Module 7

Question 1

______ affects our behavior– the way we act.

Answer 1

Personality

Question 2

To-Do Lists is a list or plan that allows you to feel more accomplished, because you are actually doing a better job on individual tasks (it increases _______); it allows you to free up cognitive resources and focus on the task at hand.

Answer 2

performance;

Question 3

To-Do Lists frees up _____ ____ in your mind.

Answer 3

cognitive space

Question 4

T or F: Stereotypes are bad.

Answer 4

False; it has a negative connotation, but they are neither good nor bad.

(Ex: you see a snake. Your stereotype on these is good, because it keeps you safe. You think of the snake as dangerous (stereotype), and it keeps you safe)

Question 5

Stereotyping is bad when it is wrong and hurts people, but it is useful because it helps you ______ things quicker.

Answer 5

process

Question 6

Personality is an ______ ______ variable.

Answer 6

individual difference

(it differs from person to person)

Question 7

thoughts, emotions, intentions, behavior that are consistent given various environmental settings/contexts

Answer 7

personality

Question 8

Personality includes what 3 things?

Answer 8

1. Thoughts → cognitions
2. Emotions → affective
3. Intentions → motivation

Question 9

Personalities are unique combinations of traits/characteristics that are “relatively” ______ (aggregations)

Answer 9

stable

Question 10

What are the two approaches to understanding personality?

Answer 10

1. Psychoanalytic approach
2. Trait Approach

Question 11

What approach to understanding personality explores unconscious motives and hidden emotions?

Answer 11

Psychoanalytic approach

Question 12

Who was big on psychoanalysis and took a psychoanalytic approach to understanding personality?

Answer 12

Sigmund Freud

Question 13

What 3 things are included in Freud’s model of personality, that explain how our mind balances desires, morals, and reality?

Answer 13

1. Id
2. Superego
3. Ego

Question 14

Freud’s Model of Personality:
- pleasure seeking/immediate gratification; maximize pleasure, minimize pain (hedonic value)
- works against the id; social norms and expectations (conscience)
- resolves conflict between the id and superego; works to satisfy the id within reason (norms)

Answer 14

• Id
• Superego (Goes against the id. It says hey, you can’t just go around doing what you want for pleasure, there are social norms)
• Ego

Question 15

How can you access someone’s thoughts?

Answer 15

Focus Groups

Question 16

Focus Groups:
_______ research seeks to understand inner motives.
The problems with that approach is _____ ______ bias (people agree to things they don’t actually agree with just because they want to be apart of the group), inability to express motives, subconscious thoughts

Answer 16

• Motivational
• social desirability

Question 17

• ______ are distinguishable characteristics– they are CONSISTENT.
• ______ are less consistent

Answer 17

• Traits (are consistent and you can distinguish them)
• States

Question 18

Single trait or multi trait approach → _____ trait looks at a combination of traits on behavior predictability

Predictive ability (accuracy) is stronger with which trait approach?

Answer 18

• Multi
• Multi trait approach

(Marketers predict your behavior based on your traits)

Question 19

There are over ______ named human traits.

Answer 19

18,000

Question 20

What are 6 common traits?

Answer 20

1. Value consciousness
2. Materialism
3. Envious
4. Innovativeness
5. Complaint proneness
6. Competitiveness

Question 21

Match the following definitions to which common trait they describe:
1. maximize value; would coupons work for luxury items?
2. Open to new ideas (technology); age, income, education are factors
3. extent to which material goods are important; possessive, nongenerous
4. propensity to voice dissatisfaction; age, assertive, educated are factors

Answer 21

1. value consciousness
2. Innovativeness
3. materialism (this trait can help predict what you buy; maybe name brands?)
4. Complaint proneness

(the 2 not included are envious and competitiveness; you know what these mean)

Question 22

What are the 5 MAJOR personality traits? (All of these things influence things like how likely you are to make a purchase, shop at a store, etc.)

Answer 22

1. Openness
2. Conscientiousness
3. Agreeableness
4. Extraversion
5. Neuroticism

Question 23

Which major personality trait does the following each describe:
1. how energetic and outgoing are you?
2. how organized and goal-oriented are you?
3. how open to new ideas and experiences are you?
4. how accommodating and sympathetic are you?
5. how vulnerable are you to stress and negative emotions?

Answer 23

1. Extraversion
2. Conscientiousness
3. Openness
4. Agreeableness
5. Neuroticism

Question 24

Trait approach is ______ compared with psychoanalytic approach (the psychoanalytic approach takes researcher’s ______ into account; could be used to confirm what the researcher is trying to confirm) ; personality traits can be hard to measure, may not be predicative in real situations.

Answer 24

• objective
• interpretation

Question 25

T or F: Measuring multiple traits is more predictive than measuring just one or a few.

Answer 25

True

Question 26

T or F: Brands have personalities too.

Answer 26

True

Question 27

There are human _______ associated with brands

Answer 27

characteristics (ex: We can associate characteristics like sincerity, sophistication, etc. to brands)

Question 28

What are 5 things that are taken into account when thinking about how brand personalities are formed?

Answer 28

1. Product category 2. Packaging 3. Price 4. Symbols 5. Marketing

Question 29

Do consumer-brand “relationships” exist (like if you love a brand)?

Answer 29

Yes (ex: If Auburn decided they weren’t going to be orange and blue and Aubie was gone? → We would be sad because we form relationships with brands like we do with people, based on how we feel about the brand)

Question 30

We should think of psychographics as _________; how you live your life.

Answer 30

lifestyles (ex: healthy? unhealthy? etc.)

Question 31

Lifestyles are closely related to ________ ______. Lifestyles are representative of _______ ______.

Answer 31

personality traits; consumer values (Simply put, lifestyles refer to the ways consumers live and spend their time and money)

Question 32

Why are marketers interested in consumer lifestyles?

Answer 32

Because they can be used to predict behavior (used to identify segments)

Question 33

Appealing to a consumer’s lifestyle is increasingly important as it allows the message to be more “_________”

Answer 33

personal (recall commercial about moms – elaboration)

Question 34

- the term used to define the way lifestyles are measured, used to develop a lifestyle profile - ________ info is something you can see → it’s observable (age, gender, etc.)

Answer 34

- Psychographic - Demographic (The magazine industry provided a great example of the ability to offer a product based upon psychographic (lifestyle) information-- they split up the magazines into sections like music, food/wine, etc. to appeal to consumer's lifestyles)

Question 35

Thoughts and feelings one has about him/herself

Answer 35

Self concept

Question 36

Self concept is your self ______.

Answer 36

schema (Consumers can identify with products/symbols and they can become part of the self concept – “clothes make the man)

Question 37

- Consumers use ______ to convey self concept to others (ex: think about what you're wearing today; why?) - who you actually are - who you want to be - who you are in social situations

Answer 37

- products - actual self - ideal self - social self

Question 38

the extent to which one’s self concept is positive

Answer 38

self esteem (Marketers sell products based upon their ability to improve perceptions of image… weight loss, muscle building, make-up, cosmetic surgery, etc)

Question 39

How does self esteem affect marketing?

Answer 39

Some marketers go for a counter-intuitive approach– not trying to bolster self image through improvement, rather embrace existing image. (ex: making girls feel comfortable in their own body, like the Dove Evolution ad where it speaks on how our perception of beauty is distorted. This may resonate with consumers who have low self-esteem to feel more confident, and thus wanting to buy Dove’s product)

Question 40

Segmentation by how congruent self concept is with product-user or brand image

Answer 40

Self-Congruency (ex: Do you relate more with people who shop at Target or Wal-Mart? The more you feel like the people around you, you will probably shop there more)

Question 41

Motivated to drive a certain car (hybrid, SUV, luxury) or own a Rolex? Brands can become a form of _____-________.

Answer 41

Self-expression (You communicate things about yourself based on what you purchase)

Question 42

How does product category of public/private consumption affect motivation?

Answer 42

If consumption is public, you do things differently. Ex: what you wear publicly vs. privately, what you consume publicly vs. privately, etc.

Question 43

Self concept, personality, and lifestyles are all related to how successful firms _____ (select target markets) and develop marketing ______.

Answer 43

segment; strategies