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?

    <p>A need to consider a particular purchase</p> Signup and view all the answers

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

    <p>To reinforce collective identity and shared values within the group</p> Signup and view all the answers

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

    <p>To classify neighborhoods based on demographic characteristics</p> Signup and view all the answers

    What is the main factor that influences purchase involvement?

    <p>The interaction of individual, product, and situational characteristics</p> Signup and view all the answers

    What is the primary outcome of extended decision-making?

    <p>A complex and detailed evaluation of purchase options</p> 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?

    <p>Problem recognition</p> Signup and view all the answers

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

    <p>High search costs and opportunity costs</p> Signup and view all the answers

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

    <p>Evoked set</p> Signup and view all the answers

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

    <p>To evaluate the characteristics of alternatives</p> Signup and view all the answers

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

    <p>Affective choice</p> Signup and view all the answers

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

    <p>To determine whether the benefits of searching outweigh the costs</p> Signup and view all the answers

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

    <p>Inept set</p> Signup and view all the answers

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

    <p>Evaluating alternatives based on specific attributes</p> Signup and view all the answers

    What is the primary purpose of shaping in consumer behavior?

    <p>To gradually mold a desirable behavior by reinforcing successive approximations</p> Signup and view all the answers

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

    <p>An unobservable inner force that stimulates and compels a behavioral response</p> Signup and view all the answers

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

    <p>Basic motives</p> Signup and view all the answers

    What is the difference between manifest and latent motives?

    <p>Manifest motives are known, while latent motives are unknown</p> Signup and view all the answers

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

    <p>Approach-Approach</p> Signup and view all the answers

    What is the primary focus of promotion-focused motivation?

    <p>Gaining positive outcomes</p> Signup and view all the answers

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

    <p>To suggest that consumers will react differently depending on their dominant motivation</p> Signup and view all the answers

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

    <p>To elicit positive emotions</p> Signup and view all the answers

    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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    Description

    Explore how family, community, and social groups influence an individual's sense of identity and belonging. Learn about the psychological factors that shape our self-concepts and relationships.

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