Test 4 Flashcards
What is self-concept?
The total of the individual’s thoughts and feelings having reference to him/her self as an object.
What are the 4 parts self-concept is divided into?
Actual self-concept vs. Ideal self-concept and private self-concept vs. social self-concept.
What are the difference between Actual and Ideal?
Actual self-concept: Refers to the individual’s perception of who I am now
Ideal self-concept: Who I would like to be to myself.
What are the difference between private and social?
Private self-concept: Refers to how I am or would like to be myself
Social self-concept: How “I am seen by others” or “How I would like to be seen by others”
Is self-concept important in all cultures?
Yes – BUT:
The aspects of the self that are most valued and most influence consumption and other behaviors vary across cultures.
What are the 2 categories of self-concept?
- Independent Self-Concept
2. Interdependent Self-Concept
What is the independent self-concept?
o Emphasizes personal goals, characteristics, achievements and desires.
o These individuals define themselves in terms of what they have done, what they have, and their personal characteristics.
What is the interdependent self-concept?
o Emphasizes family, cultural, professional and social relationships.
o These individuals define themselves in terms of social roles, family relationships, and commonalities with other members of their groups.
How do individuals tend to be when they have independent self-concept?
o Individualistic o Egocentric o Autonomous o Self-Reliant o Self-Contained
How do individuals tend to be when they have interdependent self-concept?
o Obedient o Socio-centric o Holistic o Connected o Relation oriented
What does is influence that you are either independent or interdependent?
o Message preferences
o Consumption of luxury goods
o Types of products preferred
What is extended self?
Self + possessions.
o People tend to define themselves in part by their possessions.
o E.g. Tattoos.
What is a peak experience?
An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment.
What is the mere ownership effect/ endowment effect?
o The tendency of an owner to evaluate an object more favorably than a non-owner.
What is brand engagement?
Brand engagement refers to the extent to which an individual includes important brands as part of his or her self-concept
What should marketers do to meet the self-concepts?
o Marketers strive to develop product images that are consistent with self-concepts of their target markets.
What is a lifestyle?
o How a person lives
o How one enacts his or her self-concept
How is lifestyle determined?
Lifestyle is determined by the person’s past experiences, innate characteristics, and current situation.
Does lifestyle influence consumption behavior?
Influences all aspects of one’s consumption behavior
What are some lifestyle determinants?
o Demographics o Subculture o Social class o Motives o Personality o Emotions o Values o And more
How does marketers measure lifestyle?
By using psychographics. This includes: o Attitudes o Values o Activities and interests o Demographics o Media patterns o Usage rates
What are the 3 popular lifestyle schemes for measuring people?
- The VALSTM System – Most popular! Looks at values, attitudes and lifestyle.
- The PRIZM® System
- Roper Starch Global Lifestyles
Which is the most popular lifestyle scheme?
The VALSTM System – Most popular! Looks at values, attitudes and lifestyle.
Core premise:
o People buy products and services and seek experiences that fulfill characteristic motives and give shape, substance, and satisfaction to their lives.
What are the 2 dimensions of the VALS typology of consumers?
- Primary motivation
2. Resources
What are the 3 primary motivators of the VALS system?
- Ideals Motivation
- Achievement Motivation
- Self-Expression Motivation
How is VALS build?
o It is built with eight distinct consumer segments
o And is based on enduring psychological characteristics that correlate with purchase patterns.
What are the 8 segments in VALS?
- Innovators: Sophisticated: Upscale taste.
- Thinkers: Mature, satisfied: Durable, functional products.
- Believers: Strongly traditional, respect rules and authority: Favor established brands.
- Achievers: Goal-oriented lifestyle with family and career: conservative and slow to change: Choose familiar products.
- Strivers: Trendy, fun loving, little income and narrow interests: Favor stylish products that emulate the purchases of people with greater material wealth.
- Experiencers: Appreciate unconventional: Impulse and seek stimulation from new products –> risk takers.
- Makers: Practical and self-sufficiency: Prefer American products
- Survivors: Narrowly focused live and few resources, concern is safety and security: Brand loyal and buy discounted services.
What are the underlying logic of PRIZM?
o People with similar cultural backgrounds, means and perspectives naturally gravitate toward one another.
o They exhibit shared patterns of consumer behavior toward products, services, media and promotions.
What are the 4 social groupings in PRIZM based on ‘Urbaniticity’?
Organized into 66 individual segments.
- Urban: Major cities with high population density
- Suburban: Moderately density: Areas surrounding metropolitan area.
- Second city: small, less densely populated cities.
- Town & rural: Low-density towns and rural communities
What are the 3 major lifestyle groups in PRIZM?
Based in age and preference of children
- Younger years: Singles and couples under 35: either no children or middle aged without children living home.
- Family life: Households with children living at home
- Mature life: Singles and couples: 55 years and older, or 45-64 with children at home.
What are some examples of segments in PRIZM?
- Young Digerati: Tech savvy, highly educated and drive smart cars
- Blue blood estates: Suburban wealth, high-end cars and graduate degrees
- Big fish, small pond: Older upper class
- Pools and Patios: Older empty nesting in staple neighborhoods.
- Young and rustic: Lower/middle income, restless singles in small apartments.
- Golden ponds: Mostly retirement lifestyle, downscale singles and couples over 65.
What are situational influences?
Situational influence - all factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior.
o Consumers often behave very differently depending on the situation.
Do Consumers respond to stimuli such as advertisement and products presented by marketers in isolation?
NO!
o They do not respond to stimuli such as advertisements and products presented by marketers in isolation
Instead…
o They respond to marketing influences and the situation simultaneously
What do we need to know to understand the consumer?
o About the consumer
o About the primary stimulus object
o About the situation
What are the 4 types of situations?
- The communications situation: The situation when consumers receive information
o Good or bad mood, hurry or not.
o Marketers that are able to deliver an effective message to consumers who are interested in the product and are in receptive communication situation. - The purchase situation: The situation the purchase is made
o If a mother is shopping with children: More apt to be influenced by the products of their preference. - The usage situation: Use of products in certain situations/ the situation which the product is appropriate.
o What would you drink with your parents vs. Friday night? - The disposition situation: Consumers must frequently dispose of products or product packages after or before product use
o Consider the ease of disposition as an important attribute
o E.g. buying a new bed.
What are the nature for situational influence?
o Situation (the 4 situations) o Situation characteristics (Physical features, social surroundings, temporal perspective and more) o Marketing activity (Product, package, advertisement) o E.g. beginning of school: You buy books, tornado season and more.
What are the 5 key dimensions or characteristics of situations?
Situations can be described on a number of dimensions which determine their influence on consumer behavior
1. Physical surroundings
o Physical surroundings are widely used type of situational influence, particularly for retail applications.
o Store atmosphere would be part of a stores’ physical surroundings: This is the sum of all the physical features of a retail environment.
o Atmospherics influence consumer’s judgements of the quality of the store and the store’s image
o Atmosphere is a servicescape when descriping a service business such as a bank, hospital or restaurant.
- Social surroundings
o are the other individuals present in the particular situation. People’s actions are frequently influenced by those around them.
o Embarrassment is a negative emotion influenced by both the product and the situation. Certain products are more embarrassing than others (condoms, hearing aids, etc.) and embarrassment is driven by the presence of others in the purchase or usage situation. - Temporal perspectives
o Deal with the effect of time on consumer behavior
o Limited purchase time limits search
o Internet shopping is growing –> Because of time pressure felt by consumers. - Task definition
o The reason the consumption activity is occurring
o Major distinct between purchases for self versus gift. - Antecedent states
o Antecedent States are features of the individual person that are not lasting characteristics, such as momentary moods or conditions.
o Two types: - Moods (transient feeling states – not tied to a specific event of object)
- Momentary conditions (temporary sates of being: tired, ill, broke)
What are some components of physical surroundings?
o Colors:
- Can create feelings of excitement and arousal: Bright are more arousing.
- Interior colors: Blue can increase sales
- Warm colors: Effective accent color
o Aromas
- Music: Influence consumer’s mood
- Is Slow-tempo or fast-tempo background music better for restaurants?
Studies have shown that when an expensive restaurant plays slow music that there is an increases in consumer purchases.
o Crowding
- Generally produces negative outcomes for both the retail outlet and the consumer.
- Marketers should design their outlets in ways that help reduce perceptions of crowding.
What are the reason consumers give gifts?
o Social expectations
o Ritualized situations
o Elicit return favors
o Or Utilitarian (use) or hedonic (fun) reasons.
What are ritual situations?
A ritual situation is a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning.
o Critical to marketers because they often involve prescribed consumption behaviors
o ritual behavior can involve injurious consumption, such as binge drinking
What is important for marketers to know about situations? And what should they do?
It is important to know that individuals do not encounter situations randomly.
o Most people “create” many of the situations they face
Marketers’ must:
o seek to identify the different situations that might involve the consumption of a product
o remember that momentary conditions reflect temporary states of being
What are the 5 steps for developing situation based marketing strategies?
- Use observational studies: focus groups, discussions and more.
- Survey a larger sample of consumers to better understand and quantify how the product is used and the benefits
- Construct a person-situation segmentation matrix
- Evaluate each cell in terms of potential
- Develop and implement a marketing strategy for those cells and offer sufficient profit potential.
