Chapter 6 Flashcards
Chapter 6 (first three questions are from slides 1 to 14)
Personality
persons’ unique psychological makeup and how it influences responses to surrounding environment
Freudian Systems
Id: pleasure, Superego: conscience, Ego: mediates between the Id and Superego
What are the 4 personality traits relevant to Consumer Behaviour?
innovativeness, public self consciousness, need for cognition, need for uniqueness
Brand Personality
set of traits attributed to a product, as if it were a person
What does distinctive brand personality equal?
Brand loyalty
Animism
human qualities attributed to products
brand personality is a statement of?
brand positioning
Lifestyles
consumption patterns reflecting how one spends time and money. Also defining who we are and what we do.
what three factor influence lifestyle?
person, product, and setting
brand equity
extent to which consumers hold strong, favourable, and unique associations to a brand through memory
examples of brand personality figures?
Tony the Tiger, Jolly Green Giant, Geico Gecko
There are two levels of animism. What is level 1?
object associated with a human individual (as is the case with a spokesperson)
What is level 2? and give an example?
objects are anthropomorphized: given human characteristics through the use of cartoons. Example = michelin man
self definition of group members
common symbol system (terms include symbolic community, consumer group)
Co-branding and an example
brands team up with other companies to promote products. example = tiger woods and nike
What is Co-branding related to?
stimulus generalization
product compliments
when symbolic meaning of different products relate to one another. example = cereal and milk :)
consumption constellations
set of products used to define, communicate, and perform social roles. example = MEC organizes store by different sports and activities
Lifestyle profile
Differentiates between users and nonusers of a product (examples: sportswear, lululemon)
Product specific profile
Identifies a target group and profiles consumers based on product-related dimensions
General lifestyle segmentation
Places a large sample of respondents into homogeneous groups based on similarities of preferences
Product specific segmentation
Tailors questions to a product category
4 parts of psychographic analysis
Lifestyle profile, product specific profile, general lifestyle segmentation, product specific segmentation
psychographic segmentation is used to:
define target market, positition product, communicate porduct attributes, and develop overall strategy
geodemography refers to:
analytical techniques that combine consumer expenditures and socioeconomic factors, with other geographic info
Why geodomography beneficial?
identifies consumers who share similar consumption patters, and makes it easier to contact them.
psychographics
use of psychological, sociological, and anthropological factors to determine how market is segmented.
What is VALS?
widely used segmentation system, divides people into groups based on psychological characteristics and resources.
Traits
A person’s identifiable characteristics
What are AOIS?
activities, opinions, and interests of consumers.
Value
lasting belief that a mode of conduct is personally and socially acceptable.
Materialism?
importance people attach to worldly possessions, “its becoming all about our toys”
Conscientious consumption
a new value that changes consumer spending to consider environmental and social impacts when making purchases.
