Personality, Lifestyles and Values in Consumer Behaviour

These flashcards cover key vocabulary terms and definitions from the chapter on Personality, Lifestyles and Values in Consumer Behaviour.

Consumer Behaviour

The study of individuals and groups in relation to the consumption of goods and services.

Personality

A person's unique psychological makeup that consistently influences how they respond to their environment.

Freudian Systems

A theory proposing that human behaviour arises from conflicts between the id (pleasure principle), superego (conscience), and ego (mediator) to balance desires.

Motivational Research

A research methodology that aims to uncover deeper meanings behind consumer preferences and motivations.

Trait Theories

A psychological perspective asserting that identifiable characteristics define a person.

Geodemography

Techniques that analyze consumer data and geographic information to identify common consumption patterns.

Core Values

A set of fundamental beliefs that guide individual behaviour and shape a culture's identity.

Psychographics

The use of psychological, sociological, and anthropological factors to identify market segments and understand consumer motivations.

VALS (Values and Lifestyles)

A widely used psychographic segmentation system that divides consumers into groups based on their psychological characteristics and resources.

Brand Personality

A set of traits attributed to a product, likening it to a human persona, enhancing consumer connection.

Animism

The attribution of human-like qualities to inanimate objects, used in marketing to create relatable product identities.

Lifestyles

Consumption patterns reflecting how individuals choose to allocate their time and resources.

Conscientious Consumerism

An emerging trend where consumers make purchasing decisions based on personal values regarding health and sustainability.

Materialism

The value placed on physical possessions and the influence they have on consumer happiness.

Lifestyle Marketing Perspective

A strategy that categorizes consumers based on their interests, preferences, and leisure activities.

Self-actualization

The realization of one's potential, often influencing consumer behaviour towards products that facilitate personal growth.