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?

means recognizing and engaging with different, distinct aspects of your personality that may vary by situation, social role, or internal state.

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?

the concept that a person's identity is not limited to their body and mind but includes possessions, people, places, and even their digital footprint.

how do marketers use the extended self?

to connect with consumers by positioning products as integral to their identity, which includes possessions, people, places, and group values.

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?

through psychometric assessments like self-report questionnaires, which ask individuals to rate their own feelings and behaviors on scales, and observer ratings from others.

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?

part of you that wants good things all the time (pleasure seeking)

what is the ego?

the in between of both, evaluates both sides

what is super-ego?

rule follower, concerned about future, cautious side

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?

is a psychological concept, central to Freudian theory, that governs the ego and dictates the ability to assess the external world and delay immediate gratification in favor of long-term, realistic goals.

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 does openness to experience mean?

the degree to which a person is open to new ways of doing things 

how is openness to experience measured?

thinking of new ways of doing things

what is conscientiousness? 

the level of organization and structure a person needs

how is conscientousness measured?

how prepared someone is

what is extroversion?

how well a person tolerate stimulation from other people

how is extroversion measured?

talking to a lot of different people at parties

what is agreeableness?

the degree to which we defer to other people 

how is agreeableness measured?

their ability to take time out for others

what is neuroticism (emotional instability)?

how well a person copes with stress

how is neuroticism measured?

how upset someone can get/how easily they get upset

what is MBTI (based on jung)

Focus of attention
Information processing
Decision making
Dealing with outer world

• ISTJ, ENFP

what is an example of brand personalities?

pilgrim on quaker oats, pillsbury dough boy

what are brand personalities based on?

• Competence

• Excitement

• Ruggedness

• Sincerity

• Sophistication
  

who was David Aaker?

he said there was dimensions of brand personality

definition of brand personality:

set of traits people attribute to a product as if it were a person

what is the reader response theory?

all is interpreted by observers

what are the trait theories?

traits relevant to consumer behavior:

• innovativeness

• materialism

• self-consciousness

• need for cognition

what is consumer segmentation? 

what are attitudes/where they stem from?

Relatively enduring overall evaluations of objects, products, services, issues,
or people.

definition of attitudes: 

a lasting, general evaluation of people, objects, advertisements, or issues

what is an attitude object? 

anything toward which one has an attitude

what are the ABC’s of attitudes?

Affect

Behavior

Cognition

example of ABC approach to attitudes: 

Affect: “I really like my Toyota Corolla.”
Behavior: “I always buy Toyota products.”
Cognition: “My Corolla gets good gas mileage.”

how does the hierarchy of effects work when it comes to attitudes?

what is the purchase context of high involvement? 

belief — affect — behavior 

what is the purchase context of low involvement?

belief — behavior — affect

what is the purchase context for experiential?

affect — behavior — belief

what is the purchase context for behavioral influence?

behavior — belief — affect

what are the functional theories of attitudes?

• utilitarian function

• value-expressive function

• EGO-defensive function

• knowledge function

what is the utilitarian function?

• relates to rewards and punishments — we tend to like people/stuff that is nice to us

what is value-expressive function?

expresses consumer’s values or self concept

what is the EGO-defensive function?

protect ourselves from external threats or internal feelings 

what is the knowledge function?

help us navigate the world — need for order, structure, or meaning

what are the three parts of attitude commitment?

1. internalization

2. identification

3. compliance

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

you can observe and discuss their consistent behaviors, the consistency between their words and actions, and their willingness to be accountable for their choices

what is internalization?

Highest level of attitude commitment: deep-seeded attitudes become part of
consumer’s value system

what is identification?

Mid-level of attitude commitment: attitudes formed in order to conform to another person or group

what is compliance? 

Lowest level of attitude commitment: consumer forms attitude because it gains rewards or avoids punishments

what is the consistency principle?

• We value/seek harmony among thoughts, feelings, and behaviors and change components to make them consistent

• Relates to the theory of cognitive dissonance
  

what is the balance theory?

Considers how a person might perceive relations among different attitude objects and how he might alter attitudes to maintain consistency

what are the triad attitude structures related to balance theory?

• person

• Perception of attitude object

• Perception of other person/object

what do self perception theories tell us?

WE INFER ATTITUDES FROM OUR BEHAVIORS

what is the foot-in the door technique?

Consumer is more likely to comply with a request if they have first agreed to comply with a smaller request

what is the low-ball technique?

Person is asked for a small favor and is informed after agreeing to it that it will be very costly.

what is the door in the face technique?

Person is first asked to do something extreme (which they refuse), then asked to do something smaller.

what is the fishbein model?

Salient Beliefs
Object-Attribute Linkages
Evaluation

what is something to note about the ATO model?

Important to note attitudes don’t have to be about concrete things

what is the social judgment theory?

We assimilate new information about attitude objects in light of what we already
know/feel

Initial attitude = frame of reference

Latitudes of acceptance and rejection in social judgment theory?

• Assimilation effects

• Contrast effects

• Example: “Choosy mothers choose Jif Peanut
  Butter”