Consumer Behavior Chapter 7
Ideal of Beauty
A particular model, or exemplar, of appearance.
ID
About immediate gratification-the "party animal" of the mind.
Community Level
Common for consumers to describe themselves based on the neighborhood or town they live.
Individual Level
Consumers may include many of their personal possessions in self definition. Jewelry, cars...
Superego
Counterweight to the id-essentially the person's conscience.
Multiple Selves
Each person is a number of different people when filling different roles.
Digital Self
Expresses our online identities. Social media likes to use social footprints and lifestreams to describe this.
Extended Self
External objects that we consider a part of us, i.e. being a fanatic about a cherished product.
Looking Glass Self
Imagining others reactions to yourself.
Problems with Trait Theory in Consumer Research
Marketing researchers have not been able to predict consumer behavior based on personality because: many of the scales are not sufficiently valid or reliable, Psychologists develop personality tests for specific populations, other marketers don't administer the tests under the proper conditions, the researchers change the instruments, many trait scales only measure overall tendencies, and consumers are responding on too large of scales.
Family Level
Part of extended self includes a consumer's residence and the furnishings in it. Where we live is often a central aspect of who we are.
Self Esteem
Positivity of a person's self concept.
Body Image
Refers to a consumers subjective evaluation of their physical self.
Group Level
Regards our attachment to certain social groups as part of self. May include landmarks, monuments, and sports teams.
Are we what we buy?
Self image congruence models suggest that we choose products when their attributes match some aspect of our self.
Brand Personality
The set of traits people attribute to a product as if it were a person.
Ego
The system that mediates between the id and the superego.
Motivational Research
Theory from the 1950's that borrowed Freudian ideas to understand the deeper meanings of products and advertisements.
personality traits
This approach to personality focuses on the quantitative measurement of personality traits, which we define as the identifiable characteristics that define a person.
ideal self
is a person's conception of how he would like to be, whereas the actual self refers to our more realistic appraisal of the qualities we do and don't have.
self concept
summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities.
archetypes
universally recognized ideas and behavior patterns. Archetypes involve themes, such as birth, death, or the devil, that appear frequently in myths, stories, and dreams.