39 Questions
What is personality according to the text?
The qualities and traits that define the character or behavior of a specific person
Why do marketers want to understand personality according to the text?
To segment consumers based on activities, tastes, and lifestyles
What are traits in the context of personality according to the text?
Identifiable characteristics that define a person, such as extroversion versus introversion
Why is using trait theory in marketing considered problematic according to the text?
Researchers do not always agree on which traits to measure
What is the extent of brand equity?
The extent of a consumer's strong, favorable, and unique association with a brand
According to the text, where is brand equity derived from?
The perception of the brand name, not the product or service itself
What is the aim of a distinctive brand personality?
To make a product stand out and create a unique association with consumers
According to Freud, how did he divide the self?
Into three categories: the id, ego, and superego
Who founded the Institute of Motivational Research?
Ernst Dichter
What method does motivational research use to uncover consumer motivation?
In-depth interviews
What was the aim of the campaign for Esso 'Put a tiger in your tank'?
To tap into unconscious desires
According to Carl Jung, what does the collective unconscious contain?
Memories and impulses we are not aware of
What do archetypes represent according to the text?
Innate, universal prototypes for ideas
Which archetype is frequently used in marketing and symbolized by the primordial mother or 'Earth Mother'?
The Mother archetype
What does the Mana archetype symbolize?
Spiritual power
What does the Shadow archetype encompass?
Sex and life instincts
What is the 20/80 rule in consumer behavior?
20% of consumers drive 80% of sales
What is the purpose of psychographic segmentation?
Define target markets and position products
What does the Values and Lifestyles survey (VALS) categorize consumers based on?
Resources, innovation, and lifestyle preferences
What are the segments in the VALS survey based on?
Resources and innovation levels
What does geodemography combine to understand consumer behavior?
Consumer expenditure, socioeconomic data, and geographic information
What are the lifestyle trends mentioned in the text?
Technology-oriented lifestyles and time poverty
What are the 5 consumer trends shaping retail mentioned in the text?
Buy-local movement, rising health awareness, frugality, desire for customized goods, impact of the internet on research and online shopping
When were the consumer trends shaping retail identified by the BDC (Business Development Bank)?
2013
What have critics raised about the VALS survey?
Its Western bias and resemblance to Maslow's Hierarchy of Needs
What does geodemography provide insights into?
Consumer behavior based on income and lifestyle in different geographic locations
What book does the text reference as a source of information on consumer behavior and market segmentation?
Consumer Behaviour: Buying, Having and Being, 8th Canadian Edition by Solomon, Main, White, and Dahl
What does the shadow represent?
The potential for evil within us
Which of the following is a symbol of the shadow?
Monsters
What does the persona represent?
The public image and the mask individuals wear
What do the anima and animus represent?
Feminine and masculine inner personalities
What are archetypes used for in brand personality and archetypes?
Used in brand personality and archetypes
What does animism involve?
Inanimate objects given human characteristics
What is anthropomorphism?
Attributing human traits to non-human creatures or objects
What are crucial in understanding consumer behavior?
Lifestyles and psychographics
What do psychographics use to construct market segments?
Psychological, sociological, and anthropological factors
What does understanding lifestyle allow marketers to do?
Group people based on leisure behaviors and shared values
What do demographics describe?
Who buys a product
What do psychographic research use to group consumers?
AIOs (Activities, Interests, Opinions)
Study Notes
The Dark Side of the Ego and Archetypes
- The shadow represents the dark side of the ego and the potential for evil within us.
- Symbols of the shadow include the snake, monsters, demons, and dragons.
- The persona is the public image and the mask individuals wear, which can be a genuine or false impression to manipulate others.
- The anima represents the feminine inner personality in men, while the animus represents the masculine inner personality in women.
- Archetypes such as the innocent, hero/warrior, regular guy/everyman, nurturer/caregiver, artist/dreamer/idealist, explorer, rebel, lover/seducer, magician/catalyst, leader, jester, and sage/guru are used in brand personality and archetypes.
- Animism is the idea that inanimate objects can be given human characteristics, which is reflected in brand personality and the bonds individuals form with brands.
- Anthropomorphism involves attributing human traits to non-human creatures, phenomena, objects, or concepts, personifying brands through spokescharacters or advertising icons.
- Lifestyles and psychographics are crucial in understanding consumer behavior, as individuals with similar demographics can have different lifestyles and buying practices.
- Psychographics use psychological, sociological, and anthropological factors to construct market segments, considering activities, interests, and opinions (AIOs) to group consumers.
- Understanding lifestyle allows marketers to group people based on leisure behaviors, online activities, and shared values or tastes reflected in consumption patterns.
- Demographics describe who buys a product, while psychographics help understand why they buy a product, using various forms of psychographic studies and AIOs.
- Psychographic research uses AIOs (Activities, Interests, Opinions) to group consumers, focusing on lifestyle profiles, product-specific profiles, personality traits, lifestyle segmentation, and product-specific segmentation.
Explore the dark side of the ego, archetypes, and consumer behavior with this quiz. Test your knowledge on the shadow, persona, anima, and animus, as well as how archetypes are utilized in branding. Dive into the world of psychographics and demography, and learn how they shape consumer behavior and market segments.
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