Exam 2 Deck 10 (Identity Drives CB)

self

Identity arises out of a focus on _____

live for something

In order to have an identity, you have to ____ ____ _____.

worth

based on how successful you are to reaching your highest good

• you lose this if problems occur and also lose your sense of self

through media

how society shows you what a good identity is

traditional and modern

2 ways of identity formation

traditional identity formation

type of identity formation that’s communal instead of individualistic

• you lived in a community which assigned you a role

• you achieved your role by accepting the one given

modern identity formation

type of identity formation where you find yourself by looking inside

• nobody can deny you

• your dreams, intuitions, and feelings get expressed as your identity

deny

Traditional identity is when you “self _____” for the good of the family.

express

Modern identity is when you “self ____”, especially against outside influence

incoherent, unstable, illusory, anxiety-producing

4 issues with modern identity formation

what we do, what you own, what others think of you, how good you look

4 popular ways we base our identities

identity, processes, outcomes

3 layers of behavior change

outcome

the outermost layer that most people try to change

• not sustainable if only this layer changes

identity

the innermost layer you have to change to truly change the outcome

• it ties into your belief system

beliefs

Behind systems of actions are systems of ______.

• just setting goals doesn’t work

consumption

The ______ of others allows us to infer their identity.

• type of car or clothing they own

community

Modern Western identity tends to change historical understanding of ______

• causes people to further turn in toward oneself

individuals

Due to turning into oneself, we’ve gone from TAM to segments to ______

affirmation

Modern identities change source of _____

• behavior changes because of this

hedonistic adaptation

term that means desire is never fully satiated

• we all have a happiness set point

• purchased items increase happiness

• quickly, we adapt to the new stimulus and soon return to our baseline

brand

The _____, more than people is the increasing solution to needs of the modern identity.

tech, an endless pursuit of things, fame, individualism, vulnerability

5 sources of affirmation changed by modern identities and that change behavior

loneliness

epidemic that stems from the focus on self (global maxima)

• self isolation will be gradual

trust, identity, social influence, pricing psychology

4 elements of consumer behavior

relationship

What we first need to form in order to begin trusting a brand

anthropomorphize

applying human characteristics to an animal or object

personality

Whether consciously or not, customers attribute _______ to your brand in a quest for a shorthand way of understanding its emotional value

personality

what brands have to “anchor” on to so that consumers aren’t confused

rub-off effect

an effect that helps us form these emotional connections to brands

best friends

type of relationship where the customer expects to be included in decisions and loyalty is given in return

• relies on trust both ways

buddies

type of relationship where the customer expects a large variety of products and services to meet their various needs

• doesn’t want to be converted into a loyal customer

master/servant

type of relationship where if the customer’s demands are not taken into account, they’ll be gone

flings

type of relationship where the customer wants to be constantly surprised, but with little commitment

best friends

type of relationship model that Terra Bite follows where they rely on trust both ways