consumer behavior exam 2

what is a self?

a person's essential being that distinguishes them from others, especially considered as the object of introspection or reflexive action.

what is an identity?

distinguishing characteristics of an
individual – seen internally or externally

who is Erving Goffman?

sociologist

what is erving goffman’s take on the whole deal of “self”? (dramaturgical perspective)

he believes the self is something we are NOT and rather something we do

• our self is defined by others

what is self-concept?

summarizes the beliefs a person holds about his own attributes and how he
evaluates the self on these qualities.

what is self esteem? 

refers to positivity of a person’s self concept. 

• low self esteem —> expect not to perform well

• high self esteem —> confidence

what is the collective self?

Identity driven by membership or association with others

what is the ideal self?

our conception of how we would like to be

what is the actual self?

our more realistic appraisal of the qualities we have

how are products related to the ideal and actual self?

they help us reach ideal self while also being consistent with actual self 

what is impression management?

we work to “manage” what others think of us

what is the digital self?

The personas we create online

Online Avatars
Twitter and Instagram
Facebook
Others?
Does your Instagram account accurately reflect who
you actually are?

what do marketers do when it comes to multiple selves? 

pitch products needed to facilitate active role identities 

what does it mean to have multiple selves?

what is an example of multiple selves:

• looking glass self

what is the looking glass self? 

When we imagine ourselves from an outside perspective we are using what is
referred to as the looking-glass self.

• We tend to overestimate how much other people are paying attention to us

• We also are somewhat bad at estimating what others actually think

• “everyone hates me”

what is the extended self?

how do marketers use the extended self?

what is self-consciousness in us?

• self monitors us 

• having public self consciousness 

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___are a form of self presentation

selfies

what does you are what you consume refer to?

Social identity is influenced by individual consumption behaviors

• Inference of personality based on consumption patterns

• people who have incomplete sense of self complete this identity

what is self/product congruence?

• consumers demonstrate their values through their purchase behavior

• product usage = self-image 

  • ex: harley davidson users

what does self-image congruence models refer to? 

we choose products when attributes matches the self (or ideal self)

what are the 4 levels of self? 

1. individual

2. family

3. community

4. group

what does the individual level of self refer to?

personal possessions (cars, clothing)

what does the family level of self refer to?

residence and furnishings

what does community level of self refer to? 

neighborhood or town where you live 

what does group level of self refer to? 

social or other groups 

what does embodied cognition refer to?

• power posing — enclosed cognition

• the behaviors we emit influence our sense of self and who we are

  • ex: wonder woman/superhero pose leads to being more confident

gender and sex roles in socialization look like what…

• gender role vary by culture but change over time

• many societies. experience traditional roles

what are agentic roles? 

men are expected to be assertive and have certain skills

what are communal roles?

women are taught to foster harmonious relationships 

sex-types traits are?

characteristics we stereotypically associate with one gender or the other

what are sex-types products

take on
masculine or feminine
attributes
 Doll houses
 Race Cars
 Wine Coolers
 Jagermeister

what is the stereotype when it comes to beauty?

Exemplar of appearance
“What is beautiful is good” stereotype
Favorable physical features:
 Attractive faces
 Good health and youth
 Balance/symmetry
 Feminine curves/hourglass body shape
 “Strong” male features

why do people change their body?

• to fit in or stand out

• examples include:

  • Body anxiety

  • Cosmetic surgery

  • Body decoration and
    mutilation

  • Body piercing

what is personality?

influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

how do we measure personality?

who was freaud?

• father of psychoanalysis and talk therapy

• before him no therapists talked to you, was other way around

what were freuds detractors? 

• wrote extensively on cocaine benefits 

• focused on sex & sexual conflict

• researchers say much of his theory makes no sense

what is ID?

what is the ego?

what is super-ego?

what does motivational research and consumption motives tell us (dichter)?

Assumes that we channel socially unacceptable needs into acceptable outlets (unstated goals of consumption)

what is the reality principle?

who is carl jung?

• father of analytical psychology 

• disciple of freud 

• believed in idea concept of collective unconscious that recognizes common behavior patterns/personality types 

• explained creation of archetypes

what were carl jung’s archetypes?

• old wise man 

• earth mother check slides for more info

what are personality traits?

identifiable characteristics that define a person

what are traits relevant to consumer behavior?

• innovativeness

• materialism

• self-consciousness

• need for cognition

what are traits in consumer research?

• frugality 

• impulsiveness 

• trait anxiety 

• bargaining proneness 

• trait vanity 

what are the big five personality dimensions?

1. openness to experience

2. conscientiousness

3. extroversion

4. agreeableness

5. neuroticism (emotional instability)

what are the trait theories?

what is consumer segmentation? 

what is an attitude?

what are the ABC’s of attitudes?

how do we discuss how committed someone is to an attitude? 

what is internalization?

what is identification?

what is compliance? 

what is cognitive dissonance?

how is cognitive dissonance generated (consistency principle)?

what is balance theory? 

what is social judgment theory?

how does social judgment theory influence how we process new information?

what is the consumer decision making process?

what is need recognition?

what is search for information?

what is evaluation of alternatives? 

what is choice?

what is post-choice evaluation?(consumer decision making process)

what are the types of decisions? 

what is a cognitive decision?

what is a habitual decision?

what is an affective decision?

what are consideration sets?

what are the compensatory rules? (ATO model)

what are non compensatory rules?

what is a lexicographic?

what is elimination by aspect?

what is conjunctive? 

what is disjunctive?

what are the 4 types of interview questions? (not counting probes!!)

what is grand tour? 

what is dexcriptive?

what is structural?

what is contrast?

what is probing? (different ways to get people to talk)

what is the yes/no rule?

what is the big rule of interviewing?