Cons&Mark exam 2

Trait Theory

Quantitative, Personality is made up of traits

Trait Theory Assumptions

1. Personalities have universal effects on behavior regardless of situation

2. we share common personalities but differ in absolute amounts among individuals

3. personality can be measured by behavioral indicators.

NFC

tendency to process info and engage in and enjoy thinking.

People with low NFC tend to rely on their feelings.

why brand personality?

connect with consumers

guide brand positioning and marketing efforts

determine design elements

Need for Arousal (NFA)

tendency to seek to raise the level of stimulation.

Positively correlated to adventure travel, bold interior design choices.

Negatively correlated to minimalism

Frugality

tendency to be economical with money

Brand Personality

the set of traits people attribute, usually 2-4 adjectives, to a product as if it was a person.

minimalist design

for organized, detail oriented people

bohemian style

creative open minded

why design for brand personality?

improved functionality,

self expression

enhanced well being

personal values

belief that some condition is preferable to its opposite (freedom vs slavery)

relatively enduring

personality

patterns of thinking and feeling - INNATE

values

whats important to self, what we have learned

Rokeach Value Scale (RVS) Terminal

end states we hope to achieve (Freedom, happiness, exciting life)

Rokeach Value Scale (RVS) Instrumental

means of achieving the terminal values (ambition, capable, loving)

List of Values (LOV)

sense of belonging

excitement

warm relationships

self fulfillment

well respected

enjoyment of life

security

self respect

sense of accomplishment

LOV

better predict consumer behavior better than RVS

more related to marketing applications.

sense of belonging

buying products that signal community inclusion or togetherness

warm relationships

purchasing gifts or shared experiences to nurture close bonds

lifestyles

how people live and spend time and money

AIO meaures

Activities Interests Opinions of consumers

A - daily routines

I - concepts that drive passion

O - expectations and evaluations

Karen Horney’s three personality groups

Compliant, aggressive, detatched

“Need for cognition”

is one of the personality traits that addresses an individual’s tendency to process information and to engage in and enjoy thinking.

The self-image congruence model portrays that

consumers would be more likely to choose products that have attributes and brand personality traits deemed to match the personality traits of themselves.

According to research, ________ is one type of personal value system which has more marketing implications and can be used to better predict consumer behavior.

LOV

Lifestyles, one of the psychographic variables, includes consumers’ ________.

activities, interests, opinions

Freudian theory, part of the human personality system?

id

ego

superego

Which of the following is NOT a psychographic variable?

personality, lifestyles, personal values

According to the Rokeach Value System (RVS), there are two categories of values. ________ refer to the end states individuals desire and hope to achieve.

terminal values

trait theory example

Individual’s personality is made up of traits which are common but vary by individuals.

Lifestyle brands have been popular because ________.

they focus on consumer experience instead of products themselves in marketing

they incorporate aspirational stories to connect with consumers

consumer confusion

consumers dont know what to believe cuz

• conflicting information knowledge

• inefficient or unclear information

• mistaking one company’s product for product of another company

consumer feelings

affective state or reaction

shopping experience

consumption experience

ads feelings or social media

functional theory of attitudes

attitudes serves some functions for the person, an attitude can serve more than one function

utilitarian function

value expressing function

ego defensive function

knowledge function

value expressive function

helps express consumers central values and lifestyles. Hedonic/experiementive

ego defensive

protects a person from external threats or internal feelings

knowledge function

improtant in ambiguous situations related to basic needs and navigations

consumer attitudes - properties

attitudes have directions

• positives, negative or neutral

• extremity - intensity of liking or disliking

attitudes have resistance

• degree to which the attitude is immune to change.

balance theory

triads - relations among three elements

1. a person and his or her perception of

2. an attitude object

3. some other person or object

perceptions are altered to make them consistent

types of intentions

spending, - how much will they spend

purchase, - what will they buy

repurchase, - will they buy again

shopping,- where

search,

consumption

consumer attitudes and intentions

a positive relationship between attitude and intention

“attitude os a key predictor for our intentiom”

consumer beliefs——> consumer attitudes —> consumer intentions —> behavior

consumer feelings —>^

consumers have beliefs, whether they’re true or not. Companies can play into that.

if consumer beliefs are false

need to show the reality

if consumer beliefs are accurate

there are flaws in marketing of products

elaboration likelihood model (ELM)central route to persuasion

(cognitive thinking efforts)

better for high involvement products (car)

ELM peripheral route to persuasion

consumers spend less time thinking and processing information

proper for low involvement products (shampoo)

need/problem recognition

difference between what t a consumer perceives to be the desired vs the actual state of affairs

information search (internal)

retrieving self knowledge from memory or past experience

information search (external)

collecting info from family, friends or marketplace

evaluation of alternatives

using evaluative criteria to compare different options identified from the information search phase

salient attributes

most important to consumers. vary little between options (price)

determinent attributes

help determine which product the consumer will buy eventually

categorization process

evaluating alternatives based on category to which it is assigned. broad

piecemeal process

considering an alternatives pros and cons

compensatory evaluation strategy

perceived weakness of one attribute may be compensated for by perceived strength of another attribute

noncompensatory evaluation strategy

a products weakness on one attribute CANNOT be offset by its strong performance on another attribute