Personality in Consumer Behaviour

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