MKT. 450: Exam 3 Study Guide

Psychographic studies take several different forms:

A lifestyle profile looks for items that differentiate between users and nonusers of a product. A product-specific profile identifies a target group and then profiles these consumers on product-relevant dimensions. A general lifestyle segmentation study places a large sample of respondents into homogenous groups based on similarities of their overall preferences. A product-specific segmentation study tailors questions to a product category. For example, if a researcher wants to conduct research for a stomach medicine, she might rephrase the item, "I worry too much" as, "I get stomach problems if I worry too much." This allows her to more finely discriminate among users of competing brands.

syndicated surveys

A number of companies track changes in values through large-scale surveys. They sell the results of these studies to marketers, who receive regular updates on changes and trends. This approach originated in the mid-1960s, when Playtex was concerned about sagging girdle sales (pun intended)

The Influence of Personality Traits on Consumer Behavior: Susceptibility to interpersonal influence (how influenced a person is by another)

A person who is easily influenced by others is more likely to prefer wines that offer social benefits such as prestige

Myers-Briggs Type Indicator (MBTI)

A personality test that taps four characteristics and classifies people into 1 of 16 personality types. Based off of Carl Jung's work - focus of attention - take in information - make decisions - deal with the outer world introvert v. extrovert sensing v. intuition thinking v. feeling judging v. perceiving

Marketers use​ _____ to divide consumers into segments based on their motivations for purchasing and using products. A. psychographics B. social class C. demographics D. co-branding E. status culture

A. psychographics

The set of traits consumers assign to a​ product, as if it were a​ person, is known as the​ product's _____. A. focus of attention B. brand personality C. reader-response rate D. underdog brand biography E. introversion level

B. brand personality

Division of labor in a household is an example of a​ _____________. A. value B. custom C. curation D. enculturation E. trait

B. custom

​_______ looks for items that separate users and nonusers of a product. A. An​ activities, interests, and opinions study B. A​ reader-response inventory C. A lifestyle profile D. A belief system E. A List of Values​ (LOV) scale

C. A lifestyle profile

Which of the following identifies nine consumer segments based on the values members endorse and relates each value to differences in consumption​ behaviors? A. Myers-Briggs Type Indicator B. VALS2Superscript TMTM C. List of Values​ (LOV) D. Big Five E. Minnesota Multiphasic Personality Inventory​ (MMPI)

C. List of Values​ (LOV)

One example of storytelling includes details about a​ brand's humble origins and how it defied the odds to succeed. Which one relates to this​ example? A. brand resonance B. Reader-response theory C. Underdog brand biography D. Anthropomorphism E. Dopplegäänger brand image

C. Underdog brand biography

An example of​ ____________ is when we choose among alternative means to attain some end state that we value. A. acculturation B. more C. means-end chain D. conventions E. laddering

C. means-end chain

Associated Products: Femininity

Cakes and cookies, dolls, silk, tea, household curios

Associated Products: Reward

Cigarettes, candy, alcohol, ice cream, cookies

Associated Products: Social Acceptance

Companionship: Ice cream (to share fun), coffee, love and affection: toys (to express love for children), sugar and honey (to express terms of affection) Acceptance: soap, beauty products

A society learns the cultural​ values, beliefs, and acceptable behaviors of​ one's own cultures through a process called​ ________. A. acculturation B. provenance C. norms D. enculturation E. conventions

D. enculturation

Marketers can do the following with their market research:

Define the target market Create a new view of the market Position the product Better communicate product attributes Develop product strategy Market social and political issues

When the symbolic meaning of a product closely ties to the symbolic meaning of a different​ product, what has​ occurred? A. Repositioning B. Symbolic community C. Consumption constellation D. Brand interference E. Product complementarity

E. Product complementarity

Universally recognized ideas and behavior patterns are an example of​ __________. A. buyer personas B. a consumption style C. a​ co-branding strategy D. brand arrogance E. archetypes

E. archetypes

Subcultures that help to define the extended self play a key role in defining​ _____. A. conventions B. marketing perspective patterns C. buyer personas D. caste E. consumer identity

E. consumer identity

A​ consumer's pattern of consumption that reflects his or her choices of how to spend time and money is an indication of​ _____. A. caste B. superego C. trend tracking D. consumption options E. lifestyle

E. lifestyle

The Influence of Personality Traits on Consumer Behavior: Extroversion

Extroverts experience more positive emotions when consuming

Trait Theory: Frugality

Frugal people deny short-term purchasing whims; they choose instead to resourcefully use what they already own. For example, this personality type tends to favor cost-saving measures such as limiting time in the shower to save water and bringing leftovers from home to have for lunch at work.

Associated Products: Individuality

Gourmet foods, foreign cars, cigarette holders, vodka, perfume, fountain pens

Associated Products: Disalienation (a desire to feel connectedness to things)

Home decorating, skiing, morning radio broadcasts (to feel "in touch" with the world)

Big Five: Neuroticism

How well a person copes with stress Get upset easily

Big Five: Extraversion

How well a person tolerates stimulation from people Talk to a lot of different people at parties

Associated Products: Security

Ice cream (to feel like a loved child again), full drawer of neatly ironed shirts, real plaster walls (to feel sheltered), home baking, hospital care

The Influence of Personality Traits on Consumer Behavior: Pro-environment

Individual recycling efforts, decreased car usage, increased use of public transport

Types of Brand Resonance (8)

Interdependence Intimacy Personal co-creation Emotional vibrancy Cultural bedrock Currency value Role resonance Category Resonance

Associated Products: Mastery Over Environment

Kitchen appliances, boats, sporting goods, cigarette lighters

The Influence of Personality Traits on Consumer Behavior: Impulsiveness

More likely to experience pleasure than guilt when overeating

The Influence of Personality Traits on Consumer Behavior: Romanticism

Movie genre choice, more likely to take risks, prefer warm countries to visit, prefer luxury travel

Karen Horney

Neo-Freudian; offered feminist critique of Freud's theory described people as moving toward others (compliant), away from others (detached), or against others (aggressive).

The Influence of Personality Traits on Consumer Behavior: Neuroticism

Neurotic people are less likely to repurchase or complain (they just leave), regardless of their level of satisfaction

characteristics of brands in various product categories:

Old-fashioned, wholesome, traditional Surprising, lively, "with it" Serious, intelligent, efficient Glamorous, romantic, sexy Rugged, outdoorsy, tough, athletic

The Influence of Personality Traits on Consumer Behavior: Self-consciousness

People who are concerned with the way they appear to others are less likely to complain directly to a business or in front of others

The Influence of Personality Traits on Consumer Behavior: Need for affect (enjoyment of processing feelings)

People who enjoy feelings respond better to pictures than words; more likely to engage in compulsive behavior; pictures may encourage impulse buying

The Influence of Personality Traits on Consumer Behavior: Enjoyment of shopping

People who enjoy shopping are more likely to spend time searching for products, resulting in increased product knowledge

The Influence of Personality Traits on Consumer Behavior: Need for cognition (enjoyment of thinking)

People who enjoy thinking respond better to words than pictures and are more motivated to spend time processing the words and reading the "fine print."

The Influence of Personality Traits on Consumer Behavior: Need for uniqueness

People who want to "stand out from the crowd" tend to be opinion leaders; they are more likely to be sources of information about brands and products for other people

Types of Consumption Motives (12)

Power-masculinity-virility Security Eroticism Moral purity-cleanliness Social acceptance Individuality Status Femininity Reward Mastery over environment Disalienation (a desire to feel connectedness to things) Magic-mystery

Associated Products: Power-masculinity-virility

Power: Sugary products and large breakfasts (to charge oneself up), bowling, electric trains, hot rods, power tools Masculinity-virility: Coffee, red meat, heavy shoes, toy guns, buying fur coats for women, shaving with a razor

Associated Products: Status

Scotch: ulcers, heart attacks, indigestion (to show one has a high-stress, important job!), carpets (to show one does not live on bare earth like peasants)

Associated Products: Magic-Mystery

Soups (having healing powers), paints (change the mood of a room), carbonated drinks (magical effervescent property), vodka (romantic history), unwrapping of gifts

The Influence of Personality Traits on Consumer Behavior: Willingness to spend money

Spendthrifts save less money and carry more debt than tightwads, so they are higher users of credit cards; more likely to buy hedonic items than tightwads

The Influence of Personality Traits on Consumer Behavior: Superstition

Sports fan behavior such as "lucky socks," the direction of one's cap on the head, purchase of good luck charms, refusal to purchase particular items because of bad luck (e.g., opals, peacock feathers, apricots)

Associated Products: Eroticism

Sweets (to lick), gloves (to be removed by woman as a form of undressing), a man lighting a woman's cigarette (to create a tension-filled moment culminating in pressure, then relaxation)

Big Five: Openness to Experience

The degree to which a person is open to new ways of doing things Love to think up new ways of doing things

Big Five: Agreeableness

The degree to which we defer to other people Take time out for others

Big Five: Conscientiousness

The level of organization and structure a person needs Are always prepared

The Influence of Personality Traits on Consumer Behavior: Need for control

The need to personally exert control over one's surrounding environment and life outcomes acts as a barrier to new product acceptance. But, framing new products as potentially enhancing one's sense of control increases acceptance of new products by those high in desire for control.

Associated Products: Moral purity-cleanliness

White bread, cotton fabrics (to connote chastity), harsh household cleaning chemicals (to make housewives feel moral after using), bathing (to be equated with Pontius Pilate, who washed blood from his hands), oatmeal (sacrifice, virtue)

Buyer Persona

a "story" about your ideal customer based on market research and real data about your existing customers

Define Value

a belief that some condition is preferable to its opposite.

Underdog Brand Biography

a communications approach that includes details about a brand's humble origins and how it defied the odds to succeed

value system

a culture's ranking of the relative importance of values

e-sports

a growing activity that involves spectators who watch videogamers compete with one another

Brand Story Telling

a marketing communications approach that emphasizes the importance of giving a product a rich background to involve customers in its history or experience.

Lifestyle

a pattern of consumption that reflects a person's choices of how to spend his or her time and money

belief system

a person's underlying beliefs; the extent to which people share a belief system is a function of individual, social, and cultural forces. Believers tend to be exposed to information that supports their beliefs

Define Personality

a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

Visual and lifestyle systems (VALS2)

a psychographic segmentation system The current VALS2™ system uses a battery of 39 items (35 psychological and 4 demographic) to divide U.S. adults into groups, each with distinctive characteristics.

Define Motivational Research

a qualitative research approach based off of Freuds interpretations, with a heavy emphasis on unconscious motives for consumption.

consumption constellation

a set of products and activities used by consumers to define, communicate, and perform social roles

Curation

a source such as a store or a celebrity selects a set of products to simplify shoppers' decisions

Laddering

a technique for uncovering consumers' associations between specific attributes and general values

Reader Response Theory

an approach to understanding literature that focuses on the role of the reader in interpreting a story rather than just relying upon the author's version

living off the grid

an extreme aspect of the simplification movement that includes living without access to creature comforts like electricity and plumbing

means-end chain model

assumes that people link very specific product attributes (indirectly) to terminal values such as freedom or safety

Core Values

common general values held by a culture

Types of Crescive Norms

custom- is a norm that controls basic behaviors, such as division of labor in a household or how we practice particular ceremonies. more- s a custom with a strong moral overtone. It often involves a taboo, or forbidden behavior, such as incest or cannibalism. conventions- is a norm that regulates how we conduct our everyday lives. These rules often deal with the subtleties of consumer behavior, including the "correct" way to furnish your house, wear your clothes, or host a dinner party.

Milton Rokeach: terminal values

desired end states, that apply to many different cultures.

How does​ Freud's theory apply to consumer​ behavior? A. It highlights the consumer's ability to identify his/her motivation when choosing a product. B. It eliminates the connection between product symbolism and motivation. C. It suggests people can verbalize their latent desires. D. It indicates that we are always conscious of our motives. E. It highlights the importance of unconscious motives that guide purchase decisions.

e. It highlights the importance of unconscious motives that guide purchase decisions.

Tiny House Movement

followers downscale their lives to very small homes

instrumental value

goals endorsed because they are needed to achieve desired end states or terminal values. included in the Rokeach Value Survey

List of Values (LOV) Scale

identifies consumer segments based on the values members endorse and relates each value to differences in consumption behaviors

Freudian Systems: Id

immediate gratification; it is the "party animal" of the mind. It operates according to the pleasure principle. The id is selfish and illogical. It directs a person's psychic energy toward pleasurable acts without any regard for consequences.

Freudian Systems: Superego

is the counterweight to the id. This system is essentially the person's conscience. It internalizes society's rules (especially as parents teach them to us) and tries to prevent the id from seeking selfish gratification.

Freudian Systems: Ego

is the system that mediates between the id and the superego. It's basically a referee in the fight between temptation and virtue. The ego tries to balance these opposing forces according to the reality principle

co-branding strategies

linking products together to create a more desirable connotation in consumer minds

Carl Jung

neo-Freudian who created concept of "collective unconscious" and wrote books on dream interpretation shared memories create archetypes, or universally recognized ideas and behavior patterns. Archetypes involve themes, such as birth, death, or the devil, that appear frequently in myths, stories, and dreams.

Doppelganger brand image

one that looks like the original but is in fact a critique of it For example, many consumers were immensely loyal to the Snapple brand until Quaker purchased it. These loyalists felt that Quaker had stripped the brand of its offbeat, grassroots sensibility

Big Five Personality Traits

openness conscientiousness extraversion agreeableness neuroticism

Pleasure Principle

our basic desire to maximize pleasure and avoid pain guides our behavior.

Minimalism

practicing a simple lifestyle, with an emphasis on getting rid of things you don't understand

lifestyle segmentation typologies

research projects that cluster a large group of consumers into a set of distinct lifestyle groups

Define Brand Personality

set of traits people attribute to a product as if it were a person

lifestyle marketing perspective

strategy based on the recognition that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income

Anthropomorphism

the attribution of human characteristics or behavior to a god, animal, or object.

Brand Resonance

the condition that occurs when a brand truly speaks to some aspect of the consumer's individual life or the culture in which he or she lives

Trait Theory: Personality Traits Defined

the identifiable characteristics that define a person.

Materialism

the importance people attach to worldly possessions

provenance

the origin of a product and a preference for "authentic" items

Enculturation

the process by which culture is learned and transmitted across the generations

Acculturation

the process of learning the beliefs and behaviors endorsed by another culture

AIOs (activities, interests, and opinions)

the psychographic variables researchers use to group consumers

Psychographics

the use of psychological, sociological, and anthropological factors to construct market segments

product complementarity

the view that products in different functional categories have symbolic meanings that are related to one another

Neo-Freudian Theories

theories derived from Freud's model, but with less emphasis on sexuality as a driving force in personality and more optimism regarding the prospects for long-term personality growth

cresive norms

unspoken rules that govern social behavior

Reality Principle

which means ego finds ways to gratify the id that the outside world will find acceptable. (Hint: This is where Freudian theory primarily applies to marketing.)

Minnesota Multiphasic Personality Inventory (MMPI)

widely used and empirically validated personality scales