Class 6 Flashcards
(33 cards)
What is the self-concept?
The belief a person hold about herself in terms of attributes & qualities
What is self-esteem?
The positivity of your attitude toward yourself.
Low = not perform well
High = will be successful and take risks
What is the actual self?
a realistic image of the qualities we have and dont have
What is the ideal self?
How we would like to be
What is the concept of multiple shelves?
We have different role depending on the situation (sister, woman, wife, mother, canadian, friend, student, etc). We then use different product depending on the “selves” we are at the moment. Marketers uses this to facilitate the these role identities.
What is looking glass self?
The process of imagining the reactions of other toward us
What is self-fulfilling prophecy?
We patern our behaviour on the perceived perception of others
What is the symbolic self-completion theory?
People with incomplete self-definition, fullfill it with acquisition of symbols
What is compensatory consumption?
When the consumer is lacking of a dimension, so they consume to face this threat
What is self-product congruence?
Consumers demontrate consistency between their values/attitudes and things they buy
What is the self-image congruence model?
Assume a process of cognitive matching between product attributes and the consumer self-image
What is the extended self?
External objects considered part of us (4 levels of extended self)
What is the 4 levels of extended self?
- Individual: personnal possesions (jewelry, cars, clothes)
- Family: residence and furnishing
- Community: neighbourhood or town
- Group: social or other groups (sports team)
What is the personality?
It is a person’s unique psychological make-up that influence the way this person will respond to his environment
What is the freudian systems?
Human behaviour stems from a fundamental conflict between his physical need and the necessity to function as a responsible member of the society.
(3 symbolic systems)
What is the three symbolic systems of the freudian systems?
Id: the pleasure principle
Superego: the conscience
Ego: between id and superego
What is the 5 motives for consumption?
Power Security Eroticism Moral purity Social acceptance
What is the trait theory?
When the personnality traits interact with situational factors to predict the consumer behaviour
What is personality traits?
Identifiable characteristics that define a person
What is the 5 principle traits?
- Extroversion (how you are socially outgoing)
- Innovativeness (try new things)
- Public self-consciousness (control his image in public)
- Need for cognition (like to think about things)
- Uniqueness (standing apart from the crowd)
What is the brand personality?
Set of traits people attribute to a product as if it were a person (ex: seduction, masculinity, being cool)
How brand personality contributes to brand equity?
Consumers hold strong, favorable and unique association with the brands in memory.
They are willing to pay more for the branded version of the product
How brand personality is part of the positioning?
high congruence with the target personality
What are the 5 personality dimensions?
- Sincerity: cheerful, honest, down-to-earth
- Excitement: Trendy, cool, imaginative, up-to-date
- Competence: reliable, intelligent, successful
- Sophistication: Glamorous, charming, sexy
- Ruggedness: Outdoorsy, tough
