.

unconscious motive

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

core values

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

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

lifestyle

An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2TM groups?

makers

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

the VALSTM (the Values and Lifestyles) system

An advertisement emphasizes that if a consumer uses a certain deodorant, he or she will not oend 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