MKT 347- Exam 2
A positioning strategy relies on the marketer's ability to convince the consumer to consider its product within a given category. Answers: True False
Answer: True
A shortcut to making a decision is called inertia. Answers: True False
Answer: True
According to Freudian theory, when a young child incorporates the beliefs and ethics of his parents into his own psyche, he is essentially building a superego. Answers: True False
Answer: True
Balance theory helps explain why consumers like being linked to positively valued objects. Answers: True False
Answer: True
Brand personality is a set of traits people attribute to a product as if it was a person. Answers: True False
Answer: True
Cedric runs out of gas on the way to work. He thinks to himself—"How stupid I am!" Cedric has experienced a form of a problem recognition that is being dominated by a downward movement in his actual state. Answers: True False
Answer: True
Claire remembers that uniquely wonderful taste that can only come from a frosty mug of root beer. As she heads to the soft drink aisle in the grocery store, she decides that today is the day to experience her root beer again. Claire has just conducted what is called an informational search. Answers: True False
Answer: True
Conducting motivational research tends to be less expensive than conducting a large-scale, quantitative survey because interviewing and data-processing costs are relatively minimal. Answers: True False
Answer: True
Decisions are influenced by the way a problem is posed. This is called framing. Answers: True False
Answer: True
Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes. Answers: True False
Answer: True
Evaluative criteria are the dimensions used to judge the merits of competing options. Answers: True False
Answer: True
Hirosi ordered the expensive "heart attack special" at the local pub. It came with a one-pound hamburger and a full bucket of fries. Halfway through the meal, Hirosi was not feeling well. Yet according to the sunk-cost fallacy, Hirosi will likely continue until he has finished the "special." Answers: True False
Answer: True
Humorous ads receive attention, but many times the humor distracts from the promotional message. Answers: True False
Answer: True
Identification occurs when we form an attitude to conform to another person's or group's expectations. Answers: True False
Answer: True
If a consumer is following the lexicographic rule in her decision making, than she would select a brand that is the best on the most important attribute. Answers: True False
Answer: True
In general, when the source of a message is perceived as attractive, the message will be more effectively communicated. Answers: True False
Answer: True
Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a personality theory called trait theory. Answers: True False
Answer: True
Jason believes that wearing a coat and tie suggests that he is a man who is "dressed for success." Therefore, Jason dresses formally even in class and for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes. Answers: True False
Answer: True
Justin is in charge of promoting a product that most customers perceive as a low-involvement product. He created a TV ad and aired it repeatedly. His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product. According to the mere exposure phenomenon, Beth is likely to be proven wrong. Answers: True Fals
Answer: True
Lifestyles are identified by a convergence of personality, product and setting. Answers: True False
Answer: True
Psychographics use lifestyle profiles to target markets. Answers: True False
Answer: True
Salient beliefs are a component of the Fishbein model. Answers: True False
Answer: True
The ego is the referee in the fight between temptation and virtue. Answers: True False
Answer: True
The utilitarian function relates to the basic principles of reward and punishment. Answers: True False
Answer: True
A story about an abstract trait or concept that advertisers tell in context of a person, animal, vegetable, or object is called a metaphor. Answers: True False
Answer: False
According to the elaboration likelihood model, marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product. Answers: True False
Answer: False
According to the functional theory of attitudes, attitudes exist because they are hereditary. Answers: True False
Answer: False
Attitudes only serve one function at a time. This is what makes them easy to study and chart. Answers: True False
Answer: False
Cybermediaries are sophisticated software programs that use collaborative filtering technologies to learn from past behavior. Answers: True False
Answer: False
In the VALS2™ system thinkers are career oriented and prefer predictability to risk. Answers: True False
Answer: False
It is impossible for a person to hold two contradictory attitudes toward the same object. Answers: True False
Answer: False
Neuromarketing refers to the use of MRI tools that try to understand and then apply a human decision maker's multiattribute preferences for a product category. Answers: True False
Answer: False
The object of an attitude (Ao) can be an object or an issue, but not a person. Answers: True False
Answer: False
The three components of the ABC Model are affect, beliefs, and cognition. Answers: True False
Answer: False
A Doppelganger brand image is when a product looks like the original but in fact is a critique of it. Answers: True False
Answer: True
A consumer who falls back on "mental rules-of-thumb" when making a decision is using heuristics. Answers: True False
Answer: True
Hedonic motivation
an experiential need, involving emotional responses or fantasies
looking glass self
an image of yourself based on what you believe others think of you
attitude object
anything toward which one has an attitude
High self-monitors
are more attuned to how they present themselves in their social environments, and their estimates of how others will perceive their product choices influence what they choose to buy.
personality traits
are the identifiable characteristics that define a person
the independence hypothesis
argues that affect and cognition are separate systems so that it's not always necessary to have a cognition to elicit an emotional response.
Constructive processing
argues that we evaluate the effort we'll need to make a particular choice and then tailor the amount of cognitive "effort" we expend to get the job done.
foot-in-the-door technique
asking for a small commitment and, after gaining compliance, asking for a bigger commitment
high-involvement hierarchy
assumes that a person approaches a product decision as a problem-solving process
The means-end chain model
assumes that people link very specific product attributes indirectly to terminal values.
The low-involvement hierarchy of effects
assumes that the consumer initially doesn't have a strong preference for one brand over another; instead, he or she acts on the basis of limited knowledge and forms an evaluation only after he or she has bought the product.
Cognition
beliefs a consumer has about an attitude object
Salient Beliefs
beliefs about the object a person considers during evaluation.
Maslow's Hierarchy of Needs
physiological, safety, love/belonging, esteem, self-actualization
Object- Attribute
probability that a particular object has an important attribute
cognitive-affective model
proposes that an emotional reaction is just the last step in a series of cognitive processes that follows sensory recognition of a stimulus and retrieval of information from memory that helps to categorize it.
sentiment analysis
refers to a process (sometimes also called opinion mining) that scours the social media universe to collect and analyze the words people use when they describe a specific product or company
Message involvement
refers to the influence media vehicles have on the consumers. Print is a high-involvement medium while television tends to be considered a low-involvement medium.
Anthropomorphism
refers to the tendency to attribute human characteristics to objects or animals.
Public self-consciousness
relates to the extent in which a person expresses interest in clothing and the use of cosmetics.
Prospect theory
risk differs when we face gains versus losses
Product complementarity
occurs when symbolic meanings of different products relate to one another
approach-avoidance conflict
occurs when we desire a goal but wish to avoid it at the same time
Big Five Personality Traits
openness, conscientiousness, extraversion, agreeableness, neuroticism
Ideal self
our conception of how we would like to be
Actual self
our more realistic appraisal of the qualities we have
Behavior:
person's intentions to do something with regard to an attitude object
Examples of cult products/companys
Apple, Harley Davidson, Chick-Fil-A
Murray's psychogenic needs
ambition, materialistic, power, affection, information
Neuromarketing
(fMRI), a brain-scanning device that tracks blood flow as we perform mental tasks to take an up-close look at how our brains respond to marketing messages and product design features
The shortcomings of the Fishbein model are :
-The model deals with actual behavior, not with the outcomes of behavior. -Some behavioral outcomes are beyond the consumer's control. -Measures of attitude often do not correspond to the behavior they are supposed to predict.
5 types of perceived risk
1. Monetary Risk 2. Functional Risk 3. Physical Risk 4. Social Risk 5. Psychological Risk
T/F: A point-of-purchase stimuli is part of the purchase environment
A point-of-purchase stimuli is part of the purchase environment ANSWER- TRUE
T/F: A temporal factor is one that reflects sense of time.
A temporal factor is one that reflects sense of time. Selected Answer: True
Need recognition
Actual state declines
Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing? Answers:A cognitive dissonance conflict, An approach-approach conflict, An approach-avoidance conflict, An avoidance-avoidance conflict
Answer- An avoidance-avoidance conflict
Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment. Answers: True False
Answer- True
A consumer's overall reaction to a product after it was purchased is called feature creep. Answers: True False
Answer: False
A component of the ABC model of attitude is ________. Answers: behavior; cognition; affect; All of these
Answer: All of these
Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision? Answers:An avoidance-avoidance conflict, An orientation conflict, An approach-avoidance conflict, An approach-approach conflict
Answer: An approach-approach conflict
The Myers-Briggs type indicator is based on the work of ________. Answers:Karen Horney; Sigmund Freud; Milton Rokeach; Carl Jung
Answer: Carl Jung
Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now? Answers:Opinions ;Interests; Demographics; Activities
Answer: Interests
Joe was told by his mother that he needed to get a gift for his aunt's birthday. He had only met his aunt once before and hardly knew her. Joe was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior? Answers:Product involvement, Message involvement, Price involvement, Purchase situation involvement
Answer: Purchase situation involvement
A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here? Answers: The celebrity's image should match that of the product and should embody cultural meaning.; Celebrities should be attractive, but not too attractive.; The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold.; The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.
Answer: The celebrity's image should match that of the product and should embody cultural meaning
A Unilever-sponsored survey which asked American women how they felt about their appearance reported which of the following? Answers: The majority of respondents believe women in ads are not realistic.; Positive feelings about the self were lowest in ethnic groups such as African American and Hispanic women.; The majority of respondents believe that beauty comes from women's physical appearance.; Older women were more likely to describe themselves as beautiful.
Answer: The majority of respondents believe women in ads are not realistic
Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one? Answers: The model has relatively weak theorems about attitudes.; Some behavioral outcomes are beyond the consumer's control.; The model deals with actual behavior, not with the outcomes of behavior.; Measures of attitude often do not correspond to the behavior they are supposed to predict.
Answer: The model has relatively weak theorems about attitudes.
In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist? Answers:The need for uniqueness, The need for safety, The need for power, The need for affiliation
Answer: The need for affiliation
An advertisement emphasizes that if a consumer uses a certain deodorant, he or she will not offend other people and will not cause problems in the workplace because of "bad body odor." What part of the Freudian system is this ad appealing to? Answers:The archetype; The ego; The id; The superego
Answer: The superego
The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin? Answers:The balanced communication theory ;The two-factory theory; The theory of reasoned action; The trait-factor theory
Answer: The two-factory theory
In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs? Answers:Hedonic needs, Biogenic needs, Sentiment needs, Utilitarian needs
Answer: Utilitarian needs
The process of learning values from other cultures is called ________. Answers:core values; crevice norms; enculturation ; acculturation
Answer: acculturation
An individual with a high need for ________ would be most likely to place a premium on products and services that signify success. Answers: achievement, uniqueness, affiliation, control
Answer: achievement
According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures. Answers: archetypes; patterns of behavior; Doppelgangers; symbolic communities
Answer: archetypes
Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________. Answers:actual self, looking-glass self, body image, ideal self
Answer: body image
Products that command fierce loyalty, devotion and even worship by consumers are called ________. Answers:routine products, cult products, staple products, specialty products
Answer: cult products
Bart was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bart observed was a class difference in how people manifest the relationship between external objects and the ________ self. Answers: actual, looking-glass, social, extended
Answer: extended
Psychologist David Katz developed the ________ of attitudes. Answers: functional theory; neoclassical theory; clinical theory; classical theory
Answer: functional theory
Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________. Answers:self-perception theory; halo effect; balance theory; principle of cognitive dissonance
Answer: halo effect
Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers ________. Answers:prefer their ideal selves; are not confident with their real selves; have multiple selves; have low self-image
Answer: have multiple selves
Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even game himself a "call sign"— Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are ________. Answers:learned, utilitarian, hedonic, biological
Answer: hedonic
A person's conception of how he/she would like to be is called ________. Answers:self-image, ideal self, self-concept, self-esteem
Answer: ideal self
College student Jeff Barnes sees himself as a rich banker who drives a top of the line BMW. This fantasy is an expression of the ________. Answers: ideal self, collective self, looking-glass self, actual self
Answer: ideal self
A consumer wearing a temporary tattoo of a company's brand logo is an example of ________. Answers: identity marketing, market targeting, an extended self, compensatory consumption
Answer: identity marketing
All multiattribute attitude models specify the importance of attributes, beliefs, and ________. Answers: importance weights; action variables; regency of events; motivations
Answer: importance weights
Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters if his favorite musical group and stacks of CDs. The different between the two rooms reflects a difference in ________ between Justin and Craig. Answers:ego ; lifestyle; motivational aptitudes; brand awareness
Answer: lifestyle
AIO surveys help measure ________. Answers:heavy users ; lifestyles; personality; demographics
Answer: lifestyles
When M&M's put consumers' names and faces on their candy, this is an example of ________. Answers: mass customization, mass consumer needs, mass marketing, mass distribution
Answer: mass customization
The degree to which a person is willing to expend energy to reach a specific need is called ________. Answers:motivation strength, motivation scheme, motivation direction, motivation path
Answer: motivation direction
M&M allows consumers to put names and works on their candy, this is an example of ________. Answers: product personalization; brand personality; extroversion personality; personality traits
Answer: product personalization
If a female consumer sees an ad about a woman who can no longer fit into her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of ________. Answers: self-esteem, dedication and control, strength and conviction, doubt and regret
Answer: self-esteem
If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work. Answers:looking-glass self, self-image, self-image congruence model, self-concept
Answer: self-image congruence model
Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________. Answers: cultural meanings; the "beauty" factor ; the "halo effect"; the "sleeper effect"
Answer: the "halo effect"
A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________. Answers:the AIO measurement analysis; the PRIZM™ Cluster system; the VALS™ (the Values and Lifestyles) system; the Likert scale analysis
Answer: the VALS™ (the Values and Lifestyles) system
If a person's identity is derived in large measure from his or her social group. This is called ________. Answers:the occupational self, the inner self, the dynamic self, the collective self
Answer: the collective self
According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________. Answers: the ego; the id; the thalamus; the superego
Answer: the ego
The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad. Answers: repetition theory; balance theory; halo theory; two-factor theory
Answer: two-factor theory
Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friend. Answers: supportive; refutational ; two-sided; low-involvement
Answer: two-sided
T/F: Hedonic shopping is typically motivated by immediate needs.
Hedonic shopping is typically motivated by immediate needs. ANSWER- FALSE
Attitude commitment- internalization level
Highest level: deep-seeded attitudes become part of consumer's value system
extroversion
How well a person tolerates stimulation from people
Opportunity recognition
Ideal state moves upward
identity
Identity is any category label with which a consumer self-associates that is amenable to a clear picture of what a person in that category looks like, thinks, feels and does
The Values and Lifestyles System, also called VALS2
It is based on segments grouped by self-orientation and resources. Self-orientation may be based on ideals, achievement, and self-expression. Resources range from high to low.
Attitude commitment- compliance level
Lowest level: consumer forms attitude because it gains rewards or avoids punishments
Attitude commitment- Identification level
Mid-level: attitudes formed in order to conform to another person or group
T/F: Most customers who experience an environment that is both pleasant and arousing will interpret it as an exciting environment
Most customers who experience an environment that is both pleasant and arousing will interpret it as an exciting environment ANSWER- TRUE
Low-Ball-Technique
Person is asked for a small favor and is informed after agreeing to it that it will be very costly.
Door-In-The-Face Technique
Person is first asked to do something extreme (which he refuses), then asked to do something smaller.
Priming
Physical cues prime us to react even when we are not aware of the impact
T/F: Recommerce is a term used to describe when people organize parties to exchange clothing or other personal possessions with others.
Recommerce is a term used to describe when people organize parties to exchange clothing or other personal possessions with others. ANSWER- FALSE
T/F: Retail Theming is the quest of many stores to entertain, so as to create imaginative environments that transport shoppers to fantasy worlds or provide other kinds of stimulation
Retail Theming is the quest of many stores to entertain, so as to create imaginative environments that transport shoppers to fantasy worlds or provide other kinds of stimulation. ANSWER- TRUE
Information Search
Stage 2, The process by which we survey the environment for appropriate data to make a reasonable decision.
Evaluate Alternatives
Step 3, evoked set and consideration set
Weighted additive rule
allows consumer to take in to account the relative importance by weighting.
evoked set
The alternatives a consumer knows about
Consideration set
The alternatives actually considered
self perception theory
The theory that when our attitudes and feelings are uncertain or ambiguous, we infer these states by observing our behavior and the situation in which it occurs
Underdog brand biography
This includes details about a brand's humble origins and how it defied the odds to succeed.
T/F: Time poverty is creating opportunities for many new products that allow people to multitask
Time poverty is creating opportunities for many new products that allow people to multitask. ANSWER- TRUE
Sunk-cost fallacy
We are reluctant to waste something we have paid for
Loss aversion
We emphasize losses more than gains
T/F: When a retail customer senses a sudden urge that simply can't be ignored, the customer is experiencing unplanned buying.
When a retail customer senses a sudden urge that simply can't be ignored, the customer is experiencing unplanned buying. ANSWER- FALSE
attitude
a lasting, general evaluation of people, objects, advertisements, or issues
balance theory
a theory holding that people try to maintain balance among their beliefs, cognitions, and sentiments
Fishbein Model
a widely-used perspective that measures several attributes to determine a person's overall attitude- includes salient beliefs, object attribute linkages, and evaluation
Sex-typed traits
characteristics we stereotypically associate with one gender or the other
Lexicographic rule
consumers select the brand that is the best on the most important attribute
ID
contains a reservoir of unconscious psychic energy that, according to Freud, strives to satisfy basic sexual and aggressive drives. The id operates on the pleasure principle, demanding immediate gratification
Feature creep
creep- is the complexity of features that products provide
Inertia
describes consumption at the low end of involvement, where we make decisions out of habit because we lack the motivation to consider alternatives
Conjunctive rule
entails processing by brand
Evaluation
evaluate each important attribute.
The two-factor theory
explains the fine line between familiarity and boredom. It proposes that separate psychological processes operate when we repeatedly show an ad to a viewer.
drive theory
focuses on biological needs that produce unpleasant states of arousal (e.g., your stomach grumbles during a morning class). The arousal this tension causes motivates us to reduce it and return to a balanced state called homeostasis
Neuroendocrinological science
focuses on the potential role of hormonal influences on preferences for different kinds of products or people.
trait theory
focuses on the quantitative measurement of personality traits
Consumer hyperchoice
forces us to make repeated decisions that may drain psychological energy while decreasing our abilities to make smart choices.
Mental accounting:
framing a problem in terms of gains/losses influences our decisions
neuroticism (emotional instability)
how well a person copes with stress
Wordphrase dictionary
in sentiment analysis, a library that codes data so that the program can scan the text to identify whether the words in the dictionary appear
Habitual Decision making
includes decisions made with little or no conscious effort. It could be due to : - Inertia - Brand Loyalty - Conscious decision
Three Levels of Attitude Commitment
internalization, identification, compliance
Involvement
is "a person's perceived relevance of the object based on their inherent needs, values, and interests."
Product involvement
is a consumer's level of interest in a particular product. As a rule, product decisions are likely to be highly involving if the consumer believes there is perceived risk.
Lovemark
is a passionate commitment to one brand.
Framing
is how we pose a question to people or how we ask them to do something.
Problem recognition
is the first stage. It can occur when a consumer's state of being declines (which then triggers a desire to return to normalcy) or when a consumer recognizes an ideal state he or she wishes to achieve
A feedback loop
is when we provide people with information about their actions in real time, and then give them a chance to change those actions so that you push them to improve.
list of values (LOV) scale
isolates values with more direct marketing applications. This instrument identifies nine consumer segments based on the values members endorse.
Simple additive rule
leads to the option with the largest number of positive attributes
Comparative advertising
message compares two+ recognizable brands on specific attributes.
Elimination-by-aspects rule
must have a specific feature to be chosen like cut-offs
Self-concept
summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities
brand personality
set of traits people attribute to a product as if it were a person
Morning Morality Effect
shows that people are more likely to cheat, lie, or even commit fraud in the afternoon than in the morning.
Non-compensatory decision rules
suggest that a product that is low on one attribute cannot compensate for that weakness with a strength on another attribute.
Symbolic Self completion theory
suggests that people who have an incomplete self-definition tend to complete this identity when they acquire and display symbols they associate with that role
Sex-types products
take on masculine or feminine attributes
Situational involvement
takes place with a store, website, or a location where people consume a product or service. One way to increase this kind of involvement is to personalize the messages shoppers receive at the time of purchase.
openness to experience
the degree to which someone is open to new ways of doing things
agreeableness
the degree to which we defer to other people
EGO
the largely conscious, "executive" part of personality that, according to Freud, mediates among the demands of the id, superego, and reality. The ego operates on the reality principle, satisfying the id's desires in ways that will realistically bring pleasure rather than pain.
conscientiousness
the level of organization and structure a person needs
Superego
the part of personality that, according to Freud, represents internalized ideals and provides standards for judgment (the conscience) and for future aspirations
consistency principle
the principle that people will change their attitudes, beliefs, perceptions, and actions to make them consistent with each other
Affect
the way a consumer feels about an attitude object
According to the experiential hierarchy of effects...
we act on the basis of our emotional reactions.
Crescive norms
we discover as we interact with others and these include customs, mores, and conventions.
approach-approach conflict
when he or she must choose between two desirable alternatives
collective self
where a person derives his or her identity in large measure from a social group.
Reader response theory
which is a widely accepted perspective in literature that focuses on the role of the reader in interpreting a story rather than just relying upon the author's version.
Material accumulation
which is what researchers term the instinct to earn more than we can possibly consume, even when this imbalance makes us unhappy.
Carl Jung (1875-1961)
•Disciple of Freud •Established concept of collective unconscious •Explained the creation of archetypes -Old wise man -Earth mother
Heuristics
•Mental shortcuts aimed at Maximizing Solutions or Satisfying solutions
Steps in the decision making process
•Problem recognition •Information search •Evaluation of alternatives •Product choice
