| A | B |
|---|
| Personality | a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment |
| id | the part of the personality that seeks immediate gratification |
| balance | When the ego tries to ___________ opposing forces, it uses the reality principle |
| motivational | THIS research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements |
| archetypes | According to the theories of Carl Jung, our shared memories create THESE, which involve universal themes and appear frequently in myths and stories across cultures. |
| personality traits | Match.com and eharmony.com measure identifiable personal characteristics called THESE |
| ego | the system that acts as a referee in the fight between temptation and virtue |
| dichotomous thinking | a type of black-and-white cognitive thinking style that drives perfectionists |
| Trait reactance | an individual predisposition to resist and oppose any influence perceived as a restriction on one's autonomy. |
| frugal | THESE type of people deny short-term purchasing whims; they choose instead to resourcefully use what they already own |
| reality principle | finds ways to gratify the id that are acceptable to the outside world |
| mean-end chain model | THIS assumes that people value products to the extent they will help us achieve some desired end state |
| spendthrift | A person who as soon as they get money want to go and buy something |
| time poverty | When one doesn't seem to have enough time to accomplish everything one needs to do. |
| polychronic | This time orientation dimension focuses on whether you like to do one thing at a time or multitask |
| minimalism | Wanting to simplify life, downsize, buy less is representative of THIS |
| materialist | Buying things because of the status ithey give you is representative of THIS |
| lifestyles | AIO surveys help measure THIS |
| psychographics | the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium |
| believers | According to the VALS2™ system, consumers that have strong principles and favor proven brands |
| experiencers | According to VALS2 system someone who is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. |
| general lifestyle segmentation | Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences |
| 80/20 | reminds us that, in many cases, only one or a few lifestyle segments account for most sales. |
| brand personality | The Quaker man on Quaker Oats cereal was an early use of THIS |
| brand storytelling | Emphasizing the backstory of the evolution of an advertising mascot is an example of THIS |
| brand biography | When Apple uses advertisements that emphasize how they got started in a garage and their founders had no college degree for example is using a underdog one of these |
| authenticity | being trustworthy and genuine. |
| Product complementarity | the symbolic meanings of different products relate to one another |
| brand personalities | Pillsbury Doughboy and the Jolly Green Giant are examples of THESE |
| arrogant | brands convey the message that they are superior to others. |
