Exam 1 Flashcards
What is meant by the term self-concept?
:the totality of an individual’s thoughts and feelings about him/herself
Includes: traits, values, self-esteem, feelings, goals, narratives, relationships, body image, gender identity, lifestyle
What is the difference between an actual self and an ideal self? Actual social self and ideal social self?
Actual Self—how I see myself
Ideal Self—how I would like to be
Actual Social Self—how others see me
Ideal Social Self—how I would like others to see me
What is a brand personality?
Set of human characteristics that become associated with a brand
What are the five dimensions of brand personality? Name an example of a brand that exhibits each personality dimension.
Sincerity-Suburu Excitement-Tesla Competence-Microsoft? Sophistication-Apple Ruggedness- Patagonia
How are consumption objects or brands chosen? How are they used to communicate with others?
self congruence- Products are chosen based on a relation to ourselves.
What is consumer behavior?
The dynamic interaction of
affect, cognition, behavior, and
environmental events
in the exchange process
- Human responses to products and services and to the marketing of those products and services
- The set of value-seeking activities that take place as people go about addressing realized needs
What is value? What are the two types of value that consumers may derive from consumption?
A personal assessment of the net worth a consumer obtains from an activity.
Utilitarian and hedonic
What are the three types of consumer responses? (Know your ACB’s and how to apply to either an advertising example or a purchase decision.)
Affect - how consumers feel
Cognition - what consumers think
Behavior - what consumers do
Describe several characteristics of the affective system.
Includes emotions, moods of varying intensity (strong, weak) and valence (positive, negative)
Physiological as well as psychological system (responses vary in level of arousal produced)
Reactive system (automatic)
What does the cognitive system do?
A major function of cognitive systems is to interpret, make sense of and understand significant aspects of personal experience
What is the marketing concept?
The social and economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives.
FOCUS: CONSUMER!!!
How is the focus of marketing different from other business disciplines?
focuses on consumer first
Does consumer behavior only involve product purchase?
What other consumer decisions/actions are relevant to the study of consumer behavior?
No it doesn’t. Internal influences are affect, cognition, and personality of consumer. External influences are social, environmental, and situational influences.
What is brand activism? Identify several reasons a company might choose to engage in it.
A public position taken by an organization, or its executives, on a social or political issue, election, or legislation.
Reasons to use:
- Break through media clutter
- Differentiator in highly competitive marketplace
- Consumers choose brands based on self-image congruence
- Millennial and Gen Z consumers increasingly expect brands to stand for something
What are some specific examples of issues that companies may take a position on, and what is an example of brand activism on that issue?
equality (gender, LGBTQ, race, age, etc.), education, school funding, anthem protests etc.
Example Nike siding with Kaep on anthem protests issue.
