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Unformatted text preview: MARKETING 4100: EXAM II Chapter 6- Personality Brandasset Archetypes- Archetype: created by shared memories, archetypes are universally recognized ideas and behavior patterns- Brandasset archetype model: a model that proposes healthy relationships among archetypes well as unhealthy ones. o Researchers use this model to identify whether a brand has a sick personality. o A healthy personally is one in which the archetypes overwhelm their corresponding shadows. o A sick personality results when one or more shadows prevail. When a brands shadows dominate, it is necessary to take action to guide the brand to a healthier personality. - Positive/ Shadow o Magician/ sorcerer o Sage/ hermit o Matriarch/hag o Mother earth/shadow mother o Queen/ slave o Warrior/ destroyer o Jester/ trickster o Troubadour/ idiot o Actress/addict o Enchantress/shadow witch o Anger/orphan o Patriarch/dictator Idiocentric/Allocentric- Idiocentric: an individualist orientation- Allocentric: a group orientation- Differences between the two o Contentment: idiocentrics tend to be more satisfied with their lives o Health conscious: allocentrics are more health conscious o Food preperation: allocentrics spend more time in the kitchen, spend more time preparing food o Workaholics: idiocentrics are more likely to be workaholics o Travel and entertainment: idiocentrics are more likely to travel and go to art shows or movies as well as to collect things or do-it-yourself projects. Allocentrics, on the other hand, read more and go to the library more often, do more crafts Problems with Trait Theory in Consumer Research- In general, marketing researchers have not been able to predict consumers behaviors on the basis of measured personality traits. This is because o Many of the scales are not reliable, they do not measure what they are suppose to o Marketers borrow personality tests that psychologist developed for a specific population (ex: the mentally ill) and then apply them to the general population relevance might not be strong o Tests arent administered under the proper conditions or by well-trained people o Researchers change or delete variables to adapt the instruments to their own situation lowers validity of measures and makes it hard to compare samples o Trait scales measure gross, overall tendencies but marketers use them to predict purchase of specific brands o Make consumers answer questions without determining if the questions are related to consumer behavior. It is only after they have gotten results that they try and look for things that they find interesting- Now marketers realize that traits are only part of the solution and that personality data must be incorporated with information about peoples social and economic conditions in order to be useful....
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- Fall '11