Chapter 10 Flashcards
(23 cards)
Who was Sigmund Freud? And why are his beliefs relevant to consumer behavior?
A psychologist who proposed that much of one’s adult personality stems from a fundamental conflict between their desire to gratify physical needs and the necessity to function as a responsible member of society.
It highlights the importance of unconscious notices that guide purchases.
What is the id?
The immediate gratification or “party animal” of our minds.
Operates according to the pleasure principle; our basic desire to maximize pleasure and avoid pain
Selfish and illogical
EX: You’re grocery shopping and see Haagan Daz and you think “I want ice cream now! I need something sweet and indulgent”. In marketing, companies often appeal to the id with ads that evoke excitement or pleasure like “Treat Yourself!” or “You deserve this now!” These messages bypass rational thinking and aim directly at those primal urges.
What is the ego?
Mediates between the id and the superego.
Referee in the fight between temptation and virtue.
Rests on the reality principle; finds ways to gratify the id in a realistic and socially acceptable way.
EX: Mini Haagen-Dazs - I’m gonna treat myself to this small ice cream so I get the indulgence but it’s not the full size.
What is the superego?
Counterweight to the id.
The person’s conscience
Internalize society’s rules and try to prevent the id from seeking selfish gratification.
EX: Mini Haagen-Dazs - “Should I really be eating ice cream right now? I promised myself I’d cut back on sugar.”
Who is Clotaire Rapaille?
A French Marketing Consultant who for years has pushed this idea of “the reptilian brain” (very similar to the id) and “the first imprint”.
People buy things based on their childhood experiences
EX: Folgers - the first smell of coffee is imprinted like a code into our brain and shapes our perception and behavior for life.
Who is Edward Bernays?
He is Freud’s nephew and is known as “The Father of Public Relations”. He was hired by the U.S. gov to sway public opinion
EX: “Torches of Freedom” – created a campaign that linked women’s liberation with smoking and sales soared.
Who was Carl Jung?
He created neo-Freudian theories, specifically analytical psychology. He believed that the cumulative experiences of past generations shape who we are today. We each share a collective unconscious, a storehouse of memories we inherit from ancestors.
What are archetypes and how are they used in marketing and consumer behavior?
They are universally recognized ideas and behavior patterns. for each healthy personality, there is a Shadow. The brand’s identity is shaped by archetypes that emotionally connect with consumers.
EX: Story about the underdog! The story usually ends with them making the winning goal, saving the day.
NIKE - The Hero overcomes barriers, “Just Do It”
Johnson and Johnson - The Caregiver bring safety, parental love, and nurturing.
What is motivational research?
Digs beyond surface-level opinions to uncover the deep, often unconscious, drivers behind consumer behavior.
Ernest Dichter - the “depth interview”
Gerald Zaltman - ZMET is a method used to access the subconscious through visual metaphors that help researchers uncover deep metaphors
What is the Trait Theory?
This approach to personality focuses on the quantitative measurement of personality traits (hard to measure though)
What is the “Big Five”? (OCEAN)
Openness to experience - degree to which a person is open to new ways of doing things
Conscientiousness - level of organization and structure a person needs
Extroversion - How well a person tolerates stimulation from people
Agreeableness - degree to which a person feels sympathy, kindness and consideration toward others
Neuroticism (emotional instability) - how well a person copes with stress
EX: Brand Messaging - A brand like Apple appeals to openness (innovation), while Volvo appeals more to conscientiousness (safety and reliability).
What are the traits that affect how we process info?
- Need for cognition – people who enjoy thinking, words > pictures
EX: Car ads that emphasize fuel stats, mileage, features
- Need for affect - people who enjoy feelings, pics > words
EX: Luxury brands using glamour, mood-driven imagery
- Need for control - the need to personally exert control over one’s environment
EX: Subscription services like HelloFresh that emphasize customization of plans
What are traits that affect how we respond to influence?
- Need for uniqueness - desire to “stand out”
EX: Limited edition Dandy hoodie drops
- Susceptibility to interpersonal influence - likely to prefer brands preferred by peers and influencers
EX: brands promoting UGC content
What are values?
Reflects on what is important to us or what we consider good or bad
What is the difference between terminal and instrumental values?
Terminal – similar to id, it’s our desire end states
Instrumental – actions we need to take to achieve terminal values
What is the means-end chain model?
Aka laddering, it is when people link product attributes to terminal values through the consequences of the product.
EX: Buying a Hybrid Car
Attribute - Fuel efficiency, low emissions
Consequence - Saves money on gas, helps the environment
Value - Financial security, being responsible/caring for the planet
What is a belief system?
People can exhibit the same behaviors, but their underlying beliefs may be different
EX: Behavior - buying organic food
Beliefs - health focused (“No artificial additives, better for your body”)., environmental concern, social responsibility (“Supporting local farmers and fair wages”)
How does a value system play a role in marketing?
Marketing that taps into consumers’ value systems creates deeper emotional connections, makes brands more relevant, and ultimately drives purchase decisions and long-term loyalty.
What are AIO’s?
Stands for Activities, Interests, and Opinions. Marketers group consumers based on these categories and create “personas” that paint the story about the brand’s ideal customer based on market research and data.
EX: The Karin and Xander persona’s we had in our presentation/research paper
Why conduct psychographic studies?
Define a target market, create a new POV on the market, position the product, better communicate product attributes
What is the Values and Lifestyle System (VALS2)?
Arranges groups based on resources and self-orientation.
Innovators = successful consumers with many resources. Concerned with social issues and willing to change.
Thinkers = satisfied, reflective, and comfortable
Achievers = career-oriented and prefer predictability to risk
Experiencer = impulsive, young, and enjoys risk experiences
Believers = strong principles and favor proven brands
Strivers = they are like achievers but have fewer resources. Concerned with external approval
Makers = action oriented and tend to focus their energies on self-sufficiency. Found working in cars, canning their own vegetables, or building their own houses
Strugglers = at the bottom (low resources, low innovation)
What is the role brands play in our plives.
People assign a set of traits they attribute to a product as if it were a person
EX: IKEA is practical. Kitchen is a modern professional woman who is glamorous, wealthy, and enjoys classical music.
What is self-congruity?
Occurs when a consuemr sees their self-concept reflected in a brand
