Consumer Behavior Exam 2

Front 1

self-concept

1. independent emphasis
2. interdependent emphasis

Back 1

1. think western culture-individual goal
2. thnk asian culture-family orient

Front 2

extended self uses ____ scale, which is what?

Back 2

likert scale-strongly agree to strongly disagree

Front 3

what scale is used to measure self-concept?

Back 3

semantic differential

Front 4

typical psychographic lifestyle studies factors (5)

Back 4

AVID MC

1.attitudes
2.values
3.interests
4.media patterns
5.consumption (usage rates)

Front 5

how are psychographic lifestyles measured (2)

Back 5

1. VAL
2. PRIZM

Front 6

VAL

1. 3 motivation aspects (name, ex)
2. 2 dimensions
3. ex. of 1 of 8 segments

Back 6

1. IAE
1)ideals- purchase functionality
2)achievement-status symbol
3) self-express-experience

2. primary motivation (3 above) AND resources (ability to act)

3. innovators-blend of ideal, achievement, and self-expression. take-charge, sophisticated, successful, high self-esteem. brand=extension of themselves. good in business setting.

Front 7

PRIZM

1. what is it? (term)
2. 1st grouping (name and list)
2. next grouping (name and list)

Back 7

1. geo-demographic lifestyle
2. urbanicity (urban, suburban, second city, town/country)
3. age/kids? (younger, family, mature) think 3 generations

Front 8

3 types of self-esteem marketing

Back 8

1. challenge them (ex. army)
2. enhance/suggest rewarding (ex. lincoln)
3. consistent with self-concept (ex. jiff)