personality Flashcards
What is the quote by Anthelme Brillat-Savarin regarding food and identity?
Tell me what you eat and I will tell you what you are.
What is the goal of the analysis in the problem analysis section?
To achieve congruence.
Define personality in consumer behavior.
A person’s unique set of psychological characteristics that consistently determine and reflect how he responds to his environment.
What are the three elements of personality according to Freudian Theory?
- id
- ego
- superego
What does the id seek according to Freudian Theory?
Immediate gratification for biological and instinctual needs.
What is the role of the superego in personality?
It represents societal or personal norms and serves as an ethical constraint on behavior.
What does the ego mediate between?
The hedonistic demands of the id and the moralistic prohibitions of the superego.
True or False: Neo-Freudians believe that social relationships are fundamental to personality development.
True
List the three personality orientations proposed by Karen Horney.
- Compliant
- Aggressive
- Detached
What is Trait Theory also known as?
Trait-factor Theory.
What do traits in Trait Theory refer to?
Relatively enduring personal characteristics or features that set one person apart from another.
Fill in the blank: Self-image represents the way a person views _______.
[herself or himself]
What are the types of self-images according to the text?
- Actual Self-image
- Ideal Self-image
- Social Self-image
- Ideal Social Self-image
- Expected Self-image
- Ought-to Self-image
How can possessions alter or extend self-images?
By serving as actual physical extensions, symbolically transforming a person, or bestowing feelings of immortality.
What does high consumer innovativeness indicate?
More willingness to adopt new products and services shortly after they are introduced.
What characterizes a consumer who is high in materialism?
Placing higher value in collecting and displaying possessions.
What does high need for cognition imply about a consumer’s likelihood of attraction?
Higher likelihood of attraction towards the central route to persuasion instead of the peripheral route.
Explain the concept of self/product congruence.
Consumers buy when there is congruence between their self-image and the product, as it helps define, enhance, and/or express their self-images.
What is the significance of understanding personality and self-images for marketers?
Marketers benefit when there is congruence between the personality and self-images of their targeted consumers and their brand’s personality.
What does the id say according to Freudian Theory?
I want it now!
What does the superego say according to Freudian Theory?
I must not do that, it is not right!
What does the ego say according to Freudian Theory?
Let me try to balance between ‘what I want’ with ‘what I should do.’
What is the potential outcome of id-dominated consumers in advertising?
They are targeted using advertising with a heavy emphasis on sexual and other deep-seated biological instincts.
What are the characteristics of superego-dominated consumers?
They are governed by strict morals and ethics and are targeted using emphasis on a company’s cause.
What type of consumers are ego-dominated?
Consumers who are rational and reasonable.
What is the Horney paradigm?
A classification of individuals into three personality orientations: Compliant, Aggressive, Detached.
What is the focus of Trait Theory?
Observable measures of personality in terms of specific psychological characteristics, called ‘traits’.
What is the concept of transforming a person into a symbol?
An ordinary person transforming into a hipster by the clothes he wears.
What does bestowing feelings of immortality mean?
Making part of the self live on in an object, such as passing on family heirlooms.
What is an actual physical extension example?
A can opener.
What are the traits associated with Brand Personality - Sincerity?
- Down-to-earth
- Honest
- Wholesome
- Cheerful
What are the traits associated with Brand Personality - Excitement?
- Daring
- Spirited
- Imaginative
- Up-to-date
- Trendy
- Exciting
- Cool
What are the traits associated with Brand Personality - Competence?
- Reliable
- Intelligent
- Successful
- Hardworking
- Secure
- Confident
What are the traits associated with Brand Personality - Sophistication?
- Upper Class
- Smooth
- Charming
- Glamorous
- Good-looking
- Feminine
What are the traits associated with Brand Personality - Ruggedness?
- Outdoorsy
- Tough
- Masculine
- Rugged
What does brand personality provide for a brand?
An emotional identity for a brand.
What can a strong, positive brand personality lead to?
- More favorable attitudes toward the brand
- Brand preference
- Higher purchase intentions
- Brand loyalty
Who identified the 5 types of brand personality?
Jennifer Aaker.
What do consumers demonstrate in relation to their values and purchases?
Consistency between their values and the things they buy.
Fill in the blank: Products will be chosen when their attributes match some aspects of the _______.
[self]
What should marketers do to influence consumer behavior?
Position the product’s brand with the consumer’s self-concept in mind.
What is an example of an ideal self-image for a consumer?
I want to be unique.
What does actual self-image represent?
How a person perceives themselves currently.
What is the expected self-image?
What a person anticipates becoming in the future.
What does ‘ought-to self’ imply?
The expectations for how a person should behave or what they should achieve.
What brand personality is suitable for an id-dominated consumer?
Ruggedness.
What are some recommended brands for a ruggedness personality?
- Decathlon (Outdoor Gear)
- The North Face (Apparel)
- G-Shock (Watch)
- Land Rover (Automobile)
- CAT (Footwear)
What brand personality is suitable for a superego-dominated consumer?
Sincerity.
What are some recommended brands for a sincerity personality?
- The Body Shop (Beauty Products)
- Muji (Home Decor)
- Innistree (Beauty Products)
- Peel Fresh (Beverage)
- Tesla (Automobile)
What influences consumer buying behavior according to the conclusion?
Both consumer personality and brand personality.
Fill in the blank: A brand’s personality helps consumers define, enhance or express their _______.
[self-images]
What are the dimensions of Brand Personality according to Aaker?
- Excitement
- Sophistication
- Sincerity
- Ruggedness
- Competence
What theories are included in consumer personality theories?
- Freudian Theory
- Neo-Freudian Theory
- Traits Theory
What self-image represents how others perceive a person?
Social Self.
What does the ideal social self-image represent?
How a person wishes to be perceived by others.
What is the source of the consumer behavior content?
Schiffman, L. G., & Wisenblit, J. (2015). Consumer behaviour.
