5. Personality.pdf - What is Personality Personality is who...

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What is Personality? Personality is who you are!!! The inner psychological characteristics that both determine and reflect how a person responds to his or her environment. Influences: Product Choice Response to Ads When, Where, and How to Consume
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The Nature of Personality Reflects individual differences Twins Consistent and enduring “My brother always has been a bookworm” Can change E.g., Major life events
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Theories of Personality Freudian theory (explains personality) Most things can be explained in terms of childhood experiences Unconscious needs or drives especially sexual and other biological drives are at the heart of human motivation Neo-Freudian personality theory Social relationships are fundamental to the formation and development of personality Trait theory (describes personality) Quantitative approach to personality as a set of psychological traits
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Freudian Theory Those who believe in the Freudian Theory say consumers have mainly unconscious needs. Consumers are not aware of the true reasons behind buying something.
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Freudian Theory Psychoanalytic Theory of Personality Freud proposed three divisions of the human psyche Id (unconscious/ impulsive desires) Primitive or instinctual needs for which individual seeks immediate satisfaction Basic physiological needs Superego (moral side of the psyche) Internal expression of society’s moral and ethical codes of conduct Satisfy needs in a socially acceptable manner Ego Conscious control that balances the demands of the id and superego
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Freudian Theory AND MARKETING/ CB To classify people into personality types, f ind out which division of the human psyche dominates Id (?) Pleasure seeking, self-centered individuals Seek hedonistic consumption, compulsive buying Superego (?) Moralistic/ Altruistic Shun environment-polluting products Ego (?) Practical, would guard their sense of self Engage in self-growth oriented consumption (skill development courses)
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Freudian Theory and “Product Personality Consumer researchers using Freud’s personality theory see consumer purchases as a reflection and extension of the consumer’s own personality Example: Grooming, clothing, jewelry, etc., reflect consumer’s personality.
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Neo-Freudian Theory Pupils of Sigmund Freud Founders of Neo- Freudian Theory Alfred Adler Carl Jung Karen Horney
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Neo-Freudian Theory There are some neo-Freudians who believed that social relationships are fundamental to the formation and development of personality. Disagrees that personality is mainly instinctual and sexual in nature.
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Horney’s cad tHeory Using the context of child-parent relationships, individuals can be classified into: Compliant Individuals Aggressive individuals Detached Individuals
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Personality Traits Compliant Personality Desires to be loved, wanted, and appreciated by others.
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