Second Partial

Second Partial

1. Personality

   • Personality reflects individual differences
     • Theories of Personality
       • Freudian theory
       • Neo-Freudian personality theory
       • Trait theory
     • Consumer Innovativeness
       • The degree to which consumers are receptive to new products, new services or new practices.
     • Consumer Materialism

2. Reference group

   • Two or more people who interact to accomplish either individual or mutual goals
     • Types of groups
       • Membership groups
       • Symbolic groups
     • Reference group must
       • Inform Compare Influence Legitimize
     • Reference Group Appeals
       • Testimonial
       • Endorsement
       • Actor
       • Spokesperson

3. Social class

   • People tend to compare their own possesions with other people’s possesions in order to determine their own relative social position.
     • The Measurement of Social Class
       • Subjective Measures
       • Objective Measures
       • Single-Variable Index
     • Consumer Behavior and Social Class

4. Subcultures

   • A distinct cultural group that exists as an identifiable segment within a larger, more complex society
     • Subcultures by Age
       • Baby boomers
       • Generation X
       • Millennials
       • The elderly

5. Culture

   • The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.
     • Issues in Culture
       • Enculturation and acculturation
       • Language and symbols
       • Ritual
       • Sharing of Culture
       • Culture is dynamic

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