Consumer Behavior Exam 2|104
Questions & Answers
strengths of lifestyle branding - -appeal to consumers need for self
expression
- weaknesses of lifestyle branding - -cross-category competition
- who wins at lifestyle branding? - -brands best positioned to represent
popular lifestyles
- who loses at lifestyle branding? - -lifestyle brands that do not have the
resources or commitment to sustain their lifestyle positioning in the face of
increasing competition.
- personality - -thoughts, emotions, intentions, behavior that are consistent
given various environmental settings/ context
- thoughts - -cognitions
- emotions - -affective
- intentions - -motivation
- personalities are unique combinations - -of traits/ characteristics that are
"relatively" stable (aggregations)
- individual difference variables - -how consumers differ according to
specific traits
- freud: psychoanalytic approach to personality - -inner struggle of 3
components within personality
1. ) id
2.) superego
3.) ego
- id - -pleasure seeking/immediate gratification; maximize pleasure,
minimize pain (hedonic value)
- superego - -works against the id; social norms and expectations
(conscience)
- ego - -resolves conflict between the id and the superego; works to satisfy
the id within reason (norms)
, - brand personality - -human characteristics associated with brand
- motivational research era - -researchers utilized tools such as depth
interviews and focus groups to improve their understanding of inner motives
and needs- problems with that approach... social desirability bias, inability to
express motives, subconscious thoughts
- traits are distinguishable characteristics- - -describes a person's tendency
to act in a relatively consistent manner
- nomothetic perspective - -variable-centered approach to personality that
focuses on particular traits that exist across a number of people;across
consumers- commonality
- idiographic perspective - -focuses on understanding the complexity of
each individual consumer- deeper level
- single trait or multi trait approach - -multi trait looks at a combination of
traits on behavior predictability; over 18,000 named human traits; predictive
ability (accuracy) stronger with multi-trait approach
- five factor model - -extroversion, agreeableness, openness to experience,
stability, conscientiousness
- subsidiary traits - -countless smaller traits can also be related to
behaviors: examples:
1.) materialism:
2.) value consciousness
3.) need for cognition
4.) innovativeness
- personality measures aren't always good at predicting particular behaviors
- -1.) level of specificity
2.) some situational influences are very powerful
3.) people act inconsistently in different situations
- brand personality - -human characteristics associated with brand. formed
by product category, packaging, price, symbols, marketing, sponsorships....
- lifestyle - -refers to the ways that
- aggregation approach - -approach to studying personality in which
behavior is assessed at a number of points in time
Questions & Answers
strengths of lifestyle branding - -appeal to consumers need for self
expression
- weaknesses of lifestyle branding - -cross-category competition
- who wins at lifestyle branding? - -brands best positioned to represent
popular lifestyles
- who loses at lifestyle branding? - -lifestyle brands that do not have the
resources or commitment to sustain their lifestyle positioning in the face of
increasing competition.
- personality - -thoughts, emotions, intentions, behavior that are consistent
given various environmental settings/ context
- thoughts - -cognitions
- emotions - -affective
- intentions - -motivation
- personalities are unique combinations - -of traits/ characteristics that are
"relatively" stable (aggregations)
- individual difference variables - -how consumers differ according to
specific traits
- freud: psychoanalytic approach to personality - -inner struggle of 3
components within personality
1. ) id
2.) superego
3.) ego
- id - -pleasure seeking/immediate gratification; maximize pleasure,
minimize pain (hedonic value)
- superego - -works against the id; social norms and expectations
(conscience)
- ego - -resolves conflict between the id and the superego; works to satisfy
the id within reason (norms)
, - brand personality - -human characteristics associated with brand
- motivational research era - -researchers utilized tools such as depth
interviews and focus groups to improve their understanding of inner motives
and needs- problems with that approach... social desirability bias, inability to
express motives, subconscious thoughts
- traits are distinguishable characteristics- - -describes a person's tendency
to act in a relatively consistent manner
- nomothetic perspective - -variable-centered approach to personality that
focuses on particular traits that exist across a number of people;across
consumers- commonality
- idiographic perspective - -focuses on understanding the complexity of
each individual consumer- deeper level
- single trait or multi trait approach - -multi trait looks at a combination of
traits on behavior predictability; over 18,000 named human traits; predictive
ability (accuracy) stronger with multi-trait approach
- five factor model - -extroversion, agreeableness, openness to experience,
stability, conscientiousness
- subsidiary traits - -countless smaller traits can also be related to
behaviors: examples:
1.) materialism:
2.) value consciousness
3.) need for cognition
4.) innovativeness
- personality measures aren't always good at predicting particular behaviors
- -1.) level of specificity
2.) some situational influences are very powerful
3.) people act inconsistently in different situations
- brand personality - -human characteristics associated with brand. formed
by product category, packaging, price, symbols, marketing, sponsorships....
- lifestyle - -refers to the ways that
- aggregation approach - -approach to studying personality in which
behavior is assessed at a number of points in time
