Chapter 7: Personality, Lifestyles, and Values

According to Freud, the part of the personality that seeks immediate gratification is called the ________.

• ego

• super ego

• conflictconflict

• id

When the ego tries to balance opposing forces, it uses the ________.

• super ego

• reality principle

• related principle

• id

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases.

• rational thinking

• unconscious motives

• conscious motives

• deviant behaviors

Motivational research relies on ________ of individual consumers.

• psychological profiles

• Jungian analysis

• behavior targeting

• depth interviews

________ are universally recognized ideas and behavioral patterns.

• Compliant

• Archetypes

• Aggressive

• Detached

When marketers define consumers by product usage they use the ________ rule.

• 80/20

• 20/80

• 70/30

• 30/70

Marketers use results from AIO surveys to ________.

• define target markets

• create a new view of the market

• position a product

• all of the above

When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________.

• demographics

• personality

• psychographics

• positioning

What form do psychographic studies take?

• lifestyle profile

• product-specific profile

• general lifestyle segmentation

• all of the above

A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________.

• the Likert scale analysis

• the AIO measurement analysis

• the VALS™ (the Values and Lifestyles) system

• the PRIZM™ Cluster system