Class 6

Question 1

What is the self-concept?

Answer 1

The belief a person hold about herself in terms of attributes & qualities

Question 2

What is self-esteem?

Answer 2

The positivity of your attitude toward yourself.
Low = not perform well
High = will be successful and take risks

Question 3

What is the actual self?

Answer 3

a realistic image of the qualities we have and dont have

Question 4

What is the ideal self?

Answer 4

How we would like to be

Question 5

What is the concept of multiple shelves?

Answer 5

We have different role depending on the situation (sister, woman, wife, mother, canadian, friend, student, etc). We then use different product depending on the “selves” we are at the moment. Marketers uses this to facilitate the these role identities.

Question 6

What is looking glass self?

Answer 6

The process of imagining the reactions of other toward us

Question 7

What is self-fulfilling prophecy?

Answer 7

We patern our behaviour on the perceived perception of others

Question 8

What is the symbolic self-completion theory?

Answer 8

People with incomplete self-definition, fullfill it with acquisition of symbols

Question 9

What is compensatory consumption?

Answer 9

When the consumer is lacking of a dimension, so they consume to face this threat

Question 10

What is self-product congruence?

Answer 10

Consumers demontrate consistency between their values/attitudes and things they buy

Question 11

What is the self-image congruence model?

Answer 11

Assume a process of cognitive matching between product attributes and the consumer self-image

Question 12

What is the extended self?

Answer 12

External objects considered part of us (4 levels of extended self)

Question 13

What is the 4 levels of extended self?

Answer 13

1. Individual: personnal possesions (jewelry, cars, clothes)
2. Family: residence and furnishing
3. Community: neighbourhood or town
4. Group: social or other groups (sports team)

Question 14

What is the personality?

Answer 14

It is a person’s unique psychological make-up that influence the way this person will respond to his environment

Question 15

What is the freudian systems?

Answer 15

Human behaviour stems from a fundamental conflict between his physical need and the necessity to function as a responsible member of the society.
(3 symbolic systems)

Question 16

What is the three symbolic systems of the freudian systems?

Answer 16

Id: the pleasure principle
Superego: the conscience
Ego: between id and superego

Question 17

What is the 5 motives for consumption?

Answer 17

Power
Security
Eroticism
Moral purity
Social acceptance

Question 18

What is the trait theory?

Answer 18

When the personnality traits interact with situational factors to predict the consumer behaviour

Question 19

What is personality traits?

Answer 19

Identifiable characteristics that define a person

Question 20

What is the 5 principle traits?

Answer 20

• Extroversion (how you are socially outgoing)
• Innovativeness (try new things)
• Public self-consciousness (control his image in public)
• Need for cognition (like to think about things)
• Uniqueness (standing apart from the crowd)

Question 21

What is the brand personality?

Answer 21

Set of traits people attribute to a product as if it were a person (ex: seduction, masculinity, being cool)

Question 22

How brand personality contributes to brand equity?

Answer 22

Consumers hold strong, favorable and unique association with the brands in memory.

They are willing to pay more for the branded version of the product

Question 23

How brand personality is part of the positioning?

Answer 23

high congruence with the target personality

Question 24

What are the 5 personality dimensions?

Answer 24

1. Sincerity: cheerful, honest, down-to-earth
2. Excitement: Trendy, cool, imaginative, up-to-date
3. Competence: reliable, intelligent, successful
4. Sophistication: Glamorous, charming, sexy
5. Ruggedness: Outdoorsy, tough

Question 25

What is segmentation?

Answer 25

Grouping customers that have similar traits, needs, want

Question 26

What is lifestyle?

Answer 26

who we are, what we do

Question 27

How do we link product to lifestyle?

Answer 27

By combining the product, the person and the setting

Question 28

What is product complementarity?

Answer 28

symbolic meanings between two products

Question 29

What is consumption constellation?

Answer 29

how consumers define, communicate, and perform social roles by set of product

Question 30

What is co-branding strategies?

Answer 30

Brands team up with others to promote products

Question 31

What are the 4 lifestyle dimensions? (according to AIO’S?) and what they determine?

Answer 31

• Activites
• Interests
• Opinions

Heavy, moderate or light user
Pattern of usage
Attitudes toward products

Question 32

Whats is the 4 dimentions or US val framework? (and the 8 sub-categories of people)

Answer 32

-High ressource/high innovation
(innovators: successful, great ressources, open to change)
-Sufficient ressources
(thinker: satisfied, reflective, comfortable)
(Achiever: carreer oriented, prefer predictability)
(Experiencers: impulsive, young, enjoy risks)
-Fewer ressources/lower innovation
(Believers: strong principles, favour proven brands)
(Strivers: achievers with fewer ressources, concern for approval)
(Makers: action oriented, self-suffienciency, works on car, cans vegetables or build house)
-Low ressources
(Survivor: conceern to meet need at moment)

Question 33

What is means-end-value chain?

Answer 33

Understand why consumers make their purchase decisions.

Attributes - tangible product features
Functionnal consequence - immediate & tangible benefits
Psychosocial consequence - emotional benefit
Value - State of mind desired