1. Your major concerns My Strategy Comprehensive overview of the final Page-by-page slide review Final 40% vs. 60% Assignment/grade more gently OK; Free style—3 rd one More extra credits Class attendance, assignment Overview of each chapter From Chapter 7 Easier pop quiz & set quiz OK More American commercials/ ethnically diverse commercials/less videos Assignment; Try to control

2. Personality and Lifestyles Chapter 6

6. Where does Personality come from?

12. Freudian Symbolism

13. Freudian Symbolism

14. Freudian Symbolism

17. Dichter’s Consumption Motives Table 6.1 (abridged) Soups , paints, carbonated drinks, vodka Magic-mystery Home decorating, skiing, morning radio broadcasts Disalienation Kitchen appliances, boats, sporting goods Mastery over environment Cigarettes, candy, alcohol, ice cream, cookies Reward Cakes, dolls, silk, tea, household curios Femininity Scotch, carpets Status Gourmet foods, foreign cars, vodka, perfume Individuality Toys, sugar, honey, soap, beauty products Social acceptance White bread, cotton fabrics, bathing, oatmeal Moral purity-cleanliness Sweets, gloves Eroticism Ice cream, home baking, hospital care Security Power tools, hot rods, coffee, red meat, razors Power-masculinity-virility Associated Products Motive

22. The Lord of Rings

31. Innovativeness

32. Self-Consciousness

33. Need for Cognition

34. Are You an Innie or an Outie? Visit library and read more More interested in traveling to other cultures Travel and Entertainment Less likely to work hard More likely to work hard and stay late at work Workaholics Love kitchen; spend more time preparing food Spend less time preparing food Food Preparation More likely to avoid unhealthy foods Less likely to avoid unhealthy foods Health Consciousness Less satisfied with current life More satisfied with current life Contentment Allocentrics (group orientation) Idiocentrics (individualist orientation)

36. General Self-Confidence

37. Consumer Self-Confidence

42. Mac User vs. PC User Psychographic profile of Mac vs. PC Video

43. Brand Personality

44. Brand Personality Pg. 205 Burger King is going all out! http://www.youtube.com/watch?v=uXF6a2ZXgp0

45. Table 6.2 (Abridged) Versatile, adaptable Brand offers many line extensions Cheap, uncultured Brand frequently available on deal Snobbish, sophisticated Brand charges high prices and uses exclusive distribution Familiar, comfortable Brand uses continuing character in advertising Flighty, schizophrenic Brand is repositioned several times or changes slogan repeatedly Trait Inference Brand Action

49. Joe Wong

50. Are You an Innie or an Outie? Visit library and read more More interested in traveling to other cultures Travel and Entertainment Less likely to work hard More likely to work hard and stay late at work Workaholics Love kitchen; spend more time preparing food Spend less time preparing food Food Preparation More likely to avoid unhealthy foods Less likely to avoid unhealthy foods Health Consciousness Less satisfied with current life More satisfied with current life Contentment Allocentrics (group orientation) Idiocentrics (individualist orientation)

64. Co-Branding

77. Associative Network University of Texas

78. Associative Network University of Texas Classes Longhorns Friends Austin

79. Associative Network University of Texas Books Classes Ranch Cow Basketball Football Longhorns Co-op 6th Street Parties Friends Study Study group Coffee All-nighter Expensive Austin Town Lake Lake Travis

81. Lifestyle Dimensions Table 6.4 Stage in life cycle Culture Achievements Sports City size Future Media Shopping Geography Products Food Community Dwelling Education Fashion Club membership Family size Economics Recreation Entertainment Occupation Business Community Vacation Income Politics Job Social events Education Social issues Home Hobbies Age Themselves Family Work Demographics Opinions Interests Activities

87. Figure 6.5 10 RISC SEGMENTS

91. Comparison of Two PRIZM Clusters Table 6.5 Low Usage Motorcycles Laxatives Nonfilter cigarettes Chewing tobacco Hunting magazine Chevrolet Chevette Canned stews High Usage Country clubs Wine by the case Lawn furniture Gourmet magazine BMW 5 Series Rye bread Natural cold cereal New money, parents in 40s and 50s Newly built subdivisions with tennis courts, swimming pools, gardens Furs and Station Wagons Low Usage Knitting Live theater Smoke detectors Ms. Magazine Ferraris Whole-wheat bread Mexican foods High Usage Travel by bus Asthma medicine Malt liquors Grit magazine Pregnancy tests Pontiac Bonneville Shortening Racially mixed farm town in South Small downtowns with thrift shops, diners, and laundromats; shanty-type homes without indoor plumbing Tobacco Roads

95. Figure 6.3 VALS2 TM VALS survey