Ch 6

Question 1

AIO statements

Answer 1

activity, interest, and opinion statements that are used in lifestyle studies

Question 2

Body esteem

Answer 2

positivity with which people hold their body image

Question 3

Brand personality

Answer 3

Refers to a brand’s ability to appeal to consumers based on the human characteristics associated with it

Should be perceived as having strong degrees of favorability, originality, and clarity

*A brand’s personality is an important part of its image

Question 4

Brand personality appeal

Answer 4

a product’s ability to appeal to consumers based on the human characteristics associated with it

A brand’s personality should be perceived as having strong degrees of favorability, originality, and clarity.

Question 5

Competitiveness

Answer 5

enduring tendency to strive to be better than others

Question 6

Demographics

Answer 6

observable, statistical aspects of populations such as age, gender, or income

Question 7

Ego

Answer 7

?focuses on resolving the conflicts between the id and the superego.
?The ego works largely in accordance with the reality principle. Under this principle, the ego seeks to satisfy the id within the constraints of society.
As such, the ego attempts to balance the desires of the id with the constraints of, and expectations found in, the superego.

Question 8

Five-factor model

Answer 8

multiple-trait perspective that proposes that the human personality consists of five traits: agreeableness, extroversion, openness to experience (or creativity), conscientiousness, and neuroticism (or stability)

Question 9

Geodemographics techniques

Answer 9

techniques that combine data on consumer expenditures and socioeconomic variables with geographic information in order to identify commonalities in consumption patterns of households in various regions

Question 10

Hierarchical approaches to personality

Answer 10

approaches to personality inquiry that assume that personality traits exist at varying levels of abstraction

Question 11

id

Answer 11

the personality component in psychoanalytic theory that focuses on pleasure-seeking motives and immediate gratification

?It operates on a pleasure principle that motivates a person to focus on maximizing pleasure and minimizing pain.
?One’s id, therefore, focuses on hedonic value. ?a key concept in the id is the libido. The libido represents a drive for sexual pleasure, although some researchers view it in slightly different ways.

Question 12

Idiographic perspective

Answer 12

approach to personality that focuses on understanding the complexity of each individual consumer

Question 13

Individual difference variables

Answer 13

descriptions of how individual consumers differ according to specific trait patterns of behavior

Question 14

Innovativeness

Answer 14

degree to which an individual is open to new ideas and tends to be relatively early in adopting new products, services, or experiences

Question 15

Lifestyles

Answer 15

distinctive modes of living, including how people spend their time and money

*Useful in identifying viable market segments

Question 16

Materialism

Answer 16

extent to which material goods have importance in a consumer’s life

Question 17

Motivational research era

Answer 17

Consumer researchers in this era utilized tools such as depth interviews and focus groups to improve their understanding of inner motives and needs.

Here, researchers used depth interviews to explore deep-seated motivations by asking consumers a series of probing questions.

Motivational research era proved disappointing because it did not spawn any compelling, practical consumer behavior theories or guidelines for marketing actions.

Nonetheless, Freud clearly influenced the study of personality and consumer behavior, and researchers remain interested in deep-seated motivations

Question 18

Multiple-trait approach

Answer 18

approach in trait research wherein the focus remains on combinations of traits

Question 19

Need for cognition

Answer 19

refers to the degree to which consumers enjoy engaging in effortful cognitive information processing

*Those high in NCOG value/need informational content in advertising
But cognition about what?
-Utilitarian Benefits
-Social Benefits

Question 20

Nomothetic perspective

Answer 20

variable-centered approach to personality that focuses on particular traits that exist across a number of people

Question 21

Personality

Answer 21

totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to the environment

This definition highlights the cognitive (thoughts), affective (emotions), motivational (intentions), and behavioral (behaviors) aspects that are central to the study of personality.

Question 22

Pleasure principle

Answer 22

principle found in psychoanalytic theory that describes the factor that motivates pleasure-seeking behavior within the id

Question 23

Prizm

Answer 23

popular geodemographic technique that stands for Potential Ratings Index by ZIP Market

is a popular lifestyle analysis technique that was developed by Nielsen Claritas. PRIZM, which stands for Potential Ratings Index by ZIP Market, is based on the premise that people with similar backgrounds and means tend to live close to one another and emulate each other’s behaviors and lifestyles.

Question 24

Psychoanalytic approach to personality

Answer 24

approach to personality research, advocated by Sigmund Freud, that suggests personality results from a struggle between inner motives and societal pressures to follow rules and expectations

is applicable to both motivation and personality inquiry. Freud’s approach highlights the importance of unconscious mental processes in influencing behavior.

Question 25

Psychographics

Answer 25

quantitative investigation of consumer lifestyles

Question 26

Reality principle

Answer 26

the principle in psychoanalytic theory under which the ego attempts to satisfy the id within societal constraints

Question 27

Self-congruency theory

Answer 27

theory that proposes that much of consumer behavior can be explained by the congruence of a consumer’s self-concept with the image of typical users of a focal product

Question 28

Self-esteem

Answer 28

positivity of the self-concept that one holds

Question 29

Self-monitoring

Answer 29

tendency for consumers to observe and control behavior in ways that agree with social cues and influence

High self-monitors care deeply about what others think and say about their behaviors and they care much about how they present themselves in social situations. Low self-monitors are not sensitive to the opinions of others. Evidence reveals that high self-monitors are influenced by advertising messages that provide information about how products will affect their image. Low self-monitors tend to care more about the functionality of products and tend to think more positively about generic versus brand-name products.

Question 30

Semiotics

Answer 30

study of symbols and their meanings

Question 31

Single-trait approach

Answer 31

approach in trait research wherein the focus is on one particular trait

Question 32

Superego

Answer 32

component in psychoanalytic theory that works against the id by motivating behavior that matches the expectations and norms of society

Question 33

Symbolic interactionism

Answer 33

perspective that proposes that consumers live in a symbolic environment and interpret the myriad of symbols around them, and that members of a society agree on the meanings of symbols

Question 34

Trait

Answer 34

distinguishable characteristic that describes one’s tendency to act in a relatively consistent manner

Question 35

Trait approach to personality

Answer 35

approaches in personality research that focus on specific consumer traits as motivators of various consumer behaviors

Question 36

VALS

Answer 36

popular psychographic method in consumer research that divides consumers into groups based on resources and CB motivations

Question 37

Value consciousness

Answer 37

the extent to which consumers tend to maximize what they receive from a transaction as compared to what they give

Question 38

Aggregation approach

Answer 38

approach to studying personality in which behavior is assessed at a number of points in time

Specific behaviors can vary across time

Question 39

Personality exhibits a number of distinct qualities, including:

Answer 39

1. Personality is unique to an individual
2. Personality can be conceptualized as a combination of specific traits or characteristics
3. Personality traits are relatively stable and interact with situations to influence behavior.
4. Specific behaviors can vary across time

Question 40

For Freud, the human personality consists of three important components:

Answer 40

the id, the superego, and the ego.

Question 41

Nomothetic approach

Answer 41

a “variable-centered” approach that focuses on particular variables, or traits, that exist across a number of consumers. The goal of this perspective is to find common personality traits that can be studied across people.

Question 42

Materialism is seen as consisting of these three separate dimensions:

Answer 42

1. Possessiveness -A tendency to retain control and ownership over possessions
2. Nongenerosity -An unwillingness to share with others
3. Envy -Resentment that arises as a result of another’s belongings and a desire to acquire similar possessions

Question 42

The Five factor model proposes that five dominant traits are found in the human personality, including:

Answer 42

1. Extroversion
2. Agreeableness
3. Openness to Experience (also referred to as creativity)
4. Stability (or Instability; sometimes referred to clinically as neuroticism)
5. Conscientiousness

Question 43

Brand personalities can be described across five dimensions including:

Answer 43

competence, excitement, ruggedness, sincerity, and sophistication.

Question 44

Demographic variables include:

Answer 44

age, ethnicity, family size, occupation, and sometimes income.

Question 45

Self-concept

Answer 45

refers to the totality of thoughts and feelings that an individual has about him- or herself

can also be thought of as the way a person defines or gives meaning to his or her own identity, as in a type of self-schema.

Consumers are motivated to act in accordance with their self-concepts. As such, consumers often use products as ways of revealing their self-concepts to others.

Question 46

A few of the different “self-concepts” that may emerge include:

Answer 46

the actual self, the ideal self, the social self, the ideal social self, the possible self, and the extended self

Question 47

Actual self

Answer 47

The actual self refers to how consumers currently perceives themselves (that is, who I am).

Question 48

Ideal self

Answer 48

The ideal self refers to how consumers would like to perceive themselves (that is, who I would like to be in the future).

Question 49

Social self

Answer 49

The social self refers to the beliefs that consumers have about how they are seen by others. The social self is also called the “looking-glass” self because it denotes the image that a consumer has when she looks into the mirror and imagines how others see her.

Question 50

Ideal social self

Answer 50

The ideal social self represents the image that a consumer would like others to have about her

Question 51

Possible self

Answer 51

The possible self, much like the ideal self, presents an image of what the consumer could become

Question 52

Extended self

Answer 52

the extended self represents the various possessions that a consumer owns that help him form perceptions about himself.

Question 53

The personology approach combines

Answer 53

both motivational theory and personality.

Question 54

The great advantage of lifestyles and psychographics is

Answer 54

the ability to capture information in a specific, relevant consumer context.

Question 55

Both VALS and PRIZM represent

Answer 55

important psychographic techniques.

Question 56

Self-monitoring

Answer 56

-Being more sensitive to image communicated to others
-More concern w/ “social appropriateness” of goods
-Individuals differ a lot

Example: self-monitoring people tend to use cosmetics, have more interest in clothes.

Question 57

Situational self-image

Answer 57

The notion that product involvement matters in self concept