Consumer Behavior slide 6
Terms in this set (21)
a person's unique psychological makeup
consistent patterns of response to his or her environment.
*Personality and situational factors determine people's behavior.
*Personality is usually involved in:
choices of leisure activities, political outlook, aesthetic tastes, and
Referee in the Fight Between Temptation and Virtue
-application of Freudian ideas
-emphasis on unconscious motives.
-assumption that socially unacceptable needs are channeled into acceptable outlets
**This form of research relies on Depth Interviews
relatively few consumers
but probes deeply into each person's purchase motivations
**Motivational Research has been attacked for two reasons:
Some feel it does not work,
Some feel that it works too well
To understand consumers' deep-rooted motivations
To explore beneath the surface and tap into consumers' unspoken thoughts and emotion
-Thematic Apperception Test (TAT): Respondents are shown ambiguous pictures (e.g., a man and a woman sitting together in a coffee shop, the man looking away), and are asked to make a story about what is happening.
-Sentence Completion: Respondents presented with various incomplete sentences and asked to complete them. "If only this product was..."
-Role-playing: Participants are asked to play the role of someone/something else
-Word association: Participants are asked to give the first word that comes to mind immediately after being shown or told a stimulus (e.g., brand name)
THE HAIRE STUDY
Housewives were shown one of two identical shopping lists: one with instant coffee, and one with drip
One Approach to Personality is to Focus on the Quantitative Measurement of Traits, or Identifiable Characteristics that Define a Person Such As
-Extroversion (how socially outgoing they are)
-Innovativeness (degree to which they like to try new things)
-Materialism (the amt of emphasis a person places on acquiring and owning products)
-Self-Consciousness (degree to which a person deliberately moniitors and controls the image of the self that he or she projects to others.
-Need for cognition (degree to which a person likes to think abt things)
Pattern of consumption reflecting a person's choices of how he or she spends time and money
Lifestyle Marketing Perspective
recognizes that people sort themselves into groups on the basis of:
-Things they like to do,
-How they like to spend their leisure time, and
-How they choose to spend their disposable income.
Lifestyles as Group Identities
-Lifestyles are statements about who one is in society and who one is not.
-Each person adds their own individuality to a chosen lifestyle
Products Are the Building Blocks of Lifestyles
Consumers often choose products, services, and activities over others because they are associated with a certain lifestyle.
Lifestyle Marketing Strategies
focus on product usage in desirable social settings.
Linking Products to Lifestyles
People, Products, and Settings are Combined to Express a Certain Consumption Style
Lifestyle Marketing Perspective
Patterns of Behavior are key to understanding consumers.
Marketers identify the set of products and services linked in consumers' minds to a specific lifestyle
functional-things that go hand in hand
aesthetic-things that jus go better together
symbolic-connections that marketers make in your mind
sets of products used by consumers to define, communicate, and perform social roles
involves the use of psychological,sociological, and anthropological factors to determine how the market is segmented by the propensity of groups w/in the market and their reasons to make a particular decision abt a product, person. ideology etcpg. 235
factors such as activities, interests and opinions that contemporary psy research attempts to group consumers according to
-PRIZM (Potential Rating Index by Zip Market)
Combines data on consumer expenditures and other socioeconomic factors with geographic info about areas in which people live to cluster consumers with common
PRIZM (Potential Rating Index by Zip Market):
-Classifies every U.S. Zip Code into one of 66 categories
-Rankings in terms of income, home value, and occupation on a ZQ (Zip Quality) Scale
-Categories range from most affluent "Upper -Crust" to the least well-off "Low-Rise Living"
-Different clusters exhibit different consumption patterns
Major Consumer Lifestyle Trends
-HEALTH KICK - THE GOAL OF WELLNESS
-HOME AS ENTERTAINMENT VENUE
-HUNGER FOR HAPPY ENDINGS AND A SLICE OF THE DREAM
-LUXURY IN REHAB?
-ME AS A PRODUCT
-THE ALLURE OF LIFESTYLE - MULTICULTURALISM
-THRIFT AS CONSUMER HABIT
-WEB 2.0 AS A NEED
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