Ch. 6 - Textbook review

Id

Instincts; seeks immediate pleasure and avoids pain.

Ego

Rational self; balances id desires with reality

Superego

Moral conscience; judges right and wrong

How the id, ego, and superego work together

The ego mediates between the id’s impulses and the superego’s morals

Motivational research

Studies hidden psychological motives behind consumer behavior

Three main motives for consumption

Power, affiliation, achievement

Personality trait example for marketers

Innovativeness — early adopters try new products first.

Lifestyle vs. spending

Lifestyle shows values and activities, not just how money is spent

Consumption constellation

Set of related products that define a lifestyle (e.g., “gamer setup”)

Why consumption constellations are useful

Help marketers target lifestyles and cross-promote products

Values

Deep beliefs about what’s right; guide purchase decisions

Example of values affecting consumption

Valuing sustainability → buying eco-friendly brands

Why marketers study political ideology

It shapes values and preferences, influencing brand choices

Materialism vs. minimalism

Opposite tendencies, not total opposites — focus on possessions vs. simplicity

Psychographics vs. demographics

Psychographics = values/lifestyles; demographics = facts like age/income

Anthropomorphism

Giving brands human traits to make emotional connections

A luxury car ad appeals to a buyer’s desire for power and control. Which Freudian element is being targeted?

ID

A person buys a reusable bottle because they feel guilty about plastic waste. Which part of the psyche drives this?

Superego

A company markets new sneakers to “trendsetters” who try products first. Which trait are they appealing to?

Innovativeness

Two people both spend $500 monthly—one on travel, one on clothes. What does this difference reflect?

Lifestyle differences

A coffee brand sells mugs, beans, playlists, and décor for “coffee lovers.” What is this called?

Consumption constellation