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81 Cards in this Set
- Front
- Back
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in order to look more deeply into the core aspects of consumer's buying behavior, marketers examine some of the major
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personality theories
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the individual psychological characertistics that influence the way we react to our surroundings
- are lasting but they can change |
personalities
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many of our behaviors and dreams come from our unconscious where thoughts we are largely unaware of are stored
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Sigmund Freud's Psychoanalytic Theory
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controls our biological drives like hunger and sex, requires immediate gratification, seeks pleasure and avoids pain and a source of creativity and destruction - plays significant role fields of design and fashion
-with us from birth |
ID (libido)
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the conscious part of our personality, our sense of ourselves, mediates the desires of the ID and the restraints of the superego - keeps in check
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EGO
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manifesting the traditional values of society customarily transmitted by parents, acts as a conscience, transmits the values of society, parents and family, creates feelings of guilt, real or imagined
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SUPEREGO
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motivation research uses freud's theories
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in-depth interviews --seeking unconscious motives by asking questions
focus groups - guided discussions on market place behavior |
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developed when researches applied some of freud;s theories of makreting, studies the effect of the unconscious id and the superego on motives in purchasing behavior
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motivational research
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believed that culture and society were stronger influences than the biological drives freud stressed
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social cultural theory
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he believed we have shared cultural memories, conveyed through archetypes such as harry potter
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carl jung, social cultural
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believed personality comes from the wya people handle anxiety in relationship with parents: compliance, aggressiveness, detachment
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karen horney, social cult
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created CAD scale, measuring hypotheses of compliance, etc
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Cohen, social
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our buying behavior supports the way we feel about ourselves
-we all have multiple "selves" self image private public |
self-concept theory
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who we are
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self image
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who we think we are
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private self image
actual self |
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who we would like to be
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private
ideal self |
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how others see us
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public
social self-image |
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how we would like others to see us
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public
ideal social self-image |
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our positive and negative feelings about ourselves plus our estimate of our net worth
having an ideal to work toward can influence both ---- and buying behavior |
self esteem
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somethings we own may become part of our personality;s many meanings:
new skills, magical powers |
the extended self
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distinct characteristics that differentiate us from others
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trait theory
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centered inwardly
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introversion
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active/outgoing
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extroversion
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cueing insecurities and inadequacies
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negativism
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known as the need for cognition (NC)
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desire for knowledge
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consumers purchase goods indiscriminately
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compulsive buying behavior
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desire for knowledge
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need for cognition
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people who buy the earliest and are the first visual communicators of teh season's styles
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fashion innovators
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people who recognize and endorse what innovators are wearing and doing
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fashion influentials
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study of symbols
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semiotics
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giving brands human characteristics:
sincerity, excitement, competence, sophistication ruggedness |
brand personality
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populations shifts
diversity evolving view of family |
american consumer is changing
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group of individuals who live together, related by blood, adoption or marriage
nuclear extended |
traditional family defined
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a household refers to any single person or group of persons who live together in a residential setting, realted by blood adoption or marriage or not
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a modern view, todays family
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the process of teaching the skills, attitudes and knowledge necessary for successful integration into society
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socialization
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each household member usually plays a certain consumption role in the decision making process
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family decision making
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the info or pressure than an individual, group, or type of media presents or exerts on consumers
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social influence
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occurs when a person is behaving like others in order to be accepted or feel like one of the group
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conformity
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when somone chooses to do something because hes been asked to do it, agree to do as asked
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compliance
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follow an order from an authoritative person/group
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obedience
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hierarchal divisions within society based on economic standing
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social class
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social position that brings degree of prestige, honor, respect and lifestyle
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social status
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complex mix of social and economic factors
more commonly used |
socioeconomic status
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system of behavior patterns, learned, not innate, characteristic of members of a society, a complex whole, shapes knowledge, beliefs, values, art, morals, laws, customs, etc., what people know )mentifacts, what people do, sociofacts and waht people make artifacts
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culture
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ideas, patterns of thinking, values, attitudes, how we know, education systems, technological advancements
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mentifacts
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how people organize, relationships - family friends work - social behavior, greeting rituals, status, roles, classifications
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sociofacts
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things, made by people of a culture, tools for making things, technology shapes this, materials from which things are made
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artifacts
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smaller groups or mini-cultures that function within larger cultures, generally have distinct characteristics that differ from the mainstream, ex. hippies, punks, goths
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subculture
have to have conformity |
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influencing fashion behavior of other society groups
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fashion diffusion
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people look to those they consider to be above them for fashion guidance
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trickle-down
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concept that a great new fashion idea can also start among the lower class of society and work its way up
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trickle-up
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type of social influence
conform to expectations of others seek out guidance or direction of others |
normative and informative
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multiple people sharing similar values/beliefs who impact the opinion of others
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groups
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primary or direct group
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family or close friends
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secondary or indirect group
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mere acquaintances
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provide data from credible and knowledgeable sources
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informational reference group
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offer reward/recognition for the avoidance of punishment
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utilitarian reference group
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espouse similar core values held by buyer
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value - expressive reference group
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groups we would like to be in
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aspirational
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groups to which we already belong
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associative
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groups that do not interest us
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dissociative
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a knowledgeable individual who controls access and info flow to followers, and influences them to act in specific ways
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gatekeeper
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friend of a friend
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FOAF
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theory stating the probability of influence increases depending on the number of people involved and the importance and proximity of the influencers
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social impact theory
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measurable statistics concerning a population which are quantifiable with key components of its size, composition and distribution
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demographics
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number of babies born each year
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birthrate
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how long people live and work
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life expectancy
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number of people coming into the country
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immigration
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money of assets that people receive typically in a year from their work or investments
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income
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the amount after taxes
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disposable income
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the amount left after spending for necessities
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discretionary income
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how consumers feel about the economy
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consumer confidence
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the amount a dollar will buy
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purchasing power
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the movement protecting consumers by requiring honest packaging and product guarantees, the theory that the greater consumption of goods is economically beneficial and attachment to materialistic values and possessions
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consumerism
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the importance we attach to things we own
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materialism
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the study of consumer personality and lifestyle - lifestyles include our values and how we express them in the way we consume, AIOs
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psychographics
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AIOs
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activities, interests, opinions
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work, hobbies, social life
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activities
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family, home, community
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interests
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oneself, social issues, future
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opinions
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uses psychographics to identify psychological traits, motivation and resources
people motivated by ideals, achievement or self-expression resources run from low to high |
VALs
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