Psychology of Identity and Belonging

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Questions and Answers

What is the primary role of the family home in relation to an individual's identity?

To provide a sense of belonging and reflect collective identity (correct)
To integrate with environmental factors in the neighborhood
To reinforce collective identity and shared values within a social group
To influence purchase patterns through psychological characteristics

What is the primary focus of the VALS psychographic segmentation tool?

Social groups and landmarks
Enduring psychological characteristics correlating with purchase patterns (correct)
Geo-demographic classification
Environmental factors in the neighborhood

What is the main difference between limited and extended decision-making?

The level of concern for the purchase process
The type of product being purchased
The individual's personality traits
The complexity of the decision-making process (correct)

What is the primary trigger for problem recognition in the consumer decision process?

A need to consider a particular purchase (B) Signup and view all the answers

What is the role of landmarks and symbols in a social group?

To reinforce collective identity and shared values within the group (A) Signup and view all the answers

What is the primary goal of the PRIZM geo-demographic classification system?

To classify neighborhoods based on demographic characteristics (A) Signup and view all the answers

What is the main factor that influences purchase involvement?

The interaction of individual, product, and situational characteristics (A) Signup and view all the answers

What is the primary outcome of extended decision-making?

A complex and detailed evaluation of purchase options (C) Signup and view all the answers

What is the primary stage in the consumer decision process where a discrepancy exists between the consumer's desired state and actual state?

Problem recognition (A) Signup and view all the answers

What is the primary reason for limited external search behavior in consumer decision making?

High search costs and opportunity costs (B) Signup and view all the answers

What is the term for the alternatives that consumers are aware of and view positively?

Evoked set (C) Signup and view all the answers

What is the primary goal of evaluative criteria in consumer decision making?

To evaluate the characteristics of alternatives (C) Signup and view all the answers

What is the term for consumer decision making that involves choosing based on emotions and feelings?

Affective choice (D) Signup and view all the answers

What is the primary reason for consumers to engage in a cost-benefit analysis when searching for information?

To determine whether the benefits of searching outweigh the costs (B) Signup and view all the answers

What is the term for the alternatives that consumers are aware of but view negatively?

Inept set (C) Signup and view all the answers

What is the primary characteristic of attribute-based choice in consumer decision making?

Evaluating alternatives based on specific attributes (D) Signup and view all the answers

What is the primary purpose of shaping in consumer behavior?

To gradually mold a desirable behavior by reinforcing successive approximations (D) Signup and view all the answers

What is the definition of a motive in the context of consumer behavior?

An unobservable inner force that stimulates and compels a behavioral response (D) Signup and view all the answers

According to Maslow's Hierarchy of Needs, what must be satisfied before other motives are activated?

Basic motives (D) Signup and view all the answers

What is the difference between manifest and latent motives?

Manifest motives are known, while latent motives are unknown (D) Signup and view all the answers

What type of motivation conflict involves a choice between two attractive alternatives?

Approach-Approach (C) Signup and view all the answers

What is the primary focus of promotion-focused motivation?

Gaining positive outcomes (D) Signup and view all the answers

What is the role of regulatory-focused theory in consumer behavior?

To suggest that consumers will react differently depending on their dominant motivation (C) Signup and view all the answers

What is the primary goal of pairing popular music with a brand?

To elicit positive emotions (D) Signup and view all the answers

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Study Notes

Place and Identity

Family home and its furnishings/decor reflect collective identity and provide a sense of belonging.
Environmental factors in the neighborhood/town/city influence self-concept, sense of belonging, and identity through culture, history, and landmarks.
Social groups, clubs, or sports teams contribute to individual identity and sense of belonging, with landmarks and symbols reinforcing collective identity and shared values.

Psychographics and Lifestyle Measurement Systems

VALS (Values and Lifestyle Survey) is a psychographic segmentation tool based on enduring psychological characteristics correlating with purchase patterns.
VALS categorizes individuals into: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors.
PRIZM is a geo-demographic classification system that stands for "Potential Rating Index by Zip Market".

Consumer Decision Process

Purchase involvement is the level of concern for or interest in the purchase process, triggered by a need and influenced by individual, product, and situational characteristics.
Problem recognition is the first stage in the consumer decision process, involving a discrepancy between the desired state and actual state.
Internal search refers to the consumer's memory and past experiences, while external search involves seeking information from outside sources.
Evaluative criteria are characteristics important to the consumer in evaluating and choosing alternatives.
Inert set: alternatives viewed neutrally, Inept set: alternatives viewed negatively, and Evoked set: alternatives viewed positively.
Limited external search behavior refers to consumers conducting minimal external information search after recognizing a need.
High search costs, opportunity costs, and cost-benefit analysis influence the extent of external search.

Choice Processes

Affective choice: based on emotions, Attitude-based choice: based on overall attitude, and Attribute-based choice: based on specific attributes.
Examples: pairing popular music with a brand to elicit positive emotions.

Motivation, Personality, and Emotion

Motive: an unobservable inner force that stimulates and compels a behavioral response, providing specific direction to that response.
Maslow's Hierarchy of Needs: all humans acquire similar motives, some motives are more basic, basic motives must be satisfied, and advanced motives come into play after basic needs are met.
Manifest motives: known and freely admitted, Latent motives: unknown or reluctantly admitted.
Motivation conflicts: Approach-Approach, Approach-Avoidance, and Avoidance-Avoidance.
Regulatory-focused theory: consumers react differently depending on promotion-focused (seeking positive outcomes) or prevention-focused (avoiding negative outcomes) motives.

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