donchenko_angliyska_ddlya_psikhologiv_i_sotsiologiv

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To be unconscious of; to suppress; displeasure; to get rid of; to approach; to dismiss; to sell; insignificance; to experience tension; surface reasons; to discourage.

IV. Translate the Russian phrases in the brackets:

Psychoanalytic theory had an impact on: (понимание имиджа; рекламу; маркетинг; поведение потребителя; подсознательные мотивы).

V. Make up your own sentences with the expression

«to have an impact on».

VI. Could you say what social factors have a major impact on your living standards?

VII. A role-play: You are a sociologist. You would like to understand what has a major impact on the customer's choice. What possible questions you could ask. The first one is made up for you: What do you rely on — a price or a quality?

Text 3

1. Read and translate the text:

Trait Theory

The trait theory approach to personality attempts to classify people according to their dominant characteristics or traits. A trait is any characteristic in which one person differs from another in a relatively permanent and consistent way. Trait theories attempt to describe people in

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terms of their predispositions on a series of adjectives. As such, a person's personality would be described in terms of a particular combination of traits. One of the problems of trait theories is the huge number of traits that can be used to describe people.

Here is a list of traits that could be used to describe a

person:

Personality Traits Identified by Cattel

1.Reserved versus outgoing

2.Dull versus bright

3.Unstable versus stable

4.Docile versus aggressive

5.Serious versus happy-go-lucky

6.Expedient versus conscientious

7.Shy versus uninhibited

8.Tough-minded versus tender-minded

9.Trusting versus suspicious

10.Practical versus imaginative

11.Unpretentious versus polished

12.Self-assured versus self-reproaching

13.Conservative versus experimenting

14.Group-dependent versus self-sufficient

15.Undisciplined versus controlled

16.Relaxed versus tense

The early studies had selected trait inventories used by psychologists for purposes that had nothing to do with buying behaviour. In addition, researchers using a trait approach needed to recognize the importance of situational factors and assess the validity and reliability of their measures.

A recent study used a trait approach to study coupon proneness and value consciousness. The authors proposed that the tendency of consumers to redeem coupons is based in part on their view of coupons and in part on their value consciousness. Value consciousness was defined as the amount of concern the consumer has for the needsatisfying properties of the product in relation to the price paid for the product. In contrast, coupon proneness deals with the tendency of a consumer to buy because the

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purchase offer includes a coupon, which such people view almost as an end in itself.

The trait approach to personality can be highly valuable for market researchers, if used properly.

II. Answer the following questions:

1.What does the trait theory approach suggest?

2.How is a trait defined?

3.What do trait theories attempt to describe?

4.What do you think of Cattel's 16 traits?

5.How is a trait approach used in analyzing buying behaviour?

6.How was value consciousness characterized?

7.What does coupon proneness deal with?

1.The trait theory classifies people ... .

2.A trait is defined as ... .

3.One of the problems of trait theories is ... .

4.Cattel's trait inventory consists of ... .

5.A recent study used a trait approach to ... .

6.Value consciousness was defined as ... .

7.Coupon proneness deals with ... .

IV. If you were a market researcher, what traits from Cattel's inventory would you take into account first o f all?

V.Agree or disagree:

1.I always buy the brand I like very much.

2.I am not very much concerned about prices.

3.I generally shop around for lower prices on products.

4.I compare the prices of different brands.

5.The quality of the item is the only thing that matters.

6.I enjoy using coupons.

7.I rely greatly on advertising while buying anything.

VI. Characterize your experience while shopping. Do you feel trusting towards a shop-assistant or suspicious? Relaxed or tense? S h y or uninhibited?

Reserved or outgoing?

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WORD STUDY

I. Give Russian equivalents for:

Trait; predisposition; inventory; coupon proneness; value consciousness; reliability; to redeem; amount of concern; need-satisfying properties; in relation to; if used properly.

II. Give English equivalents for:

Сдержанный; послушный; застенчивый; доверчивый; подозрительный; самоуверенный; напряжённый; по отношению к; не иметь ничего общего; оценивать; напротив; частично.

III. Make up your own sentences with the following expressions:

To have nothing to do with; to recognize the importance of; to view as an end; to deal with; to be highly valuable.

Text 4

I. Read and translate the text:

Social-Psychological and Cognitive Personality

Theories

Early personality theorists, such as psychoanalysts, tended to view personality as resulting from biological factors. Somewhat later, researchers began to view personality as resulting from the social nature of people and/or from the way they processed information.

Social-Psychological Personality Theory. From a socialpsychological personality theory perspective, personality describes the consistent patterns of behaviour that people show with regard to social situations. A number of these theories have been used by marketers to help explain

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buyer behaviour. For example, the personality concept of dogmatism is socially and psychologically based. The construct of dogmatism relates principally to the rigidity with which people approach the social environment. Other social-psychological personality theories used by marketers include gender schema theory, consumer anxiety, consumer ethnocentrism, and the compliance, aggression, detachment model.

Cognitive Personality Theories. Psychologists have also developed cognitive personality theories, which focus on identifying individual differences in how consumers process and react to information. For example, researchers have attempted to assess consumer cognitive complexity. The goal is to measure the structural complexity of the organizing schemas used by different groups of consumers to code and store information in memory. Another approach involves investigating the extent to which different people engage in verbal versus information processing. A third cognitively oriented personality variable is called the need for cognition, a scale that assesses difference in the extent that people enjoy thinking and engaging in cognitive work. The need for cognition is particularly relevant to understanding the persuasion process.

II.Answer the following questions:

1.How did psychoanalysts try to view personality?

2.What other attempts were made by the researchers?

3.How is personality viewed from a social-psychological theory?

4.What social-psychological theories were used by marketers?

5.What do cognitive personality theories focus on?

6.Could you give an example of such a theory?

7.What other approaches were used in accordance with a cognitive personality theory?

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III.Prove b y the facts from the text that:

1.There were many attempts to view personality.

2.The personality concept of dogmatism is socially and psychologically interpreted.

3.Cognitive personality theories were of different aspects.

IV. Characterize in brief approaches to view personality from a social-psychological theory and cognitive personality theory. Can you state pros and cons o f each o f them?

V. Read out « A Scale to Measure the Attention to

Social Comparison Information» worked out on the basis o f the social-psychological theory, and say how you view your own behaviour in this respect:

1.It is my feeling that if everyone else in a group is behaving in a certain manner, this must be the proper way to behave.

2.I actively avoid wearing clothes that are not in style.

3.At parties I usually try to behave in a manner that makes me fit in.

4.When I am uncertain how to act in a social situation, I look to the behaviour of others for cues.

5.I try to pay attention to the reactions of others to my behaviour in order to avoid being out of place.

6.I find that I tend to pick up slang expressions from others and use them as part of my own vocabulary.

7.I tend to pay attention to what others are wearing.

8.The lightest look of disapproval in the eyes of a person with whom I am interacting is enough to make me change my approach.

9.It's important for me to fit into the group I'm with.

10.My behaviour often depends on how I feel others wish me to behave.

11.If I am the least bit uncertain as to how to act in a social situation, I look to the behaviour of others for cues.

12.I usually keep up with clothing style changes by watching what others wear.

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13. When in a social situation, I tend not to follow the crowd, but instead behave in a manner that suits my particular mood at the time.

VI. Would you suggest any other behaviour stereotypes in a social situation?

VII. Read out « A Cognition Scale» developed on the basis o f a cognitive personality theory and say about your place in this scale:

1.I really enjoy a task that involves coming up with new solutions to problems.

2.I would prefer a task that is intellectual, difficult, and important to one that is somewhat important but does not require much thought.

3.I prefer just to let things happen rather than try to understand why they turned out that way.

4.The notion of thinking abstractly is not appealing to me.

5.I find it especially satisfying to complete an important task that required a lot of thinking and mental effort.

6.I like tasks that require little thought once I've learned them.

7.I prefer to think about small, daily projects to long-term ones.

8.I don't like to have the responsibilities of handling a situation that requires a lot of thinking.

9.I feel relief rather than satisfaction after completing a task that required a lot of mental effort.

10.I think best when those around me are very intelligent.

11.I prefer my life to be filled with puzzles that I must solve.

12.I would prefer complex to simple problems.

13.Simply knowing the answer rather than understanding the reasons for the answer to a problem is fine with me.

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VIII. Could you suggest your own ideas concerning the above statements?

IX. Translate the text below i n writing:

Is There an Ethical Personality

Characteristic?

A psychologist named Lawrence Kohlberg developed a scale that measures people's level of cognitive moral development. He argued that advanced moral behaviour requires people to have the ability to employ logical reasoning. Kohlberg identified six stages through which people may progress in their moral reasoning. In the early stages people respond to moral rules based upon whether or not they will be punished for breaking them. In the middle stages people follow societally accepted standards, such as the «golden rule». Such people act to maintain order within a society and to contribute to the society. At the highest levels of moral development, people follow rules of behaviour that uphold societal and individual rights regardless of what majority opinion may indicate. They identify universal ethical principles that may supersede those upheld by a society.

Recently, researchers surveyed marketing professionals to assess their level of cognitive moral development. In addition, they sought to identify variables that may be associated with higher levels of moral development. The results revealed that those with higher moral development levels tended to be female, to have more years of schooling, and to possess more socially responsible attitudes. Thus they tended to believe that corporations and managers have social responsibilities that go beyond merely maximizing the profit for a firm.

An interesting issue for researchers involves investigating the cognitive moral development of consumers. A key question concerns whether those consumers with

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higher levels of cognitive moral development act more ethically in their exchange relations with firms.

WORD STUDY

I. Give Russian equivalents for:

Consistent patterns of behaviour; with regard to; compliance; cognitive; to code and store information; information processing; to engage in cognitive work; persuasion process.

II. Translate the following words and their derivatives:

A process - to process - processing

Cognize - cognition - cognizing

Engage - to be engaged - engagement

Think - thinker - thinking - thought

Persuade - persuasion

Store – storage

III.Translate the following sentences:

1.In compliance with new techniques personality theorists work out various scales for characterizing consumer behaviuor.

2.They try to find out in their clients consistent ways of behaving depending on the situation under the similar conditions.

3.The force of persuasion creates wonders with regard to consumer behaviour.

4.Only new technological innovations persuaded him to participate in this joint venture.

5.The self-concept is defined as the totality of a person's thoughts and feelings with reference to himself or herself as the object.

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6.The personality of consumers is generally assessed through questions that focus on identifying consumer traits and attitudes.

7.Persuasion is a process in which communication is delivered to change beliefs and attitudes in a desired manner.

8.Information processing is the process through which consumers receive stimulation, transform it into meaningful information, store the information in memory for later use, and retrieve it for decision making.

Text 5

I.Read and translate the text:

Attitudes Towards the Advertisement

To persuade consumers to purchase their brands, firms employ various forms of advertising. Researchers have found that consumers develop attitudes towards advertisements, just as they do towards the brand. In turn, these attitudes toward ads may influence attitudes toward the brand. An attitude toward the ad is a consumer's general liking or disliking for a particular advertising stimulus during a particular advertising exposure.

Attitudes toward advertisements can result from a number of factors including the content and imagery vividness of the ad, the mood of the consumer, and the consumer's emotions elicited by the advertisement.

Evidence indicates that these factors can influence attitude toward the brand under both highand lowinvolvement conditions, whether or not the consumer is familiar with the brand.

A number of researchers have investigated the relationships between attitude toward the ad, emotions,