Week 5 - Personality, consumer behaviour

Question 1

What is fredian theory

Answer 1

• uncosiousness needs underpin personality
• Id, ego and super ego

Question 2

What is neo-freduian theory

Answer 2

social relationships form personality

Question 3

What is trait theory

Answer 3

• identify and quatify specific charcteristicds

Question 4

How do you appeal to the id

Answer 4

• focus on please

Question 5

how do you appeal to the ego

Answer 5

-appeals to personal sense of responsibility rational

Question 6

appealing to superego

Answer 6

• stresses concern for others, social acceptable behaviour

Question 7

What are the big 5 personality dimensions

Answer 7

• openness to experience
• conscientiousness
• extroversion
• agreeableness
• neuroticism (emotion stability)

Question 8

What is brand personality

Answer 8

• a set of traits people attribute to a product as if it were a person

Question 9

What are the brand personality traits

Answer 9

• sincerity
• excitement
• competence
• sophistication
• ruggedness

Question 10

What are brand archetypes

Answer 10

• recurring charcter types or themes that represent a brands personality helping it build a deeper emotional connection with its audience

Question 11

What is personification

Answer 11

• Objects are given human charateristics

Question 12

What is trait theory

Answer 12

consumers personality traits play a role int he products that they consume
consumers are more likely to purchase from a brand that has similar personality traits to themselves

Question 13

What is motivation

Answer 13

• refers to a process that leads people to behave as they do

Question 14

What is drive theory

Answer 14

• pushed by biological needs
  motivation to reduce tension
  eliminate unpleasant state

Question 15

What is expectancy theory

Answer 15

• pulled by expectations of desirable outcomes
• cognitive factors

Question 16

Biogenic needs

Answer 16

• needs necessary to maintain life e.g food water

Question 17

Utilitarian needs

Answer 17

• desire to achieve functional benefit emphasis on objective aspects

Question 18

hedonic needs

Answer 18

subjective and experimental needs - fantasy excitement

Question 19

psychogenic needs

Answer 19

• culture related needs e.g need for status

Question 20

What is cognitive dissonance

Answer 20

• a state of tension occurs when beliefs or behaviours conflict with one another

Question 21

What are the three types of motivational conflict

Answer 21

• approach approach conflit (two desirable)
• Approach avoidance conflict (want a goal but also want to avoid it)
• Avoidance Avoidance conflict (choose between two undesirable alternatives)

Question 22

What is intrinsic motivation

Answer 22

• motivated by the enjoyment of an activity without further end goal

Question 23

What us extrinsic motivation

Answer 23

• motivated by the external influences or by a goal tat is seperate from ourselves

Question 24

What are the four categories of extrinsic motivation

Answer 24

• external regulation
• introjection regulation
• identification
• integrated regulation

Question 25

What affects motivation

Answer 25

- needs - involvement - values - personal relevance

Question 26

What is self determination theory

Answer 26

based on psychological health needs fulfilled when people experience growth

Question 27

What is maslows hierarchy of needs

Answer 27

- a hierarchy of biogenic needs and psychogenic needs that specifies

Question 28

What are the critisisms of maslows hierarchy of needs

Answer 28

- it is too simplistic - it is too western culture bound - emphasis indviduals needs over group needs

Question 29

Does consumer involvement increase motivation

Answer 29

Yes

Question 30

What are the three types of invovlement

Answer 30

- product involvement - message response involvement - purchase situation involvement

Question 31

What is product invovlement

Answer 31

- level of interest in a particular product

Question 32

What is message response involvement

Answer 32

- interest in processing marketing communications

Question 33

What is your ideal self

Answer 33

- a persons perception of how they would like to be - partially molded by the elements of a consumers culture

Question 34

What is your actual self

Answer 34

- a persons realistic appraisal of the qualities they do and do not possess

Question 35

What is the extended self

Answer 35

external objects that consumers consider a part of themselves

Question 36

What are the four levels of extended self

Answer 36

- indiviudal levels - family level - community level - group level

Question 37

Self image congruence

Answer 37

- products will be chosen when their attributes match some aspects self