Marketing Chapter 7: Personality & Values
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Questions and Answers

What model do marketers use to guide consumers through awareness, interest, desire, and action?

  • SWOT analysis
  • AIDA model (correct)
  • Consumer Behavior Theory
  • 4 P's of marketing

    • Tech lovers prefer organic products over the newest gadgets.

    False

    What is the significance of managing social media for brands?

    To maintain a positive brand reputation and boost consumer loyalty.

    Brand personality assigns _____ traits to help consumers connect with a brand.

    <p>human</p> Signup and view all the answers

    Match the following consumer segments with their typical purchasing behavior:

    <p>Health-conscious consumers = Prefer organic products Fashion-conscious consumers = Follow current trends Tech enthusiasts = Buy the newest gadgets Eco-friendly consumers = Choose sustainable products</p> Signup and view all the answers

    Which personality trait is likely to prefer familiar brands?

    <p>Conservatives</p> Signup and view all the answers

    People who seek security are often open to trying new brands.

    <p>False</p> Signup and view all the answers

    What does psychographic segmentation focus on?

    <p>Psychological traits like personality.</p> Signup and view all the answers

    Consumers often have stronger connections to brands that mirror their _____ and values.

    <p>personality</p> Signup and view all the answers

    Match the following consumer behavior types with their characteristics:

    <p>Innovators = Enjoy trying new products Conservatives = Prefer familiar choices Impulsive Buyers = Buy without thinking Rational Decision-Makers = Plan and think carefully before buying</p> Signup and view all the answers

    What kind of consumer is more likely to engage with marketing messages that resonate with their personality?

    <p>Personalized Consumers</p> Signup and view all the answers

    Extroverts typically prefer private interactions on social media.

    <p>False</p> Signup and view all the answers

    What are core values?

    <p>Fundamental beliefs that define a culture.</p> Signup and view all the answers

    Which of the following is an example of an aspirational reference group?

    <p>Celebrities you admire</p> Signup and view all the answers

    Conformity involves adjusting one’s beliefs or behaviors to stand out in a group.

    <p>False</p> Signup and view all the answers

    What is the primary focus of individualism in cultural dimensions?

    <p>Self and immediate family</p> Signup and view all the answers

    Items with religious or spiritual significance are referred to as ______.

    <p>sacred</p> Signup and view all the answers

    Match the following cultural dimensions with their descriptions:

    <p>Individualism = Focus on self and immediate family Collectivism = Focus on group goals and harmony Power Distance = Acceptance of unequal power distribution Long-Term Orientation = Focus on future goals</p> Signup and view all the answers

    What is 'Word of Mouth' (WOM) primarily concerned with?

    <p>Sharing opinions and experiences</p> Signup and view all the answers

    Contamination refers to items gaining sacredness due to their significance.

    <p>True</p> Signup and view all the answers

    What term is used for groups within a larger culture that have their own distinct beliefs and practices?

    <p>subculture</p> Signup and view all the answers

    What is a primary benefit of e-commerce?

    <p>Shopping available 24/7</p> Signup and view all the answers

    Exploration refers to sticking with familiar things.

    <p>False</p> Signup and view all the answers

    What term describes the practice of renting instead of owning, often exemplified by services like Uber?

    <p>Sharing Economy</p> Signup and view all the answers

    The ______ power derives from a person's recognized authority.

    <p>Legitimate</p> Signup and view all the answers

    Match the following types of social power with their descriptions:

    <p>Referent Power = Power from admiration Information Power = Power from having information Expert Power = Power from knowledge Reward Power = Power from giving rewards</p> Signup and view all the answers

    What is a strategy to mitigate the effects of hyper-choice?

    <p>Customization of products</p> Signup and view all the answers

    Having too many choices can lead to cognitive overload.

    <p>True</p> Signup and view all the answers

    Name one limitation of e-commerce.

    <p>Security concerns</p> Signup and view all the answers

    Which of the following best defines a convention?

    <p>Widely accepted practices or customs in a society</p> Signup and view all the answers

    Crescive norms develop rapidly and are always explicitly stated.

    <p>False</p> Signup and view all the answers

    What are the four functions of attitudes?

    <p>Utilitarian, Value-Expressive, Ego-Defensive, Knowledge</p> Signup and view all the answers

    The process of changing attitudes using reasoning is known as __________.

    <p>Persuasive Communication</p> Signup and view all the answers

    Match the following components of the ABC Model of Attitude with their definitions:

    <p>Affect = How you feel about something Behavior = What you plan to do regarding that thing Cognition = What you believe about that thing</p> Signup and view all the answers

    Which stage of the Hierarchy of Effects involves actually buying a product?

    <p>Action</p> Signup and view all the answers

    Cognitive dissonance refers to the comfort felt when beliefs and behaviors align.

    <p>False</p> Signup and view all the answers

    What does the term 'normative influence' refer to in the context of decision-making?

    <p>Acting based on what we believe others expect from us</p> Signup and view all the answers

    What is the theory suggesting that people determine their attitudes by observing their behavior?

    <p>Self-Perception Theory</p> Signup and view all the answers

    Which of the following represents an example of a crescive norm?

    <p>A widely accepted fashion trend</p> Signup and view all the answers

    Brand loyalty is primarily influenced by emotional attachment.

    <p>True</p> Signup and view all the answers

    Cognitive overload can enhance decision-making efficiency.

    <p>False</p> Signup and view all the answers

    What is the process of adapting to the values of another culture called?

    <p>Acculturation</p> Signup and view all the answers

    The _____ function of attitudes is related to pleasure and pain.

    <p>utilitarian</p> Signup and view all the answers

    Match the following concepts to their definitions:

    <p>Cognitive Dissonance = Feeling of uncertainty post-purchase Self-Perception Theory = Attitudes shaped by behavior observation Hierarchy of Effects Model = Steps from awareness to purchase Acculturation = Adapting to different cultural values</p> Signup and view all the answers

    Impulse buying is always a negative behavior.

    <p>False</p> Signup and view all the answers

    Study Notes

    Chapter 7: Personality, Lifestyle & Values

    • People tend to prefer brands that align with their personality and values
    • Sophisticated people might prefer luxury brands
    • Lifestyle affects product and service choices
    • Innovators enjoy new products and trends; conservatives prefer familiar choices
    • People seeking security often stick with familiar brands; those open to new experiences explore different brands
    • Psychographic segmentation groups consumers based on psychological traits, not age or gender
    • Impulse buying is driven by impulsivity; rational decision-making involves careful thought
    • Marketing messages can be tailored to fit different personalities for greater effectiveness
    • Extroverts are more active online; introverts might prefer private interactions
    • Personality traits influence group affiliations, affecting brand choices
    • Brands often take on human-like traits to resonate with consumers
    • Consumers are often willing to pay more for a specific brand than a generic version

    Chapter 8: Attitude and Persuasive Communication

    • Attitude is a long-lasting opinion about people, objects, or ideas
    • Attitude objects are the things we have an attitude toward, like a product
    • Attitudes serve various functions: utilitarian, value-expressive, ego-defensive, and knowledge
    • The ABC model of attitude encompasses affect (feelings), behavior (intended actions), and cognition (beliefs)
    • Consumers go through stages in their purchasing decisions, ranging from awareness to action
    • Attitudes can be influenced through various techniques, such as reciprocity, scarcity, authority, consistency, liking, and consensus
    • Consumers act based on what they believe others expect of them

    Chapter 9: Decision Making

    • Too many options can lead to difficulty in making choices (hyper-choice)
    • Cognitive overload occurs when choices become overwhelming
    • Exploration involves trying new things; exploitation entails sticking with familiar options
    • Simple strategies called heuristics are often employed to make decisions easier (e.g., choosing popular brands)
    • Buying and selling online are examples of e-commerce

    Chapter 10: Buying, Using, and Disposing

    • Ecommerce offers advantages such as 24/7 availability and easy price comparisons
    • Ecommerce also has drawbacks like the inability to physically touch items and potential return costs
    • Sharing economy models (e.g., Uber) offer flexibility and efficiency
    • Trust and reputation systems are important in e-commerce for building trust
    • Consumers often have difficulty discarding items they like and prefer to buy new items instead.

    Chapter 11: Group Influence and Social Media

    • Groups of people with shared characteristics influence belief and behaviors.
    • Different types of social power include referent, information, legitimate, expert, reward, and coercive power
    • Brand communities are groups of people who share interest in one particular brand

    Chapter 12: Culture

    • Culture encompasses shared beliefs, customs, and behaviors
    • Cultural dimensions, such as individualism versus collectivism, affect behavior
    • Norms are accepted rules of behavior, and myths explain beliefs
    • Consumptions can be sacred or profane
    • Subcultures are smaller groups within larger cultures with unique traits

    Chapter 13: Subculture

    • Subcultures are smaller groups within a larger culture that differ in beliefs and practises
    • Consumers share common preferences related to consumption (e.g., hobbies)
    • Age cohorts experience common events or eras.
    • Mature consumers prioritize family and independence.
    • Family life cycle stages demonstrate changes over the life span.
    • Geodemographic analysis looks at demographic traits in specific geographic areas
    • Nuclear family consists of parents and children.
    • Extended families consist of other relatives in addition to parents and children.

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    Mrkt3104 HBI Final Review PDF

    Description

    Explore how personality traits and values shape consumer behavior in this quiz based on chapter 7. Learn how lifestyle choices influence brand preferences and the impact of psychological segmentation on marketing strategies. Test your knowledge on the role of impulsivity and rationality in decision-making.

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