MK8100 11/7/18 Notes Activision & Blizzard fucked up with the new Diablo. The Self LOB 1 - The self-concept strongly influences consumer behavior. What is self-concept? - The beliefs a person holds about his own attributes and how he evaluates the self on these qualities. - Collective Self - Identity - Any label a consumer self-associates with. What is self-esteem - The positivity of a person’s self-concept. People with low self-esteem expect that they will not perform very well, and they will try to avoid embarrassment, failure, and rejection. - Social comparisons - The process a person tries to evaluate themselves by comparing themselves to others. Actual and Ideal Selves Ideal Self - How you’d like to be Actual Self - How you are Impression Management - Managing the way other people see us. Fantasy Appeals - Appeals that allow you to be something other than what you are. Multiple Selves Marketers pitch products needed to facilitate active role identities. Multiple Selves and Self-Consciousness Torn Self - Struggling to remain true to their heritage (parent’s culture) but also receiving freedoms of westernized culture. Self-consciousness - An awareness or concern about one’s public image. Self Monitors - Monitoring yourself and the way they appear to move closer to their ideal self. You Are What You Consume Looking glass self - How you perceive others are perceiving you. The reflected self - What is being reflected back at you in interactions. Symbolic self-completion theory - We purchase things in order to complete our identity. For reflection LOB 2 - Products often define a person’s self-concept Extended Self - Extended Self - Includes considering external objects as part of us. Levels of the Extended Self - Individual: personal possessions (cars, clothing) - Family: residence and furnishings - Community: neighborhood or town where you live - Group: social or other groups LOB 3 - Gender identity is an important component of a consumer’s self-concept. Gender Differences in Socialization Many societies still expect traditional roles: - Agentic Roles - Masculine. - Communal roles - Masculine and Feminine. Sex-Typed Traits and Products - Sex-Typed Traits - Traits that are generally associated with one gender. - Sex-Typed products - Products that are generally associated with one gender. Sexual Identity - Androgyny - - Gender-bending products For Reflection - What are examples of sex-typed products? - Are there situations for which promoting sex-typed products might limit the market for a product? LOB 4 - The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem. Today’s Ideal Body - Body Image - - Body cathexis - Looking at one portion of the body. One portion of your body defines more of your body than other portions. - Vanity sizing - Mislabeling clothing so people feel better about it. For Reflection - What does your ideal partner look like? - How does your ideals affect your choices as a consumer? - How does other’s ideals affect your choices as a consumer? LOB 5 - Every culture dictates certain types of body decoration or mutilation. Working on the Body - Cosmetic surgery - Body decoration and mutilation For Reflection - Do you have a tattoo? If so, what motivated your decision? If not, why not? - Can you see the influence of culture on your decision to tattoo or not? Application of Knowledge - What is a sex-type product that you use constantly? - Design a product that could offer similar functionality to the opposite sex? - Does it already exist? If so, is it superior or inferior to your sex’s version? Why? PART TWO BREH 7 - Personality, Lifestyles, and Values LOB 1 - A consumer’s personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results. Personality Personality - Unique psychological makeup and responds to the environment. - Id & Pleasure Principle - The devil on your shoulder. Do anything to receive immediate gratification. - Superego - The angel on your shoulder. Play it safe, be cool, follow the rules. - Ego & Reality Principle - The balancer. Reality principle, what would actually happen and find a way to get pleasure without punishment. Archetypes - Carl Young. Brand Asset Valuator Archetypes - Archetypes for a brand is healthy. - Shadow Characteristics - The bad side of the archetype Trait Theory Personality Traits - Focus of Attention - Extroversion of Introversion - Information processing - Sensing or Intuition - Decision making - Thinking of Feeling - Dealing with outer world - Judging or Perceiving For Reflection - Describe a time when the Id took over on purchase consumption. - Did you keep the item? LOB 2 - Brands have personalities Brand Personality - Brand Personality - A set of traits assigned to a product the same way as a person. - Lululemon - Each line has a person their entire team knows. - Doppelganger Brand Image - Anthropomorphism - Assigning human traits to inanimate objects. - Reader response theory - You are an active participant in the story (of the brand) Brand Behaviors and Possible Personality Train Inferences - Some examples. Look at the chart breh. For Reflection - How can marketers link a brand’s personality with the lifestyle of a consumer segment? LOB 3 - A lifestyle defines a pettern of consumption that reflects a person’s choices of how to spend his or her time and money, and these choices are essential to define consumer identity. Lifestyles and Consumer Identity - Lifestyles - a pattern of consumption that is defined bp a person’s purchases. - Lifestyle marketing perspective - A marketer understanding the lifestyle LOB 4 - Identifying patterns of consumption can be more useful than knowing about individual purchases when organizations craft a lifestyle marketing strategy. Consumption Style - The overlap of the person, the product, and the setting. Product Complementarity and Co-Branding Strategies - Co-Branding - Product Complementarity For Reflection - Identify products and settings that would be at home in your consumption styles LOB 5 - Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments. Psychographic Analysis - Lifestyle profile - Personality traits that separates users from non-users - Lifestyle segmentation - Takes the differentiators and segments the population in some way. AIOs - Activities, Interests, Opinions - Check the chart again breh. LOB 6 - Underlying values often drive consumer motivations. Value - a belief that something is preferable to something else. Value Concepts - Core Values - Value Systems - Enculturation - Getting to know the value system within your own culture. - Acculturation - Someone else’s culture. - Norms - Subtle, learned. - Custom - A norm that controls basic behavior. - More (Morays) - A norm that is related to moral behavior. - Conventions - Norm that regulates how we live our lives. (couch faces TV) For Reflection - How do you assign people to social classes, or do you at all? - What consumption cues do you use