Identity & Learning

Question 1

What is included in identity?

Answer 1

Typology
Psychoanalytic approach
Psychographics 
Trait and factor theories
Self-concept

Question 2

What does typology consist of?

Answer 2

Jung’s introverts/ extroverts

Myer Brigg’s type indicator

Question 3

What does psychographics consist of?

Answer 3

Lifestyle studies relating to purchase behaviour and predictions of their lifestyles
Peoples values/ approaches

Question 4

Self- concept

Answer 4

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

Question 5

Real self

Answer 5

The actual self people see

Question 6

Self- image

Answer 6

How we see ourselves

Question 7

Looking glass- self

Answer 7

Social self, how we think people see us

Question 8

Ideal self

Answer 8

How we wish we were

Question 9

Possible self

Answer 9

What we might become

Question 10

Learning and understanding

Answer 10

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.

Question 11

Likelihood of retrieval

Answer 11

Accessibility 
Decay - process of forgetting 
Interference - confusing memory items 
Primary (remembering first)
Recency (Remembering last)

Question 12

Retrieval

Answer 12

Process of reactivating information that has been stored in memory.

Question 13

Jung

Answer 13

Terms introversion and extroversion were used to describe aspects of human personality as part of a collective unconscious.

Question 14

Introversion traits

Answer 14

Quiet
Reserved
Shy
Passive
Calm

Question 15

Extroversion traits

Answer 15

Talkative
Sociable 
Outgoing
Lively
Assertive

Question 16

Myer- Briggs type indicator

Answer 16

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

Question 17

Classical conditioning

Answer 17

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.

Question 18

Operant conditioning

Answer 18

Learning occurs through rewards and punishment for behaviour. Individual makes an association between particular behaviour and a consequence.

Question 19

Cognitive learning

Answer 19

Active, constructive, long-lasting learning. Engages people and allows them to make connections with learning new things.