Exam (elaborations)

Consumer Behavior Marketing EXAM 1 Questions and Answers Grade A+ 2023

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Course
Consumer Behavior

Institution
Consumer Behavior

strengths of lifestyle branding - -appeal to consumers need for self expression -weaknesses of lifestyle branding - -cross-category competition -who wins at lifestyle branding? - -brands best positioned to represent popular lifestyles -who loses at lifestyle branding? - -lifestyle brands t...

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Uploaded on May 22, 2023
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consumer behavior marketing exam 1 questions and answers grade a 2023

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Consumer Behavior Exam 2 Questions and Answers
Grade A+ 2023
strengths of lifestyle branding - -appeal to consumers need for self expression

-weaknesses of lifestyle branding - -cross-category competition

-who wins at lifestyle branding? - -brands best positioned to represent popular lifestyles

-who loses at lifestyle branding? - -lifestyle brands that do not have the resources or commitment
to sustain their lifestyle positioning in the face of increasing competition.

-personality - -thoughts, emotions, intentions, behavior that are consistent given various
environmental settings/ context

-thoughts - -cognitions

-emotions - -affective

-intentions - -motivation

-personalities are unique combinations - -of traits/ characteristics that are "relatively" stable
(aggregations)

-individual difference variables - -how consumers differ according to specific traits

-freud: psychoanalytic approach to personality - -inner struggle of 3 components within
personality
1. ) id
2.) superego
3.) ego

-id - -pleasure seeking/immediate gratification; maximize pleasure, minimize pain (hedonic
value)

-superego - -works against the id; social norms and expectations (conscience)

-ego - -resolves conflict between the id and the superego; works to satisfy the id within reason
(norms)

-brand personality - -human characteristics associated with brand

-motivational research era - -researchers utilized tools such as depth interviews and focus groups
to improve their understanding of inner motives and needs- problems with that approach... social
desirability bias, inability to express motives, subconscious thoughts

, -traits are distinguishable characteristics- - -describes a person's tendency to act in a relatively
consistent manner

-nomothetic perspective - -variable-centered approach to personality that focuses on particular
traits that exist across a number of people;across consumers- commonality

-idiographic perspective - -focuses on understanding the complexity of each individual
consumer- deeper level

-single trait or multi trait approach - -multi trait looks at a combination of traits on behavior
predictability; over 18,000 named human traits; predictive ability (accuracy) stronger with multi-
trait approach

-five factor model - -extroversion, agreeableness, openness to experience, stability,
conscientiousness

-subsidiary traits - -countless smaller traits can also be related to behaviors: examples:
1.) materialism:
2.) value consciousness
3.) need for cognition
4.) innovativeness

-personality measures aren't always good at predicting particular behaviors - -1.) level of
specificity
2.) some situational influences are very powerful
3.) people act inconsistently in different situations

-brand personality - -human characteristics associated with brand. formed by product category,
packaging, price, symbols, marketing, sponsorships....

-lifestyle - -refers to the ways that

-aggregation approach - -approach to studying personality in which behavior is assessed at a
number of points in time

-psychoanalytic approach to personality - -approach to personality research advocated by
sigmund freud that suggests personality results from a struggle between inner motives and
societal pressures to follow rules and expectations

-pleasure principle - -principle found in psychoanalytic theory that describes the factor that
motivates pleasure seeking behavior within the id

-reality principle - -the principle in psychoanalytic theory under which the ego attempts to satisfy
the id within societal constraints

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