Test 2 Flashcards
Personality
The totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to his or her environment.
Personality Qualities (4)
- Unique to an individual
- Can be conceptualized as a combination of specific traits or characteristics
- Traits are relatively stable and interact with situations to influence behavior
- Specific behaviors can vary across time
Psychoanalytic Approach
Id, Ego, Superego
Motivational Research Era
Researchers utilized tools such as depth interviews and focus groups to improve their understanding of inner motives and needs.
Trait
A distinguishable characteristic that describes one’s tendency to act in a relatively consistent manner.
Important Traits Studied (5)
- Value Consciousness
- Materialism
- Innovativeness
- Complaint Proneness
- Competitiveness
Five-Factor Model
- Extroversion
- Agreeableness
- Openness to Experience
- Stability
- Conscientiousness
Hierarchical Approaches
Begin with the assumption that personality traits exist at varying levels of abstraction. Broken down into specific and broad traits.
Specific Traits
tendencies to behave in very well-defined situations
Broad traits
behaviors that are performed across many different situations
Personology Approach
Combines information on traits, goals, and consumer lifestories to gain a better understanding of personality.
Ways to Describe Consumer/Brand Relationships (6)
- Love and Passion
- Self-Connection
- Commitment
- Interdependence
- Intimacy
- Brand Partner Quality
Lifestyles
- Refer to the ways consumers live and spend their time and money
- Useful in identifying viable market segments
Demographics
Observable, statistical aspects of populations such as age, gender, or income.
Psychographics
- Refers to the way consumer lifestyles are measured
- AIO statements: activities, interests, opinions
Examples of Lifestyle Segments (5)
- Home-loving
- Idealistic
- Autonomous
- Hedonistic
- Conservative
Baby Boomer Segment
- Born in US between 1945 and 1964
- Upbeat Enjoyers
- Insecure
- Threatened Activities
- Financial Positives
VALS
- Values and Lifestyles
- Classifies consumers into eight segments based on: (1) resources available (2) primary motivations
Self-Concept
Refers to the totality of thoughts and feelings that an individual has about him or her self
6 Types of Self-Concepts
- Actual Self
- Ideal Self
- Social Self
- Ideal Social Self
- Possible Self
- Extended Self
Self-Esteem
Refers to the positivity of an individual’s self-concept
Self-Congruency Theory
Proposes that much of consumer behavior can be explained by the congruence (match) between a consumer’s self-concept and the image of typical users of a focal product.
Attitudes
Relatively enduring overall evaluations of objects, products, services, issues, or people.
ABC Approach to Attitudes
- Affect
- Behavior
- Cognition
Functions of Consumer Attitudes (4)
- Utilitarian
- Knowledge
- Value-expressive
- Ego-defensive
Utilitarian
Attitudes are used as a method to obtain rewards and to minimize punishment
Knowledge
Allows consumers to simplify their decision making processes
Value-expressive
Enables consumers to express their core values, self-concept, and beliefs to others
Ego-defensive
Works as defense mechanisms for consumers to avoid facts or to defend themselves from their own low self-concept
Behavioral Intentions Model (4)
- Belief that performing behavior will lead to consequence
- Evaluation of the consequence of performing the behavior
- Normative belief that a reference group or person believes consumer should perform behavior
- Motivation to comply with the beliefs of reference group or person
Factors that weaken attitude-behavior relationship (4)
- Time
- Specificity of attitude measured
- Environment
- Impulse situations
Theory of Planned Action
Expands on the behavioral intentions (Reasoned Action) by including a perceived control component
2 Misc. Attitude Components
- Attitude towards the ad
- Attitude tracking
Persuasion
Refers to specific attempts to change attitudes
Persuasion Techniques (5)
- ATO approach
- Behavioral influence approach
- Elaboration Likelihood Model
- Balance Theory approach
- Social Judgement Theory approach
ATO (attitude-toward-object) Model (3)
- Change beliefs
- Add beliefs about new attributes
- Change evaluations
Elaboration Likelihood Model (ELM)
Communication leads to attention and comprehension, which leads to a central or peripheral route
Central route of the ELM
- High-Involvement Processing
- Cognitive Responses
- Belief and Attitude Change
- Behavior Change
Peripheral Route of the ELM
- Low-Involvement Processing
- Belief Change
- Behavior Change
- Attitude Change
Balance Theory
Equal triangular balance between:
- Observer
- Person
- Object
Message Effects
The appeal of a message and its construction
Source Effects
Characteristics of the person or character delivering a message
Basic Communication Model
- Source (encoding)
- Message
- Medium
- Receiver (decoding)
- Then receiver sends feedback to source
- Noise throughout
Message Appeal
- Sex
- Humor
- Fear
Source effects
- Credibility
- Attractiveness
- Likeability
- Meaningfulness
Match-up hypothesis
A source feature is most effective when it is matched with relevant products
Culture
Commonly held societal beliefs that define what is socially gratifying
Hierarchy of Culture
- National Culture
- Ethnic Culture
- Regional Culture
- Generational Culture
- University Culture
Cultural Norm
Rule that specifies the appropriate behavior in a given situation within a specific culture
Cultural Sanction
Penalty associated with performing a non-gratifying or culturally inconsistent behavior
Dimensions of cultural values (5) (CSVs)
- Individualism
- Masculinity
- Power Distance
- Uncertainty Avoidance
- Long-Term Orientation
Cultural Distance
Represents how disparate one nation is from another in terms of their cultural values (CSV)
Quartet of Institutions
- Church
- School
- Family
- Media
How is culture learned? (3)
- Socialization
- Enculturation
- Acculturation
Shaping
Consumers’ behaviors slowly adapt to a culture through a series of rewards and sanctions
Modeling
A process of imitating others’ behavior
Verbal Communication
The transfer of information through either the literal spoken or written word
Nonverbal Communication
Communication not involving the literal spoken or written word
Translational Equivalence
Exists when two phrases share the same precise meaning in two different cultures
Metric equivalence
The state in which consumers are shown to use numbers to represent quantities the same way across cultures
BRIC Markets
Brazil, Russia, India, and China
Chindia
Refers to the combined market and business potential of China and India
Glocalization
Represents the idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local.
Reference Group
A group of individuals who has significant relevance for a consumer and who impacts the consumer’s evaluations, aspirations, and behavior.
Group Influence
Refers to the ways in which group members influence the attitudes, opinions, and behaviors of others within the group.
Traits of Group Members (4)
- Share common goals and interests
- Communicate with, and influence, one another
- Share a set of expectations, rules, and roles
- View themselves as members of a common social unit
Types of Groups (8)
- Primary
- Secondary
- Formal
- Informal
- Aspirational
- Dissociative
- Associative
- Brand Community
Peer Pressure
The extent to which group members feel pressure to behave in accordance with group expectations
Conformity
A result of group influence in which an individual yields to the attitudes and behavior of others.
Types of Social Power (5)
- Referent Power
- Legitimate Power
- Expert Power
- Reward Power
- Coercive Power
Referent Power
A consumer admires the qualities of a group and emulates their behavior as a way to identify with the group
Legitimate Power
Specific agreements are made regarding group membership and the punishment for nonconformity is understood
Expert Power
Groups possesses knowledge that members, or aspirant members, desire to gain
Reward Power
A group has the power to reward members for various behaviors
Coercive Power
A group has the power to sanction members for failing to follow expectations or rules
3 Types of Reference Group Influences
- Informational Influence
- Utilitarian Influence
- Value-Expressive Influence
Informational Influence
Consumers use the behaviors and attitudes of reference groups as information into making their own decisions.
Utilitarian Influence
Consumers conform to group expectations to receive a reward or avoid punishment.
Value-Expressive Influence
Consumers internalize a group’s values or join groups to express their own values and beliefs
Utilitarian Value
Group membership becomes a means to a valued end state
Hedonic Value
Value is an end in and of itself
Word-Of-Mouth (WOM)
Information about products, services, and experience that is transmitted from consumer to consumer
Buzz Marketing (3)
- Includes marketing efforts that focus on generating excitement that is spread from consumer to consumer
- A form of guerilla marketing
- A type of Viral Marketing
Guerilla Marketing
The marketing of a product using unconventional means
Viral Marketing
Uses online technologies to facilitate WOM by having consumers spread marketing messages through their online conversations
Stealth Marketing
A guerilla marketing tactic that is similar to buzz marketing, but consumers are not aware that they are being marketed to. Considered unethical.
Opinion Leaders
Consumers who have great influence on the behavior of others relating to product adoption and purchase.
Market Maven
A consumer who spreads information about all types of products and services.
Surrogate Consumer
Hired by another consumer to provide input into a purchase decision.
Diffusion Process
The way in which new products are adopted and spread throughout a marketplace
Adapter Categories (in order of the curve) (5)
- Consumer Innovators
- Early Adopters
- Early Majority
- Late Majority
- Laggards
Types of Families
- Nuclear
- Extended
3 Emerging Trends in Family Structure
- Non-traditional household arrangements
- Blended families
- Single parent households
Household Purchase Roles (5)
- Influencer
- Gatekeeper
- User
- Decision Maker
- Purchaser
Kid Power
Children play a much larger role in influencing household purchases than ever before
Situational Influence Categories
- Time
- Place
- Conditions
Advertiming
Ad Buys that include a schedule that runs the advertisement primarily at times when customers will be most receptive to the message
Shopping
The set of value producing consumer activities that directly increase the likelihood that something will be purchased.
4 Types of Shopping
- Acquisitional
- Epistemic
- Experiential
- Impulsive
Personal Shopping Value (PSV)
the overall subjective worth of a shopping activity considering all associated costs and benefits
3 Types of Personal Shopping Value
- Utilitarian
- Hedonic
2 Personality Traits
- Impulsivity
- Consumer Self-Regulation
Impulsivity
represents how sensitive a consumer is to immediate rewards
Consumer Self-Regulation
a tendency for consumers to inhibit outside, or situational, influences from interfering with shopping intentions.
Action-oriented
High capacity to self-regulate
State-oriented
low capacity to self-regulate
Atmospherics
the emotional nature of an environment or more precisely, the feelings created by the total aura of physical attributes that comprise the physical environment.
Servicescape
the physical environment in which consumer services are performed
Atmospheric elements
- Odors
- Music
- Color
- Social Settings
2 Strategy Factors of Atmospheric Elements
- Fit
- Congruity
Fit
appropriateness of the elements for the given environment.
Congruity
consistency of the elements with one another.
Antecendent Conditions (3)
- Economic Resources
- Mood
- Security and fearfulness
Attitude-toward-the-object (ATO) model
attitude model that considers three key elements including beliefs consumers have about salient attributes, the strength of the belief that an object possesses the attribute, and evaluation of the particular attribute
Attitude Behavior Consistency
Extent to which a strong relationship exists between attitudes and actual behavior
Attribute
A product feature that delivers a desired consumer benefit
Primacy Effect
Occurs when the information placed early in a message has the most impact
Recency Effect
Occurs when the information placed late in a message has the most impact
Social Judgement Theory
Theory that proposes that consumers compare incoming information to their existing attitudes about a particular object or issue and that attitude change depends upon how consistent the information is with the initial attitude
Support Arguments
Thoughts that further support a message
Counter Arguments
Thoughts that contradict a message
Acculturation
Process by which consumers come to learn a culture other than their natural, native culture
Collectivism
Extent to which an individual’s life is intertwined with a large cohesive group
Consumer Culture
Commonly held societal beliefs that define what is socially gratifying
Consumer Ethnocentrism
Belief among consumers that their ethnic group is superior to others and that the products that come from their native land are superior to other products
Core Societal Values (CSV)
Commonly agreed-upon consensus about the most preferably ways of living within a society
Enculturation
way people learn about their native culture
Ecological Factors
Physical characteristics that describe the physical environment and habitat of a particular place
Socialization
Learning through observation of and the active processing of information about lived, everyday experience
Aspirational Group
Group in which a consumer desires to become a member
Attention to Social Comparison Information (ATSCI)
Individual difference variable that assesses the extent to which consumers are concerned about how other people react to their behavior
Boomerang Kids
Young adults, between the ages of 18 and 34, who move back home with their parents after they graduate from college
Brand Community
Group of consumers who develop relationships based on shared interests or product usage
Consumer Socialization
The process through which young consumers develop attitudes and learn skills that help them function in the marketplace
Dissociative Group
Group to which a consumer does not want to belong
Houshold Decision Making
Process by which decisions are made in household unitys
Sandwich Generation
Consumers who must take care of both their own children and their aging parents
Social Power
Ability of an individual or group to alter the actions of others
Social Network
Consumers connecting with one another based on common interests, associations, or goals
Affective Quality
Retail positioning that emphasizes a unique environment, exciting decor, friendly employees, and, in general, the feelings experienced in a retail place
Crowding
Density of people and objects within a given space
Functional Quality
Retail positioning that emphasizes tangible things like a wide selection of goods, low prices, guarantees, and knowledgeable employees
Retail Personality
Way a retail store is defined in the mind of a shopper based on the combination of functional and affective qualities
Seasonality
Regularly occurring conditions that vary with the time of year
Impulsive Shopping
Spontaneous activities characterized by a diminished regard for consequences, spontaneity, and a desire for the immediate self-fulfillment
Unplanned Shopping
Shopping activity that shares some, but not all, characteristics of truly impulsive consumer behavior, being characterized by situational memory, a utilitarian orientation, and feelings of spontaneity.
