CHAPTER 6

PERSONALITY AND LIFESTYLES Multiple Choice 1. ________________ refers to a persons unique psychological makeup and how it consistently influences the way a person responds to his or her environment. a. Personality b. Lifestyle c. A ! inventory d. "eliefs Answer !"# Di$$icult% !E# F"ct P"&e '(( #. $hich of the following statements "%&' answers the question ()o people have personalities*+ a. All people have distinct personalities. b. All psychologists agree that a standard personality component e,ists in all people. c. -any studies have found that people do not seem to e,hibit stable personalities. d. 'here is irrefutable proof that the concept of personality is invalid. Answer !c# Di$$icult% !M# F"ct "n) Applic"tion P"&e '(( .. /effrey 0uills is seen by his friends as a somewhat strange person. At times he is lovable1 warm1 and friendly. At other times he can be mean2spirited1 uncaring1 and hostile to all that know him. $ith respect to a general statement of personality1 which of the following statements most closely matches what friends observe about /effreys personality* a. All people have a standard personality that can be categori3ed. b. All psychologists agree that a standard personality component e,ists in all people. c. -any studies have found that people do not seem to e,hibit stable personalities. d. 'here is irrefutable proof that the concept of personality is invalid. Answer !c# Di$$icult% !M# Applic"tion P"&e '(( 4. ___________________ developed the idea that much of ones adult personality stems from a fundamental conflict between a persons desire to gratify his or her physical needs and the necessity to function as a responsible member of society. a. 5aren 6orney b. 7arl /ung c. Abraham -aslow d. &igmund 8reud Answer !)# Di$$icult% !M# F"ct P"&e '((

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:. All of the following were part of what &igmund 8reud called the (systems+ where the struggle of ;or within< the personality took place %=7%P'> a. the id. b. the ego. c. the thalamus. d. the superego. Answer !c# Di$$icult% !E# F"ct P"&e '(( ?. "rad perceives himself as a (party animal.+ 6e often behaves in a manner that is unbecoming a young adult. 6owever1 "rad @ustifies the behavior as (thats what you are supposed to do at a partyAact wild.+ According to 8reud1 "rads selfish and illogical behavior is probably because the _____________ is in control of "rads personality. a. id b. ego c. thalamus d. superego Answer !"# Di$$icult% !M# Applic"tion P"&e '(( B. 'he ___________ is selfish and illogical. t directs a persons psychic energy toward pleasurable acts without regard for any consequences. a. thalamus b. ego c. id d. superego Answer !c# Di$$icult% !M# F"ct P"&e '(( C. According to 8reudian thought1 the (pleasure principle+ is most associated with which of the following concepts* a. 'he id. b. 'he ego. c. 'he thalamus. d. 'he superego. Answer !"# Di$$icult% !M# F"ct "n) Applic"tion P"&e '(( 9. Phillip feels bad that he acted irrationally and picked a fight with his best friend. 6is guilt now makes him feel as if he should apologi3e and ask for forgiveness. Philips conscience has told him to make amends. According to 8reud1 the conscience system is found in> a. the id. b. the ego.

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c. the thalamus. d. the superego. Answer !)# Di$$icult% !H# Applic"tion P"&e '(( 1D. According to 8reud1 the system that acts as a referee in the fight between temptation and virtue is called> a. the id. b. the ego. c. the thalamus. d. the superego. Answer !*# Di$$icult% !M# F"ct P"&e '(( 11. According to 8reudian thought1 the (reality principle+ is most associated with which of the following concepts* a. 'he id. b. 'he ego. c. 'he thalamus. d. 'he superego. Answer !*# Di$$icult% !H# F"ct "n) Applic"tion P"&e '((+'(, 1#. -en love to drive fast cars. $omen love se,y clothes and men who take chances and meet risk head on. &ome analysts would say that such behavior is a substitute for se,ual gratification among men and women. 'hese e,amples would be illustrations of applying ______________ principles to marketing and symbolism. a. 5aren 6orneys b. 7arl /ungs c. Abraham -aslows d. &igmund 8reuds Answer !)# Di$$icult% !M# Applic"tion P"&e '(, 1.. n the 19:Ds1 a perspective called _______________ attempted to use 8reudian ideas to understand the deeper meanings of products and advertisements. a. psychic research b. se,ual symbology c. motivational research d. lifestyle research Answer !c# Di$$icult% !H# F"ct "n) Applic"tion P"&e ',14. -otivational research relies on in2depth interviews with individual consumers. 'he person that pioneered this form of research was a psychoanalyst named> a. A.7. Eielsen.

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b. 7arl /ung. c. %rnest )ichter. d. &igmund 8reud. Answer !c# Di$$icult% !H# F"ct P"&e ',1:. All of the following were ma@or motives for consumption as identified by %rnest )ichter %=7%P'> a. security. b. eroticism. c. status. d. alienation. Answer !)# Di$$icult% !E# F"ct "n) Applic"tion P"&e ',-+','. T"*le 6/' 1?. According to motivational research thought1 when 7arol wears long white gloves with her evening gown and removes them ;a form of undressing in a sensual way<1 she is following which of the following motives> a. femininity. b. magic2mystery. c. eroticism. d. status. Answer !c# Di$$icult% !M# Applic"tion P"&e ','. T"*le 6/' 1B. All of the following are reasons motivational research has great appeal to some marketers %=7%P'> a. motivational research tends to be less e,pensive than large2scale1 quantitative survey data. b. motivational research has proved to be highly reliable because of its strong1 particularly reliable quantitative base. c. knowledge derived from motivational research can be useful in developing communications that appeal to deep2seated needs. d. some of the findings produced by motivational research seem intuitively plausible after the fact. Answer !*# Di$$icult% !H# F"ct "n) Applic"tion P"&e ',-+',' 1C. 7olleagues and students of 8reud felt that an individuals personality was more influenced by how he or she handled relationships with others than by unresolved se,ual conflicts. 'his group of researchers was known as> a. the (7lassicists.+ b. the (Eeo28reudians.+ c. the (Fealists.+ d. the (7onnectionists.+

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Answer !*# Di$$icult% !M# F"ct P"&e ',0 19. ______________1 one of 8reuds followers1 proposed that people can be described as moving toward others ;compliant<1 away from others ;detached<1 or against others ;aggressive<. a. Alfred Adler b. 7arl /ung c. %rnest )ichter d. 5aren 6orney Answer !)# Di$$icult% !H# F"ct "n) Applic"tion P"&e ',0 #D. 7arl /ung was known for which of the following* a. 7opying 8reuds emphasis on the se,ual aspects of personality. b. )eveloping what was to be known as analytical psychology. c. )eveloping what was to be known as social relationship study. d. )eveloping what was to be known as trait theory. Answer !*# Di$$icult% !M# F"ct P"&e ',0 #1. ___________________ involve themes1 such as birth1 death1 or the devil1 that appear frequently in myths1 stories1 and dreams. a. )esires b. 'raits c. Archetypes d. Lifestyles Answer !c# Di$$icult% !H# F"ct P"&e ',0 ##. 8rank &imms has decided to use an (old wise man+ to promote a new model of a notebook computer. 8rank knows that many marketing messages use characters to convince people about the merits of products. 6e has decided to use the technique to his advantage. 8rom which of the following psychologists ideas has 8rank based his advertising strategy upon* a. 5aren 6orney. b. 7arl /ung. c. &igmund 8reud. d. Leo "urnett. Answer !*# Di$$icult% !H# Applic"tion P"&e ',0 #.. !ur cultures current fascination with stories like Harry Potter and the Chamber of Secrets and The Lord of the Rings would be most closely associated with the thoughts and teachings of which of the following psychologists* a. 5aren 6orney. b. 7arl /ung.

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c. &igmund 8reud. d. Leo "urnett. Answer !*# Di$$icult% !H# Applic"tion P"&e ',0 #4. -argie has been identified as an introvert because of her quiet and reserved nature. 'hese identifiable characteristics are called> a. traits. b. factors. c. attitudes. d. personality reference points. Answer !"# Di$$icult% !E# Applic"tion P"&e ',0 #:. All of the following are specific traits that are relevant to consumer behavior %=7%P'> a. innovativeness. b. materialism. c. self2consciousness. d. e,hibitionism. Answer !)# Di$$icult% !H# F"ct "n) Applic"tion P"&e ',0+',1 #?. A person who seems to have a greater group orientation with respect to their consumer behavior patterns than an individualist orientation is classified as being among> a. idiocentrics. b. regiocentrics. c. allocentrics. d. globalcentrics. Answer !c# Di$$icult% !H# F"ct P"&e ',1 #B. According to the te,t1 the product symbol that is given credit for being the first (brand personality+ ;introduced in 1CC?< was> a. the 7oca27ola symbol. b. the /ohn )eere tractor symbol. c. the 0uaker !ats man. d. the 5elloggs rooster. Answer !c# Di$$icult% !M# F"ct P"&e ',2 #C. _________________ refers to the e,tent to which a consumer holds strong1 favorable1 and unique associations with a brand in memory. a. "rand dynamics b. "rand position

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c. "rand logo d. "rand equity Answer !)# Di$$icult% !M# F"ct P"&e ',2 #9. L.L. "ean products are known to be rugged1 outdoorsy1 tough1 athletic1 and dependable. "ecause the company has worked very hard to establish these thoughts in the minds of consumers and has spent large sums of money to make sure that their products maintain the L. L. "ean reputation1 L.L. "ean has achieved _______________ with their products. a. brand dynamics b. brand polarity c. brand logos d. brand equity Answer !)# Di$$icult% !E# Applic"tion P"&e ',2 .D. %ric has a &t. 7hristophers medallion that he received from his late grandfather. 'he magical qualities ;good luck qualities< of this gift have helped %ric to have less fear about the world around him and a sense of protection ;even if it is only imagined<. %rics feelings toward this medallion are part of a system called> a. ob@ectivism. b. animism. c. humanism. d. cultism. Answer !*# Di$$icult% !M# Applic"tion P"&e ',6 .1. ______________________ refers to a pattern of consumption reflecting a persons choices of how he or she spends time and money. a. Lifestyle b. -otivation c. Pattern development d. A ! inventory development Answer !"# Di$$icult% !E# F"ct P"&e ',( .#. ________________ occurs when the symbolic meanings of different products are related to one another. a. Product similarity b. Product symmetry c. Product complementarity d. Product symbology Answer !c# Di$$icult% !E# F"ct P"&e 0-1

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... _______________ are the (use of psychological1 sociological1 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 product1 person1 ideology1 or otherwise hold an attitude or use a medium.+ a. Lifestyles b. Promotional segmentations c. A ! measures d. Psychographics Answer !)# Di$$icult% !M# F"ct P"&e 0-3 .4. $hich of the following psychographic studies would place a large sample of respondents into homogeneous groups based on similarities of their overall preferences* a. A lifestyle profile. b. A product2specific profile. c. A product2specific segmentation. d. A general lifestyle segmentation. Answer !)# Di$$icult% !H# F"ct P"&e 0-2 .:. $hich of the following most accurately describes the A !s mentioned in the chapter* a. Attitudes1 nvolvement1 and !pinions. b. Activities1 nterests1 and !pinions. c. Awareness1 nvolvement1 and !b@ectives. d. Activities1 ntercepts1 and !b@ectives. Answer !*# Di$$icult% !E# F"ct P"&e 0-2 .?. Goung teenage girls are very heavy users of makeup ;especially eye shadow<. 'hough the si3e of this market is smaller than the larger adult market1 marketers have learned that the consumption pattern is very heavy and these young women e,periment with many varieties of products. 'his market most closely resembles which of the following principles* a. 'he CDH#D principle. b. 'he pyramid principle. c. 'he derived demand principle. d. 'he surrogate buyer principle. Answer !"# Di$$icult% !E# Applic"tion P"&e 0-2+0-6 .B. &hopping1 club membership1 sports1 and social events are all illustrations of which of the following lifestyle dimensions* a. Activities. b. nterests. c. !pinions.

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d. )emographics. Answer !"# Di$$icult% !E# F"ct "n) Applic"tion P"&e 0-6. T"*le 6/1 .C. Eorma &hields is a researcher investigating lifestyles of the rich and famous. 'his week she is e,amining her target audiences views on food1 the media1 fashion1 and recreation. $hich of the A ! categories does Eorma seem to be working on now* a. Activities. b. nterests. c. !pinions. d. )emographics. Answer !*# Di$$icult% !E# Applic"tion P"&e 0-6. T"*le 6/1

.9. All of the following are ways that psychographic segmentation can be used %=7%P'> a. to define the profits to be made in a market. b. to define the target market. c. to position the product. d. to create a new view of the market. Answer !"# Di$$icult% !M# F"ct "n) Applic"tion P"&e 0-6+0-4 4D. A well2known segmentation system based on how consumers agree or disagree with various social issues is called> a. the Likert scale analysis. b. the A ! measurement analysis. c. the IAL&'- ;the Ialues and Lifestyles< system. d. the PF J-'- 7luster system. Answer !c# Di$$icult% !H# F"ct P"&e 0-4 41. 'he top IAL& #'- group is termed the _________________1 who are successful consumers with many resources. 'his group is concerned with social issues and is open to change. a. 8ulfilleds b. Achievers c. Actuali3ers d. "elievers Answer !c# Di$$icult% !H# F"ct "n) Applic"tion P"&e 0-(+0-,. Fi&ure 6/1 4#. Lee2Ann $ang is impulsive1 young1 and en@oys such offbeat1 risky e,periences as skydiving1 bungee @umping1 and snowboarding. $hich of the following IAL& #'groups would Lee2Ann most likely be a member of* a. 8ulfilleds. b. Achievers.

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c. &trivers. d. %,periencers. Answer !)# Di$$icult% !M# Applic"tion P"&e 0-(+0-,. Fi&ure 6/1 4.. $hich of the following best describes the purpose of Klobal -!&A 7 developed by the "ritish firm %,perian* a. %,perian can be used to classify people based on their se,ual preferences. b. %,perian can be used to classify people based on 14 common lifestyles. c. %,perian can be used to classify people based on their receptiveness to change. d. %,perian can be used to classify people based on their credit ratings. Answer !*# Di$$icult% !M# F"ct "n) Applic"tion P"&e 0-, 44. 'he Fesearch nstitute on &ocial 7hange ;F &7< in Paris attempts to measure lifestyles and sociological change on an international scale. $hen these lifestyles and sociological changes are graphed in virtual space1 three a,es appear. All of the following would be among those a,es %=7%P'> a. %,plorationH&tability. b. &ocialH ndividual. c. KlobalHLocal. d. "rand2orientedH"rand2adverse. Answer !)# Di$$icult% !M# F"ct "n) Applic"tion P"&e 0-,+0'-. Fi&ure 6/3 4:. According to research done by the Fesearch nstitute on &ocial 7hange ;F &7< in Paris1 the terms (resilience1 integrity1 cultural mobility1 and risks+ would rate high on the ____________ a,is of their research scale. a. e,ploration b. stability c. social d. individual Answer !"# Di$$icult% !M# F"ct "n) Applic"tion P"&e 0'0. Fi&ure 6/6 4?. ___________________ refers to analytical techniques that combine data on consumer e,penditures and other socioeconomic factors with geographic information about the areas in which people live in order to identify consumers who share common consumption patterns. a. Psychographics b. Keographics c. Keodemography d. )emography Answer !c# Di$$icult% !M# F"ct P"&e 0'3

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4B. A statistical technique called ___________ allows marketers to identify groups of people who share important characteristics even though they may live in different parts of the country. a. psychographics b. demographics c. cluster analysis d. nonmetric2multidimensional scaling Answer !c# Di$$icult% !M# F"ct P"&e 0'2 4C. 5roger grocery stores are using a new technique called _____________. Lsing this form of data1 information about a persons actual purchasing history is combined with geodemographic data to give marketers better insight into purchasing behavior. a. nonmetric2multidimensional scaling. b. psychometric analysis. c. bimodal scaling. d. single2source data. Answer !)# Di$$icult% !M# F"ct "n) Applic"tion P"&e 0'2+0'6 49. A popular clustering technique called ____________ classifies every L.&. 3ip code into one of ?# categories1 ranging from ("lue2"lood %states+ to (Public Assistance.+ a. 7laritas L E5 b. PF Jc. F &7 d. -!&A 7 Answer !*# Di$$icult% !H# F"ct "n) Applic"tion P"&e 0'6+0'4 :D. According to the PF J- classification method1 a method that classifies every L.&. 3ip code into one of ?# categories1 the _______________ cluster would be characteri3ed as having new money1 parents in 4Ds and :Ds1 newly built subdivisions with tennis courts1 swimming pools and gardens1 high wine usage1 and low motorcycle usage. a. 8urs M &tation $agons b. 'obacco Foads c. "lue2"lood %states d. -iddle America Answer !"# Di$$icult% !M# Applic"tion P"&e 0'6+0'4. T"*le 6/3 True5F"lse :1. Personality refers to a persons unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

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Answer !True# Di$$icult% !E# F"ct P"&e '(( :#. -any studies have shown that people do not seem to e,hibit stable personalities. Answer !True# Di$$icult% !M# F"ct P"&e '(( :.. 7arl /ung developed the idea that much of ones adult personality stems from a fundamental conflict between a persons desire to gratify his or her physical needs and the necessity to function in a responsible manner. Answer !F"lse# Di$$icult% !H# F"ct "n) Applic"tion P"&e '(( :4. According to a 8reudian system of analysis1 if Kreta sees herself as a (party animal+ and acts accordingly1 her id is working overtime. Answer !True# Di$$icult% !M# Applic"tion P"&e '(( ::. According to a 8reudian system of analysis1 the superego is the counterweight to the ego. Answer !F"lse# Di$$icult% !E# F"ct P"&e '(( :?. &amantha 6ollings is studying psychology. )uring her studies1 she makes a conclusion based on what she has read about 8reudian theory. 6er conclusion is that the ego is a mediator between temptation and virtue. s her conclusion true or false* Answer !True# Di$$icult% !M# Applic"tion P"&e '(( :B. 'he (reality principle1+ according to 8reudian psychology1 is behavior guided by the primary desire to ma,imi3e pleasure and avoid pain. Answer !F"lse# Di$$icult% !M# F"ct P"&e '((+'(,

:C. %rnest )ichter is generally given credit for beginning the field of study that has become known as motivational research. Answer !True# Di$$icult% !E# F"ct P"&e ',:9. -otivational research tends to be less e,pensive than conducting a large2scale1 quantitative survey because interviewing and data2processing costs are relatively minimal. Answer !True# Di$$icult% !M# F"ct "n) Applic"tion P"&e ',?D. 5aren 6orney ;a neo28reudian< proposed that many actions are motivated by peoples

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desire to overcome feelings of inferiority to others. Answer !F"lse# Di$$icult% !H# F"ct P"&e ',0 ?1. Archetypes involve themes1 such as birth1 death1 or the devil1 that appear frequently in myths1 stories1 and dreams. Answer !True# Di$$icult% !M# F"ct "n) Applic"tion P"&e ',0 ?#. /anice feels that she makes many of her decisions based on the fact that she is an introvert. ntroversion seems to affect her taste in clothes1 outside activities1 and even her independence. /anice is making consumption decisions based on trait theory. Answer !True# Di$$icult% !E# Applic"tion P"&e ',0 ?.. Fob "arnes picks his own clothes and style of dress. &ome of his friends think he is a trendsetter1 others think he is (way out there.+ $ith respect to consumption differences between individuals1 Fob "arnes would be categori3ed as idiocentric. Answer !True# Di$$icult% !M# Applic"tion P"&e ',1

?4. "rand personality first surfaced in 1CC? with the inclusion of the 5elloggs rooster on a package of 5elloggs 7orn 8lakes. Answer !F"lse# Di$$icult% !M# F"ct P"&e ',2 ?:. Lifestyle refers to a pattern of consumption reflecting a persons choices of how he or she spends time and money. Answer !True# Di$$icult% !E# F"ct P"&e ',( ??. 7onsumption constellations are used by consumers to define1 communicate1 and perform social roles. Answer !True# Di$$icult% !E# F"ct P"&e 0-1 ?B. 'he roots of psychographics began with the 8reudian idea of se,ual fantasy as a motivator for behavior. Answer !F"lse# Di$$icult% !H# F"ct P"&e 0-3 ?C. !ne of the forms that a psychographic study can take is a product2specific profile. Answer !True# Di$$icult% !M# F"ct P"&e 0-2 ?9. -ost contemporary psychographic research attempts to group consumers according

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to some combination of three categories of variablesAlifestyle1 income1 and se,ual orientation. Answer !F"lse# Di$$icult% !M# F"ct P"&e 0-2 BD. 'he top IAL& #'- group is termed the Actuali3ers1 who are successful consumers with many resources. Answer !True# Di$$icult% !M# F"ct P"&e 0-(. Fi&ure 6/1 B1. /ason is known to be a person who is concerned with social issues1 is open to change1 a successful businessman1 and has many resources at his disposal. /ason would be best characteri3ed as an Actuali3er on the IAL& #'- list of groups. Answer !True# Di$$icult% !M# Applic"tion P"&e 0-(. Fi&ure 6/1 B#. 'he Klobal -!&A 7 is a Paris2based organi3ation that conducts international measurements of lifestyles and socio2cultural changes in more than 4D countries. Answer !F"lse# Di$$icult% !M# F"ct "n) Applic"tion P"&e 0-, B.. Keodemography refers to analytical techniques that combine data on consumer e,penditures and other socioeconomic factors with geographic information about the areas in which people live to identify consumers who share common consumption patterns. Answer !True# Di$$icult% !M# F"ct P"&e 0'3 B4. A statistical technique called multi2scaling allows marketers to identify groups of people who share important characteristics even though they may live in different parts of the country. Answer !F"lse# Di$$icult% !M# F"ct P"&e 0'2 B:. 'he PF J-'- categories refers to a pattern of consumption reflecting a persons choices of how he or she spends time and money. Answer !F"lse# Di$$icult% !H# F"ct P"&e 0'6

Ess"% 6uestions B?. %,plain the 8reudian system of personality as it might apply to behavior. Answer

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&igmund 8reud developed the idea that much of ones adult personality stems from a fundamental conflict between a persons desire to gratify his or her physical needs and the necessity to function as a responsible member of society. 'his struggle is carried out in the mind among three systems. 'he id is entirely oriented toward immediate gratification22it is the (party animal+ of the mind. t operates according to the pleasure principle. 'he superego is the counterweight to the id. 'his system is essentially the persons conscience. t internali3es societys rules and works to prevent the id from seeking selfish gratification. 8inally1 the ego is the system that mediates between the id and the superego. t is in a way a referee in the fight between temptation and virtue. 'he ego tries to balance the opposing forces according to the reality principle. Di$$icult% !M# F"ct "n) Applic"tion P"&e '((+',BB. )escribe the basic premise of motivational research and how it might be conducted. Answer 'he approach was largely based on psychoanalytic ;8reudian< interpretations with a heavy emphasis on unconscious motives. A basic assumption is that socially unacceptable needs are channeled into acceptable outlets. Product use or avoidance is motivated by unconscious forces that are often determined in childhood. 'his form of research relies on depth interviews with individual consumers. 'his work was pioneered by %rnest )ichter. Di$$icult% !M# F"ct P"&e ',-+',' BC. List and briefly describe four ;4< of %rnest )ichters ma@or motives for consumption. Answer -a@or motives as identified by %rnest )ichter are shown on Table 6.1. &tudents may choose any of these for their choice of four ;4<. Table 6.1 also has a complete description of each of the motives. -otives can be listed as> Power2masculinity2virility &ecurity %roticism -oral purity2cleanliness &ocial acceptance ndividuality &tatus 8emininity Feward -aster over environment )isalienation ;a desire to feel connected to things< -agic2mystery

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Di$$icult% !H# F"ct P"&e ','. T"*le 6/' B9. $hat were beliefs of the Eeo28reudians* Are those beliefs relevant to todayNs marketing* Answer 8reudNs psychoanalytic theory of personality emphasi3ed the way people found socially acceptable ways to satisfy se,ual desires. 'he Eeo28reudians felt that an individualNs personality was more influenced by how relationships were handled. aren Horney 2 Probably the most prominent of this group1 this psychoanalyst proposed that people could be described as compliant ;moving toward others<1 detached ;moving away from others<1 or aggressive ;moving against others<. &ome research has shown that 6orneyNs theory might be helpful in relating product preferences to these three types of people. !thers 2 Alfred Adler proposed that many actions are motivated by peopleNs desire to overcome feelings of inferiority relative to others. Harry Stac! Sulli"an focused on how personality evolves to reduce an,iety in social relationships. Carl #ung 2 /ung was being groomed by 8reud to become his successor but /ung could not accept 8reudNs emphasis on se,ual aspects of personality. %ventually the two dissolved their relationship. /ungNs approach to psychotherapy ;called analytic psychology< emphasi3ed both the individualNs development as a creative person ;future< and oneNs individual and racial history ;past< in the formation of personality. A central part of /ungNs perspective was the collective unconscious1 a storehouse of memories inherited from our ancestral past. 'hese shared memories create archetypes or universally shared ideas and behavior patterns1 ;e.g.1 themes involving birth1 death1 the devil<. Advertisers do indeed invoke archetypes to link products with underlying meanings1 using characters such as wi3ards1 the old wise man1 and the earth mother> e.g.1 O tNs not nice to fool -other Eature.O Di$$icult% !H# F"ct "n) Applic"tion P"&e ',0 CD. %,plain the basic premise of trait theory. $hat are the problems in using trait theory for consumer research* Answer !ne approach to personality is to focus on the quantitative measurement of personality traits or identifiable characteristics that define a person. 8or e,ample1 introverts versus e,troverts. 'rait theory e,plores these differences. n theory1 measuring consumersN traits would be a useful tool for marketers working on segmentation issues. t would seem to make good sense that consumers buy products that are e,tensions of their personalities. 6owever1 try as they may1 marketing researchers have not been able to predict consumersN behavior on the basis of standard personality trait measurements. Feasons include the following>

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2 -any of the scales are not sufficiently valid or reliableP they do not measure what they are supposed to measure and they are not stable over time. 2 Personality tests often have been developed for specific populations ;e.g.1 mentally ill people<1 then OborrowedO and applied to the general population. 'he relevance of this application is questioned. 2 'ests often are given under inappropriate conditions by untrained people. 2 Fesearchers have been known to change the instruments to suit their own situations without adequately revalidating the new scales. 'hus1 the measurements are questionableP the ability to apply them across consumer samples has been reduced. 2 'rait scales were intended to measure overall tendencies ;e.g.1 emotional stability< but some researchers have attempted to use them to make predictions about specific brand purchases. 2 7hoice and application of particular scales for research on consumer behavior often has not received enough thought. 6owever1 marketers have not given up the hope that personality measures may be helpful in the study of consumer behavior. Fesearchers1 particularly in %urope1 are benefiting from past mistakes in this area of research. Di$$icult% !H# F"ct "n) Applic"tion P"&e ',0+',2 C1. )escribe the concepts of brand personality and brand equity. Answer A brand personality is the set of traits people attribute to a product as if it were a person. 'hese inferences are an important part of brand equity1 which refers to the e,tent to which a consumer holds strong1 favorable1 and unique associations with a brand in memory. Di$$icult% !E# F"ct P"&e ',2 C#. $hat is a lifestyle marketing perspective* Kive an e,ample that illustrates the perspective. Answer A lifestyle marketing perspective recogni3es that people sort themselves into groups on the basis of the things they like to do1 how they like to spend their leisure time1 and how they choose to spend their disposable income. %,amples include the growing number of niche maga3ines. Di$$icult% !E# F"ct "n) Applic"tion P"&e ',( C.. ndicate what psychographics are and list the various forms that psychographic studies may take.

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Answer Psychographics involves the (use of psychological1 sociological1 and anthropological factors.....to determine how the market is segmented by the propensity of groups within the market22and their reasons22to make a particular decision about a product1 person1 ideology1 or otherwise hold an attitude or use a medium.+ Psychographic studies can take several different forms> ;a< A lifestyle profile looks for items that differentiate between users and nonusers of a product. ;b< A product$specific profile identifies a target group and then profiles these consumers on product2relevant dimensions. ;c< A general lifestyle segmentation in which a large sample of respondents is placed into homogeneous groups based on similarities of their overall preferences. ;d< A product$specific segmentation in which questions used in a general approach are tailored to a product category. Di$$icult% !H# F"ct "n) Applic"tion P"&e 0-3+0-2 C4. List the various ways that psychographic segmentation can be used. Answer ;a< 'o define the target market. ;b< 'o create a new view of the market. ;c< 'o position the product. ;d< 'o better communicate product attributes. ;e< 'o develop overall strategy. ;f< 'o market social and political issues. Di$$icult% !M# F"ct P"&e 0-6+0-4 C:. 'here are eight ;C< categories listed in the IAL& #'- system. List and briefly describe each of the categories. Answer ;a< Actuali%ers22successful consumers with many resources1 concerned with social issues and open to change. ;b< &ulfilleds22satisfied1 reflective1 and comfortableP they tend to be practical and value functionality. ;c< Achie"ers22career2oriented and prefer predictability over risk or self2discovery. ;d< '(periencers22impulsive1 young1 and en@oy offbeat or risky e,periences. ;e< )elie"ers22strong principles and favor proven brands. ;f< Stri"ers22like the Achievers1 but with fewer resourcesP they are very concerned about the approval of others. ;g< *a!ers22are action2oriented and tend to focus their energies on self2sufficiencyP they often will be found working on their cars1 canning their own vegetables1 or building their own houses.

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;h< Strugglers22are at the bottom of the economic ladderP they are most concerned with meeting their needs of the moment and have limited ability to acquire anything beyond the basic goods needed for survival. Di$$icult% !H# F"ct "n) Applic"tion P"&e 0-(+0-,. Fi&ure 6/1

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