Consumer Behavior Exam 2 Questions and Answers
Grade A+ 2023
strengths of lifestyle branding - -appeal to consumers need for self expression
-weaknesses of lifestyle branding - -cross-category competition
-who wins at lifestyle branding? - -brands best positioned to represent popular lifestyles
-who loses at lifestyle branding? - -lifestyle brands that do not have the resources or commitment
to sustain their lifestyle positioning in the face of increasing competition.
-personality - -thoughts, emotions, intentions, behavior that are consistent given various
environmental settings/ context
-thoughts - -cognitions
-emotions - -affective
-intentions - -motivation
-personalities are unique combinations - -of traits/ characteristics that are "relatively" stable
(aggregations)
-individual difference variables - -how consumers differ according to specific traits
-freud: psychoanalytic approach to personality - -inner struggle of 3 components within
personality
1. ) id
2.) superego
3.) ego
-id - -pleasure seeking/immediate gratification; maximize pleasure, minimize pain (hedonic
value)
-superego - -works against the id; social norms and expectations (conscience)
-ego - -resolves conflict between the id and the superego; works to satisfy the id within reason
(norms)
-brand personality - -human characteristics associated with brand
-motivational research era - -researchers utilized tools such as depth interviews and focus groups
to improve their understanding of inner motives and needs- problems with that approach... social
desirability bias, inability to express motives, subconscious thoughts
, -traits are distinguishable characteristics- - -describes a person's tendency to act in a relatively
consistent manner
-nomothetic perspective - -variable-centered approach to personality that focuses on particular
traits that exist across a number of people;across consumers- commonality
-idiographic perspective - -focuses on understanding the complexity of each individual
consumer- deeper level
-single trait or multi trait approach - -multi trait looks at a combination of traits on behavior
predictability; over 18,000 named human traits; predictive ability (accuracy) stronger with multi-
trait approach
-five factor model - -extroversion, agreeableness, openness to experience, stability,
conscientiousness
-subsidiary traits - -countless smaller traits can also be related to behaviors: examples:
1.) materialism:
2.) value consciousness
3.) need for cognition
4.) innovativeness
-personality measures aren't always good at predicting particular behaviors - -1.) level of
specificity
2.) some situational influences are very powerful
3.) people act inconsistently in different situations
-brand personality - -human characteristics associated with brand. formed by product category,
packaging, price, symbols, marketing, sponsorships....
-lifestyle - -refers to the ways that
-aggregation approach - -approach to studying personality in which behavior is assessed at a
number of points in time
-psychoanalytic approach to personality - -approach to personality research advocated by
sigmund freud that suggests personality results from a struggle between inner motives and
societal pressures to follow rules and expectations
-pleasure principle - -principle found in psychoanalytic theory that describes the factor that
motivates pleasure seeking behavior within the id
-reality principle - -the principle in psychoanalytic theory under which the ego attempts to satisfy
the id within societal constraints
Grade A+ 2023
strengths of lifestyle branding - -appeal to consumers need for self expression
-weaknesses of lifestyle branding - -cross-category competition
-who wins at lifestyle branding? - -brands best positioned to represent popular lifestyles
-who loses at lifestyle branding? - -lifestyle brands that do not have the resources or commitment
to sustain their lifestyle positioning in the face of increasing competition.
-personality - -thoughts, emotions, intentions, behavior that are consistent given various
environmental settings/ context
-thoughts - -cognitions
-emotions - -affective
-intentions - -motivation
-personalities are unique combinations - -of traits/ characteristics that are "relatively" stable
(aggregations)
-individual difference variables - -how consumers differ according to specific traits
-freud: psychoanalytic approach to personality - -inner struggle of 3 components within
personality
1. ) id
2.) superego
3.) ego
-id - -pleasure seeking/immediate gratification; maximize pleasure, minimize pain (hedonic
value)
-superego - -works against the id; social norms and expectations (conscience)
-ego - -resolves conflict between the id and the superego; works to satisfy the id within reason
(norms)
-brand personality - -human characteristics associated with brand
-motivational research era - -researchers utilized tools such as depth interviews and focus groups
to improve their understanding of inner motives and needs- problems with that approach... social
desirability bias, inability to express motives, subconscious thoughts
, -traits are distinguishable characteristics- - -describes a person's tendency to act in a relatively
consistent manner
-nomothetic perspective - -variable-centered approach to personality that focuses on particular
traits that exist across a number of people;across consumers- commonality
-idiographic perspective - -focuses on understanding the complexity of each individual
consumer- deeper level
-single trait or multi trait approach - -multi trait looks at a combination of traits on behavior
predictability; over 18,000 named human traits; predictive ability (accuracy) stronger with multi-
trait approach
-five factor model - -extroversion, agreeableness, openness to experience, stability,
conscientiousness
-subsidiary traits - -countless smaller traits can also be related to behaviors: examples:
1.) materialism:
2.) value consciousness
3.) need for cognition
4.) innovativeness
-personality measures aren't always good at predicting particular behaviors - -1.) level of
specificity
2.) some situational influences are very powerful
3.) people act inconsistently in different situations
-brand personality - -human characteristics associated with brand. formed by product category,
packaging, price, symbols, marketing, sponsorships....
-lifestyle - -refers to the ways that
-aggregation approach - -approach to studying personality in which behavior is assessed at a
number of points in time
-psychoanalytic approach to personality - -approach to personality research advocated by
sigmund freud that suggests personality results from a struggle between inner motives and
societal pressures to follow rules and expectations
-pleasure principle - -principle found in psychoanalytic theory that describes the factor that
motivates pleasure seeking behavior within the id
-reality principle - -the principle in psychoanalytic theory under which the ego attempts to satisfy
the id within societal constraints
