Chapter 6 Flash Cards

Question 1

individual difference variables

Answer 1

descriptions of how individual consumers differ

Question 2

personality

Answer 2

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

Question 3

aggregation approach

Answer 3

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

Question 4

psychoanalytic approach to personality

Answer 4

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

Question 5

ID

Answer 5

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

Question 6

pleasure principle

Answer 6

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

Question 7

superego

Answer 7

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

Question 8

ego

Answer 8

component in psychoanalytic theory that attempts to balance the struggle between the superego and the id

Question 9

reality principle

Answer 9

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

Question 10

motivational research era

Answer 10

era in consumer research that focused heavily on psychoanalytic approaches

Question 11

trait approach to personality

Answer 11

specific consumer traits as motivators of various consumer behaviors

Question 12

trait

Answer 12

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

Question 13

nomothetic perspective

Answer 13

particular traits that exist across a number of people

Question 14

idiographic perspective

Answer 14

focuses on understanding the complexity of each individual consumer

Question 15

single-trait approach

Answer 15

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

Question 16

multiple-trait approach

Answer 16

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

Question 17

value consciousness

Answer 17

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

Question 18

value consciousness

Answer 18

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

Question 19

materialism

Answer 19

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

Question 20

innovativeness

Answer 20

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

Question 21

need for cognition

Answer 21

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

Question 22

competitiveness

Answer 22

enduring tendency to strive to be better than others

Question 23

productivity orientation

Answer 23

represents the tendency for consumers to focus on being productive, making progress, and accomplishing more in less time

Question 24

five-factor model

Answer 24

OCEAN

Question 25

hierarchical approaches to personality

Answer 25

approaches to personality that assume that personality traits exist at varying levels

Question 26

brand personality

Answer 26

collection of human characteristics that can be associated with a brand

Question 27

brand personality appeal

Answer 27

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

Question 28

lifestyles

Answer 28

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

Question 29

psychographics

Answer 29

investigation of consumer lifestyles

Question 30

AIO statements

Answer 30

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

Question 31

VALS

Answer 31

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

Question 32

geodemographic techniques

Answer 32

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 33

PRIZM

Answer 33

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

Question 34

demographics

Answer 34

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

Question 35

self-concept

Answer 35

totality of thoughts and feelings that an individual has about himself or herself

Question 36

symbolic interactionism

Answer 36

approach used to analyze human interactions by focusing on the meanings that individuals assign to things in the world around them, including words and objects.

Question 37

semiotics

Answer 37

study of symbols and their meanings

Question 38

self-esteem

Answer 38

positivity of the self-concept that one holds

Question 39

body esteem

Answer 39

positivity with which people hold their body image

Question 40

self-congruency theory

Answer 40

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