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80 Cards in this Set
- Front
- Back
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Personality |
Unique character traits, determine how we react to external events |
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Freudian Theory |
Much of balancing physical needs but in a way that is acceptable to society |
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3 Systems |
Id, Superego, Ego |
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Id |
immediate gratification, pleasure, the party animal of the brain which works by the pleasure principle |
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Superego |
Balances Id, persons conscious |
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Ego |
balance id and superego, satisfy Id in a way that is acceptable to society |
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Motivational Research |
Freudian research had emphasis on uncnonscious motives, how we channel unacceptable needs into accetable behavior |
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Qualitative and Quantitative research |
quant- closed ended, large sample qual- open ended, small sample |
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Neo Freudian Theories |
Much more about how interact with others rather than sexual conflict |
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Horney |
We are either compliant, detatched, or aggresive |
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Jung |
Also against freud, we all share a collective unconscious with past and current generations |
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archetypes |
universally recognized behaviors and idea patterns |
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themes |
deeply related to personality but not somtheing we typically talk about |
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Athropromorphize |
We tend to give brands human traits |
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3 main purposes of research |
exploratory tracking evaluative |
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observed behavior |
purchase shopping behavior, social behavior |
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reported behavior |
quantitative and qualitative behavior, underlying motivation, reason for motivation |
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qualitative research (methods and adv/disadv) |
focus group, ethnographic adv- ability to probe and in depth dis- small sample |
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quant |
mail, survey adv- large and projectable dis- limited and closed ended |
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Cultural Anthropology |
Observing life and activity |
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Multrattribute models |
Attributes, beliefs, and importance weights. like a college decision, attributes- location, prestige, major; importance- rate how important each is to you, then rate each attribute based on beliefs |
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Attitude Tracking Surveys |
track attitudes over time, changes or lack of, tied in with awareness and is a starting point for brig brands (PEW) |
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Segmentation |
Analyze and categorize consumers |
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Obama Victory 2012 |
big victory against Romney, use of data |
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Focus groups |
They are coming under fire because we are trignt to move away from rational diloague, dig into unconscious brain |
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neuromarketing |
use science to tap into unconscious brain |
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Ethnography |
A bit trendy, Margarate mead, true ethongraphy is observational, live among people |
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lifestyle |
pattern of consumption and behavior |
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values |
belief |
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lifestyle |
behavior |
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attitude |
lasting evaluation of something |
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Functional Theory of Attitudes |
Utilitarian Value Expressive Ego Defensive Knowledge |
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Utilitarian Functional theory of attitude |
expectation of reinforcement; i like this cheesburger bc of the taste. simply bc pleasure or pain |
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value expressive |
express your values, the product says something about you, what sort of man reads playboy? |
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ego defensive |
extension of value expressive; housewives used to hate coffeemakers bc it threatened them as homemakers |
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knowledge |
based on need for order in ambiguous situations; its ok to wear jeans, on friday |
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Hierarchy of Effects |
Also learning hierarchy ABCs Standard Learning Hierarchy Low Involvment Experiential |
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Cognitive Dissonance |
inconsistencies betweena ttitude and behavior |
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persuasion |
attempt to change attitude and ultimately behavior |
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3 types of behavior |
Actual, Observed, Reported |
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actual |
(nielsen) actual recorded behavior |
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Observed |
Actually observed |
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reported |
asking people what they did and how they feel (most research is here) |
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demographics |
who buys |
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psychographics |
why buys, whole foods woman practices yoga and buys organic in the city |
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4 criteria of sucessful segmentation |
1. big enough 2. reachable 3. heterogenous between 4. homogenous within |
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jansport segmentation |
1. cultured rebels 2. go getters |
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Belief System |
set of beliefs coming out of life experiences that uniquely define who we are |
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tension |
we live in tension. I dont want to use plastic water bottles but i have to. |
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know the product adoption curve |
innovator, early adopter, early majority, late majoirty, laggards intro, growth, maturity, decline |
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know fad, fashion, classics and curve shapes |
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subculture |
similar belief and experiences set them apart from others |
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microculture |
Same things, as subculture, but based more on attidtudes and lfiestyles. strong and fierce sense of loyalty |
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routine vs ritual behvior |
ritual behavior often repetaed for a certain reason |
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pollster |
f |
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reality principle |
what the ego acts as, satisfying id a way which is good to the world |
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pleasure principle |
id acts to this, avoid pain, max pleasure |
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personality traits |
identifiable charateristics whic define a person(exrto or introverted) |
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brand personality |
set of traits someone would decribe a brand as if it were a person |
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animism |
give objects traits which make it become alive |
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AIOs |
psychographic research tends to group within activities, interests, opinions |
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80/20 rule |
20% customers account for 80% of rev |
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geodemography |
combine data with geo/sociological charac. in or to group customers with similar consumption patterns |
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prizm ne |
geodemogrpahic system which groups by zip code |
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behavioral/personalized targeting |
behavioral- marketers set up ads based on prior usage personal- if we shown interest for a tennis racket, the ad comes up |
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ABCs |
affect- how u feel behavior- how u act to it cognition- what you believe |
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std. learning hierarchy |
C-A-B think feel do, high involvement and rational |
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low involvement |
C-B-A acts on the basis on limited knowledge, and evaluates after they get the prouct. |
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eperiental- |
A-B-C act on emotions |
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high context culture |
tend to be tightly knit, minorities |
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low context |
less tightyl knit, white people, literal |
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acculturation |
adapting to ones country, cultural environment for 2 weeks |
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big 3 american sub cultures(ethnic) |
african america, hispanic, asian |
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age cohort |
people of similar ages who have similar experiences, often have similar icons. Gen X, Gen Y |
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Gen Y |
millenials and baby boomers |
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connexity |
being footloose but connected to peeps 24/7 |
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culture |
societys personality |
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culture |
societys personality |
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custom |
norm that controls basic behaviors |
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more |
custom with moral overtone |
