Here’s a set of Quizlet-style flashcards for Chapter 7 – Personality, Lifestyles, and Values
from Consumer Behavior by Solomon:
🧠 Flashcards: Chapter 7 – Personality, Lifestyles, and
Values
Q1: What is personality in consumer behavior?
A1: A person's unique psychological makeup that consistently influences how they respond to
their environment.
Q2: What is Freudian theory?
A2: A theory proposing that personality is shaped by conflict between desire for gratification (id)
and societal expectations (superego), balanced by the ego.
Q3: What are the 3 components of Freudian theory?
A3:
● Id – seeks pleasure and avoids pain
● Superego – moral conscience
● Ego – balances both via the reality principle
Q4: What is the reality principle?
A4: The ego’s way of finding socially acceptable ways to satisfy the id’s desires.
Q5: What is the neo-Freudian theory (Karen Horney)?
A5:
● Compliant: Move toward others (brand loyal)
● Detached: Move away from others (introverted)
● Aggressive: Move against others (dominant, masculine brands)
Q6: Who introduced the concept of the collective unconscious and archetypes?
A6: Carl Jung
Q7: What are archetypes in branding?
A7: Universally recognized symbols and roles (e.g., hero, rebel, mother), used to create
emotionally powerful brand identities.
Q8: What is trait theory?
A8: The idea that personality consists of identifiable traits (e.g., extroversion, frugality,
materialism).
Q9: What are the Big Five personality traits?
A9:
1. Openness to experience
2. Conscientiousness
3. Extroversion
4. Agreeableness
5. Neuroticism
Q10: What is the Myers-Briggs Type Indicator (MBTI)?
A10: A personality test that classifies people by 4 traits (e.g., INTJ, ESFP) to determine
cognitive style.
Q11: What is brand personality?
A11: The set of human traits assigned to a brand (e.g., Red Bull = extreme; Apple = creative).
Q12: Define brand storytelling.
A12: Giving a product a narrative or history to increase emotional connection.
Q13: What is an underdog brand biography?
A13: A story of humble beginnings and struggle to build emotional consumer attachment (e.g.,
Apple in a garage).
Q14: What is anthropomorphism?
A14: Giving human traits to nonhuman entities (e.g., Tony the Tiger).
Q15: What is a doppelgänger brand image?
A15: A parody or attack on a brand created by consumers to critique it.
Q16: What is lifestyle in consumer behavior?
A16: A pattern of consumption reflecting how a person spends time and money.
Q17: Define product complementarity.
A17: When products symbolically relate to one another and are bought together to project a
lifestyle.
Q18: What is a consumption constellation?
A18: A set of products used together to communicate identity (e.g., Patagonia + Nalgene bottle
+ hiking boots).
Q19: What is psychographics?
A19: The use of psychological, sociological, and anthropological data to understand
consumers' lifestyles, attitudes, and motivations.
Q20: How are demographics different from psychographics?
A20:
● Demographics = who buys
● Psychographics = why they buy
Q21: What are the AIO dimensions in psychographics?
A21:
● Activities
● Interests
● Opinions
Q22: What are the 4 types of psychographic studies?
A22:
1. Lifestyle profile
2. Product-specific profile
3. General lifestyle segmentation
4. Product-specific segmentation
Q23: What is a buyer persona?
A23: A fictional profile representing a typical customer used to guide product design and
marketing.
Q24: What is VALS (Values and Lifestyles)?
A24: A psychographic segmentation tool dividing consumers based on resources and
motivation into 8 groups.
Q25: What are the 8 VALS groups?
A25:
● Innovators
● Thinkers
● Achievers
● Experiencers
● Believers
● Strivers
● Makers
● Strugglers
Q26: What are the 3 VALS motivations?
A26:
● Ideals (belief-driven)
● Achievement (status-driven)
● Self-expression (emotion-driven)
Q27: What is a value system?
A27: The ranking of universal values within a culture (e.g., freedom, achievement).
Q28: What is enculturation vs. acculturation?
A28:
● Enculturation: Learning your own culture
● Acculturation: Adopting another culture
Q29: Define materialism.
A29: The importance people place on acquiring and owning physical possessions.
Q30: What is provenance in consumer behavior?
A30: The value consumers place on knowing the origin of a product.
Q31: What is minimalism?
A31: A lifestyle focused on simplicity, minimal consumption, and decluttering (e.g., Tiny House
Movement).
Would you like a printable version of all flashcards for Chapters 5–7 combined, or a practice test
based on these cards next?