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19 Cards in this Set
- Front
- Back
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personality definition |
totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as they adapt to their envireoment |
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personality is |
unique to an individual conceptualized as combo of specific traits traits are relatively stable and interact with situations to influence behavior |
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trait |
distinguishable characteristics that describes ones tendency to act in a relatively consistant manner |
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Nomothetic Approach |
value conciousness innovativeness competitiveness materialism need for cognition superstitious |
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5 factors of human personality (dominant personality) |
1. extroversion - outgoing 2. agreeable - kind hearted, sympathetic 3. openness - creative 4. stability - avoids mood swings 5. conscientiousness - careful |
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specific traits |
tendencies to behave in very well-defined situations |
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Broad Traits |
behaviors that are performed across many different situations (extroversion) |
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Brand Personality Dimmensions
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Competence - responsible reliable Maytag Excitement - daring, spirited Monster Energy Ruggedness - tough Ford Truck Sincerity - honest genuine Wrangler Jeans Sophistication - glamorous charming Cartier Jewelry |
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Psychographics |
ways in which lifestyles are measured (AIO's) |
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Lifestyle |
refers to ways consumers spend and live their time and money |
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Self Congruency Theory |
how you match yourself with products you use |
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ABC Approach |
A- affect "I like Honda" B- behavior "I always buy Honda" C- cognition "My Honda gets good gas" |
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What to do if consumers are correct |
Product Development/Modification |
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What to do if consumers are incorrect |
Promotions/Advertising |
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e stands for |
what you feel |
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b stands for |
how you behave |
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Behavioral Influence Approach |
Environmental cues directly affect the behavior (attitude has behavioral component) |
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Elaboration Likelihood Model |
Central Route - important you'll do research ex. buying a car Peripheral Route - something you sort of like ex. buying a soda |
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Balance Theory |
multiplying the signs must end in a "positive" ex. Peyton Manning and Papa Johns -idea that we don't like inconsistency in our thoughts -if you like Peyton Manning you will like Papa Johns |
