question

Humanistic Psychology

answer

Humanistic Psychology studies the whole person, and the uniqueness of each individual Humanistic Psychology focuses on the human drive toward self-actualization - the inherent "goodness" of humans - creativity - love -beauty and aesthetics - human potential - self-concept - free will (rather than determinism as the behaviorism of freudian psychology)

question

Material Possessions defining feature

answer

As noted in lecture 1, humans typically attempt to define themselves through consumption or material possessions Everyone tries to show their possessions just some people do it in classier ways than others

question

Humanistic Psychology and Marketing

answer

Humanistic Psychology includes many themes in which the role of material possessions is questioned Hence, the role of marketing from a humanistic psychology perspective is viewed through a more critical lens

question

Human Consciousness

answer

As opposed to behaviorism and psychoanalytic perspectives of psychology, humanistic psychology focuses upon human consciousness and self awareness According to humanistic psychology, human beings are goal-oriented, aware that they can shape future events, and seek meaning, value and creativity in their life pursuits

question

Self - Actualization

answer

Self- Actualization is the drive to realize or maximize one's ultimate potential in life

question

Maslow's Hierarchy of Needs

answer

Self-Actualization Esteem Needs Social Needs Safety Needs Physiological Needs

question

Abraham Maslow's Need Hierarchy

answer

Universal - The need hierarchy applies to all people and cultures Hierarchical - lower level needs take precedence over, and exert strong influences than higher-level needs (have to start your way at the bottom and work your way up) Dynamic - As each level of needs is satisfied individuals move to the next highest level of existence (constantly seeking to move to another level) Often Unconscious - Upper-level needs are not clearly perceived or understood by individuals

question

Understanding Need Levels

answer

For a man who is extremely and dangerously hungry, no other interests exist but food. He dreams food, he remembers food, he thinks about food, he emotes only about food, he perceives only food and wants only food The average American citizen is experiencing appetite rather than hunger when he says "I am hungry)

question

The "Psychopathology of Normality"

answer

Maslow argued that "most of us function most of the time on a level lower than that of self-actualization" As a result, Maslow said that "self-actualization... rarely happens... certainly in less than 1% of the adult population" (normal is not optimal)

question

What Does a Rolex Watch Staisfy?

answer

in the 1800s watches became needed because of train times Now watches are just jewelry

question

Needs as contrasted to wants

answer

Needs are Basic/General Wants are Specific (when you get picky about what you need it is a want)

question

U.S Shoe Production

answer

Shoes went from protecting your feet to being for style/social needs Until the Late 1970s men were largely exempt from shoe fashionization (Nike as shoe "fashion" for men)

question

Need Satisfaction from a historical perspective

answer

For 99.9% of History, 99.9% of the people on this earth have existed at the lowest two levels of the need hierarchy (physiological needs, safety needs) This has now changed: the result is revolutionary (the average American spends more on his/her car than on food) Only in the last 100 years have a significant amount of people been above safety needs

question

Self-Esteem and Social Needs are Hard to Satisfy with Material Goods

answer

The higher the level of needs, the poorer the correlation between product attributes/benefits and human needs The higher the need, the less effectively products will satisfy these needs (higher-level needs tend to be insatiable)

question

Growth and Relatedness Needs

answer

All growth and relatedness needs are socially shaped, this it is impossible to argue that some needs are more legitimate than others (all of these needs are relative because they are socially derived) As with existence needs, humans frequently attempt to satisfy growth and relatedness needs with material objects and purchased services - some argue that this is deliberately encouraged or controlled by marketers

question

The Luxury of Modern US Life

answer

The luxury of discontent - why are we so unhappy The curse of opportunity - too many choices bring dissonance The luxury of regret - regret is he cause of discontent

question

Escalating Nature of "Needs"

answer

Once you hit a certain income people always want to make more than what they have (how come rich people don't stop working)

question

True Happiness =/ Increasing Consumption

answer

As we learned with positional goods, true happiness cannot come with increasing consumption It is noted that many people now are living beyond their means Increasingly, families want two incomes just to consume at a higher level

question

We have transitioned from a culture of production to a culture of consumption

answer

Pre 1950: Most Americans defined themselves in terms of their occupation or productive role in the economy - "I am a steelworker" - "accountant" - "teacher" Post 1950: Most Americans define themesleves in terms of their possessions or their leisure activities - "I drive a Prosche" - "I race motorcycles on the weekend" - "I collect rare wines" (now people define themselves based on material goods) Now your career is just there to fuel your past time and it has become ok to not have a career path (think Friends or reality TV shows)

question

The transition has moved us from crafting our personal identity through production, to crafting our identity through consumption

answer

The interminable present of meaningless working hours is 'balanced' by a dreamt future in which imaginary activity replaces the passivity of the moment. In his or her day-dreams the passive worker becomes the active consumer. The working self envies the consuming self

question

Consumption IS living

answer

Visa Ad: "Its your life, how will you spend it" Spend having two meanings Marketing encourages the fulfillment of psychological needs (including fulfillment and love) through consumption rather than through production

question

Increasingly our possessions define us

answer

We are defined by what we own and consume We are what we own Ex: Chinese 17 year old sells kidney to buy iphone and ipad

question

Notion of Self-Concept

answer

Central to Humanistic Psychology is the notion of self-concept Self concept is a model based on self assessments that an individual continuously performs in order to define and understand themselves Self-concept is a critical foundation for the process of self-actualization

question

Self-Concept relies on Self-Schemas

answer

Each individual's self-concept consists of a collection of self-schemas Self-Schemas are individual beliefs and ideas that people have about themselves - these schemas are based on perceptions (based on self-assessments) or beliefs about oneself regarding one's abilities, values, personality attributes, preferences, training and education, relative strengths or weaknesses

question

Examples of Self-Schemas

answer

I am: -Beautiful - Fat - Intelligent - Shy - A jock - Poor - Sociable

question

Each person possesses multiple self-schemas

answer

Each individual will possess multiple self-schemas representing different dimensions of their lives, or different roles they play in living - this diversity of schemas allows individuals to quickly adapt to different situations Thus a single person could possess the schemas of, for example: - A musician, an attorney, a snowboarder, a buddhist, a liberal activist, a mother/wife

question

Versions of Self-Concept

answer

Self-Concept encompasses several versions of one's "self" The Past Self: is the person that one perceives they formerly were and are moving away from The Present Self: is the person that one sees himself or herself to now be - personal identity - social identity The Future Self: is the person that one envisions they will become as they mature and evolve The ideas of self: is the person that one continually strives to become or hopes to become

question

Diversity of Self-Concept and Schemas Enriches the PRactice of Marketing

answer

Much of marketing and "consumer behavior" makes the assumption that each individual can be categorized into a single classification of "lifestyle" or "subculture" Thus a person is a "religious family man" OR an "outdoor sportsman into hunting and fishing" OR an "enthusiast of fine European sports cars - And the assumption is that many categorizations are mutually exclusive (ex: VALS typology)

question

Self-Concept Theory allows for a more multidimensional view of consumers

answer

Self-Concept theory acknowledges that all people are complex and multidimensional and that a single individual may simultaneously possess schemas which others may view as contradictory Thus a humanistic psychology perspective pushes marketers to rely less upon simple characterizations and "stereotypes" regarding consumers

question

ERG Model

answer

Growth Relatedness Existence (more empowering model)

question

Clayton Alderfer's ERG Model

answer

Non-Hierarchical - unlike Maslow's Hierarchy of needs Compensatory - Across categories ( food as a substitute for love and belongingness) - Within categories Finding productive activities outside of employment Satisfying growth needs through "consumption" rather than through "production"

question

Example of ERG Model

answer

Pearl Fryar - A 65 year old former worker at the rexam beverage can americas company in south carolina - couldn't satisfy growth in his career so he compensated with his garden "You tell me I couldn't do one thing. I'm going to prove to you I can do another thing"

question

The theory of Compensatory Consumption

answer

Theory of CC: As individuals feel less and less control in their "productive lives" (jobs), they will seek greater and greater control through their "consumption lives" (spending) - Due to the fact that most of u are employed by large organizations, it is becoming more and more difficult to obtain control, influence and status through production - Marketers cater to our needs for control, status and a sense of mastery - It is thus becoming far easier to obtain control, influence and status (or at least the illusion of these) through consumption

question

The Importance of Control

answer

Control and Influence over One's Environment is perhaps the most important growth need - Michael Marmot: there is a 9.5 year difference in life expectancy between those with high status/high control and those with low-status/low control

question

Compensatory Consumption and the Culture of Consumption

answer

In many cases, work has become less meaningful and workers exert less control at work We instead look for symbolic and recreational products and activities that allow us to achieve meaning, control and mastery in our lives Collectively then, society has moved from a culture of production, to a culture of consumption because consumption activities allow us to regain control in our lives

question

Example of Compensatory Consumption

answer

Hobbies and Recreation as demonstrations of mastery As mass production has replaced the "craftperson" and as US society has become richer, many formerly undesirable but necessary asks have gradually evolved into "hobbies" and "recreation" which allow for demonstrations or feelings of mastery - Gardneing - Hunting and Fishing - Knitting and Sewing - Cooking - "working out"

question

Another Example of Compensatory Consumption

answer

The US Spectator Sports Industry The US Sports Industry generates 7 times more money than the motion-picture industry, 2.5 times more money than the motor vehicle industry and 1.6 times more money than the agriculture industry - Spectator sports fulfill primarily relatedness needs (Consider what this implies about the proportion of money spent in the US for existence, relatedness and growth needs)

question

Staffan Linder's Theory of Leisure, Time and Consumption

answer

Consuming goods requires time An individual's time is limited Thus, a high-consumption society engenders an increasing scarcity of time In other words, the more we consume, the less time we have and the less satisfaction we experience

question

More is Less: The Relationship between consumption and control

answer

Having too many possessions results in a decline in control over our environment - "the things we own, own us" - credit card bills, debt and illiquid assets lower personal control True control = the FU position - A car, a chair, a sense of worth

question

The Relationship between time, control and quality of life

answer

Some Technological innovations allow consumers to do things not possible before Many technological innovations simply allow consumers to do common things faster - Saving time gives consumers feelings of control and the illusion of productivity and power Thus we often adopt and consume technology in order to "be more productive" But eventually, the technology changes us in ways that we could not have anticipated Implication: we consume to improve our lives, but the products then change our expectations for our lives

question

Material Saturation

answer

Recent study released by UCLA says that US families have reached "material saturation" - The back areas of our homes (closets, basements, attics, cupboards are so stuffed with possessions that our things spill out into our front areas and create more visable clutter than ever before in the history of the world

question

Imagined Leisure

answer

US families are no longer taking advantage of the bicycles in their garages, the hot tubs or swimming pools in their backyards, their swing set or their patio equipment. Items conducive to relaxation were purchased by the families in the study but rarely or never used Leisure is indoors. Most families have cluttered home offices or desk spaces with computers that are visually stress inducing and intrude on indoor leisure time, reminding families of workplace commitments. The material residue of families vanishing leisure includes these overused home offices and rarely used backyards

question

The Ultimate Example of Too Much Stuff

answer

Storage Units There are 4 times more self-storage facilities in the US than there are McDonalds

question

The Tao of Consumption

answer

Empty and be full Wear out and be new Have little and gain Have much and be confused

question

Minimalism and Anti-Materialism

answer

Humanistic Psychology Emphasizes Quality of Life - This focus may imply de-emphasizing material possessions as need satisfiers

question

The Easterlin Paradox

answer

Rich people are generally happier than poor people - However, rich societies aren't happier than poor societies - Rising economic growth doesn't make societies much happier, after a certain plateau is reached

question

The Paradox Choice

answer

Barry Schwartz: The modern abundance of choice can lead to paralysis and anxiety - the notion of "cognitive dissonance" (buyer's remorse) - the greater the number of desirale alternatives, the higher the level of cognitive dissonance - Despite rising levels standards of living, levels of "happiness" have decreased over the last 50 years Choice leads to paralysis - Retailing: the more choices you face in a product category, the more likely that you will leave the store without purchasing any of the choices

question

Consumption Role Models for Young Adults

answer

- The kardashians - my super sweet 16 The culture of consumption as learned by teens

question

A marketing attempt to leverage the concepts of humanistic psychology

answer

Xbox commercial that shows a baby being born filing through the sky and landing in their grave

question

Not all attachment of "meaning" to products is bad

answer

While humanistic psychology might regard the obsession with general consumption as dysfunctional, associating significant meaning to products is not necessarily bad The humanistic perspective suggests that imbuing products with substantial meaning may enrich a person's life and facilitate self-actualization

question

Product meaning derived from external sources

answer

As noted before much of the meaning ascribed to products derives from external sources - Society-based meaning (ie. symbols of status, social class) - Subcultural, Role, or Reference-Group "Emblems" (Ethnic or Religious Emblems, Professional Emblems, Social Group Emblems, Geographic Emblems, Gender-Based Emblems) Marketer-Provided Meaning - Marketers often impute meaning for their products by suggesting they embody historical, cultural, aesthetic or social value or by suggesting they represent sound investment potential

question

Product Meaning Derived from Internal Sources

answer

Where meaning comes from internal (personal, family sources, there is generally greater opportunity to leverage these products in the path to self-actualization

question

A Method for Identifying the Source (Internal vs. External) of product meaning

answer

Does the "satisfaction" that comes from the product derive from the attributes of the product or the memories associated with that product? OR Does the "satisfaction" that comes from the product derive from the REACTIONS of others to that product?

question

"Special" Possessions

answer

"Special" Possessions are Products, which based on strong, internally-derived meaning, have special importance in a person's life and with which strong emotions are associated Special possessions enrich the owner's life by virtue of their symbolism, unique attributes, emotional attachment, the memories they elicit, their relation to "sacred places, people or objects" or their contribution to a "collection"

question

Symbolic Meaning

answer

Many individuals keep and display special possessions that represent personal milestones of achievement or membership in a valued group Symbols of Achievement - Diplomas, Graduation Tassels, Trophies, Medals Symbols of Membership - Letterman Jackets, Greek Sweaters, Military Uniforms

question

Unique Attributes

answer

Individuals may own products that are completely unique and which reflect or reinforce the values or personality of the owner

question

Emotional Attachment

answer

Many special possessions are products that embody great emotional attachment or meaning - gifts - pets - family heirlooms

question

Memory-Laden Objects

answer

Some special possessions are kept because they facilitate or represent the memory of significant life events - Souvenirs - Ticket-Stubs - T-shirts

question

Product Related to "Sacred" people, places or objects

answer

Some special possessions derive their symbolic value from their relationship to "sacred" people, places or objects These "sacred" things are revered with great respect

question

Collections

answer

Collections are unique type of special possession that often represents the highest personal valuation for material objects - the process of forming the collection requires a series of purchases that likely span a long period of time and each acquisition may embody unique memories - due to perceptions of synergy, the collection is viewed as representing a value greater than the mere sum of each item in the collection

question

Pandora

answer

An example of a marketer using "collections" and "memory laden objects" to create demand for a generic product

question

Divestment of special possessions

answer

Ownership of Special possessions is typically discontinued with rituals or unique approaches. These are known as Divestment Rituals Ex: End of Toy Story 3

question

Photographs and Videos

answer

Photographs and Videos represent a completely unique type of special possession because they are a rich document of life - experiences - relationships - former possessions

Psychology of Consumerism – Humanistic Psychology – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards