Globale Consumer Behavior

Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of this market is smaller than the larger adult market, marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products. This market most closely resembles which of the following principles?

According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.

When the ego tries to balance opposing forces, it uses the ________.

Most Freudian applications in marketing relate to the product's supposed ________.

Freud's theory of personality includes the ________.

________, one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive).

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases.

Match.com and eharmony.com measure identifiable personal characteristics called ________.

Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________.

________ are universally recognized ideas and behavioral patterns.

An advertisement emphasizes that if a consumer uses a certain deodorant, he or she will not offend other people and will not cause problems in the workplace because of "bad body odor." What part of the Freudian system is this ad appealing to?

________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment.

Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision?

In the 1950s, an approach called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements.

Motivational research relies on ________ of individual consumers.

According to Freud, the part of the personality that seeks immediate gratification is called the ________.

Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________.

The process of learning values from other cultures is called ________.

Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign?