Chapter_03 Flashcards
Explain the term brand personifiaton
Brand personification can be defined as “a Projective Technique that asks people to think about brands as if they were people and to describe how the brands would think and feel
Explain the motivation process
Explain the different kinds of needs and goals of consumers
Needs
- Physiological
- Psychological
Goals
- Generic
- Product-specific
What is the difference between a generic goal and a products specific goal?
Generic goals are outcomes that consumers seek in order to satisfy physiological and psychological needs
Product-specific goals are outcomes that consumers seek
by using a given product or service
Needs and goals are interdependent
Needs are never fully satisfied
New needs emerge as old ones are satisfied
Success and failure influence goals
Explain the terms Frustration and Defense Mechanisms
Frustration is the feeling that results from failure to achieve a goal, and defense mechanisms are cognitive and behavioral ways to handle frustration.
Maslow’s Hierarchy of Needs
- Physiological needs
- Safety needs
- Love and belongigness needs
- Esteem needs
- Self-actualization needs
How can motives be measured?
- Storytelling
- Word Association
- Thematic Appreciation test
- Drawing Pictures
- Photo Sorts
Explain the research method “Word Association”
In the word association method, respondents are presented with words, one at a time and asked to say the first word that comes to mind. This method is highly useful in determining consumers associations with existing brand names and those under development.
Explain the motive research method “Storytelling”
Storytelling consists of having customers tell real-life stories regarding thier use of the product under study.
What is the Thematic Apperception Test?
Developed by Henry A. Murray, the Thematic Apperception REst consists of showing pictures to individual respondents and asking them to tell a story about each picture. Market researches may use these stories to create good advertising.
Explain the research method “Drawing Pictures”
Visual images are often used to study consumers perceptions of various brands and to develop new advertising strategies. For example, when respondents were asked to draw pictures of the typical Pillsbury cake-mix user, their drawings depicted old-fashioned, chubby females wearing frilly aprons.
Explain the research method “Photo Sorts”
In a study using photo sorts conducted by the advertising agency for Playtex (a manufacturer of bras), respondents received stacks of photos depicting different types of women and asked to select pictures portraying their own self-images. Altough many respondents were overweight, full-breasted, and old-fashioned in appereance, they selected photos showing phyically fit, well-dressed and independant women.
Name an example of Dichter’s subconcious Interpretations
Baking
Baking expresses femininity and motherhood by evoking nostalgic memories of delicious odors pervading the house when the mother was baking. When baking a cake, a woman is subconciously and symbolically going through the act of giving birth, represented by the baked product being pulled from the oven. Thus, when a woman bakes a cake fo a man, she is offering him a symbol of fertility.
What are some common personality traits?
- Innovators or laggards
- Close-minded vs. Open-minded (Dogmatism)
- Conformity vs. Individuality (Inner- vs. Other-directed; Need for uniqueness
Desprice compulsive consumers
- Have an irresistable urge to shop as soon as they enter a shopping mall.
- Often buy products they do not need despite having little money left.
- They feel compelled to spend the money they have left at the end of a period
- Feel others would be horrified if they knew about their shopping behaviours
