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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. |
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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. |
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Social comparison |
Social comparison theory states that we determine our own social and personal worth based on how we stack up against others. |
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Increasing welfare leads to... |
increasing expectations -future expectations matter more than current reality |
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Anticipated-induced anxiety |
anticipation signifies the beginning of expected relief. But as life progressively disappoints us |
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Hedonic treadmill |
We adapt to improve circumstances. The reference point keeps changing and we don't realize that it is happening. |
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Mispredicting Satisfaction: Example? |
Midwest vs California -what are primary reasons? |
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Choice overload |
choice attracts us but makes decisions more complex - more choices = more awareness of what you are missing
Example: choosing a jam |
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How to fight adaptation? |
consider long run consequences focus on ...?
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Advice for spending |
"emotional efficiency"
-experiences vs material goods -strengthening social relationships -importance of savoring |
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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 |
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Research has shown specific dimensions of self-concept to be important |
content postivity intensity stability over time accuracy |
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Self-concept strongly influences consumer behavior |
how we choose to present ourselves how we evaluate products what products we purchase |
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"Looking-glass self" |
the process of imagining others reactions guides our own self-assessment, self-esteem, and behaviors |
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"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. |
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Self-monitoring |
individuals differ in the degree to which they look at others for cues on how to behave.
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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 |
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Low self-monitoring |
is very consistent and does not alter behavior vary much across situations -no concerned with presentation managment |
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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 |
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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
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Marketers often _________ to a particular "self" |
target products |
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Conflciting identies |
multiple selves means that they can conflict |
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Ideal self |
our conception of how we would like to be - molded by consumer's culture, environment, etc |
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Real / actual self |
our more realistic appraisal of qualities we possess |
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Marketers can position goods and services ... |
as consistent with actual self as a means to help us reach our ideal self |
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Identities represent different facets of self , varying across time and context, that consumers use to ... |
socially categorize themselves and express who they are. |
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Consumers seek brands that _____ and respond favorably to messages the communicate ____. |
fit their identity fit |
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Social identity as individual consumption behaviors |
"you are to some extent, your possessions" |
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Importance of self-product congruence |
choice of products whose attributes match self
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Extended self: |
external objects that we consider 'part of us' |
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Social identity |
part of self-concept derived from the social category a person is associated with |
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Social identity theory asserts... |
that people strive for positive social identity by distinguishing themselves from relevant out-groups |
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Activation of identity, in general, causes individuals to... |
engage in behaviors that align with the activated identity |
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Self-esteem |
Valance - positive / negative self-concept stems from many sources: -acceptance by others -social comparison -perceived disparity between actual and ideal |
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Low self-esteem leads to... |
expectations of failure, lack of control, and rejection - major component of overall happiness and wellbeing |
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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 |
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Self-enhancement biases |
tendency to interpret situations in a manner that improves self-concept |
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Above-average effect |
people overestimate the degree to which they possess desirable qualities -intelligence -popularity -honesty
Vast majority claims to be above average |
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Marketing is not... |
Philantrophy -sometime play on feelings -short term satisfaction in lieu of ling term |
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Should marketer care if our customers are happy? |
ideally they will attribute our product or service to their happiness.
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Identifying underlying problems with the role of marketing on consumer happiness.
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-increasing expectations -social comparison -choice overload |
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Identifying solutions to underlying problems in marketing |
social support novelty / variety |