CH06 Personality, Lifestyles, and Values Flashcards

1
Q

define personality

A

personality refers to a person’s unique psychological makeup and how it consistently influences the way they respond to the environment

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2
Q

define the pleasure principle

A

pleasure principle is when behaviour is guided by the primary desire to maximize pleasure and avoid pain

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3
Q

define superego

A

superego according to Freud, is the component of the self that internalizes society’s rules and that works to prevent the id from seeking selfish gratification

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4
Q

define archetypes

A

archetypes are universally shared ideas or behaviour patterns, central to Jung’s conception of personality; archetypes involves themes, such as birth, death, or the devil, that appear frequently in myths, stories, and dreams

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5
Q

define traits

A

traits are the identifiable characteristics that define a person

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6
Q

define public self-consciousness

A

public self-consciousness is a personality trait that makes a person very aware of how we or she appears to others

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7
Q

define the need for uniqueness

A

the need for uniqueness is a personality trait that reflect the degree to which a person is motivated to conform to the preferences of others versus standing apart from the crowd

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8
Q

define the need for cognition

A

the need for cognition is a personality trait that reflects the degree to which people enjoy thinking and are motivated to spend time processing information

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9
Q

define lifestyle

A

lifestyle refers to the pattern of consumption and behaviour that reflects a person’s choices of how they spend time and money

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10
Q

define values

A

a value is a belief that some condition is preferable to its opposite

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11
Q

define a value system

A

a value system is a culture’s ranking of the relative important of values

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12
Q

define terminal values

A

terminal values end states desired by members of a culture

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13
Q

define conscientious consumerism

A

conscientious consumerism is a new value that combines a focus on personal health with a concern for global health

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14
Q

define LOHAS

A

LOHAS (“lifestyles of health and sustainability”: a consumer segment that worries about the environment, wants products to be produced in a sustainable way, and spends money to advance what they see as their personal development and potential

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15
Q

define materialism

A

the importance consumers attach to worldly possession

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16
Q

define political ideology

A

political ideology is a set of beliefs about the proper order of society and how it can be achieved

17
Q

define brand activism

A

brand activism occurs when a brand publicly takes a stand on a divisive social or political issue

18
Q

define psychographics

A

psychographics involves the use of psychological, sociological, and anthropological factors to construct market segments

19
Q

define AIOs

A

AIOs (activities, interests, and opinions) are the psychographic variables used by researchers in grouping consumers

20
Q

define brand personality

A

brand personality is the set of traits people attribute to a predict as if it were a person

21
Q

define brand equity

A

brand equity a brand that has strong positive associations in a consumer’s memory and commands a lot of loyalty as a result