Personality
Individual difference variables
What are consumer personality, lifestyle and self-concept?
What is materialism?
The ways consumers live and spend their time and money.
The totality of thoughts and feelings that an individual has about him- or herself.
What is self-image?
A theory which proposes that behavior can be explained by the congruence (match) between a consumer’s self-concept and the image of typical users of a focal product.
What is self-congruency theory?
The totality of thoughts, emotions, intentions, tendencies, and behaviors that a person exhibits consistently as he or she adapts to the environment
What is personality?
The degree to which a consumer is open to new ideas and quick to adopt, buying new products, services, or experiences soon after they are introduced.
What is innovativeness?
Statements used to gain an understanding of consumers’ activities, interests, and opinions.
What are AIO statements?
How a consumer currently perceives themselves (that is, who I am).
What is the actual self?
This is when consumers feel very close or form close associations with organizations or companies.
What is organizational identification?
He developed the psychoanalytic approach to personality.
Who is Sigmund Freud?
Extroversion -- Agreeableness -- Openness to Experience (also referred to as creativity) -- Stability (or Instability; sometimes referred to clinically as neuroticism) -- Conscientiousness
What are the traits found in the Five Factor Model?
A lifestyle segmentation that classifies consumers into eight distinct segments based on resources available to the consumer, as well as ideals motivation, achievement motivation, and self-expression motivation.
What is VALS or Values and Lifestyle segmentation?
The beliefs that consumers have about how they are seen by others (aka - the looking-glass self).
What is the social self?
The personality component in psychoanalytic theory that focuses on pleasure-seeking motives and immediate gratification.
What is the id?
Consumer research tools used to improve researcher understanding of inner motives and needs.
What are focus groups and in-depth interviews?
A brand’s ability to appeal to consumers based on the human characteristics associated with it.
What is brand personality appeal?
Observable, statistical aspects of populations, including such factors as age, gender, or income.
What are demographics?
The image that a consumer would like others to have about them.
What is ideal social self?
The extent to which consumers tend to maximize what they receive from a transaction as compared to what they give.
What is value consciousness?
An approach to studying personality that is focused on understanding the complexity of each individual consumer.
What is the idiographic perspective?
An enduring tendency to strive to be better than others.
What is competitiveness?
A tool that combines demographic and behavioral information in a manner that enables marketers to better understand and target their customers.
What is PRIZM or Potential Ratings Index by ZIP Market?
The positivity with which people hold their body image.
What is body esteem?
The principle in psychoanalytic their under which the ego attempts to satisfy the id within societal constraints.
What is the reality principle?