Term
| Define personality as related to Freudian Theory: |
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Definition
| Much of a person's adult personality comes from a fundamental conflict between a person's desire to gratify physical needs and the necessity to function as a responsible member of society |
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Term
| Freudian Theory's three components of personality: |
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Definition
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Definition
"Party animal of the mind"
- Immediate gratification
- Follows the pleasure principle
- Selifish and illogical
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Definition
Balance
Reality Principle |
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Definition
Conscience
Internalizes society rules |
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Term
| Dichter Motivational Research uses... |
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Definition
Freudian ideas to understand deeper meanings of products/advertisements.
In-depth interviews. |
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Term
| Dichter believes all purchases are... |
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Definition
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Term
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Definition
Is cheaper than quantitative surveys
Uncovers deep-seated needs that can be targeted with advertising |
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Term
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Definition
A quantitative measure of individual traits:
introvert/extrovert, internal characteristics
These are formed at an early age and remain relatively unchanged |
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Term
| Scales used in trait theory examine: |
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Definition
Promotional Appeal/Value Consciousness
Need for Cognition
Visualizers/Verbalizers
Materialism/Frugality
Self-Monitoring
Impressions Management |
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Term
| What are some of the problems associated with Trait Theory? |
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Definition
| Non-reliable scales, don't measure what they are supposed to. |
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Term
| Aaker's Five Dimensions of Brand Personality: |
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Definition
CRESS
Competence
Ruggedness
Excitement
Sincerity
Sophistication |
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Term
| Lifestyle Marketing Perspective: |
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Definition
| recognizes that people sort themselves into groups based on the things they like to do, how they spend leisure time and how they spend disposable income |
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Term
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Definition
| Only 20% of a product's users account for 80% of the sales |
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Term
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Definition
Elaboration Liklihood Model:
Describes the conditions in which consumers will engage in message elaboration |
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Definition
Central Route: High Elaboration
Peripheral Route: Low Elaboration |
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Term
| Factors affecting Persuasion: |
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Definition
Source Effects:
- Match-up Hypothesis
- Sleeper Effect
Characterists of a Message:
- Single-Sided/Double-Sided
- Emotional Appeals/Rational Appeals:
- Conclusions: Implicit/Explicit
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Term
Factors affecting persuasion:
Source Effects: |
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Definition
Source Effects:
- Match-up Hypothesis: A good match between the product and endorser
- Sleeper Effect: People remember the message better than the source
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Term
Factors affecting persuasion:
Characteristics of a Message: |
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Definition
Characteristics of a Message:
- Single-Sided: Supportive Arguments (positive-only)
- Double-Sided: Show both positives and negatives, seem more credible
- Emotional Appeals: using emotions, usually positive, to encourage purchase, attracts attention and increases affective involvement
- Rational Appeals: Straightforward, lists product benefits, offers proof
- Conclusions: Consumers think about ads that leave things open-ended (McDonalds/BK example), Implicit: implied and not stated/Explicit: stated directly
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Term
| Cialdini's Compliance Principles: |
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Definition
Reciprocity
Consistency
Social Proof
Scarcity
Liking
Authority
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Term
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Definition
Noncompensatory: lexicographic, elimination-by-aspect, conjunctive
Compensatory: simple-additive, weighted-additive |
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Term
| Noncompensatory Decision Rules: |
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Definition
Lexicographic Rule: uses most important attribute to rate brands
Elimination-By-Aspect Rule: cut-off points have to be met
Conjunctive Rule: brand selected when meets all cut-offs, otherwise rejected |
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Term
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Definition
Allows for a negative product attribute to be compensated for by a positive one.
Simple-additive: Compare positives
Weighted-additive: Gives greater weight to some attributes than others |
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Term
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Definition
| Sim of thoughts, beliefs, perceptions and feelings we have of ourselves |
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Term
| What is the Self-Concept? |
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Definition
| the total body of information a person has about himself or herself, self-schemas summarize things like personality, attitudes, values, interests, beliefs, etc. |
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Term
| Why is self-concept important? |
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Definition
| Our response to events depends on it |
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Term
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Definition
| Assign importance rankings to attributes, rate attributes based on belief, multiply belief score by importance score to get result |
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