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27 Cards in this Set
- Front
- Back
Refer's to a person's unique psychological makeup and how it consistently influences the way a person responds to her environment
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Personality
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Freudian system oriented toward immediate gratification
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Id
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Our basic desire to maximize pleasure and avoid pain guides our behavior
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Pleasure principle
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Counterweight of the Id. This system is essentially the person's conscience.
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Superego
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mediates between the Id and the superego. It's basically a referee in the fight between temptation and virtue.
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ego
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The ego tries to balance these opposing forces according to the ______ _________, which means it find ways to gratify the id that the outside world will find acceptable
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reality principle
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A qualitative research approach, based on psychoanalytic (Freudian) interpretations, with a heavy emphasis on unconscious motives for consumption
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Motivational research
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a universally shared idea or behavior pattern, central to Carl Jung's conception of personality;________ involve themes--such as birth, death, or the devil --that appear frequently in myths, stories, and dreams.
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Archtypes
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the identifiable characteristics that define a person
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Personality traits
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the set of traits people attribute to a product as if it were a person
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Brand personality
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a parody of a brand posted on a Web site that looks like the original but is in fact a critique of it
____________ brand image |
Doppelganger brand image
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the common cultural practice whereby people attribute to inanimate objects qualities that make them somehow alive
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Animism
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the use of psychological, sociological, and anthropological factors to construct market segments
eg. Cadillac and their 3 different type of cars targeting 3 different groups of people |
Psychographics
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Most contemporary psychographic research attempt to group consumers according to some combination of three categories of variables: activities, interests, and opinions, which we call ___s
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AIOs
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the rule-of-thumb in volume segmentation, which says that about 20 percent of consumers in a product category (the heavy users) account for about 80 percent of sales
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80/20 rule
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Perhaps the best-known segmentation system is ______ VALS2
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The Values and Lifestyles System
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___________ refers to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live, in order to identify consumers who share common consumption patterns.
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Geodemography
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One popular clustering technique is the ______
eg. Blue-Blood Estates, Public Assistance, Money & Brains, Young Influential |
PRIZM NE (Potential Rating Index by Zip Market)
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The latest and hottest extension of lifestyle marketing is __________ targeting, where e-commerce marketers serve up customized ads on Websites or cable TV stations based on a customer's prior activity.
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Behavioral targeting
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Form of behavioral targeting, provides messages that refer to the exact product you checked our before.
eg. amazon emails, cookies in ur history to bring this up again when you surf the web sidenote: google introduced this technique in 2009 and now the company makes it available to all advertises who use its AdWords network |
Personalized retargeting
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a strategy to disrupt the nation's food supply with the aim of creating economic havoc
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Bioterrorism
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physiological or psychological dependency on products or services
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Consumer addiction
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Refers to repetitive and often excessive shopping performed as an antidote to tension, anxiety, depression, or boredom
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Compulsive consumption
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_______ consumers are people who are used or exploited, willingly or not, for commercial gain in the marketplace
eg. prostitutes, blood donors, babies for sale |
consumed consumers
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***What term does the retail industry use to describe shoplifting ?
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Shrinkage
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people who buy an outfit, wear it once, and return it
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serial wardrobers
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***events in which people deliberately deface or mutilate products and services
eg. sending a bag of dot manure to someone;spray painting graffiti, product tampering; computer viruses;destroying or altering billboards |
Anticonsumption
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