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Fall 2013 > Consumer Behavior Exam #3 > Flashcards

Consumer Behavior Exam #3 Flashcards

1
Q

Extroversion

A

Talkative, outgoing

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2
Q

Agreeableness

A

Kindhearted, sympathetic

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3
Q

Openness to Experience

A

Creative, open to new ideas, imaginative

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4
Q

Stability

A

Even0keeled, avoids mood swings

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5
Q

Conscientiousness

A

Precise, efficient, organized

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6
Q

Brand Personality

A

Maytag - “Depend on us!”

Ford - “Built Ford Tough”

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7
Q

Animism

A

Giving inanimate objects human qualities

Example- Geico

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8
Q

Psychographics

A

The way consumer lifestyles are measured

Ex. Activities, interests, opinions

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9
Q

VALS2

A

Resources available (money, time health)

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10
Q

PRIZM

A

Geographics, demographics, and lifestyles

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11
Q

Self-Congruency Theory

A

Consumer’s self concept and the image of a typical user of a product

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12
Q

Extended Self

A

Self image and important things in your life

Ex. my iphone

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13
Q

Id

A

Hunger, sex, thirst. Instant gratification

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14
Q

Ego

A

Problem solver, thinking part

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15
Q

Superego

A

Conscience, moral values, code of ethics

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16
Q

Ab

A

Attitude toward the brand

17
Q

Aad

A

attitude toward the ad

18
Q

Ao

A

Attitude toward the object

19
Q

Likert Scale

A

Agreement/disagreement scale
1 = Strongly Agree
7= Strongly Disagree

20
Q

Semantic Differential Scales

A

Rank Scale
McDonalds: 3
Wendys: 7
Taco Bell: 10

21
Q

Rating Scale

A

Good/Bad, Terrible/Excellent

22
Q

Rankings

A

Rank in order of your preference from best to worse

23
Q

Constant Sum Rating

A

Allocate 100 points across these brands

24
Q

ABC Approach to Attitudes

A

Affect: “I really like my Honda Civic”
Behavior: “I always buy Honda products”
Cognition: “My Honda Civic gets good gas mileage”

25
Q

High involvement hierarchy

A

Cognition -> Affect -> Behavior

“Think Feel Do”

26
Q

Low involvement hierarchy

A

Limited cognition -> Behavior -> Affect

“Think Do Feel”

27
Q

Fishbein’s Theory of Reasoned Action

A

Why was it developed? To improve predictive validity of attitude measurement

What is a subject norm? Measure of social influences on is from society

End result? Will the consumer make the purchase

28
Q

Graph: Fishbein’s Theory of Reasoned Action

A 
Beliefs if Purchased:
Broke -
Look Cool +
Fun +
What Will Others Think:
Impress people (not a big deal)
Husband is mad (big deal)
29
Q

Ad appel types

A

Humor, fear, sex,

30
Q

Upper-upper Class

A

Inherited money, Vanderbilts, Kardasians

31
Q

Lower-upper

A

Professionals who became rich through their own work

32
Q

Upper MIddle

A

Successful college graduate managers. Focus on the future

33
Q

Middle Class

A

Average pay people. Wants kids to go to college

34
Q

Working Class

A

Average pay. Job security is a main concern.

35
Q

Low Class

A

Working poor class NOT on welfare

36
Q

Real lower-lower

A

Homeless, on welfare

Fall 2013 (7 decks)

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