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29 Cards in this Set
- Front
- Back
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id
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oriented toward immediate gratification
selfish, illogical, and ignores consequences |
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pleasure principle
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maximize pleasure, avoid pain
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super ego
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a persons conscious
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ego
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mediates between the id and the superego
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reality principle
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find ways to gratify the id that will be acceptable to the outside world
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motivational research
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attempted to use Freudian ideas to understand the deeper meanings of products and advertisements
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depth interviews
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probe deeply into a few consumers purchase motivations
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latent motives
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underlying motives
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trait theory
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focuses on the quantitative measurement of personality traits
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personality traits
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extroversion - ahhh socially outgoing
introversion - reserved |
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traits specific to consumer behavior 5
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innovativeness
materialism self-consciousness need for cognition frugality |
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brand personality
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traits attributed to a product as if it were a person
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brand equity
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the extent to which a consumer holds strong, favorable, and unique associations with the brand
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lifestyle
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a pattern of choices of how a person spends time and money
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lifestyle marketing perspective
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people sort themselves into groups based:
what they like to do how they spend their leisure time how they spend their income |
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goal of life style marketing
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allow consumers to pursue chosen ways to enjoy life and express social identities
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adopting lifestyle marketing
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look at -patterns of behavior- to understand consumers
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co-branding strategies
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even unattractive products are more attractive when evaluated with other, liked products
tide - whirlpool |
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product complementarity
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symbolic meanings of products are related to each other
rolex -- rolls royce |
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consumption constellations
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complementary products used to define, communicate, and perform social roles
american yuppie |
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psychographics
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Psychological, sociological, and anthropological factors used for market segmentation
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AIOs
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psychographic research groups consumers according to
activities interests opinions |
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80/20 rule
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only 20 % of a product's users account for 80% of the volume
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psychographic segmentation can be used to (6)
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define the target market
create a new view of the market position the product better communicate product attributes develop overall strategy market social and political issues |
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VALS 2
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the values and lifestyles system
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vals 2 3 self -orientations
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principle- belief system
status - opinions of peers action - impact the world |
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vals groups 8
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actualizers
fulfilleds achievers experiencers believers strivers makers strugglers |
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Global MOSAIC
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developed by a british firm - experian
19 countries 14 common lifestyles |
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PRIZM
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potential rating index by zip market
zip codes 62 categories zip quality scale affluent-- blue blood estates least well off- public assistance |
