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25 Cards in this Set
- Front
- Back
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Not a good predictor of consumer behavior?
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personality
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Model of Consumer Behavior
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Attitudes -> Behavioral Intentions -> Behaviors
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The further down the line you get, the better your predictions
Personality comes before attitudes |
model of consumer behavior
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However, it is a KEY ingredient in psychographics
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personality
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Developed by Sigmund Freud
Propose that personality arises from a set of dynamic, unconscious internal struggles within the mind |
Psychoanalytic Approach
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personality arises from a set of dynamic, unconscious internal struggles within the mind known as
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id, ego, superego
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Oral
Anal Phallic |
stages of development under the Psychoanalytic Approach
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Propose that personality differences are a function of how individuals have been rewarded or punished in the past
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Behavioral Approaches
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an example of a behavioral approach is
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nurture
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Classical Conditioning
Dogs and meat powder |
pavlov
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Operant conditioning
Pigeons and levers |
skinner
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Propose that personality shaped by an individual’s ---------interpretation of life events. largely discredited/ignored
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subjective, Phemenological Approach
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a key concept of the Phemenological Approach is --------------- or people's interpretations of why specific things happen
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locus of control
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individuals with ------ locus of control attribute more respsonbility on them selves while ------controlled individuals place responsibility on other people, events, or places rather than them selves
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internal, exteral
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the degree in which individuals look to others for cues on how to behave. high ----- ----- are typically sensitive to desires and influences of others as guides to behavior and low --- ---- are guided more by their own preferences
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self monitors
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An approach to personality that focuses on the ---------------- of personality traits. ex. nature.
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quantitative measurement, trait theory.
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Openness to experience
Conscientiousness Extraversion Agreeableness Neutrotisism |
the 5 factor model of personality
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Individuals may vary in terms of how much pleasure they derive from active thinking, and contemplating.
Consumers who enjoying thinking extensively about things like products, attributes, and benefits would be high in need for cognition (NFC). |
need for congnition
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Individuals differ in the degree to which they look to others for cues on how to behave.
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self monitoring behavior
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what are some personality traits relative to consumer behavior?
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need for cognition, self monitoring behavior, susceptibility to influence, and frugality
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The set of traits people attribute to a product as if it were a person
Harley Masculine, Individual, Expressive, Free spirited |
brand personalities
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Assigning human characteristics to brands
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Animism and Anthropormphisim
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We prefer things that are moderately arousing to things that are either too arousing or not arousing at all.
What type of people are a good target market for skydiving |
optimal stimulation level
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Reflects one’s creative/unpopular choice counter conformity and avoidance of similarity.
Consumers with a high need for uniqueness resist conformity and strive to buy one-of-a-kind and individual items. |
need for uniqueness
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are other personality traits related to consumer behavior
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optimal stimulation level, need for uniqueness, dogmatism, creativity
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