The Psychology of Consumer Behavior and Archetypes Quiz

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Questions and Answers

What is personality according to the text?

The genetic makeup and inherited traits of an individual

The qualities and traits that define the character or behavior of a specific person (correct)

The social roles and responsibilities assigned to an individual

The set of characteristics that define a person's physical appearance

Why do marketers want to understand personality according to the text?

To understand physical attributes of consumers

To assess genetic predispositions of consumers

To segment consumers based on activities, tastes, and lifestyles (correct)

To identify consumers' social roles and responsibilities

What are traits in the context of personality according to the text?

Inherited genetic characteristics that determine behavior

Identifiable characteristics that define a person, such as extroversion versus introversion (correct)

Physical attributes that distinguish one person from another

Social roles and responsibilities that shape an individual's behavior

Why is using trait theory in marketing considered problematic according to the text?

Researchers do not always agree on which traits to measure Signup and view all the answers

What is the extent of brand equity?

The extent of a consumer's strong, favorable, and unique association with a brand Signup and view all the answers

According to the text, where is brand equity derived from?

The perception of the brand name, not the product or service itself Signup and view all the answers

What is the aim of a distinctive brand personality?

To make a product stand out and create a unique association with consumers Signup and view all the answers

According to Freud, how did he divide the self?

Into three categories: the id, ego, and superego Signup and view all the answers

Who founded the Institute of Motivational Research?

Ernst Dichter Signup and view all the answers

What method does motivational research use to uncover consumer motivation?

In-depth interviews Signup and view all the answers

What was the aim of the campaign for Esso 'Put a tiger in your tank'?

To tap into unconscious desires Signup and view all the answers

According to Carl Jung, what does the collective unconscious contain?

Memories and impulses we are not aware of Signup and view all the answers

What do archetypes represent according to the text?

Innate, universal prototypes for ideas Signup and view all the answers

Which archetype is frequently used in marketing and symbolized by the primordial mother or 'Earth Mother'?

The Mother archetype Signup and view all the answers

What does the Mana archetype symbolize?

Spiritual power Signup and view all the answers

What does the Shadow archetype encompass?

Sex and life instincts Signup and view all the answers

What is the 20/80 rule in consumer behavior?

20% of consumers drive 80% of sales Signup and view all the answers

What is the purpose of psychographic segmentation?

Define target markets and position products Signup and view all the answers

What does the Values and Lifestyles survey (VALS) categorize consumers based on?

Resources, innovation, and lifestyle preferences Signup and view all the answers

What are the segments in the VALS survey based on?

Resources and innovation levels Signup and view all the answers

What does geodemography combine to understand consumer behavior?

Consumer expenditure, socioeconomic data, and geographic information Signup and view all the answers

What are the lifestyle trends mentioned in the text?

Technology-oriented lifestyles and time poverty Signup and view all the answers

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 Signup and view all the answers

When were the consumer trends shaping retail identified by the BDC (Business Development Bank)?

2013 Signup and view all the answers

What have critics raised about the VALS survey?

Its Western bias and resemblance to Maslow's Hierarchy of Needs Signup and view all the answers

What does geodemography provide insights into?

Consumer behavior based on income and lifestyle in different geographic locations Signup and view all the answers

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 Signup and view all the answers

What does the shadow represent?

The potential for evil within us Signup and view all the answers

Which of the following is a symbol of the shadow?

Monsters Signup and view all the answers

What does the persona represent?

The public image and the mask individuals wear Signup and view all the answers

What do the anima and animus represent?

Feminine and masculine inner personalities Signup and view all the answers

What are archetypes used for in brand personality and archetypes?

Used in brand personality and archetypes Signup and view all the answers

What does animism involve?

Inanimate objects given human characteristics Signup and view all the answers

What is anthropomorphism?

Attributing human traits to non-human creatures or objects Signup and view all the answers

What are crucial in understanding consumer behavior?

Lifestyles and psychographics Signup and view all the answers

What do psychographics use to construct market segments?

Psychological, sociological, and anthropological factors Signup and view all the answers

What does understanding lifestyle allow marketers to do?

Group people based on leisure behaviors and shared values Signup and view all the answers

What do demographics describe?

Who buys a product Signup and view all the answers

What do psychographic research use to group consumers?

AIOs (Activities, Interests, Opinions) Signup and view all the answers

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.

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Description

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.