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36 Cards in this Set
- Front
- Back
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Affect |
a general term for an internal feeling state
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Emotions |
intense feelings directed toward someone or something |
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Moods |
less intense feelings that lack a specific cause or stimulus |
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Personality |
the combination of characteristics or qualities that form anindividual’s distinctive character, a part of the self/identity |
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Trait Theory |
the "big 5" Neuroticism, Extraversion, Openness to Experience, Agreeableness,Conscientiousness Innovativeness, Materialism, Self-Consciousness, Need for Cognition, Frugality |
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Freudian Theory |
the unconscious mind governs behavior to a greater degree than people suspect |
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ID |
personality of immediate gratification |
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Pleasure Principle |
basic desire to maximize pleasure and avoid pain |
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Superego |
counter weight to the ID, internalizes society’s rules |
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Ego |
mediator between the ID and the Superego |
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Reality Principle |
ways to gratify the id and the outside world will findacceptable |
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Geodemography |
expenditures and socioeconomic factors andgeographic information |
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PRIZM |
Potential Rating Index by Zip Market |
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Motivation |
what leads people to behave as they do |
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Motivational Research |
psychoanalytical interpretations with heavy emphasis onunconscious motives |
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Drive Theory |
we resolve tension when our physiological needs are not met |
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Expectancy Theory |
behavior is a result of expectations of achieving desirable outcomes |
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Anthropomorphism |
the tendency to attribute human characteristics to objects oranimals |
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Motivational Direction |
valence depending on an approach to a positive goaland avoiding a negative goal |
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Approach-Approach |
two desirable outcomes |
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Approach-Avoidance |
Positive & negative aspectsof desired product |
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Avoidance-Avoidance |
Facing a choice with twoundesirable alternatives |
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Maslow’s hierarchy of Needs |
Self-actualization, ego needs, belongingness, safety, physiological |
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Self-Actualization (MHoN) |
self-fulfillment, enriching experiences i.e. hobbies, travel, education |
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Ego Needs (MHoN) |
prestige, status, accomplishment i.e. cars, furniture, credit cards, stores, country clubs, liquors |
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Belongingness (MHoN) |
love, friendship, acceptance by others i.e. clothing, grooming products, clubs, drinks |
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Safety (MHoN) |
security, shelter, protection i.e. insurance, alarm systems, retirement, investments |
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Physiological (MHoN) |
water, sleep, food i.e. medicine, staple items, generic |
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Utilitarian |
need for the fictional benefit of a product (nutrition) |
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Hedonic |
Needs for fun, excitement, self-confidence (Deliciousness of a food) |
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Brand Personality |
sincerity, excitement, competence, sophistication, ruggedness |
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Sincerity |
down-to-earth, honest, wholesome, cheerful |
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Excitement |
daring, spirited, imaginative, up-to-date |
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Competence |
reliable, intelligent, successful |
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Sophistication |
upper class, charming |
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Ruggedness |
outdoorsy, tough |
