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22 Cards in this Set
- Front
- Back
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Symbolic Interactionism
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Deduce from interaction who we are
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The Looking Glass Self
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Determine who we are from mirror
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Self-Consciousness
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How we feel about ourselves
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Symbolic Self-Completion Theory
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You are what you consume; not having it is a loss of self
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Self-Image Congruence Models
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We choose products when their attributes match some aspect of self
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Extended Self
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Individual level, family level, community level, group level
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Building Brand Equity
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Focusing on emotional associations
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Body Image
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Consumer's subjective image of physical self
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Body Cathexis
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Person's feelings about his body
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Freudian ID
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Our need to gain pleasure
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Freudian Pleasure Principle
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Basic desire to maximize pleasure and minimize pain
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Freudian Superego
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Conscience we have
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Ego
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Mediates between ID and Superego
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Karen Horney Theory
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Compliant (avoids conflict), detached, aggressive (seeks conflict)
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Carl Jung Analytical Psychology - Collective Consciousness
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How we behave is gathered through ancestors
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Trait Theory - NEOPI-R
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Openness, conscientiousness, extroversion, agreeableness
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New Product Adoption Curve
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Innovators, Early Adopters, Early Majority, Late Majority, Laggards
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Brand Personality in US
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Sincerity, excitement, competence, sophistication, ruggedness
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Product Complementarity
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Product whose use is associated with use of an associated good
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Consumption Constellations
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Meanings of products are derived from their existence within a set of complementary goods
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Psychographics
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Use of psychological, sociological, and anthropological factors to determine how the market is segmented and their reasons to make a particular decision about a product, person, ideology
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Geodemography
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Links consumer data with geographics variables; uses cluster analysis as statistical tool and links purchase info with geographic info
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