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.