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42 Cards in this Set

  • Front
  • Back

Study of current and expected happiness: Lottery winners vs paraplegics

Result: lottery winner were barely happier than victims and expected to be less happy in the future.



Reason: winners got less pleasure from mundane events.

The Progress Paradox

fact that there are great advancements in technology, medicine and communication etc over the past century but this has created more problems for people to deal with, instead of making life easier.



Higher economy and consumerism leads to more stress as people work more and society falls behind.

Social comparison

Social comparison theory states that we determine our own social and personal worth based on how we stack up against others.

Increasing welfare leads to...

increasing expectations


-future expectations matter more than current reality

Anticipated-induced anxiety

anticipation signifies the beginning of expected relief. But as life progressively disappoints us

Hedonic treadmill

We adapt to improve circumstances. The reference point keeps changing and we don't realize that it is happening.

Mispredicting Satisfaction: Example?

Midwest vs California


-what are primary reasons?

Choice overload

choice attracts us but makes decisions more complex


- more choices = more awareness of what you are missing



Example: choosing a jam

How to fight adaptation?

consider long run consequences


focus on ...?



Advice for spending

"emotional efficiency"



-experiences vs material goods


-strengthening social relationships


-importance of savoring

Self-concept /Self-image

how you see yourself as a person



beliefs a person holds about their traits, skills, habits, possessions, relationships, ways of behavior


-developed through background, experiences, and interactions

Research has shown specific dimensions of self-concept to be important

content


postivity


intensity


stability over time


accuracy

Self-concept strongly influences consumer behavior

how we choose to present ourselves


how we evaluate products


what products we purchase

"Looking-glass self"

the process of imagining others reactions guides our own self-assessment, self-esteem, and behaviors

"Self-fulfilling Prophecy"

prediction that directly or indirectly causes itself to become true, by the very terms of the prophecy itself, due to positive feedback between belief and behavior.

Self-monitoring

individuals differ in the degree to which they look at others for cues on how to behave.


High self-monitoring

looks to others for cue, modifying his behavior to fit the situation and the people in it.


- always scanning the environment


-concerned with how they are perceived

Low self-monitoring

is very consistent and does not alter behavior vary much across situations


-no concerned with presentation managment

Response to ad appeals: High and Low self-monitors

High: more responsive to image oriented ads


Low: more responsive to ads that make quality claims

Our multiple selves?

a single consumer will act differently in different situations or with different people


e.g. we have a variety of social roles



- which self do you want to activate


Marketers often _________ to a particular "self"

target products

Conflciting identies

multiple selves means that they can conflict

Ideal self

our conception of how we would like to be


- molded by consumer's culture, environment, etc

Real / actual self

our more realistic appraisal of qualities we possess

Marketers can position goods and services ...

as consistent with actual self


as a means to help us reach our ideal self

Identities represent different facets of self , varying across time and context, that consumers use to ...

socially categorize themselves and express who they are.

Consumers seek brands that _____ and respond favorably to messages the communicate ____.

fit their identity


fit

Social identity as individual consumption behaviors

"you are to some extent, your possessions"

Importance of self-product congruence

choice of products whose attributes match self


Extended self:

external objects that we consider 'part of us'

Social identity

part of self-concept derived from the social category a person is associated with

Social identity theory asserts...

that people strive for positive social identity by distinguishing themselves from relevant out-groups

Activation of identity, in general, causes individuals to...

engage in behaviors that align with the activated identity

Self-esteem

Valance - positive / negative self-concept


stems from many sources:


-acceptance by others


-social comparison


-perceived disparity between actual and ideal

Low self-esteem leads to...

expectations of failure, lack of control, and rejection


- major component of overall happiness and wellbeing

Example of marketing to low self-esteem

teeth whitening


- women acted more negatively to model version of the ad


-more sales with text version of ad

Self-enhancement biases

tendency to interpret situations in a manner that improves self-concept

Above-average effect

people overestimate the degree to which they possess desirable qualities


-intelligence


-popularity


-honesty



Vast majority claims to be above average

Marketing is not...

Philantrophy


-sometime play on feelings


-short term satisfaction in lieu of ling term

Should marketer care if our customers are happy?

ideally they will attribute our product or service to their happiness.


Identifying underlying problems with the role of marketing on consumer happiness.


-increasing expectations


-social comparison


-choice overload

Identifying solutions to underlying problems in marketing

social support


novelty / variety