Personality in Consumer Behaviour

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Questions and Answers

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.

personality

Researchers look at what's called ______ Theory to define personality.

Trait

Traits interesting to marketers are ______, materialism, self-consciousness, and need for recognition.

innovation Signup and view all the answers

Just as we have personality, we can look at brands as having ______.

personality Signup and view all the answers

Marketers work to develop ______ Identity to get positive brand equity.

Brand Signup and view all the answers

Brand equity is the extent to which a consumer holds a strong favourable and unique ______ with the brand.

association Signup and view all the answers

Psychologists look at personality by looking at what traits people report or demonstrate, but also they look at the ______ of the behaviour.

context Signup and view all the answers

Today it continues to be re-invented under names like ______, factor-analysis, multidimensional scaling and data clustering.

psychometrics Signup and view all the answers

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.

manipulate Signup and view all the answers

According to Jung, we come into the world with a storehouse of memories from our ______.

ancestors Signup and view all the answers

These shared memories invoke ______.

archetypes Signup and view all the answers

Carl Jung believed in the existence of the ______ Unconscious.

Collective Signup and view all the answers

The ______ archetype is symbolized by the primordial mother or “Earth Mother” of Mythology.

Mother Signup and view all the answers

These archetypes appear frequently in ______ and branding.

advertising Signup and view all the answers

The collective unconscious is that part of the mind containing memories and impulses we are not aware of according to ______.

Jung Signup and view all the answers

Lifestyle defines who we are and who we are not, It is not set in stone--it evolves through our ______ lifetimes

our Signup and view all the answers

Demographics allow marketer to describe who buys a ______

product Signup and view all the answers

Psychographics allow marketer to understand why they buy a ______

product Signup and view all the answers

Psychographic Studies Forms of psychographic studies: a lifestyle profile that looks at items that differentiate between users and non users of a ______

product Signup and view all the answers

Psychographic research uses ______ Activities-Interests-Opinions to group consumers.

AIOs Signup and view all the answers

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 ______)

self Signup and view all the answers

The 20/80 rule says about 20% of consumers in a product category account for 80% of ______.

sales Signup and view all the answers

These 20% make up a brand ______ group.

loyal Signup and view all the answers

The Witch archetype is also known as the ______

Magician Signup and view all the answers

The aging population is becoming more aware of healthy choices in food, cosmetics and ______ designed products.

ergonomically Signup and view all the answers

The idea that inanimate objects can be given human characteristics is known as ______

Animism Signup and view all the answers

Half of Canadians consider the ______ impact of a product when making purchasing decisions.

health Signup and view all the answers

Giving human traits to non-human objects related to an actual product or its brand representations is known as ______

Anthropomorphism Signup and view all the answers

The Pillsbury Dough Boy is an example of ______

Anthropomorphism Signup and view all the answers

One-third of Canadians are willing to pay a premium for ______ products.

healthy Signup and view all the answers

As the baby boomers retire, an increasing portion of the population will be living on fixed ______.

incomes Signup and view all the answers

The _____ archetype is often represented by brands such as Harley Davidson

Rebel Signup and view all the answers

An increasing amount of research about products is done ______, even when consumers don’t buy online.

online Signup and view all the answers

Mr. Clean is an example of the ______ archetype

Hero Signup and view all the answers

Online shopping is growing and online ______ are critical.

reviews Signup and view all the answers

The brand personality of Axe is often associated with the ______ archetype

Catalyst Signup and view all the answers

North Face is an example of the ______ archetype

Explorer Signup and view all the answers

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

Studying That Suits You

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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.

Personality in Consumer Behaviour

Podcast Beta

Questions and Answers

Personality is unique to each individual and influences our responses to our ______.

Marketers want to understand ______ so they can segment consumers as far as activities, tastes and lifestyles.

Researchers look at what's called ______ Theory to define personality.

Traits interesting to marketers are ______, materialism, self-consciousness, and need for recognition.

Just as we have personality, we can look at brands as having ______.

Marketers work to develop ______ Identity to get positive brand equity.

Brand equity is the extent to which a consumer holds a strong favourable and unique ______ with the brand.

Psychologists look at personality by looking at what traits people report or demonstrate, but also they look at the ______ of the behaviour.

Today it continues to be re-invented under names like ______, factor-analysis, multidimensional scaling and data clustering.

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.

According to Jung, we come into the world with a storehouse of memories from our ______.

These shared memories invoke ______.

Carl Jung believed in the existence of the ______ Unconscious.

The ______ archetype is symbolized by the primordial mother or “Earth Mother” of Mythology.

These archetypes appear frequently in ______ and branding.

The collective unconscious is that part of the mind containing memories and impulses we are not aware of according to ______.

Lifestyle defines who we are and who we are not, It is not set in stone--it evolves through our ______ lifetimes

Demographics allow marketer to describe who buys a ______

Psychographics allow marketer to understand why they buy a ______

Psychographic Studies Forms of psychographic studies: a lifestyle profile that looks at items that differentiate between users and non users of a ______

Psychographic research uses ______ Activities-Interests-Opinions to group consumers.

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 ______)

The 20/80 rule says about 20% of consumers in a product category account for 80% of ______.

These 20% make up a brand ______ group.

The Witch archetype is also known as the ______

The aging population is becoming more aware of healthy choices in food, cosmetics and ______ designed products.

The idea that inanimate objects can be given human characteristics is known as ______

Half of Canadians consider the ______ impact of a product when making purchasing decisions.

Giving human traits to non-human objects related to an actual product or its brand representations is known as ______

The Pillsbury Dough Boy is an example of ______

One-third of Canadians are willing to pay a premium for ______ products.

As the baby boomers retire, an increasing portion of the population will be living on fixed ______.

The _____ archetype is often represented by brands such as Harley Davidson

An increasing amount of research about products is done ______, even when consumers don’t buy online.

Mr. Clean is an example of the ______ archetype

Online shopping is growing and online ______ are critical.

The brand personality of Axe is often associated with the ______ archetype

North Face is an example of the ______ archetype

Study Notes

Personality

Trait Theory

Brand Personality

Archetypes

Psychographics

Trends

Studying That Suits You

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