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consumer behaviour > week six - personality and lifestyles > Flashcards

week six - personality and lifestyles Flashcards

1
Q

define personality

A

psychological characteristics of a person that influence the way in which the individual responds to their environment

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2
Q

determinants of personality

A
  • individuals nature
  • specific characteristics of each individual
  • environmental circumstances
  • effects of our decisions
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3
Q

what are the two psychoanalytic theories

A
  • Freudian theory: unconscious needs or drives are at the heart of human motivation
  • neo-Freudian personality theory: social relationships are fundamental to the formation and development of personality
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4
Q

what is the trait theory

A

quantitative approach to personality as a set of psychological traits

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5
Q

what is meant by ID in psychoanalytic theory

A

unconscious, impulsive, childlike, pleasure oriented
✓ completely oriented towards immediate gratification
✓ It operates according to the principle of pleasure
✓ the behaviour is guided by the primary desire to maximize pleasure and avoid
pain.
✓ Selfish and illogical
✓ it directs the psychic energy of the individual towards pleasurable activities without regard to the consequences

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6
Q

what is meant by SUPER EGO in psychoanalytic theory

A

opposite to ID, moral oriented
✓ Consciousness of the individual
✓ internalizes the rules of society (especially as our parents teach us)
✓ Prevent this from seeking selfish gratification

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7
Q

what is meant by EGO in psychoanalytic theory

A

a balance between the impractical hedonism of the ID and the equally impractical moralism of the superego
✓ Referee in the struggle between temptation and virtue.
✓ The self tries to balance these opposing forces according to the principle of
reality, with which it finds ways to gratify that which are acceptable to the
outside world.
✓ These conflicts occur on an unconscious level, so the person does not
necessarily realize the reasons behind their behaviour

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8
Q

CONSUMPTION MOTIVES (identified by Ernest Dichter)

A
  • Power-masculinity-virility
  • Status
  • Femininity
  • Reward
  • Mastery over environment
  • Disalienation (a desire to feel connected to things)
  • Magic-mystery
  • Security
  • Eroticism
  • Moral purity-cleanliness
  • Social acceptance
  • Individuality
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9
Q

why are symbologies important

A

they help the product explain consumption motives

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10
Q

characteristics of personality traits

A
  • traits are identifiable
  • they depend on heredity and environment
  • different degrees
  • they are quite stable
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11
Q

problems with the trait theory

A
  • Many of the scales are not sufficiently valid or reliable
  • Often marketers don ́t administer the test under the appropriate conditions
  • Trait scales measure overall tendencies but not specific brands
  • consumer traits and consumer behaviour are not empirically proved to be connected
  • traits data can be combined with other consumer conditions
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12
Q

brand personality diagram

A

topic 6, check slides

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13
Q

define brand personality

A

set of traits people attribute to a product as if it were a person

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14
Q

what creates brand personality

A
  • packaging, advertising, marketing
  • consumers’ experience with the brand
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15
Q

define brand equity

A

an extra value that consumers add to a product/service through its brand, the extent to which a consumer holds strong, favourable and unique associations with a brand in memory

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16
Q

define lifestyle

A

system of rules of behaviour developed by the individuals to meet their goals in life , a pattern of consumption that reflects a persons choice of how to spend her time and money

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17
Q

what are the different approaches to analyse the lifestyle of a consumer

A
  • approach focused in values
  • approach focused in activities, interest and opinions
18
Q

what is VALS

A

value and lifestyle analysis based on motiavtiuonal and developmental psychological theories particularly Maslow’s hierarchy of needs theory

19
Q

what is meant by need-driven

A

People so limited in resources (especially financial resources) that their lives are driven more by need than by choice

20
Q

what is meant by outer-driven

A

They conduct their lives in response to signals – real or fancied – from others

21
Q

what is meant by inner-directed

A

They conduct their lives primarily in accord with inner values – the needs and desires private to the individual – rather than in accord with values oriented to externals

22
Q

what is meant by combined outer and inner-direct

A

They are fully mature

23
Q

what are some need-driven lifestyles

A
  • survivor lifestyle: extreme poverty, low education, old age
  • sustainer lifestyle: group struggling at the edge of poverty
24
Q

what are some outer-directed lifestyles

A
  • belonger lifestyle: comfortable, middle-class, conservative
  • emulator lifestyle: they try to burst into the upper levels of the system, their object is the achiever lifestyle
  • achiever lifestyle: leaders in a business or government, competent, self-reliant, materialistic
25
Q

what are some inner-directed lifestyles

A
  • i-am-me lifestyle: narcissists, impulsive, creative young people
  • experiential lifestyle: educated young people dissatisfied with their work, indulge in their hobbies
  • societally conscious lifestyle: leaders, those who have succeeded in life, searching for simplicity
26
Q

what is a combined out and inner-directed lifestyle

A

integrated lifestyle: They are fully mature in a psychological sense – able to see many sides of an issue, able to lead if necessary

27
Q

what is the goal of VALS 2 analysis

A

to identify specific relationships between consumer attitudes and purchase behaviour

28
Q

what are the three self-identify orientations

A
  • principle oriented people
  • status oriented people
  • action oriented people
29
Q

VALS 2 diagram

A

topic 6, check slides

30
Q

what are the VALS segments

A

– Innovators: successful with many resources, concerned with social issues and open to change
– Thinkers: satisfied, reflective, comfortable
– Achievers: career-oriented, prefer predictability over risk or self-discovery
– Experiencers: impulsive, young and enjoy offbeat or risky experiences
– Believers: strong principles and favour proven brands
– Strivers: similar to achievers but with fewer resources. They are very concerned about the approval of others
– Makers: action-oriented focused on self-sufficiency
– Strugglers: primary concern is meeting the needs of the moment. They are at the bottom of the economic ladder

31
Q

what is the approach focused on activities, opinions and interests seeking

A

to understand consumers through what they do and they think about a wide range of life situations in life

32
Q

what do psychographics help with

A
  • defining the target group
  • identifying opportunities for products
  • position the product
  • better communicated the attributes of the product (message and media)
  • develop social marketing
33
Q

what is psychographics

A

the quantitative investigation of consumers’ lifestyles, personality and demographic characteristics

34
Q

what are the characteristics of the target segment

A

▪ Vanguard and contemporary young people
▪ They like originality
▪ They get what makes them feel good, not what others like
▪ They are mature, independent and self-confident
▪ Think more about their own opinion than that on the mass

35
Q

for segmentation it is useful to analyse:

A
  • brand personality
  • self-concept
36
Q

what is self-concept

A

it summarises the beliefs a person holds about his own attributes and how he evaluates the self on these qualities

37
Q

what are the dimensions of self-concept

A
  • content
  • positivity (self-esteem)
  • intensity and stability over time
  • accuracy (the degree to which one’s assessment corresponds to reality)
38
Q

how do marketers use self-concept

A

they influence self-esteem by exposure to ads that can trigger a process of social comparison

39
Q

what are the different self-images

A
  • actual
  • ideal
  • social
  • ideal social
  • expected
  • ough-to self
40
Q

how can one extend their self

A
  • possessions can extend self in a number of ways:
  • symbolically
  • status/rank
  • actually, etc.
41
Q

how can one alter their self-image

A

consumers use self-altering products to express individualism by:
- creating new self
- maintaining the existing self
- extending the self
- conforming

consumer behaviour (9 decks)

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