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128 Cards in this Set
- Front
- Back
- 3rd side (hint)
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Personality:
definition and 3 properties |
the sum total of an individual's inner psychological attributes
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unique,consistant across diverse circumstances, and not static (changes and matures)
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Personality theories (3)
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1) Freudian theory
2) Neo-Freudian theory 3) Trait theory |
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Freudian theory of personality
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strong emphasis on biological, sexual motivation. result of interaction and conflict between the id, superego, and the ego. develops as we progress through a sequence of psychosexual stages during infancy.
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the Id:
definition and conscious or unconscious |
a personality component that demands pleasure and immediate gratificaion (not right or wrong)
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unconsious
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the Superego:
definition and conscious or unconscious |
the social, moral, and ethical component of personality
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uargely nconscious
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the Ego:
definition and conscious or unconscious |
a personality component that balances the id's hedonistic impulses and the superego's constraints
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conscious
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Freud - 3 types of anxiety
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reality, neurotic, moral
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Reality (objective) anxiety:
definition and ex. |
the fear of tangible danger in the real world
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snakes, wild animals, storms, fire
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Neurotic anxiety:
definition and ex. |
the fear of the negative consequences of instinctual gratification (between the id and ego)
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shoplifting - being sent to jail
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Moral anxiety:
definition and ex. |
the fear of feeling shame and guilt (between id and superego)
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shoplifters - shame, guilt, punishment from within
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Defense mechanisms:
definition and ex. |
the tendency to protect our ego by denying and distorting anxiety-producing situations
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repression, rationalization, regression, projection, aggression, withdrawal
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Fixation:
definition and psychosexual stages (from ages 1-5) |
a halt in personality progress at particular developmental stage due to anxiety, frustration, or satisfaction
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named after erogenous zones: oral, anal, and phallic
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Defense Mechanisms:
definition and ex. of Repression |
denying and concealing impulses that cause one's feelings of conflict, discomfort, or guilt.
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diet - repress need for food to look more attractive
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Defense Mechanisms:
definition and ex. of Rationalization |
reinterpreting and justifying one's behavior to make it seem logical and acceptable.
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shoppers rationalize purchases they feel guity about
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Defense Mechanisms:
definition and ex. of Regression |
retreating to a previous, secure period of life and exhibiting immature behavior.
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oral stimulation - security of nursing from mother
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Defense Mechanisms:
definition and ex. of Projection |
attributiong one's own disturbing impulses or faults to another person
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"I hate myself" to "He hates me"
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Defense Mechanisms:
definition and ex. of Aggression |
resorting to assertive behavior to protect one's ego or interests
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angry consumers organizing a boycott
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Defense Mechanisms:
definition and ex. of Withdrawal |
removing oneself from a frusterating situation
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consumers who object to sex in movies may stop going
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Neo-Freudian Personality Theory:
definition and list 4 desciples |
social variables rather than biological instincts underlie personality formation
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Adler, Horney, Fromm, Sullivan
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Adler:
description of emphases |
overcoming real and perceived inferioritys; persuit of superiority and perfection (humans are conscious of goals and behavior)
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Horney:
description of emphases and 3 behavior patterns |
dealing with anxiety
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compliant, aggressive, and detatched personality
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Compliant personality (Horney):
definition |
moves toward people when troubled for approval, affection, appreciation, and acceptance
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Aggressive personality (Horney):
definition |
moves against people when troubled for admiration, power, exploitation or others, to stand out and excel
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Detatched personality (Horney):
definition |
moves away from others when troubled for self-suffienciency, independence, and unassailability
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Fromm:
description of emphases |
escape from loneliness; seeking meaningful relationships; need for love, fellowship, and security
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Sullivan:
description of emphases |
interpersonal relationships; progesses through developmental stages toward a mature repertory or relations (early 20s)
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Compliance-Aggressiveness-Detatchment (CAD) scale:
definition |
a paradigm that classifies people based on how compliant, aggressive, and detached they are (based on Horney's theory)
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Trait theory:
definition |
a view that classifies people according to their predominant response patterns
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Traits:
definition |
relatively permanent and consistent response patterns that characterize individuals
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Myers-Briggs traits:
definition and 4 scales |
one well-known instrument for measuring a person's personality traits or psychological type (16 personality types represented by 4 letters)
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1) extroversion/ introversion
2) sensate/ intuitive 3) thinking/ feeling 4) judging/ perceiving |
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Tolerance for ambiguity (trait):
definition and high v. low |
how people react in situations that are novel, complex, or insoluble
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high: deal with inconsistency in a constructive way
low: deal with inconsistency as undesirable or threatening |
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Dogmatism (trait):
definition and high v. low |
measures how rigid or unrigid a person is towards unfamiliar objects, situations, or individuals
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high: less likely to be accepting of other views that are contradictory to their own
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Category width (trait):
definition and extent of willingness |
measures to what degree an individual is likely to tolerate risk
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extent to which someone is willing to accept poor or negative consequences or outcomes of decisions
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Social character (trait):
definition and inner v. outer |
identifies where an individual belondg on the continuum that ranges from being inner directed to being other directed
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inner-directed: independent in thoughts and behavior
outer-directed: look to others for direction |
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Compulsiveness (trait):
definition |
amounts to a form of addiction to a particular behavior.
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Variety seeking (trait):
definition and high v. low |
distinguishes between people in terms of the extent to which they seek challenge, excitement, and variety
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low: prefer a quiet, calm, undisturbed existence
high: become bored if life is void of challenge, excitement, and action |
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Tendency to conform (trait):
definition and high v. low |
distinguishes people based on their proclivity to conform to social pressures when making purchases
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low: go ahead with original purchases when shopping alone or in a group
high: tend to make changes in their purchases with shopping in a group |
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Need for emotion (trait):
definition and high v. low |
distinguishes people in terms of their degree of emotionality
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high: react more sensitively to objects and situations
low: react indifferently for often and for a wide range of events |
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Innovativeness (trait):
definition |
reveals the extent to which individuals sense excitement and stimulation upon experiencing new opportunities, objects, or situations
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Personality tests:
definition |
paper-and-pencil questionnaires designed to measure personality traits
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Psychographics:
definition |
a segmentation approach that classifies consumers based on their lifestyle
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AIO inventories:
definition |
questionnaires designed to reveal consumers' activities, interests, and opinions
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VALS:
definition and 3 primary motivations |
a segmentation approach that classifies consumers according to primary motivations and resouces/innovation
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ideals (thinkers, believers), achievements (achievers, strivers), and self-expression (experiencers, makers)
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Self-concept:
definition and 5 original concepts |
the overrall image that a person holds of him or herself
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real-self, ideal self, self-image, apparent-self, and reference-group self (OTHER: extended-self, possible-self)
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Extended-self:
definition and ex. |
the self defined in terms of an individual's possessions
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home, clothing, car
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Possible-self:
definition |
the self a person would like to or could become (good or bad)
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Q-sort technique:
definition and how to measure |
a popular method of measuring the self-concept; involves giving the respondent a number of cards (60-120) containing statements or situations for the respondent to evaluate
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respondents sort these cards into a number of piles relecting their assessment of how well each statement matches or differes from their own self perception
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Self-product congruence:
definition |
a tendency to select products that match some aspects of the self
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Symbolic self-completion:
definition and ex. |
a tendency to complement self by displaying symbols associatd with one's identity
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security blanket
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Constructive processing:
definition |
a tendency of consumers to tailer their cognitive effort to suit the task at hand
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Involvement:
definition |
the degree of personal relevance that a purchase holds for the consumer
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Low involvement:
definition and ex. |
a case in which consumers attach minimal personal relevance to a purchase
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buying a candy bar
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High involvement:
definition and ex. |
a case in which consumers attach elevated relevance to a purchase
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buying a house
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Nonprogrammed decisions:
definition and ex. of tailored approaches |
a case in which a novel or infrequently encountered situation requires a customized solution
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extended problem solving, limited problem solving, impulse purchases
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Extended problem solving:
definition, programmed or nonprogrammed, and ex. |
an elevated level of expended effort used in making risky and significant decisions
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nonprogrammed; buying a new home
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Limited problem solving:
definition, programmed or nonprogrammed, and ex. |
a reduced level of expended effort used in making less-risky decisions
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nonprogrammed; buying the same watch brand twice
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Impulse purchases:
definition, programmed or nonprogrammed |
spontaneous and unplanned purchases made in response to environmental cues
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Programmed decisions:
definition |
habitual routines requiring no special thought
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Brand loyalty:
definition |
an attachment to brands that have proven satisfactory in the past
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5 stages in problem solving
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1. problem recognition
2. search activity 3. identifying and evaluating alternative solution 4. purchase or commitment 5. postpurchase considerations |
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Problem recognition:
definition and what it results from (6) |
the realization by the consumer that there is a difference between "what is" and "what should be"
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1. assortment depletion
2. changes in consumers' life cirumstances 3. product acquisitions 4. product obsolescence 5. expanded (contracted) means 6. expanded awareness |
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Assortment depletion:
definition and ex. |
inadequacies in stock of goods
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running out of milk, cereal, etc.
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Changes in consumers' life circumstances:
definition and ex. |
when an individual needs something they never needed before
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buying a computer
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Product acquisitions:
definition and ex. |
requires the purchase of further products, supplies, accessories, etc.
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buying a printer requires you to buy ink, paper, etc.
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Product obsolescence:
definition and ex. |
may cause individuals to replace goods
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when products break or go out of fashion
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Expanded (contracted) means:
definition and ex. |
financial or otherwise, may lead to expanded (contracted) desires and higher levels of aspiration
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a promotion and pay raise may lead to wanted more possessions
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Expanded awareness:
definition and ex. |
discoveries of new and improved items may alter consumers' satisfaction with their own things
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new car model
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Internal search:
definition and 2 simplification strategies |
retrieving relevant information from memory
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sharpening and leveling
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Sharpening:
definition and ex. |
a process of changing stimuli from ambiguous forms to more conventional ones
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selecting well-known brands of medicine
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Leveling:
definition and ex. |
a process in which details are omitted in order to simplify the memory structure
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hybird name on cars regardless of make or model
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External search:
definition and 4 factors |
the process of seeking information from exogenous sources
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1. individual learning style
2. product involvement 3. experience 4. risk perception |
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Individual learning style:
definition |
the ability of consumers to explore, search, and process information
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Product involvement:
definition and ex. |
the likelihood a consumer will seek and systematically process information
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buying a new car
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Experience:
definition and ex. |
consumers facing new or unfamiliar purchase situations are likely to expend more search time and exert greater effor than experienced buyers
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a novice investor in the stock market will seek more advice than veteran investors
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Risk perception:
definition |
the amount of external search positively correlates with the degree of perceived risk
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Evoked set:
definition |
those few brands that come to mind when one thinks of a product category
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Consideration set:
definition |
composed of small brands from the evoked set that the consumer would actually considering purchasing
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Heuristics:
definition and ex. |
simple rules of thumb consumers use as shortcuts to reduce shopping effort
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more likely to choose
1. higher quality and higher priced brands 2. higher quality over lower quality 3. top-of-the-line products |
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Evaluative criteria:
definition |
product characteristics consumers use to judge the merits of competing options
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Salient attributes:
definition and ex. |
important aspects of a product that affect the choices consumers make
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buying a car - comparing make, model, gas milage, price, ect.
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Determinant attributes:
definition and ex. |
those features on which alternatives are believed to differ
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buying a car - focusing on color, comfort, seating, etc.
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Prospect theory:
definition and ex. |
a view of how decision makers, under risk conditions, value different options and assess their outcomes
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a temperature is described as hot or cold to touch, depending on the temperature one is adapted to
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Framing:
definition and ex. |
a view that a given decision can be structured from either a gain or a loss perspective
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half full v. half empty
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Decision rules
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procedures consumers use to process information and arrive at a selection
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Compensatory decision rule
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high score on one attribue of a brand can make up for a low score on another
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Noncompensatory decision rule
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high score on one attribue of a brand cannot make up for a low score on another
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Consumer dissatisfaction
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an negative attitude formed toward a product, place, or action (influenced by the expended effort and expectations of the outcome).
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Effort
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equated with financial, physical, and/or mental sacrifice
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Satisfaction
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equated with feelings of being adequately reqarded for the sacrifice made
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Discontinuous innovation
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new products that require significant adjustments to established consumer routines
(ex. computers) |
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Dynamically Continuous Innovations
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new products that require moderate adjustments to established routines (ex. cell phones with advanced features)
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Continuous innovations
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new products that require minimal adjustmends to established routines (diet coke)
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Symbolic innovations
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Cases where a product conveys new social or psychological meanings
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Relative advantage
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new product is perceived as better than others
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Compatibility
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product is consistent with consumer's beliefs, values, experiences, and habits
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Simplicity
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easy to understand, assemble, and operate
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Observability
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visible and communicatable to potential adopters
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Trailability
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can be experienced before purchase
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Divisibility
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allows sampling
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Innovators
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the first 2.5% of the market to adopt a new product
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Early adopters
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13.5% second tier; TRUE opinion leaders
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Early majority
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34% third tier; adopt before average consumers
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Late majority
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34% fourth tier; skeptical
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Laggards
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16%; suspicious of change
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Socialization
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process where we develop socially relevant behavior through interaction with others as well as through interactive electronic media
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Modeling
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our conscious attempt to emulate others in a group
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Reinforcement
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mechanism by which groups reward or punish behavior
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Social interaction
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definition of a group's expectations of each group member
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Primary groups
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intimate groups, meet regularly and face-to-face
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Secondary groups
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groups where regular, face-to-face contact is lacking
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Formal v. Informat groups
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groups with explicit structure v. loosely organized groups
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Role parameters
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range of behavior appropriate for a specific role
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Role ambiguity
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defines a situation where uncertainty exists regarding one's duties and responsibilities
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Role overload
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volume of behavior of roles exceeds available time, energy, or money
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Role conflict
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when a person takes on multiple roles and the pressures of being in one becomes incompatible with being in the other
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Reward power
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influence based on a group's ability to dispense rewards
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Coervice power
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influence based on a group's ability to punish
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Legitimate power
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influence resulting from an individual's feelings of obligation
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Expert power
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influence based on a person's regard for an agent's skill or knowledge
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Membership groups
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group in which a person belongs
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Aspirational groups
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groups in which a person hopes to join but doesnt belong to
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Anticipatory groups
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goups that one has a reasonable expectation of joining
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Symbolic groups
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groups where chances of joining are remote
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Disclaimant groups
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groups that we may have belonged to but whose values we now reject
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Compliance
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going along with a group to gain approval
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Classical Identification
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accepting influence as a way of establishing one's identity with a group
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Reciprocal Identification
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accepting influence due to being in a complementary relationship with influencers
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Internalization
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accepting group norms and values as one's own
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