PSY1010_W6_Introduction.html
Introduction During the final week of this course, many of the concepts we studied will be drawn together in our discussion of the psychology of personality. Often we believe that a high self-esteem is a good thing, but an inflated self-esteem often leads individuals to a feeling that they can discriminate against others or behave violently towards them. We will also discuss the need for individuals to attain self-actualization and the obstacles that may prevent it. The role of social patterns, attitudes, and obedience on the behavior of individuals will also be examined. Finally, we will discuss the documented effect of physical beauty on how one is judged. Freud's Place in the Psychology of Personality
Sigmund Freud is perhaps the one person who is thought of first when talking about Psychoanalysis. While he did draw attention to the subconscious mind and its affect on our personalities, many of his specific ideas are considered invalid or have been contradicted by newer research. Freud felt that our personalities arise from the constant conflict between our biological processes (desires) and the social restraints against them. Some of these include the concepts of identification, defense mechanisms, repression, regression, projection, rationalization and displacement. However, other psycholanalyists including Alfred Adler, Karen Horney and Carl Jung differed from Freud by placing more emphasis on the role of the conscious mind and de-emphasizing the role of aggression and sexual drives on personality. Others like Gordon Allport put forward the idea of personality traits. Allport felt personalities were more definable in behavior patterns. From these simple beginnings, personality tests like the Myers-Briggs Type Indicator and the Minnesota Multiphasic Personality Inventory (MMPI) were born. While there continues to be arguments that these have their imperfections in identifying true personality, they are still in use today! The Dark Side of Self-Esteem Humanist psychologists assess personality by evaluating a person's concept of "self." It is based on the assumption that the "self" is the primary part of our personality. While there are benefits to a positive self-image, there are hazards in "pride." In a recent Psychological Review article, Roy Baumeister and his colleagues drew the following provocative conclusion: "The societal pursuit of high self-esteem for everyone may literally end up doing considerable harm." In a massive interdisciplinary review of the literature on aggression, crime, and violence, the authors conclude that high (not low) self-esteem underlies violent behavior, particularly "favorable self-appraisals that may be inflated or ill-founded and that are confronted with an external evaluation that disputes them." In short, some people turn aggressive when they receive feedback that contradicts their favorable images of themselves. Clearly, Baumeister and his colleagues are not saying that everyone with high self-esteem is predisposed to violence. Rather, it is primarily those who refuse to lower their inflated self-appraisals who become violent. Teenagers who do not feel they have received the respect they deserve are more likely to strike out than those who genuinely believe themselves unworthy. Studies of murder, rape, domestic abuse, and even terrorism show that violence occurs when a person with a high, often inflated, opinion of himself or herself is challenged by someone considered inferior. For example, one study of sexual offenders found that rapists sometimes choose a particular victim in order "to disabuse her of her sense of superiority. That is, the woman gave the man the impression that she thought she was better than he was and so he raped her as a way of proving her wrong." Another interesting example of the relationship between high self-esteem and aggression involves racist violence. Nazism includes an ideology of racial superiority that justifies violence against those deemed weak or inferior. At its peak, the Ku Klux Klan was most violent toward two groups that challenged the idea of white supremacy, namely upwardly mobile blacks, and whites who helped blacks by treating them as equals. One study of whites who belonged to hate groups indicated that those who engaged in violent behavior actually were better educated and had higher career aspirations than the less violent members of such groups. Baumeister and his colleagues conclude that if, as some have suggested, low self-esteem (or even hidden self-doubts) is the cause of violence, "it would be therapeutically prudent to make every effort to convince rapists, murderers, wife-beaters, professional hit men, tyrants, torturers, and others that they are superior beings." However, there is clear evidence that this is something they already believe. "If any modifications to self-appraisals were to be attempted," suggest the authors, "then perhaps it would be better to try instilling modesty and humility." |
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MEDIA/PSY1010_W6_L1_S1_G1.jpg
CONSUMER BEHAVIOR CDM and Content Marketing
Dr. Jay I Sinha Associate Professor of Marketing
Fox School of Business
Temple University
This Week’s Agenda
Consumer Decision Making (CDM)
Content Marketing
Heroic Branding
Final Quiz Tips
Levels of Consumer Decision
Making
Extensive Problem Solving
A lot of information needed
Must establish a set of criteria for choice
Limited Problem Solving
Criteria for evaluation already established
Moderate risk and involvement
Routinized Response Behavior
Usually execute what has been done many times
3
Routinized Response Behavior
4
5
Consumer
Decision Making
Figure 15.3
6
Process - Need Recognition
Usually occurs when consumer has a
“problem”
Need recognition styles
Actual state
Desired state
7
Prepurchase Search
Begins with internal search and then moves
to external search
The impact of the Internet
There are many factors that increase search
Product factor
Situational factors
Social acceptability
Consumer factors
8
Evaluation of Alternatives
Evoked set
Criteria used for evaluating brands
Consumer decision rules
Decisions by functionally illiterate population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Applying decision rules
Series of decisions
Decision rules and marketing strategy
9
10
11
12
EVOKED SET (8+) CONSIDERATION
SET (4-5)
CHOICE SET (2-3) CHOICE (1)
13
Issues in Alternative
Evaluation
• Evoked Set • Criteria used for evaluating brands • Consumer decision rules and their
application • Decisions by functionally illiterate population • Going online for decision-making assistance • Lifestyles as a consumer decision strategy • Incomplete information • Applying Decision Rules • Series of decisions • Decision rules and marketing strategy
14
Consumer Decision Rules
• Compensatory
– evaluates each brand in terms of each relevant attribute
and then selects the brand with the highest weighted
score.
• Noncompensatory
– positive evaluation of a brand attribute does not
compensate for a negative evaluation of the same
brand on some other attribute
– Conjunctive, disjunctive, or lexicographic
Use of Decision Rules
Decision Rule Mental Statement
Compensatory rule I selected the tablet that came out best when I
balanced the good ratings against the bad
ratings
Conjunctive rule I selected the tablet that had no bad features
Disjunctive rule I picked the tablet that excelled in at least one
attribute
Lexicographic rule I looked at the feature that was most important to
me and chose the tablet that ranked highest on
that attribute
Affect referral rule I bought the tablet with the highest overall rating
16
16
Issues in Alternative
Evaluation
• Evoked Set • Criteria used for evaluating brands • Consumer decision rules and their
application • Decisions by functionally illiterate population • Going online for decision-making assistance • Lifestyles as a consumer decision strategy • Incomplete information • Applying Decision Rules • Series of decisions • Decision rules and marketing strategy
17
Issues in Alternative
Evaluation
• Evoked set
• Criteria used for evaluating brands
• Consumer decision rules and their application
• Decisions by functionally illiterate population
• Going online for decision making assistance
• Lifestyles as a consumer decision strategy
• Incomplete information
• Applying Decision Rules
• Series of decisions
• Decision rules and marketing strategy 18
Output of Consumer Decision
Making
Purchase behavior
Trial purchases
Repeat purchases
Long-term commitment
Postpurchase
evaluation
19
Postpurchase Evaluation
Actual Performance Matches Expectations
Neutral Feeling
Actual Performance Exceeds Expectations
Positive Disconfirmation of Expectations
Performance Is Below Expectations
Negative Disconfirmation of Expectations
20
21
22
23
24
Why Content Marketing?
Marketing is changing – from traditional push marketing to
“Indirect Marketing”.
“Buy this, it’s great” does not work anymore.
The main reason for it is the increasing ineffectiveness of
traditional marketing.
And the reason behind that is the emergence of a New
Buyer who is: (1) savvy; (2) cynical; and (3) connected.
Psychological Reactance is also playing a big part.
What is Reactance?
Consequently, Marketers are now acting more as “Content
creators” or “Community Managers”.
“Valuable Content” is one that is trusted, read and shared. It is
information that is genuinely useful, relevant, informative and
entertaining.
Content Marketing (contd)
If you want success from Content Marketing, the principle to
follow is: “Stop Selling and Start Helping the Buyers”.
Like many good ideas, marketing with content is very simple. It
means seeing your business from your customers’ point of
view – offering answers, developing relationships, being there
when they need you, putting your own agenda aside.
Marketing the content way is a far cry from the unrewarding
drudgery of cold calling or blanket-bomb direct mail campaigns.
“Some companies are winning, even in a tough market. They
are consistently getting a stream of good leads for their
business – from their websites and from social media too. Their
networks are expanding rapidly and delivering referrals that are
easy to convert. To top it off, they say that they enjoy
marketing too!”
Video
Presentation
What are the Best Content Creators
doing?
Marketing online using ALL available tools.
With relevant content. Their marketing and web strategy
centers on continuously creating and sharing relevant content,
not overt sales messages.
Clear message. Those that get the best results have a clear
understanding of who they do business with and what makes
their customers or clients tick. They create relevant content just
for them.
They are generous. They fully understand the old adage that if
you give you will get.
Quality is their watchword. It‟s not just any old content they
share, just to please the search engines, but genuinely useful,
well-produced, creative content that sets them apart from the
crowd.
Coca-Cola’s Move to Content
Coca-Cola has been focused on traditional media and agency- led advertising since its founding over 100 years ago.
In 2012 they announced through a series of beautifully
produced YouTube videos that they are shifting their marketing attention to sharing compelling content across social networks in order to grow their business.
Their marketing mission statement for 2012 onwards is titled: „Content 2020‟.
“To win today, Coca-Cola recognizes that it must move from creative
excellence to content excellence. All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you‟re going to be successful around the world, you have to have fat and fertile ideas at the core.”
Jonathan Mildenhall – Coca-Cola‟s VP of Global Advertising Strategy and Creative Excellence
Types of Content: Blogs, Newsletters, Emails,
Videos, etc. Lists of tips or ideas. Ranked or numbered lists work very well.
Reviews of books that you recommend. Your comment on
news that‟s relevant to your clients.
„How to‟ articles/videos.
Content stating costs and benefits of some tactic/approach.
An interview with one or more clients/customers.
A critique of someone else‟s article or opinion, with your view
on what works or what does not.
Ask other experts a question and share their response.
A case study on a company you have worked on.
Conduct a survey and share the response.
A round-up of topical news for your community.
Share or create a “viral” video, cartoon or graphic.
Which tool is best for sharing content
(2012 numbers)
Twitter 74 percent
LinkedIn 71 percent
Facebook 70 percent
YouTube 56 percent
SlideShare 20 percent
Google + 13 percent;
Flickr 10 percent.
FOR MORE
INFO, CHECK
OUT THIS
BOOK
Individual Application Paper III
The title of this paper is "CDM for a High Involvement Category" and relates to how you followed the
stages of consumer decision making in selecting from ANY high-involvement product or service category
(e.g. college/business school, car, apartment) that you engaged in directly. To develop this paper you
should first review the theory of CDM by referring to the slides under CDM (Week 8) Lecture Notes in
Canvas Modules (or Files). Starting with Need Recognition and ending with Post-purchase Evaluation,
you are then asked to map out ALL the steps of this process by providing the details from your personal
choice context. Here you should also emphasize such topics as Evoked Set, Consideration Set, Choice
Set, Decision Rules (Compensatory, Conjunctive, Disjunctive, etc.). I should be able to get a good sense
of your understanding and application of the CDM theory by reading your essay. In the final section of
the paper, you are asked to answer the following two questions:
(1) Critique (i.e. self-analyze) your performance and execution of the CDM steps while being as
candid and self-critical as possible. List 4-5 things that you could have done better in order to
optimize your decision making.
(2) Offer 4-5 recommendations to the marketer (i.e. Temple University, or Car Dealer, or
Apartment landlord, etc.) how they could have better managed the CDM process and made
things easier for you, the buyer.
As before, the paper should not exceed 3 typed pages, exclusive of bibliography and appendices.
PSY1010_W6_Issues_in_Personality_Theory.html
While other psychologists are concerned with human perception, intelligence, motivation, or development, personality theorists are in the unique position of studying the entire person. They have the monumental task of synthesizing the best information from the diverse fields of the discipline into a coherent, holistic configuration. In the course of their work, personality theorists address fundamental issues of human nature and individual differences. A theorist's answers to the following basic questions define his or her image of human nature.
Freudian Slips The president of the Austrian parliament opens a session by thundering, "I declare this meeting closed!" In answering his phone, a preoccupied business executive picks up the receiver and bellows, "Come in." At a copying machine, a secretary counts copies: "eight, nine, ten, jack, queen, king." Freud believed that such slips were motivated by unconscious conflicts. A hidden motive could presumably be found for even the most innocuous mistake if it were investigated with psychoanalytic methods. "The Austrian president," wrote Freud, "secretly wished he was already in a position to close the meeting from which little good was to be expected." |
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PSY1010_W6_Issues_in_Personality_Theory.html
While other psychologists are concerned with human perception, intelligence, motivation, or development, personality theorists are in the unique position of studying the entire person. They have the monumental task of synthesizing the best information from the diverse fields of the discipline into a coherent, holistic configuration. In the course of their work, personality theorists address fundamental issues of human nature and individual differences. A theorist's answers to the following basic questions define his or her image of human nature.
Freudian Slips The president of the Austrian parliament opens a session by thundering, "I declare this meeting closed!" In answering his phone, a preoccupied business executive picks up the receiver and bellows, "Come in." At a copying machine, a secretary counts copies: "eight, nine, ten, jack, queen, king." Freud believed that such slips were motivated by unconscious conflicts. A hidden motive could presumably be found for even the most innocuous mistake if it were investigated with psychoanalytic methods. "The Austrian president," wrote Freud, "secretly wished he was already in a position to close the meeting from which little good was to be expected." |
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PSY1010_W6_Empirically_Derived_Tests.html
The Importance of Cross-Validation An inventory is empirically derived by testing a large pool of items and then selecting those that are found to differentiate particular groups. For example, Alfred Binet developed the first intelligence test by selecting items that successfully discriminated children who were and were not progressing in Paris schools. When the original pool contains a large number of items, there is the real possibility that some will distinguish between the criterion groups by chance alone. To deal with this problem, the researcher must administer the test again with a new sample of subjects. This cross-validation is a crucial step, because an item is not likely to distinguish between both groups just by chance. Any item that does discriminate twice is likely to be a valid item. Obstacles to Self-Actualization Maslow would say that so few adults are self-actualized for four basic reasons:
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PSY1010_W6_Individualism_vs._Collectivism.html
Four kinds of social patterns have been identified across cultures.
It has been suggested that every culture emphasizes a particular combination of these four behavior patterns. Cultures in traditional societies, especially those in East Asia, emphasize the first two patterns, and cultures in northwestern Europe and North America (the United States and Canada) emphasize the latter two. These different emphases represent the contrast between collectivistic and individualistic cultures, as well as the contrast between cultures that are simple and homogeneous and those that are complex and heterogeneous. People in simple, homogeneous cultures have few choices in terms of the groups they can join–either extended family or friends. The group is extremely important to the individual, and he or she does what the group expects; that is, what the in-group norms specify. Success is attributed to the help of others, and failure to the individual's own lack of ability. This cultural pattern is known as collectivism. People in complex, heterogeneous cultures can belong to any number of groups; joining one is a matter of individual choice. The individual joins if it pays to do so and leaves when the costs become excessive. Behavior reflects personal attitude rather than in-group norms. People attribute success to their own intelligence, skill, and effort, whereas failure is seen as the result of the difficulty of the task or bad luck. This cultural pattern is known as individualism. |
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PSY1010_W6_Social_Psychology.html
Attribution and Models of Helping The text suggests that finding dispositional versus situational causes for poverty and unemployment can greatly affect our attitudes and actions. Philip Brickman and his colleagues have indicated that whether we help people in need and how we help them depends largely on our answers to two important questions: Who is responsible for the problem? Who is responsible for the solution? In Brickman's moral model, people are held responsible for both their problems and finding the solutions. They are most in need of proper motivation. Helpers are likely to say, "You got yourself into this mess, now get yourself out." Helpers simply exhort people to assume responsibility for their problems and find their own way out. In the compensatory model, people are not seen as responsible for problems, but they are responsible for getting solutions. Jesse Jackson once stated, "You are not responsible for being down, but you are responsible for getting up." People need the resources or the opportunities that the helper may provide. Nonetheless, the responsibility for using this assistance rests with the recipient. In the medical model, people are seen as responsible for neither the problem nor the solution. Helpers say, "You are ill, and I will try to make you better." In the enlightenment model, people are seen as responsible for problems, but as unable or unwilling to provide solutions. They are seen as needing discipline. Helping means earning their trust and giving them guidance. The Theory of Reasoned Action The theory of reasoned action states that major predictors of behavior include attitudes toward the behavior, subjective social norms, and perceived behavioral control. A person's attitude toward a behavior is a function of the desirability of the possible outcomes with the likelihood of those outcomes. Subjective social norms reflect one's perception of whether significant others approve of the behavior and the motivation to conform to those expectations. Perceived behavioral control indicates the degree to which one feels that they have control over their behavioral outcomes in a specific situation. The Justification of Effort Cognitive dissonance theorists have predicted that working hard to attain a goal makes it more attractive than the same goal obtained with no effort. Let's think about this concept with regard to fraternity hazing rituals. During the traditional "Hell Week," pledges are run through a variety of activities designed to test their limits of physical exertion, psychological strain, and social embarrassment. Too often, of course, the results are tragic. From the outside, these hazing rituals seem cruel and the people who participate in them seem to lack personal control. However, when we analyze the behavior in terms of justification of effort, the participant thinks that if the process was really difficult, then the outcome must be really worthwhile. |
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PSY1010_W6_Obedience_in_Everyday_Life.html
Many people have complained that Milgram's obedience studies were artificial, and have little relevance to everyday life. More recent realistic studies may convince you that Milgram's results were very accurate. In one study, nurses in 22 different hospital wards received a phone call from a new physician they knew was on the staff, but had not yet met. The caller said, "This is Dr. Smith from Psychiatry calling. I was asked to see Mr. Jones this morning, and I'm going to have to see him again tonight. I'd like him to have had some medication by the time I get to the ward. Will you please check your medicine cabinet to see if you have some Astroten?" The nurses found the medication; the label stated that the maximum daily dose was 10 mg. In each case, when she reported back to the doctor, he said: "Please give Mr. Jones a dose of 20 milligrams. I'll be up in ten minutes to sign the order, but I'd like the drug to have started taking effect." The requested dosage was clearly excessive, the drug was not on the ward stock list clearing it for use, and there were hospital rules against giving medication orders by phone. Nonetheless, 95% of the nurses started to give the medication. Deindividuation Social facilitation is the tendency to be aroused by the presence of others; in social loafing, the presence of others diminishes feelings of responsibility. Both effects may occur in group situations that foster anonymity and draw attention away from oneself. The result is deindividuation, a situation in which people abandon their normal restraints. The outcome may be vandalism, orgies, or riots. |
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PSY1010_W6_What_is_Beautiful_is_Good.html
The text provides lots of evidence that physical attractiveness and liking go together. There are some additional research findings that show that the importance of physical attractiveness is not limited to dating relationships. For example, college students judged an essay written by an attractive author to be of higher quality than one by an unattractive author. Similarly, simulated juries conferred less guilt and punishment on physically attractive defendants than on unattractive defendants. Vigilantism Sometimes bystanders act as vigilantes, meting out their own punishment to others who have committed crimes. For example, this story is from The Washington Post:
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PSY1010_W6_Conclusion.html
This week brought together many of the concepts of the course as we discussed the various elements of personality. The benefits of a high self-esteem as well as the dangers of an inflated self-esteem were pointed out. The needs to attain self-actualization and the obstacles to it have been examined. The effects of social patterns, attitudes, and obedience on behavior were also explored. Studies that showed that individuals are judged on the basis of their physical appearance were discussed. Course Summary Throughout this course we were introduced to many of the new concepts in Psychology. The scientific processes used in the study of Psychology were examined. The elements of the physical body, the brain and the nervous system were also explored. The role of senses like vision, hearing, touch, taste, smell, and kinesthetic or the sense of motion and position used by the brain were illustrated. The various levels of consciousness were identified. Our study of Psychology included the study of memory, language development, and intelligence. We examined what motivates people, Maslow's hierarchy of needs, and the role of emotions. Finally, we discussed the psychology of personality, the effects of social attitudes on behavior, self-esteem, self-actualization, and how physical appearance can effect how one is judged. |
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