Term
True or false?
Human/consumer needs are the basis of all modern marketing. |
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| Processes that lead ppl to behave as they do. |
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| The discrepancy b/t the consumer's present state and some ideal state. |
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| The needs are ______ by what we learn in response to our enviroment. Considered secondary needs or motives. |
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| Sought after results of motivated behavior. |
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| Using a generic category as a means to fulfill a need. |
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| Fullfilling a specific goal..wanting to be a lawyer so they go to law school. |
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| Goals are selected based on: |
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Definition
1. personal experience
2. physical capacity
3. prevailing cultural norms
4. values |
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Term
True or false?
Needs cannot exist without goals. |
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Definition
| True. Neither can exist without each other. |
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| Postive goal is one toward which behavior is directed. |
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| A negative goal is one from which behavior is directed away. |
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| Reasons why need driven human activity never ceases. |
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Definition
1. Many needs are never fully satisfied
2. As needs do become satisfied, new and higher order needs occur
3. Those who achieve their goals, set new ones. |
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Term
| A goal that has valence means that... |
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Definition
| It can be positive or negative. |
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Term
| Approach-approach conflicts |
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Definition
| When a person has to choose between b/t two desirable alternatives. |
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Term
| Theory of Cognitive Dissonance |
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Definition
| Ppl have a need for order and consistency in their lives and a state of tension can arise when beliefs or behaviors conflict with each other. |
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Term
True or false?
A conflict that may arise in the approach-avoid may be solved by cognitive assonance. |
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Definition
| False. Approach-approach. |
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Term
True or false?
Marketers try to overcome guilt by convincing consumers that they are deserving of luxuries. |
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Definition
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Term
True or false?
Marketers do not use credit card offers to increase sales of full price merchandise. |
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Definition
| False. They do use credit cards. |
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Term
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Definition
1. need for achievement
2. need for affilation
3. need for power
4. need for uniqueness |
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| Maslow's heirachy of needs |
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Definition
(Highest) Self-actualization
Ego needs
Social needs
Safety and security needs
(Lowest) Physiological needs |
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Term
| How does Maslows heirachy help marketers? |
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Definition
1. It allows marketers to focus on advertising on a need level that is likely to be shared by a large segment of the target audience
2. It facilitates product posistioning/reposisioning |
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1. power (individuals desire to control his/her enviroment)
2. affiliation (suggests that behavior is strongly influenced by the desire for friendship)
3. achievement (personal accomplishment) |
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Term
True or false?
All behavior is goal orientated. |
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| Those inner psychological characteristics that both determine and reflect how a person responds to his/her enviroment. |
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| Specific qualities attributes, traits, factors, and mannerisms that distinguish one individual from another. |
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Term
True or false?
Personalities will affect product choices and how consumers respond to marketing. |
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Definition
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The Nature of Personalities
3 Distinct Properties |
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Definition
1. personality reflects individual differences
2. personality is consistent and enduring
3. personality can change |
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| Three major theories of personalities |
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Definition
1. Freudian Theory
2. Neo-Freudian Theory
3. Trait Theory |
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Definition
| Focuses on immediate gratification operates according to pleasure principle (maximize pleasure, avoid pain) |
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Term
Freudian Theory
Super Ego |
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Definition
| Counterweight to the ID. Essentially ones conscience. |
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| Mediates b/t the id and the super ego. A fight b/t temptation and virtue |
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| Neo-Freudian Personality Theory |
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Definition
Believe that social relationships are fundamental to the formation and development of personality
-Alfred Adler
-Harry Sack Sullivan |
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Term
Neo-Freudian Personality Theory
Horney's Classification Groups |
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Definition
1. compliant
2. agressive
3. detached |
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| One approach to personality is to focus on the quantative measurement of traits (identifiable characteristics that define a person) |
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| Any distinguishing, relatively enduring way in which one individual differs from another. |
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Term
| Trait theorists are interested in pinpointing individual differences in terms of _____ ____. |
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Definition
-consumer innovators
-consumer materialism
-consumer ethnocentrism |
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Term
True or false?
Marketers are not interested in managing consumers responses to unfamiliar products or product features. |
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Definition
| False. They ARE interested. |
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Term
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Definition
| A personality trait that measures the degree of ridigity that individuals display toward the unfamiliar. |
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Definition
| Approaches the unfamiliar w/ defense and considerable discomfort (close minded) |
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Definition
| More likely to prefer innovative products (open minded) |
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| Social character inner directedness |
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Definition
These consumers tend to rely on their own inner values or standards in evaluating new products, likely to be consumer innovators
(prefer ads that stress product features and personal benefits) |
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Term
| Social character other-directedness |
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Definition
These consumers tend to look for others for guidance for what is appropriate and what is not.
(prefer ads that depict an approving social enviroment or social acceptance) |
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| A personality trait that measures a persons enjoyment of thinking |
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Definition
| Responds better to advertisements rich in product relation info or description |
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| Responds better to background or visual elements of an ad (celebrity endorsements) |
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| Consumers who prefer visual info and products that stress the visual |
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| Consumers who prefer written or verbal info and products |
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| Personality trait where individuals regard possessions as essential to their identities |
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| Traits of Materialistic Ppl |
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Definition
1. value acquiring and showing off possessions
2. self-centered and selfish
3. seek lifestyles full of possessions
4. possessions do not give them personal satisfaction |
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| In the realm of abnormal behavior consumers who are complusive have an addiction |
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| The tendency to prefer products or people of one's own culture over those from other countries. |
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| The belief that consumers have that products have various descriptive like traits or characteristics that set them apart from different brands. |
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| Tries to capture consumers perception of the attributes of a product/service into a human character |
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| Brand Personality in 3 categories |
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Definition
1. product personality and gender
2. product personality and geographic
3. product personality and color |
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Term
True or false?
Many consumers have different images of themselves that will make them act differently around different people. |
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Definition
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Term
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Definition
1. actual self (how they see themselves)
2. ideal self (how consumers would like to see themselves)
3. social self (how consumers feel others see them)
4. ideal social self (how consumers would like others to see them) |
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