Identity & Learning Flashcards
What is included in identity?
Typology Psychoanalytic approach Psychographics Trait and factor theories Self-concept
What does typology consist of?
Jung’s introverts/ extroverts
Myer Brigg’s type indicator
What does psychographics consist of?
Lifestyle studies relating to purchase behaviour and predictions of their lifestyles
Peoples values/ approaches
Self- concept
A learned construct that consists of four attributes =
1) It is learned
2) Stable/ consistent, self- perception may change but self- concept doesn’t
3) Purposeful
4) Unique to individual
Real self
The actual self people see
Self- image
How we see ourselves
Looking glass- self
Social self, how we think people see us
Ideal self
How we wish we were
Possible self
What we might become
Learning and understanding
Knowledge content reflects the information we have already learned about brands, companies and product categories. It is gained from personal or non-personal information sources, own experience or from others.
Likelihood of retrieval
Accessibility Decay - process of forgetting Interference - confusing memory items Primary (remembering first) Recency (Remembering last)
Retrieval
Process of reactivating information that has been stored in memory.
Jung
Terms introversion and extroversion were used to describe aspects of human personality as part of a collective unconscious.
Introversion traits
Quiet Reserved Shy Passive Calm
Extroversion traits
Talkative Sociable Outgoing Lively Assertive
Myer- Briggs type indicator
Introspective self- report questionnaire differing psychological preferences in how people perceive the world and make decisions. The four categories are: Extroversion/ introversion Sensing/ intuition Thinking/ feeling Judging/ perceiving
Classical conditioning
Learning procedure in which a biologically potent stimulus, paired with a neutral stimulus e.g. conditioned nausea. Sight/ smell of food causes nausea because it caused stomach upset in the past.
Operant conditioning
Learning occurs through rewards and punishment for behaviour. Individual makes an association between particular behaviour and a consequence.
Cognitive learning
Active, constructive, long-lasting learning. Engages people and allows them to make connections with learning new things.
