Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

1 Principles of Consumer Behaviour > Personality and Lifestyle > Flashcards

Personality and Lifestyle Flashcards

1
Q

define the term personality

A

= those inner psychological characteristics that both determine and reflect how a person responds to their environment

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

how does personality help us in marketing? (3)

A
  • segment customers, efficient targeting
  • parts of one’s personality that they believe need improving can be influenced by marketing
  • products with similar personalities to consumers are more pleasing to them
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

state 4 characteristics of personality

A
  1. unique (to an individual) - reflects differences
  2. consistent and enduring in the short term (relatively)
  3. can change in the long term
  4. relationship between personality and behaviour is weak and inconsistent (bc they both inconsistently change)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

state 3 approaches to studying personality.

A
  1. psychoanalitic approach (freud: id, ego, superego)
  2. trait approach
  3. theories of self-concept
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

define the term trait

A

= any distinguishing, relatively enduring way in which one individual differs from another

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

state 5 traits that are relevant for consumer behaviour

A
  1. innovativeness
  2. materialism
  3. self-consciousness
  4. ethnocentrism
  5. need for cognition
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

is personality linked to specific brands or broader?

A

broader, to product categories

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

state 4 characteristics of materialistic consumers.

A
  1. value acquiring and showing off possessions
  2. self-centered, selfish
  3. possession-centered lifestyle
  4. no particular personal satisfaction
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

state the Big 5 personality traits

A
  1. openness to experience (curious vs cautious)
  2. conscientiousness (organised vs easy-going)
  3. extraversion (outgoing vs solitary)
  4. agreeableness (compassionate vs cold)
  5. neuroticism (sensitive vs confident)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

define the term self-concept

A

= the totality of the individual’s thoughts and feelings having reference to themselves as an object

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

what does self-concept entail? (6 examples)

A

traits, skills, habits, possessions, relationships, way of behaviour

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

state 4 elements of self-concept

A
  1. content
  2. attitude (positive or negative self-image)
  3. stability over time
  4. accuracy (correspondence between reality and self-concept)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

how does self-concept develop? (5)

A

through the environment, parents, peers, and significant others.
also through marketing (teaches us to strive for the unachievable perfection)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

state the 4 categories of self-concept and define them

A
  1. actual self (how i actually see myself)
  2. ideal self (how i would like to see myself)
  3. actual social self (how others actually see me)
  4. ideal social self (how i want others to see me)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

which 3 categories of consumption are identified with the help of self-concept and its four categories?

A
  1. fast moving consumer goods (FMCG) - used with actual self
  2. fantasy products - used with ideal and ideal social self
  3. conspicuous consumption - used with actual and ideal social self (trying to show off your status)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

define the term multiple selves.

A

= the different roles we play in our lives (symbolic interactionism)

17
Q

define the term extended self.

A

= we treat objects or people around us as part of ourselves

18
Q

state 5 ways in which extended self happens.

A
  1. actually
  2. symbolically
  3. conferring status or rank (medals or sth)
  4. bestowing feelings of immortality (family heirlooms)
  5. endowing with magical powers
19
Q

state 2 characteristics of the virtual self.

A
  1. anyone can be anyone

2. virtual self might result in a different purchasing behaviour

20
Q

how are the virtual and digital self different?

A

virtual self is creating another personality online. digital self is yourself, but online

21
Q

state 4 characteristics of the digital self.

A
  1. increasingly important for our self-image
  2. engineering with ‘post-production’ tools (filters etc.)
  3. additional identities possible in forms of avatars
  4. enhanced with wearable computing (smart watches, glasses, clothing)
22
Q

define the term brand personality.

A

= set of human characteristics that become associated with a brand (product anthropomorphism)

23
Q

state 5 dimensions of brand personality

A
  1. sincerity (down-to-earth, honest)
  2. excitement (daring, spirited, imaginative)
  3. competence (reliable, successful, secure)
  4. sophistication (upper class, charming)
  5. ruggedness (outdoorsy, tough)
24
Q

what are the 3 elements of brand personality

A
  1. gender
  2. location (real or fictional)
  3. colour
25
Q

what is the symbolic meaning of consumption?

A

I am = what i have and consume

26
Q

define the term lifestyle

A

= a pattern of consumption reflecting a person’s choices of how one spends time and money

27
Q

what is the difference between personality and lifestyle

A 
personality = internal characteristics of individuals
lifestyle = outward expression of one's self-image
28
Q

define the term psychography (AIO)

A

= variables we use to determines one’s lifestyle

= activities, interests, and opinions

29
Q

how can lifestyle be used in marketing? (6)

A
  • defining a target market
  • creating a new view of the market
  • positioning a product
  • better communication of product’s attributes
  • developing product strategy
  • marketing social and political issues
30
Q

define the term VALS

A

= values and lifestyles
classification of adults in the US into super-segments (8 groups based on primary motivations)
emphasis on AIO and income

1 Principles of Consumer Behaviour (9 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions