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29 Cards in this Set

  • Front
  • Back
Actual self-image
The Image that an individual has of himself or herself as a certain kind of person, with certain characteristics traits, habits, possessions, relationships, and behavior.
Brand personification
Specific "personality-type" traits or characteristics ascribed by consumers seek in a product.
Cognitive Personality
Need for cognition and visualizers versus verbalizers are two cognitive personality traits that influence consumer behavior.
Compulsive Consumption
Consumers who are compulsive buyers have an addiction; in some repects, the are out of control and their actions may have damaging consequences to them and to those around them.
Consumer Ethnocentrism
A consumers predisposition to accept or reject foreign-made products.
Consumer Innovativeness
The degree to which consumers are receptive to new products, new services, or new practices.
Consumer Innovators
Those who are among the first to purchase a new product.
Consumer Materialism
A personality-like trait of individuals who regard possessions as particularly essential to their identities and lives.
A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs.
Expected Self
How individuals expect to see themselves at some specified future time.
Extended Self
Modification or changing of one's self by which a consumer uses self-altering products or services to conform to or take on the appearance of a particular type of person.
Freudian Theory
A theory of personality and motivation developed by the psychoanalyst Sigmund Freud.
Built on the premise that unconcious needs or drivers. especially sexual and other biological drivers, are at the heart of human motivation and personality.
Ideal Self-Image
How individuals would like to perceive themselves
Ideal Social Self-Image
How consumers would like others to see them.
Consumers who tend to rely on their own "inner" values or standards when evaluating new products and who are likely to be consumer innovators.
Consumers have different images of themselves in response to different situations and are quite likely to act differently with different people and in different situations.
Need for Cognition
The personality trait that measures a person's craving for enjoyment of thinking.
Neo-Freudian Theory
A school of psychology that stresses the fundamental role of social relationships in the formation and developments of personality.
Optimum Stimulation Levels
A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences. High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.
Consumers who tend to look to other for direction and for approval.
The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
Psychoanalytic Theory of Personality
A theory of motivation and personality that postulates that unconscious needs and drives, particularly sexual and other biological drives, are the basis of human motivation and personality.
A pattern of behavior expected of an individual in a specific social position, such as mother, daughter, teacher, lawyer. One person may ahve a number of different roles, each of which is relevant in the context of a specific social situation.
Sensation Seeking
A trait characterized by the need for varied, novel, and complex sensations and experiences, and the willingness to take physical and social risks for the sake of such experiences.
Social Self-Image
How consumers feel others see them.
Trait Theory
A theory of personality that focuses on the measurement of specific psychological characteristics.
Variety-or novelty-seeking
A personality trait similar to OSL, which measures a consumer's degree of variety seeking.
Virtual personality or self
A notion that provides an individual with the opportunity to "try on" different personalities or different identities, such as creating a fictitious personality in an on-line chatroom.
Visualizers versus Verbalizers
Consumers who prefer visual information and products that stress the visual, such as membership in a videotape cassette club. versus Consumers who prefer verbal or written information and products, such as membership in a book club or audiotape club.