Test 3 - Zhang Consumer Behavior Ch 8 - 11

self-concept - Ideal self

How a person -would like to perceive himself or herself

ideal self

The ideal self is partly molded by heroes (or advertising depictions) in one's culture. Partially molded by elements of a consumer's culture

symbolic interactionism

1) The self can be thought of as having different components or role identities. 2) Some of the identities are more central than others (e.g., husband, bosses mother, student). 3) Others might be dominant in certain situations (e.g., dancer, coach, Sunday school teacher).

Extended self

A person's self-concept that includes the impact of personal possessions on self-image

Situational self

A person's self-image in a specific situation

Fantasy

A self-induced shift in consciousness

Extended self

According to the symbolic interactionists, people often buy products not for their functional benefits, but rather for their symbolic value. Products, then, are symbols, and consumers' personalities can be defined by the products they use.

Trait Theory

An approach to personality that focuses on the quantitative measurement of personality traits

Expected self

An image of self somewhere in between the actual and ideal selves

self-concept - Actual self

How a person actually perceives himself or herself

self-concept - Social self

How a person thinks others perceive him or her.

social self

How a person thinks others perceive them

Ideal social self

How a person would like others to perceive him or her.

self-concept - Ideal social self

How a person would like others to perceive him or her.

Freudian Systems

Id: Oriented toward immediate gratification Pleasure principle: Behavior is guided by the primary desire to maximize pleasure and avoid pain The id is selfish, illogical, and ignores consequences Superego: A person's conscience Ego: The system that mediates between the id and the superego Reality principle: The ego finds ways to gratify the id that will be acceptable to the outside world

Personality Traits

Identifiable characteristics that define a person. Extroversion Introversion

Fantasy appeals

Marketing communications aimed at individuals with a large discrepancy between their real and ideal selves

The Big Five of Personality

Openness Conscientiousness Extraversion Agreeableness Neuroticism

actual self

The actual self refers to our more realistic appraisal of the qualities we have and don't have.

Brand equity

The extent to which a consumer holds strong, favorable, and unique associations with a brand in memory

Brand personality

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

Psychological Makeup

Values, Motives, and Learned and Stored Behavior/Response Patterns. These Produce Automatic Responses (i.e., Consistent Behaviors). In Practice, from Consistent Behaviors, We Infer Personality.

Possible selves

What a person would like to become, could become, or is afraid of becoming

Personality

a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment. Behavior is NOT Personality. Even Consistent Behavior is NOT Personality. Personality is PSYCHOLOGICAL Makeup UNDERLYING That Behavior. Psychological Makeup Values, Motives, and Learned and Stored Behavior/Response Patterns. These Produce Automatic Responses (i.e., Consistent Behaviors). In Practice, from Consistent Behaviors, We Infer Personality.

Situational self

a persons self image in a specific situation

Co-branding strategies

are used by marketers to combine products that appeal to similar patterns of behavior For example, the German Car maker Porshe is teaming up with Canada's Fairmont Hotels & Resorts chain to appeal to one another's customers. You are no doubt familiar with how ailines and hotels award loyalty points that can be redeemed with vendors of either service. Often other companies run joint promotions that make sense, such as a Broadway Theatre Ticket plan with an upscale restaurant offering.

components to self

body, value and character, competence and success, social roles, personality traits

extended self

ethnic/cultural identity, work organization, social networks, possessions

Product complementary

occurs when the symbolic meanings of different products are related to each other. These products, termed consumption constellations, are used by consumers to define, communicate, and perform social roles. Example: Only a few years ago, all that the AAA did at its service outlets was to give you maps and trip guides, and at its travel agency, it booked your tours. But now, visit an AAA branch office, and you will find merchandise ranging from detailed lovation guides, luggages, travel accessaries, car purchase and repair assistance, and financial services, insurance services. And Should you need it, they will make you a passport picture

Lifestyle

refers to a pattern of consumption reflecting a person's choices of how he or she spends time and money. It is (in an economic sense) how one elects to allocate income.

The self-concept represents

the "totality of the, individual's thoughts and feelings, having, references of himself as an object." a need to behave consistently with their self-concept, this perception of themselves forms part of the basis for their personality. maintain their self-esteem and gain predictability in interactions with others. In other words, consumers' self-concepts are reflections of their attitudes toward themselves

Products are

the building blocks of lifestyles. Many choices are made on this basis. This also determines peoples lifestyle