Understanding Personality & Consumption: Id, Ego, Superego, Traits, Values, Materializatio, Quizzes of Consumer Behaviour

Download Understanding Personality & Consumption: Id, Ego, Superego, Traits, Values, Materializatio and more Quizzes Consumer Behaviour in PDF only on Docsity! TERM 1 Personality & Self Concept DEFINITION 1 who you are&Who you think you are TERM 2 Psychoanalytic Personality DEFINITION 2 Id - what motivates you to act according to the pleasure principle.e.g. it's a weekend and you have a paper due monday --> if id wins you will go out party Superego - works directly against id, tells you what you should do. (social norms, or others)e.g. get drunk is socially unacceptable --> restrict yourself from drinking to much Ego - the self between the id and superego TERM 3 Trait Perspective DEFINITION 3 Some personal characteristics that can be identified to define a person. --> personality traits e.g. online dating websites -- > match.com (how do they put to consumers together) --> create a "personality file" --> match the two with similar personalities TERM 4 Value Consciousness DEFINITION 4 About getting thebest value for the consumer. | Benefits (maximize) | | Costs (minimize) | |high willingness to pay for better quality | |use coupon and purchase while on sale | TERM 5 Materialization DEFINITION 5 Very possessive of products & see products as important part of the self. e.g. Sarah: I work to buy things I like Brennan: Audi S4 --> nobody else is going to touch MY car. TERM 6 Innovativeness DEFINITION 6 Openness to new ideas & quick usually the 1st to buy new products high innovativeness --> innovators and early adopters low innovativeness --> lagers eg. Ye --> got iPhone 5s when it first came out. Could not wait for iPhone 6 TERM 7 NFC (Need For Cognition) DEFINITION 7 think carefully before buyingE.g. high in NFC enjoy searching lots of info , compare lots of attributes Low in NFC minimize search/compare buys on intuition TERM 8 Competitiveness DEFINITION 8 Display superiority over others through consumption. E.g. Bob spends alot of time and money to beat everyone in the online game TERM 9 Conspicuous Consumption DEFINITION 9 The spending of money on and the acquiring of luxury goods and services to publicly display economic power-either the buyer's income or the buyer's accumulated wealth. e.g. buying a Mercedes to show of your social status TERM 10 Brand Personality DEFINITION 10 Associate human characteristics with a brande.g. 1886 - Quaker Cereal introduced the quaker oats man, making the brand credible and trustworthy