Consumer Behaviour Chapter 6

Front 1

What is the definition of a personality?

Back 1

a person's unique psychological makeup, which consistently influences the way the person responds to his or her environment

Front 2

Define lifestyles

Back 2

patterns of consumption reflecting a person's choices of how he or she spends time and money

Front 3

Describe the three different parts of the mind (Freudian's theory)

Back 3

id- the primary desire to maximize pleasure and avoid pain. "The party animal" part of the brain
superego- counterweight to the id. It internalizes society's rules by working to prevent the id from seeking selfish gratification
ego- is the system that mediates between the id and superego. It is in a way the referee in the fight between temptation and virtue. The ego tries to gratify the id that will be acceptable to the outside world.

Front 4

What is motivational research? What does motivational research rely on when getting to know consumers?

Back 4

is a freudian perspective of marketing. It is based on psychoanalytic interpretations, with a heavy emphasis on unconscious motives. It relies on in-depth interviews with consumers.

Front 5

What are some criticisms on motivational research techniques?

Back 5

Some think it works, others don't. Is similar to subliminal perception studies. Some feel that there is too much emphasis on sexual overtones of behaviour, and other plausible causes could be overlooked.

Front 6

What appeals marketers to motivational research? (3 main reasons)

Back 6

1. Cost efficiency- is less expensive than large scale surveys
2. Providing insights- the knowledge derived from this type of research may help to develop marketing communications that appeal to deep seated needs.
3. Intuitive sense- some findings actually make sense such as people avoiding prunes because it reminds them of old age and men fondly like their first car as an adolescent because it was their onset o sexual freedom.

Front 7

Who was Karen Horney and what was her theory?

Back 7

neo-freudian- psychoanalyst
said that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive). Some research indicated that these three types of people prefer different kinds of products. ex: aggressive male- strong masculine products (old spice) etc

Front 8

What is the definition of analytical psychology? who was the creator of this?

Back 8

the emphasis on both an individual's development as a creative person (his or her future) and his or her individual and racial history (his or her past) in the formation of personality. Carl Jung

Front 9

What is the collective unconscious?

Back 9

a storehouse of memories inherited from out ancestral past.

Front 10

describe the "need for uniqueness" trait a person may carry.

Back 10

the degree to which a person is motivated to conform to the preferences of others versus standing apart from the crowd.

Front 11

Describe idiocentrics and allocentrics.

Back 11

idiocentrics- having an individualist orientation
allocentric- having a group orientation

Front 12

What are some main differences between idiocentrics and allocentric type personalities?

Back 12

-Contentment- idiocentrics scored higher than allocentrics on the statement "I am very satisfied with the way things are going in my life these days" they are more satisfied with their financial situation
-Heath Consciousness- allocentrics are more likely to avoid foods that are high in cholesterol, have a high salt content, have additives in them or have a high amount of fat
Food preparation- allocentrics like the kitchen and tend to spend more time here than idiocentrics
ETC.

Front 13

What is a brand personality?

Back 13

the set of traits people attribute to a product as it it were a person. Ex:Jolly Green Giant, Quaker Oat man etc.

Front 14

What is brand equity?

Back 14

the extent to which consumers hold strong, favourable, and unique associations with a brand in memory- and the extent to which they are willing to pay more for the branded version of a product than for a non-branded (generic) version.

Front 15

What is animism?

Back 15

The practice found in many cultures whereby inanimate objects are given qualities that make them somehow alive.

Front 16

Describe the two different levels of animism.

Back 16

level 1- the highest order of animism, the object is believed to be possessed by the soul of the being. A brand may be strongly associated with a loved one, alive or deceased. ("My grandmother always served Kraft blueberry jam")
Level 2- Objects are anthropomorphized- given human characteristics. A cartoon character or mythical creation may be treated as if it were a person, and even assumed to have human feelings. Ex: Pillsbury Doughboy, Michellin Man etc.

Front 17

What is the definition of lifestyle in consumer behaviour terms?

Back 17

refers to a pattern of consumption reflecting a person's choices of how he or she spends time and money. Many of the factors already discussed in this book, such as a person's self-concept, ethnicity, and social class, are used as "raw ingredients" to fashion a unique lifestyle.

Front 18

What does a "lifestyle marketing perspective" recognize?

Back 18

that people sort themselves into groups on the basis of the things they ilke to do, how they like to spend their leisure time, and how they choose to spend their disposable income.

Front 19

What is product complementarity?

Back 19

This occurs when the symbolic meanings of different products are related to each other. These sets of products, termed consumption constellations, are used by consumers to define, communicate, and perform social roles. Ex: interior designers rely on this when choosing items to furnish a room

Front 20

Define psychographics?

Back 20

the use of psychological, socialogical, and anthropological factors, to determine how the market is segmented by the propensity of groups within the market- and their reasons to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use of a medium. Psychographics can help marketers fine-tune their offerings to meet the needs of different segments.

Front 21

What is the difference between motivational research and quantitative research?

Back 21

motivational- involves intensive one to one interviews, gives a lot of information about a person, but this is often idiocentric and not useful or reliable
Quantitative- large-scale demographic surveying, gives only a little info about a lot of people

Front 22

What is the main difference between demographics and psychographics when understanding consumers buying habits?

Back 22

demographics allow us to describe who buys, psychographics allows us to understand why they do.