Chapter 10: Personality, Values and Lifestyles Flashcards
(22 cards)
What is the psychiatric perspective
One’s adult personality stems from a fundamental conflict between a persons desire to gratify their physical needs and the necessity to function as a responsible member of society
What is the id
The id is about immediate gratification, and it operates according to the pleasure principle. (maximise pleasure and avoid pain)
What is the superego
It is the counterweight to the id, it is essentially the person’s conscience. The super ego tries to prevent the id from seeking selfish gratification.
What is the 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, which means it finds ways to gratify the id that the outside world will find acceptable.
What is the Neo Freudian theory
Define trait theory
an approach to personality that focuses on the quantitative measurement of personality traits
What is the big five inventory
Set a five dimensions that formed the basis of personality.
- Openness to experience - degree to which a person is open to new ways of doing things
- Conscientiousness - the level of organisation and structure a person needs
- Extroversion - how well a person tolerate stimulation from people
- Agreeableness - the degree to which a person feels sympathy, kindness and consideration toward other people
- Neuroticism - how well a person coped with stress
What are the traits that affect how we process information
Need for cognition - people who enjoy thinking respond better words than pictures and I want motivated to spend time processing the words and reading the fine print
Need for affect - people who enjoy feelings respond better to pictures than words. They are more likely to engage in compulsive behaviour, and pictures may encourage impulsive buying
Need for control - the need to personally exert control over ones surrounding environment and life outcomes act as a barrier to new product acceptance
What are the traits that affect whether/how we respond to other peoples influence
Need for uniqueness - people who want to stand out from the crowd tend to be opinion leaders
Susceptibility to interpersonal influence - people who are easily influenced by others are more likely to prefer wines that offer social benefits, such as prestige
What are the traits that affect our consumption decisions
Willingness to spend money - spendthrifts save less money and carry more debt than tightwads, so they are higher users of credit cards and are more likely to buy hedonic items then tightwads are
Risk aversion - people who are risk averse do not like uncertainty and prefer options that are sure
Impulsiveness - people who are impulsive are more likely to experience pleasure than guilt when over eating
Explain the need for touch
Consumers that want to touch the product
Explain the need for perfection
Are driven by dichotomous thinking, a type of black-and-white cognitive thinking style
Explain reactance
An individual predisposition to resist and oppose any influence perceived as a restriction on one’s autonomy
Explain frugality
Frugal people deny short term purchasing, they choose instead to resourcefully use what they already own
What is a value
Reflect what is important to us or what we consider good or bad
What is a belief system
The extent to which people share a belief system is a function of individual, social and cultural resources
What is the value system
What sets cultures part is the relative importance or ranking of these universal values
What is acculturation
Learning of another culture or transitioning into culture that is not native to you
What is the means-end chain model
Assumes that people link specific product attributes to terminal values.
(instrumental values are used to achieve terminal values)
Define laddering
Uncovers consumers associations between specific attributes and these general consequences
What is materialism
Refers to the importance people attached to all the positions
What are the different values related to consumer behaviour
- Values related to money
- Value is related to time:
- Values related to things
