Marketing 11
Chapter 4.3 (pp. 90-97)
Name _____________________________
Psychological and Personal Influences
I.
Provide and learn the following definitions (2):
Personality___________________________________________________________________
Attitudes ____________________________________________________________________
Lifestyle _____________________________________________________________________
Viral Marketing _______________________________________________________________
II.
Answer the following questions in your own words. Provide details (16).
1. In your own words explain the four components of the self-concept theory and illustrate
how they have an influence on marketing strategy. Provide new examples that
demonstrate the application of this theory. (3)
2. Explain how perceptions held by consumers influence buying decisions. (1)
3. Explain the difference between selective exposure, selective perception, and selective
retention. (3)
1
Marketing 11
Chapter 4.3 (pp. 90-97)
Name _____________________________
4. Explain how an understanding of consumer attitudes is essential before developing a
marketing strategy. Provide an example that has considered the importance of
understanding consumer attitudes. (2)
5. What role does one’s age and life cycle status play in the development of a marketing
strategy? (2)
6. Can a brand survive by simply associating with the lifestyle of a prospective target market?
Do lifestyle appeals influence consumer to buy? Using the Internet, examine issues
surrounding lifestyle marketing and provide relevant examples to substantiate your
position on its effectiveness or ineffectiveness. (5)
III.
Consumer psychological segments (10).
The Environics Research Group has developed a list of consumer psychological segments.
Visit the Environics website (http://www.environics.ca/) and complete the survey on the
interactive page. Your results will be instantly tabulated to determine which category you
belong to so you can read about your psychological profile. Print the result page. Compare
your results with those of other students. What observations can you make about the
survey results?
Total ____________ / 28 points
2