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35 Cards in this Set
- Front
- Back
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oriented toward immediate gratification
- is selfish, illogical, and ignores consequences |
id
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maximize pleasure, avoid pain
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pleasure principle
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person's conscience
- internalizes society's rules |
superego
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mediates between the id and the superego
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ego
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find ways to gratify the id that will be acceptable to the outside world
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reality principle
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male-oriented symbolism
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phallic symbols
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uses Freudian ideas to understand the meanings of products and advertisements
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motivational research
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probe deeply into a few consumers' purchase motivations
- focus groups |
depth interviews
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underlying motives
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latent motives
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focuses on the quantitative measurement of personality traits
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trait theory
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identifiable characteristics that define a peson
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personality traits
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socially outgoing
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extroversion
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quiet and reserved
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introversion
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willingness to try new things
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innovativeness
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acquiring/owning products
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materialism
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control image projected to others
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self-consciousness
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like to think
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need for cognition
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thrifty
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frugality
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traits attributed to a product as if it were a person
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brand personality
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extent to which a consumer holds strong, favorable, and unique associations with a brand
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brand equity
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pattern of choices of how a person spends time and money
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lifestyle
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people sort themselves into groups based on what they like to do, how they spend their leisure time, and how they spend disposable income
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lifestyle marketing perspective
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self-definitions of group members
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lifestyles as group identities
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allow consumers to pursue chosen ways to enjoy life and express social identities
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goal of lifestyle marketing
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look at patterns of behavior to understand consumers
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adopting lifestyle marketing
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even unattractive products are more attractive when evaluated with other, liked products
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co-branding strategies
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symbolic meanings of products are related to each other
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product complementarity
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complementary products used to define, communicate and perform social roles
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consumption constellations
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psychological, sociological, and anthropological factors used for market segmentation
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psychographics
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psychographics research groups consumers according to activities, interests, and opinions
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AIOs
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only 20% of a product's users account for 80% of the volume
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80/20 rule
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-define target market
-create a new view of the market -position the product -better communicate product attributes -develop overall strategy -market social and political issues |
uses of psychographic segmentation
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-principle orientation: guided by a belief system
-status orientation: guided by opinions of peers -action orientation: desire to impact the world around them |
three self orientations
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-developed by a british firm called Experian
-analyzes consumers in 19 countries -identified 14 common lifestyles |
global MOSAIC
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-classifies every U.S. zip code into one of 62 categories
-rankings in terms of income, home value, and occupation on a ZQ (zip quality) scale -categories range from most affluent "blue-blood estates" to the least well-off "public assistance" -different clusters exhibit different consumption |
PRIZM (potential rating index by zip market)
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