Chapter 6 Flashcards
Descriptions of how individual consumers differ according to specific trait patterns of behavior
Individual Difference Variables
Totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to the environment
Personality
Approach to studying personality in which behavior is assessed at a number of points in time
Aggregation Approach
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
Psychoanalytical Approach to Personality
The personality component in psychoanalytical theory that focuses in pleasure-seeking motives and immediate gratification
Id
Principle found in psychoanalytical theory that describes that factor that motivates pleasure-seeking behavior within the id
Pleasure Principle
Component in psychoanalytical theory that works against the id by motivating behavior that matches the expectations and norms of society
Superego
Component in psychoanalytical theory that attempts to balance the struggle between the superego and the id
Ego
The principle in psychoanalytical theory under which the ego attempts to satisfy the id within societal constraints
Reality Principle
Era in consumer research that focused heavily on psychoanalytical approaches
Motivational Research Era
Approaches in personality research that focus on specific consumer traits as motivators of various consumer behaviors
Trait Approach to Personality
Distinguishable characteristic that describes one’s tendency to act in relatively consistent manner
Trait
Variable-centered approach to personality that focuses on particular traits that exist across a number of people
Nomothetic Perspective
Approach to personality that focuses on understanding the complexity of each individual consumer
Idiographic Perspective
Approach in trait research wherein the focus is on one particular trait
Single-Trait Approach
Approach in trait research wherein the focus remains on combinations of traits
Multiple-Trait Approach
The extent to which consumers tend to maximize what they receive from a transaction as compared to what they give
Value Consciousness
Extent to which material goods have importance in a consumer’s life
Materialism
Three separate dimensions of Materialism:
Possessiveness
Nongenerosity
Envy
A tendency to retain control and ownerships over possessions
Possessiveness
An unwillingness to share with others
Nongenerosity
Resentment that arises as a result of another’s belongings and a desire to acquire similar possessions
Envy
The extent to which consumers exhibit restraint when purchasing and using material goods
Frugality
Degree to which an individual is open to new ideas and tends to be relatively early in adopting new products, services, or experiences
Innovativeness
Refers to the degree to which consumers enjoy engaging in effortful cognitive information processing
Need for Cognition
Enduring tendency to strive to be better than others
Competitiveness
The tendency for consumers to make impulsive, unintended purchases
Impulsiveness
A tendency to respond with anxiety when facing threatening events
Trait Anxiety
The tendency for a consumer to engage in bargaining behaviors when making purchases
Bargaining Proneness
The tendency for consumers to take excessive pride in themselves, including their appearances and accomplishments
Trait Vanity
The Five-factor Model Approach:
Extroversion Agreeableness Openness to experience Stability Conscientiousness
Multiple-trait perspective that proposes that the human personality consists of five traits
Five-Factor Model
Approaches to personality inquiry that assume that personality traits exist at varying levels of abstraction
Hierarchical Approaches to Personality
Collection of human characteristics that can be associated with a brand
Brand Personality
A consumer may have such strong feelings about a brad that they actually describe it with the term love
Love and Passion
Brands may help to express some central component of a consumer’s identity. Research indicates that the correct match between a customer’s personality and a perceives brand personality leads to higher overall satisfaction.
Self-Connection
In a strong consumer-brand relationship, consumers are very committed to their brands and feel very loyal to them
Commitment
Consumer-brand relationships may be marked by interdependence between the product and the consumer. This can be described in terms of the frequency of use, the diversity of bran-related situations, and the intensity of product usage.
Interdependence
Strong relationships between consumers and brands can be described as intimate. Deep-seated needs and desires of consumers can be tied directly to specific brands
Intimacy
Consumers develop feelings of trust regarding specific brands, and these feelings of trust foster consumer-brand relationships.
Brand Partner Quality
Distinctive modes of living, including how people spend their time and money
Lifestyles
Fundamentally focused on the family, this segment values product quality. These consumers enjoy cultural activities such as visiting art exhibits and monuments. The home-loving group takes the greatest number of long, family-oriented travel vacations.
Home Loving
These responsible consumers believe that the road to success is based on bettering the world. They enjoy classical music and theater. Travel destinations for this group are primarily rural locations and country villages
Idealistic
These independent-thinking consumers strive to be upwardly mobile. They enjoy the nightlife and read few newspapers. This segment weekend travel
Autonomous
They value human relationships and work. They are interested in new product offerings and enjoy listening to music. These consumers enjoy visiting large cities.
Hedonistic
These consumers tend to view success simply in terms of their work careers. This group dislikes nightlife and modern music and instead focuses on issues related to religions, law, and order.
Conservative
Quantitative investigations of consumer lifestyles
Psychographics
Observable, statistical aspects of populations such as age, gender, or income
Demographics
Activity, interest, and opinion statements that are used in lifestyle studies
AIO statements
Popular psychographics method in consumer research that divides consumers into groups bases on resources and consumer behavior motivations
VALS
They are successful, sophisticated people who have high self-esteem. They are motivated by achievement, ideals, and self-expression. Image is important to these consumers.
Innovators
They are ideal motivated. they are mature, reflective people who value order and knowledge. They have relatively high income and are conservative, practical consumers.
Thinkers
They have an achievement motivation and are politically conservative
Achievers
Experiences are self-expressive consumers who tend to be young, impulsive, and enthusiastic
Experiencers
They are ideal motivated and conservative. They follow routines, and their lives largely center around home, family, and church.
Believers
They are achievement motivated, but they do not have the amount of resources that are available to achievers
Strivers
They tend to express themselves through their activities such as raising children, fixing cars, and building houses
Makers
They are very low on resources and are constricted by this lack of resources
Survivors
It is used in order to identify commonalities in consumption patterns of households in various regions
Geodemographics Techniques
Popular geodemographic technique that stands for Potential Ratings Index by ZIP Market
PRIZM
Totality of thoughts and feelings that an individual has about himself or herself
Self-concept
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
Symbolic Interactionism
Study of symbols and their meanings
Semiotics
Refers to how a consumer currently perceives himself
Actual Self
Refers to how a consumer would like to perceive himself
Ideal Self
Refers to the beliefs that a consumer has about how he or she is seen by others
Social Self
This represents the image that a consumer would like others to have about him or her.
Ideal Social Self
This presents an image of what the consumer could become
Possible Self
This represents the various possessions that a consumer owns that helps him form perceptions about himself
Extended Self
Positivity of the self-concept that one holds
Self-Esteem
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
Self-Congruency Theory
The purchase of privately consumable items are heavily influenced by the…
Actual Self-Concept
The purchase of publicly visible products are more strongly related to the…
Ideal Self-Concept
