Podcast
Questions and Answers
Personality is unique to each individual and influences our responses to our ______.
Personality is unique to each individual and influences our responses to our ______.
environment
Marketers want to understand ______ so they can segment consumers as far as activities, tastes and lifestyles.
Marketers want to understand ______ so they can segment consumers as far as activities, tastes and lifestyles.
personality
Researchers look at what's called ______ Theory to define personality.
Researchers look at what's called ______ Theory to define personality.
Trait
Traits interesting to marketers are ______, materialism, self-consciousness, and need for recognition.
Traits interesting to marketers are ______, materialism, self-consciousness, and need for recognition.
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Just as we have personality, we can look at brands as having ______.
Just as we have personality, we can look at brands as having ______.
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Marketers work to develop ______ Identity to get positive brand equity.
Marketers work to develop ______ Identity to get positive brand equity.
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Brand equity is the extent to which a consumer holds a strong favourable and unique ______ with the brand.
Brand equity is the extent to which a consumer holds a strong favourable and unique ______ with the brand.
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Psychologists look at personality by looking at what traits people report or demonstrate, but also they look at the ______ of the behaviour.
Psychologists look at personality by looking at what traits people report or demonstrate, but also they look at the ______ of the behaviour.
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Today it continues to be re-invented under names like ______, factor-analysis, multidimensional scaling and data clustering.
Today it continues to be re-invented under names like ______, factor-analysis, multidimensional scaling and data clustering.
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Motivational research has been attacked by many because of its power to ______, its over-emphasis on the analyst's conclusion, and the influence of Freud and sex.
Motivational research has been attacked by many because of its power to ______, its over-emphasis on the analyst's conclusion, and the influence of Freud and sex.
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According to Jung, we come into the world with a storehouse of memories from our ______.
According to Jung, we come into the world with a storehouse of memories from our ______.
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These shared memories invoke ______.
These shared memories invoke ______.
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Carl Jung believed in the existence of the ______ Unconscious.
Carl Jung believed in the existence of the ______ Unconscious.
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The ______ archetype is symbolized by the primordial mother or “Earth Mother” of Mythology.
The ______ archetype is symbolized by the primordial mother or “Earth Mother” of Mythology.
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These archetypes appear frequently in ______ and branding.
These archetypes appear frequently in ______ and branding.
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The collective unconscious is that part of the mind containing memories and impulses we are not aware of according to ______.
The collective unconscious is that part of the mind containing memories and impulses we are not aware of according to ______.
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Lifestyle defines who we are and who we are not, It is not set in stone--it evolves through our ______ lifetimes
Lifestyle defines who we are and who we are not, It is not set in stone--it evolves through our ______ lifetimes
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Demographics allow marketer to describe who buys a ______
Demographics allow marketer to describe who buys a ______
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Psychographics allow marketer to understand why they buy a ______
Psychographics allow marketer to understand why they buy a ______
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Psychographic Studies Forms of psychographic studies: a lifestyle profile that looks at items that differentiate between users and non users of a ______
Psychographic Studies Forms of psychographic studies: a lifestyle profile that looks at items that differentiate between users and non users of a ______
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Psychographic research uses ______ Activities-Interests-Opinions to group consumers.
Psychographic research uses ______ Activities-Interests-Opinions to group consumers.
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What people report about themselves may not be accurate, but what it may reflect is what a person would like to be like (closer to ideal ______)
What people report about themselves may not be accurate, but what it may reflect is what a person would like to be like (closer to ideal ______)
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The 20/80 rule says about 20% of consumers in a product category account for 80% of ______.
The 20/80 rule says about 20% of consumers in a product category account for 80% of ______.
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These 20% make up a brand ______ group.
These 20% make up a brand ______ group.
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The Witch archetype is also known as the ______
The Witch archetype is also known as the ______
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The aging population is becoming more aware of healthy choices in food, cosmetics and ______ designed products.
The aging population is becoming more aware of healthy choices in food, cosmetics and ______ designed products.
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The idea that inanimate objects can be given human characteristics is known as ______
The idea that inanimate objects can be given human characteristics is known as ______
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Half of Canadians consider the ______ impact of a product when making purchasing decisions.
Half of Canadians consider the ______ impact of a product when making purchasing decisions.
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Giving human traits to non-human objects related to an actual product or its brand representations is known as ______
Giving human traits to non-human objects related to an actual product or its brand representations is known as ______
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The Pillsbury Dough Boy is an example of ______
The Pillsbury Dough Boy is an example of ______
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One-third of Canadians are willing to pay a premium for ______ products.
One-third of Canadians are willing to pay a premium for ______ products.
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As the baby boomers retire, an increasing portion of the population will be living on fixed ______.
As the baby boomers retire, an increasing portion of the population will be living on fixed ______.
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The _____ archetype is often represented by brands such as Harley Davidson
The _____ archetype is often represented by brands such as Harley Davidson
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An increasing amount of research about products is done ______, even when consumers don’t buy online.
An increasing amount of research about products is done ______, even when consumers don’t buy online.
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Mr. Clean is an example of the ______ archetype
Mr. Clean is an example of the ______ archetype
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Online shopping is growing and online ______ are critical.
Online shopping is growing and online ______ are critical.
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The brand personality of Axe is often associated with the ______ archetype
The brand personality of Axe is often associated with the ______ archetype
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North Face is an example of the ______ archetype
North Face is an example of the ______ archetype
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Study Notes
Personality
- Personality refers to the unique set of qualities and traits that define an individual's character or behavior
- It influences how we respond to our environment and is shaped by our experiences and interactions
- Marketers seek to understand personality to segment consumers based on their activities, tastes, and lifestyles
Trait Theory
- Researchers use trait theory to study personality, identifying characteristics such as extroversion, innovation, materialism, and self-consciousness
- Traits are measurable through scales like Myers-Briggs, The Big Five, and True Colors, but these instruments may not always be valid or reliable
Brand Personality
- Brands can be viewed as having personality, with marketers working to develop brand identity and positive brand equity
- Brand equity refers to the extent to which a consumer holds a strong, favorable, and unique association with a brand
Archetypes
- Carl Jung believed in the collective unconscious, a shared reservoir of memories and impulses that contain archetypes
- Archetypes are innate, universal prototypes for ideas and appear frequently in advertising and branding
- Examples of archetypes include the Mother, Hero, Innocent, Explorer, and Lover
Psychographics
- Psychographics studies the underlying motivations and values that drive consumer behavior
- Psychographic research uses AIOs (Activities, Interests, Opinions) to group consumers based on their self-reported values, interests, and behaviors
- Psychographic segmentation involves grouping consumers based on their demographic, lifestyle, and product-specific characteristics
Trends
- 20/80 rule: 20% of consumers account for 80% of sales, making them a loyal group
- Rising health awareness: consumers prioritize healthy choices in food, cosmetics, and ergonomically designed products
- Frugality: consumers are cautious about spending due to stagnant incomes and high debt
- Desire for customized goods: consumers seek tailored products, enabled by technology
- Impact of the internet: consumers research products online, and online reviews are critical
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Description
Learn about personality and its influence on consumer behaviour, including how personality traits define an individual's character and behaviour. Discover how psychologists study personality and its impact on our responses to our environment.
