CH06 Personality, Lifestyles, and Values

Question 1

define personality

Answer 1

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

Question 2

define the pleasure principle

Answer 2

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

Question 3

define superego

Answer 3

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

Question 4

define archetypes

Answer 4

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

Question 5

define traits

Answer 5

traits are the identifiable characteristics that define a person

Question 6

define public self-consciousness

Answer 6

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

Question 7

define the need for uniqueness

Answer 7

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

Question 8

define the need for cognition

Answer 8

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

Question 9

define lifestyle

Answer 9

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

Question 10

define values

Answer 10

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

Question 11

define a value system

Answer 11

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

Question 12

define terminal values

Answer 12

terminal values end states desired by members of a culture

Question 13

define conscientious consumerism

Answer 13

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

Question 14

define LOHAS

Answer 14

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

Question 15

define materialism

Answer 15

the importance consumers attach to worldly possession

Question 16

define political ideology

Answer 16

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

Question 17

define brand activism

Answer 17

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

Question 18

define psychographics

Answer 18

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

Question 19

define AIOs

Answer 19

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

Question 20

define brand personality

Answer 20

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

Question 21

define brand equity

Answer 21

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