Chapter 12 Flashcards
Actual self- concept:
who I am now
Brand engagement
refers to the extent to which an individual includes important brands as part of their self-concept
Extended self
consist of the self plus possession
Geo-demographic analysis:
people with similar cultural background, means, and perspective naturally gravitate toward one another. They choose to live amongst their peers in neighborhood offering affordable advantages and compatible lifestyles. Once settled in people naturally emulate their neighbors. They adopt similar social value, tastes and expectations. They exhibit shared patterns of consumer behavior toward products, services, media and promotions
Ideal Self- concept:
who I would like to be
Independent self-concept:
emphasize personal goals, characteristics, achievements, and desires
Interdependent self- concept
emphasize family, cultural, professional and social relationship
Mere ownership effect:
or the endowment effect is the tendency of an owner to evaluate an object more favorable than a nonowner
Peak experience
is an experience that surpasses the usual level of intensity meaningfulness and richness and produces feeling of joy and self-fulfillment
Private self-concept
how I am or would like to be to myself
PRIZM
is a state of the art geo-demographic classification system from Claritas that merges US Census data with extensive data on product consumption and media usage patterns
Psychographics
attempts to develop quantitative measures of lifestyle
Self-concept
the totality of the individual’s thoughts and feeling having reference to themselves as an object
Social self-concept
is how I am seen by other or how I would like to be seen by others
VALS
provides a systematic classification of American adult into eight distinct consumer segments
Ideals Motivation
these consumer are guided by their choices by their beliefs and principles rather than by feeling or desire for social approval. They purchase functionality and reliability
Achievement motivation
these consumer strive for a clear social position and are strongly influenced by actions, approval and opinion of other. They purchase status symbols
Self expression motivation
these action oriented consumer strive to express their individuality through their choices. They purchase experience.
Innovators
are successful sophisticate, take-charge people with high self-esteem. They are change leader and are the most receptive to new ideas and technologies. Their purchases reflect cultivate taste for upscale, niche product and service
Thinkers
are mature satisfied, comfortable and reflective. They tend to be well educated and actively seek out information in the decision making process. They favor durability, functionality and value in products
Believers
are strongly traditional and respect rules and authority. Because they are fundamentally conservative, they are slow to change and technology averse. They choose familiar product and me-too established brands
Achievers:
has goal-oriented lifestyles that center on family and career. They avoid situation that encourage a high degree of stimulation or change. They prefer premium product that demonstrate success to their peers
Striver:
are trendy and fun loving. They have little discretionary income and tend to have narrow interests. They favor stylish product that emulate the purchases of people with greater material wealth. Many strivers belief that life isn’t fair
Experiencers
appreciate the unconventional. They are active and impulsive, seeking stimulation from the new, offbeat, and risky. They spend a comparatively high proportion of their income on fashion, socializing and entertainment.
