Appendix D

Personality, Lifestyle, and The Self Chapter Wrap Up (Static Copy)

  1. Fill in the blanks:
    • [Openness] is the tendency to appreciate new art, ideas, values, feelings, and behaviours.
    • [Conscientiousness] is the tendency to be careful, on-time for appointments, to follow rules, and to be hardworking.
    • [Extraversion] is the tendency to be talkative, sociable, and to enjoy others; the tendency to have a dominant style.
    • [Agreeableness] is the tendency to agree and go along with others rather than to assert one’s own opinions and choices.
    • [Neuroticism] is the tendency to experience negative emotions, such as anger, anxiety, or depression.
  2. Freud proposed that the mind is divided into which three components:
    • Ego, Superego, Consciousness.
    • Id, Ego, Superego.
    • Id, Ego, Libido.
    • Id, Ego, Memory.
  3. Fill in the blanks:
    • Advertisements that signal to consumers that their products will make them look more attractive speak directly to the [id]. The [superego] represents our sense of morality and what we should do. Our [ego] is based on our reality principle and serves as a conscious controller. Advertisements that appeal to our rational and balanced sensibilities – such as health food, self-care, volunteering, are speaking to our [superego]. The [id] is all about the “pleasure principle.” Advertisements speaking to our [ego] stress the importance of control and moderation.
  4. For marketers, the link between personality and purchasing is not always clear, however, the links between various self-concepts and buying behaviour provides more insight. Choose the correct statement:
    • Self-concept refers to our concerns of about being potentially judged by others.
    • Self-concept is how we want others to experience and perceive us.
    • Self-concept refers to how positively or negatively we evaluate ourselves.
    • Self-concept refers to the knowledge, beliefs, and overall evaluation we have of ourselves.
  5. Fill in the blanks:
    • [Social comparison theory] states that we describe and evaluate ourselves in terms of how we compare to other people. [Self affirmation theory] describes how individuals adapt and respond to information or experiences that threaten our self-concept.
  6. How does learning about personality and self-concept relate to marketing? Lifestyle marketing provides a way for marketers to connect their product and service offerings to targeted consumer based on lifestyle preferences. We identify these lifestyle preferences as “AIOs.” Choose the correct statement:
    • AIOs stands for: Attitudes, Interests, and Opinions.
    • AIOs stands for: Activities, Identities, and Opinions.
    • AIOs stands for: Attitudes, Identities, and Opinions.
  7. True or false:
    • Branding is a corporate strategy that isn’t used by non-profits or activists.
      • True
      • False
    • Branding is comprised solely of advertisements and promotions.
      • True
      • False
    • A website, a logo, an advertisement, and a poster are all branding “touchpoints.”
      • True
      • False
    • People and countries can each have a “brand.”
      • True
      • False


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