exam 3 Flashcards
the beliefs and attitudes we hold about ourselves
self-concept
represents the numerous positions that people occupy in society such as student, friend, son, or daughter
ex: (friends should be loyal)
role identities
involve modes of interpersonal behavior the distinguish people from one another, such as sense of humor or friendliness. can also be thought of as traits
personal qualities
considering the adequacy of their performances in various role identities
ex; “am i a smart shopper” “am I a good girlfriend”
self-evaluations
the overall evaluative component of a persons self-concept. or ones general attitude towards themself
self-esteem
embodies others perceptions of a consumer
actual public concept
represents how consumers would like others to see them
ideal public concept
represents how consumers see themselves
actual self concept
describes how consumers in fact perceive themselves
ideal self concept
cognitive structures that help us make a sense of who we are
self-schemas
the direct link between a consumer’s self concepts and her possessions. (“our belongings are a representation of ourselves”) Our bodies, Personal space, pets, children, home and property
extended self
shown to derive much of their emotional status by helping to resolve internal conflicts during times of psychological conflict (ex: a stuffed animal brings comfort to a child in time of internal conflict)
loved objects
the extent to which consumers use situational cues to guide their social behaviors( people who adjust their behavior to meet them expectations are know as high self monitors)
self-monitoring
accessable at any given moment, consumers are able to access and use different ones when they are needed like tools in a tool box
self-conceptions
practice to increase control over valued outcomes such as, praise, approval, sympathy and special treatment. (to make people like you, intimidation, and respect)
impression management
controlling your physical appearance (ex: clothes, grooming, verbal habits)
appearance management
strategic set of behaviors used to increase the probability of getting benefits or favors (ex: getting someone to like you)
ingratiation
promoting your good qualities (ex: job interview)
self-presentation
entails expressing insincere agreement on important issues
opinion conformity
excessive compliments or praised designed to make someone feel good about their self
flattery
excuses or justifications
accounts
a set of unique psychological characteristics that influences how a persons responds to his or her environment, including cognitive, affective, and behavioral tendencies.
personality
represent the way a consumer responds across similar situations
personality traits
- surgency (outgoingness)
- agreeableness
- conscientiousness
- emotional stability
- intellect
five factor model- 5 basic traits that derive from genetics
personality traits that describe an individuals mental responses to objects
cognitive personality variables
the extent in which an individual possesses internal or external reinforcement beliefs
internal; masters of their own attitudes, beliefs
external: believe their outcomes are controlled by fate or luck
locus of control
measures an individuals natural tendency to engage and enjoy cognitive activities (HIGH, involved more in effortful activities)
need for cognition (NFC)
represents an individuals tendency to crave and enjoy humor
need for humor (NFH)
the formation and use of everyday knowledge suggests that individuals differ in the degree to which they mack the improvement trade-off between speed and accuracy
theory of epistemology
describes the consumers need for definite knowledge of any kind to reduce confusion or ambiguity
Need for cognitive closure (NFCC)
when someone says “yes” to a specific request
verbal compliance
a situation where someone actually carries out a request
behavioral compliance
the corner stone for all influence techniques, asserts that people think mindlessly or act automatically without thinking of the consequences
automaticity principle
people tend to process smaller request mindlessly (ex: hearing the word”because” and being able to evaluate the reasons for the request)
because heuristic
involves making a small request followed by a bigger one (ex: telemarketers start out with a simple request like a survey question and then follow with the bigger request)
foot-in-the-door technique
complying with a small request results in people labeling themselves as helpful or good citizen for doing the small request. feel the need to maintain the label
self-perception theory
get someone one to make an initial agreement and then changing the offer
low ball technique
suggest that the purpose of obtaining initial commitment is to impart resistance to change
commitment theory
when someone does you a favor and you fell the need to return the favor to be kind
reciprocity theory
known as the lure procedure , this approach lures customers by advertising a low priced service or product and when the customers goes to the store to see that the product is no longer available they are persuaded to purchase a substitue
bait and switch
a large request followed by a smaller one (opposite of foot in the door)
door in the face technique
starts high and goes down in a spiral fashion
“thats not all” technique
the first request is refused and another one is offered and then accepted
multiple deescalting requests technique
“a penny, dollar, or one minute of your time”
even-a-penny technique
“limited addition” “sale ends soon” people often want what they can’t have
scarcity principle
“proof in numbers principle” an idea increases as the number of people supporting it increases
social validation principle
presenting a list of supporters of donors to a prospect
list-technique
people are more likely to do something when they fell that they are the only ones able to help
diffusion of responsibility
involve perceptions of which behaviors are common or popular
descriptive norms
involve perceptions of which behaviors are accepted or rejected by society
injunctive norms
we tend to comply to a request of those whom we like
liking principle
purposfully bringing oneself into the good graces of another person ( forceful liking)
ingratiation
occurs when a positive affect (feeling) is created by an unconditioned stimulus becomes associated with a conditioned stimulus
affect transfer
tendency to keep “mum” about unpleasant things (no one wants to give unfavorable news)
MUM effect
authority figures use clothes, titles, or expensive possessions to convey that status and influence others
authority principle
compromise a collective set of beliefs about what is important ,useful and desirable.
cultural values
smaller groups of a larger culture thatshare the same cultural values with society overall and yet demonstrate unique cultural values and behaviors with in individual subgroups
subcultures
Help organize a society by dividing the world into specific and distinct segments of time, space, and people
Cultural categories
The ideas that help guide and construct cultural categories (ex: women’s clothing demonstrates being feminine)
Cultural principles
Individuals who, by virtue of birth, beauty, talent, or accomplishment are held in the highest team and provide cultural meaning to those of lesser standing
Opinion leaders
Symbolic actions that occur and I fixed sequence in a repeated over time
Rituals
Involve one person or a group or people purchasing and presenting consumer products to another
Exchange ritual
Occur when consumers discuss compare reflect and display their belongings
Possession rituals
Allow consumers to extract cultural meaning from perishable possessions through repeated use product such as shampoo, cosmetics, and clothes facility daily grooming rituals (ex: going out)
Grooming ritual
For previously owned items such as cars are homes consumers engage in elaborate cleaning and redecorating rituals to help erase meanings associated with the previous owner
Divestment ritual
Occurs when people in one culture adapt to the meetings of another culture
Acculturation
A set of products and services from emerging economies such as Ethnic food, music, movies, entertainment and media Serve as means of expression and represent symbols of particular culture
Cultural brands
Problems related to the spirit of the language some words simply have no for an equivalent because the meaning may not be relevant to a foreign culture
Cultural translation
Short catchy tunes with or without words that represent a brand organization
Brand jingles
Certain properties of music may be analogous to bio chemical agents, such as histamines, which causes edge on the skin
Theory of cognitive Itch
Take a variety forms, including colors, shapes, words, and other images
Brand logo
Restroom in the United States provide gender please cars indicating separate facilities for men and women to use and contrast the same restrooms can be shared by both sexes and Fretz
Enacted forms
Learned only through interacting with other members of a culture
Crescive norms
Behaviors that have been passed down from one generation to the next
Customs (ex: celebrations, traditions, drinking coffee at breakfast)
A custom with strong moral implications
Morè
Norms that deal less with right or wrong or tradition, but rather with more is correct
Conventions
Describes norms onto dimensions the behavioral dimension specifies the amount of behavior regulated by the norm and the evaluation dimension shows the cultural response to that behavior
Return potential model
A consumers awareness and perceptions about him or herself
Self-concept
The basic characteristics of a good or service can be tangible such as processing speed or memory can Pacitti of a computer the miles per gallon of an automobile
Attributes
Represent preferred mode of behavior
Instrumental Values
Represent psychological states of being or desirable end points (a good life, true friend ship, beauty, self respect,)
Terminal values
