chapter 7

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

id

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

The psychologist Milton Rokeach identified a set of _______: actions we need to take to achieve terminal values.

instrumental values

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 if his favorite musical group and stacks of CDs. The different between the two rooms reflects a difference in ________ between Justin and Craig.

lifestyle

AIO surveys help measure ________.

lifestyles

The ______ assumes that people link specific product attributes to terminal values: We choose among alternative means to attain some end state that we value.

means-end chain model

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

motivational

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

psychographics

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

reality principle

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

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

________ occurs when the symbolic meanings of different product s relate to one another. Consumers use these sets of products we call a __________ to define, communicate, and perform social roles.

Product complementarity; brand personality

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?

experiencers