Exam 2 Marketing and Consumer Behavior

Cognitive Style

A psychological trait referring to how individuals prefer to process information and interact with the world.

High Mach

An individual who is strategically manipulative, emotionally detached, and primarily motivated by self-interest and the acquisition of power.

High Self-Monitor

A person who continuously reads social situations and adjusts their behavior to fit the context, prioritizing outward appearance over an inner self.

Independent Self-Construal

A self-concept organized around personal autonomy, uniqueness, and the view that the self is separate and distinct from others.

Individual Differences (IDs)

Stable, measurable traits that are relatively consistent over time and systematically influence consumer behavior.

Interdependent Self-Construal

A self-concept defined through connections to others, social roles, and group memberships, prioritizing group goals over personal ones.

Low Mach

An individual characterized as trusting, empathetic, and guided by strong moral principles and fairness.

Low Self-Monitor

A person who behaves consistently across situations, guided by internal values and beliefs rather than social cues.

Machiavellianism

A trait characterized by the tendency to influence, deceive, and control others for personal gain.

Need for Cognition

The extent to which people engage in and enjoy effortful cognitive activities.

Prevention Focus

A motivational driver oriented toward safety, security, and the avoidance of losses and negative outcomes.

Promotion Focus

A motivational driver oriented toward growth, achievement, ideals, and positive outcomes.

Regulatory Fit

The state occurring when an individual's motivational orientation (promotion or prevention) aligns with the task or information at hand.

Regulatory Focus

A theory characterizing individuals according to two distinct motivational drivers: Promotion Focus and Prevention Focus.

Self-Construal

A trait describing how individuals perceive and define themselves in relation to others (independent vs. interdependent).

Self-Monitoring

The degree to which individuals observe and regulate their own actions and self-presentation based on social cues.