Chapter 7 Marketing

all of the above

Freud's theory of personality includes the ________. *

lifestyles

AIO surveys help measure ________. *

VALS2

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

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? *

lifestyle

Both Justin and Craig

product personalization

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

all of the above

Marketers use results from AIO surveys to ________. *

Carl Jung

The Myers-Briggs type indicator is based on the work of ________. *

brand personalities

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

acculaturation

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

All of the above

What form do psychographic studies take? *

id

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

believers

According to the VAL system, consumers that have strong principles and favor brands are considered ________. *

terminal values

Milton Rokeach identified a set of ________. *

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. *

psychographics

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

reality principle

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

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. *

Archetypes

________ are universally recognized ideas and behavioral patterns. *

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. *

Karen Horney

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