Individual Differences Flashcards
- To understand how consumers differ by stable individual traits - To identify & outline several key individual differences traits - To discuss how individual differences impact behaviors
What are Individual Differences (IDs)?
Individual Differences are variations among consumers according to specific attributes or traits that influence behavior patterns, and the variables measure stable traits and temporarily elevated states.
Why do we Study Individual Differences in Marketing?
We study Individidual Differences in Marketing because they are useful for understanding how consumers respond to marketing efforts in predictably different ways
What are the personal implications of Individual Differences from Marketing?
Personal Implications of ID for our daily life:
- understanding & appreciating OUR own individual differences can help when interacting with others
How do we Measure Individual Differences?
Individual differences are measured using well-established and empirically validated psychological/behavioral instruments
- These instruments typically entail having consumers respond to a series of questions to calculate summary scores for specific individual attributes and traits
- Individual differences scores are often expressed using a sliding scale (continuum), typically using a total or average score for the traits.
What is Self-Monitoring?
Self-Monitoring is the awareness and regulation of behaviors (particularly in social situations), implemented to adapt to and fit in with the surrounding environment.
- An individual difference trait in which individuals observe their own actions, behaviors, and self-presentation, and adjust them accordingly, based on social cues and situational contexts.
- Self-observation and self-control behaviors guided by situational cues to assess social appropriateness.
What are the Characteristics of High Self-Monitors?
Characteristics of High Self-Monitors:
- Keenly concerned with self-presentation
- Pay attention to social comparison information as cues for appropriate self-expression
- Control and modify their self-presentation and expressive behavior to match others
- Exhibit chameleon-like behaviors as they pick up on situational cues and adapt to them
What are the Characteristics of Low Self-Monitors?
Characteristics of Low Self-Monitors:
- Have limited ability to monitor their behavior to fit different situations.
- Find it hard to identify and/or imitate other people’s behavior.
- At parties and social gatherings, they typically do not say or do things that others will like.
What statements are high/low self-monitors likely to agree/disagree with?
Examples of High/Low Self-Monitoring?
- EX:
- Michael Scott from The Office has low self-monitoring
- Elaine from Seinfeld also has low self-monitoring as she isn’t aware of her dancing skills
How does Self-Monitoring impact Consumer Behavior?
Self-Monitoring impacts Consumer Behavior by influencing ones purchases and spending
What is Machiavellianism?
Machiavellianism is an individual difference trait characterized by the ability to influence and control others for personal gain (typically by prioritizing personal goals and aspirations above all else)
- it evaluates an individual’s INTENTIONS & BEHAVIORS related to manipulation and a strategic focus on self-interest and the acquisition and exercising of power
- Simply stated, it’s the tendency to deceive and manipulate others for personal gain
IMPORTANT: PK (Persuasion Knowledge)
What are the Characteristics of High Machs?
Characteristics of individuals who score High on the Machiavellianism Scale:
- take a more detached
- calculating approach in their interactions with others
What are the Characteristics of Low Machs?
Characteristics of individuals who score Low on the Machiavellianism Scale:
- take a more personal, trusting, empathetic approach in their interactions with others
What statements are High Machs likely to agree/disagree with?
What statements are Low Machs likely to agree/disagree with?
Low Machs are more likely to agree with the following statements:
- “Most people are basically good and kind”
- “It’s better to be humble and honest than to be important and dishonest”
- “There is no excuse for lying to someone else”
Examples of High/Low Machiavellianism?
Examples of High Machs:
- House of Cards; The Boys
Examples of Low Machs:
- Buddy the Elf
- Dr. Bryan’s Father-In-Law
How does Machiavellianism Impact Consumer Behavior?
- Hacking/Spamming elderly
- Boosting Sales/Commission (eg, “squeeze the last dollar”; foot-in-the-door)
- Tipping
- Voting/Political
What is Regulatory Focus?
Regulatory Focus is an individual difference trait in which individuals are characterized according to 2 distinct motivational drivers of behavior. Specifically:
- Promotion Focus
- Prevention Focus
What is Promotion Focus?
Promotion Focus explains that consumers are motivated to act in ways to achieve positive outcomes
- Consumers focus on positive outcomes:
- Hope
- Wants
- Advancement
- Accomplishments, etc.
- Primed by thinking about goals, aspirations, & things to gain from
What statements are Promotion Focused Individuals likely to agree with?
Promotion Focused Individuals are more likely to agree with the following statements:
- “In risk situations, I tend to go for it & take the risk”
- “Not being careful enough has often got me into trouble”
- “Changes make my life thrilling & worth living”
- “I set myself very high goals & risk not achieving them as a consequence”
- “For me it is important to be able to go my own way & do things which interest & suit me”
What is Prevention Focus?
Prevention Focus means that consumers are motivated to act in ways to prevent negative outcomes
- Consumers focus on avoiding negative outcomes:
- Caution
- Safety
- Responsibility
- Protection, etc.
- Primed by thinking about duties & obligations
What statements are Prevention Focused Individuals likely to agree with?
Prevention Focused individuals are more likely to agree with the following statements:
- “For me, it is particularly important to live in a stable environment”
- “I often think about how I can avoid failures in my life”
- “I try to avoid risk as far as possible, as a rule”
- “Financial security is very important to me”
- “For me it is important not to do
anything wrong”
Examples of Promotion/Prevention Focus?
Examples of Promotion Focus:
- Investing in High Risk stocks (eg, crypto)
- Jeep = Adventure & Reaching New places
Examples of Prevention Focus:
- Purchasing Insurance
- Subaru = Car Safety rather than Luxury
What is Regulatory Fit Theory?
Regulatory Fit is a theoretical framework positing that individuals are motivated & successful when their Regulatory Focus FITS (align) with tasks & situations they engage in to achieve the goals
