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MKT 313Exam 2Study GuideChapter 12Self-concept- Self-concept is defined as the totality of the individual’s thoughts and feelings having reference to himself or herself as an object. It is an individual’s perception of and feelings toward himself or herself as an object. Dimensions of Self-Concept: - Private Selfo Actual self concept- how I actually see myselfo Ideal self concept- how I would like to see myself- Social Selfo How others actually see meo How I would like others to see meIndependent vs. interdependent- Independent self-concept- emphasizes personal goals, characteristics, achievements, and desires. Individuals with an independent self-concept tend to be individualistic, egocentric, autonomous, self-reliant, and self-contained. They define themselves in terms of what they have done, what they have, and their personal characteristics.- Interdependent self-concept- emphasizes family, cultural, professional, and social relationships. Individuals with an interdependent self-concept tend to be obedient, sociocentric, holistic, connected and relationship oriented. They define themselves in terms of social roles, family relationships, and commonalities with other members of their groups.The Extended Self- The Extended Self consists of the self plus possessions; that is, people tend to define themselves in part by their possessions. Thus, some possessions are not just a manifestation of a person’s self-concept but are integral part of the person’s self-identity. People to some extent are what they possess, and if they lose them they become a different individual. o Peak Experience- an experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self fulfillment. A peak experience with a product can propel the product into the extended self.o Mere ownership effect- the tendency of an owner to evaluate an object more favorably than a nonowner. This occurs almost immediately upon acquiring an object and increases with time of ownershipo Brand Engagement- the extent to which an individual includes important brands as part of his or her self concept Congruity- Consumers prefer brands that match their self-concepts, but it is important to realize that the degree tow which such “self image congruity” influences brand preference and choice depends on a number of product, situational, and individual factors- Self-image congruity is likely to matter more for products such as perfume where value-expressive symbolism is critical than for more utilitarian products such as a garage door opener- Self-image congruity (especially ideal social self) is likely to matter more when the situation involves public or conspicuous consumption (ex. Having a beer with friends at a bar) rather than private consumption (having a beer at home)- Self-image congruity is likely to matter more for consumers who place heavy weight on the opinions and feelings of others (called high self monitors) than for consumers who do not (low self monitors) particularly in public situations where consumption behavior can be observed by othersLifestyle- Lifestyle- how a person lives, how a person enacts his or her self-concept and is determined by past experiences, innate characteristics, and current situation.Lifestyle schemes- Luxury Sports Cars- key demographics were similar across buyers, but their lifestyles andmotivations were quite different:o Top Guns (27%)- ambitious and driven, values controlo Elitists (24%)- old-money, don’t see cars as an extension of their personalityo Proud Patrons (23%)- purchases cars to satisfy themselves rather than otherso Bon Vivants (17%)- thrill seekerso Fantasists (9%)- uses their car as an escape, feel guilty- Technology- how technology is used by consumers can be categorized based off of different attitudes, lifestyles, adoption and usage patternso Wizards (31%)- technology is lifeo Journeymen (13%)- technology is an important part of my lifeo Apprentices (31%)- technology is changing my lifeo Novices (25%)- technology has a limited impact on my lifeVALS- VALS is the most popular application of psychographic research by marketing managers and provides a systematic classification of American adults into eight distinct segments. VALS is based on enduring psychological characteristics that correlate with purchase patterns- Two dimensions:o 1) Primary Motivation- motives are critical determinants of behavior and have strong linkages to personality and self-concept Three primary consumer motivations:- Ideals motivation- these consumers are guided in their choices by their beliefs and principles rather than be feelings or desire fro social approval. Purchase functionality and reliability- Achievement Motivation- strives for a clear social position and arestrongly influenced by the actions, approval, and opinions of others. They purchase status symbols- Self-expression Motivation- action oriented consumers who strive to express their individuality through choices. Purchase experienceso 2) Resources- reflects the ability of individuals to pursue their dominant self-orientation. It refers to the full range of psychological, physical, demographic, and material means on which consumers can drawVALS Segments- Innovators- successful, sophisticated, take-charge people with high self-esteem. They are change leaders and are most receptive to new ideas and technology- Thinkers- mature, satisfied, comfortable, and reflective. They tend to be well educated and actively seek out information in the decision making process. Favor functionality, durability, and value- Believers- strongly traditional and respect rules and authority. Fundamentally conservative, slow to change and technology avers. Choose familiar products and established brands- Achievers- goal-oriented lifestyles that center on family and career. Avoid situations thatencourage a high degree of stimulation or change. Prefer premium products that demonstrate success to their peers- Strivers- trendy and fun loving, have little discretionary income, favor stylish products that emulate the purchases of people with greater wealth- Experiencers- appreciate the unconventional, they are active and impulsive, seeking stimulation from the new, offbeat, risky. Spend a comparatively high proportion of their income on fashion, socializing and entertainment- Makers- value practicality and self-sufficiency. They choose hands-on constructive activities and spend leisure time with

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UA MKT 313 - Exam 2 Study Guide

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