Chapter 5 Flashcards
(24 cards)
Terminal
Desired Goals / Ends
Values
Desired End States of Life and Preferred Paths to Achieving Them
Instrumental
Desirable Means
What are the Lists of Values
Self Respect, Self Fulfillment, Security, Security, Sense of Belonging, Excitement, Sense of Accomplishment, Fun and Enjoyment, Being Well Respected, Warm Relationships
What is the Big Five of Personality
Openness, Conscientiousness, Extroversion, Agreeableness, Neuroticism
Personality
A person’s psychological makeup that engenders characteristic responses to environment/stimuli
What is not considered a personality?
Behavior, Consistent Behavior
What is a psychological makeup?
Values, Motives, Learned and Stored Behavior/Response Patterns Produce Automatic Responses(Consistent Behaviors)
Freudian Theory of Personality
Personality is made up of the Id, Superego, and Ego
What is the Id?
Pleasure Seeking
What is the Superego?
Impose Morality
What is the ego?
Compromise between Id and Superego
How does Personality Develop?
How a person navigates between his id and the forces of superego(society’s desires)
What are all the defense mechanisms?
Rationalization, Projection, Aggression, Repression, Withdrawal, Regression
What is trait theory?
Personality trait is a characteristic behavior
What is a self concept?
A person’s conception of him/herself
What are the components of self concept?
Body, Value and Character, Competence/Success, Social Roles, Personality Traits
What are the components of extended self?
Ethnic/Cultural Identity, Family Identity, Work Organization, Social Networks, Possessions
What are Psychographics?
Psychological and Behavioral Makeup of Consumers and A Quantitative Way of Measuring this “Makeup”
How are psychographics useful to marketers?
Helps businesses understand their preferences, behaviors, and lifestyles on a deeper level
What is VALS?
Value & Lifestyles
How do marketers use VALS?
To better understand consumer behaviors, motivations, and preferences
What is Materialism?
A devotion to material needs and interests
What is Voluntary Simplicity?
Minimizing their consumption and focusing on the non-material aspects of life
