Chapter 10 Flashcards
Need hierarchy
(1) Physiological– food, water, sleep, sex
(2) Safety– physical safety/security, stability, familiar surroundings
(3) Belongingness– desire for love, friendship, affiliation, group acceptance
(4) Esteem– desire for status, superiority, self-respect
(5) Self-actualization– desire for self-fulfillment
Manifest motives
motives that are known and freely admitted
Latent motives
motives that are unknown or that a consumer is reluctant to admit
Projective techniques
designed to provide information on latent motives
Projective techniques example
third-person technique whereby consumers provide reasons why “other people may buy a certain brand”
Popular tools for identifying motives
laddering, or constructing a means-end or benefit chain
Single trait theory
emphasizes one personality trait as being particularly relevant to understanding a particular set of behaviors
Consumer ethnocentrism
reflects an individual difference in consumers’ propensity to be biased against the purchase of foreign products
Consumers low in ethnocentrism →
tend to be more open to other cultures, less conservative, and more open to purchasing foreign-made products
Customers high in ethnocentrism →
tend to be less open to other cultures, more conservative, and more likely to reject foreign-made products
Brand personality
can serve as a way to target specific consumer markets
Three tactics that can communicate brand personality
celebrity endorsers, user imagery, and executional factors
Celebrity endorsers
used to personify a brand since characteristics and meanings of the celebrity can be transferred to the brand (ex: Nike and Serena Williams)
User imagery
involves showing a typical user along with images of the types of activities they engage in while using the brand (ex: Mountain Dew– features young, active users in fun and exciting activities)
Emotional factors
go beyond the core message to include “how” it is communicated, the ad “tone”, appeal used, logo/typeface, etc.
