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Unformatted text preview: 3/9/2009 Personality Personality refers to a persons unique psychological makeup and how it consistently influences they way a person responds to his or her environment Personality dimensions usually combine with a persons choices of leisure activities, political outlook, aesthetic tastes, etc. to segment consumer in terms of lifestyles Freudian Theory ID- I want it now! EGO- I need to do a bit of planning to get it SUPEREGO- you have it. Its not right ID : instant gratification; operates according to the pleasure principle maximize pleasure and avoid pain Superego : counterweight to the id; act as the conscience, internalizing the rules of society and preventing the id from seeking selfish gratification Ego : mediates between the id and superego; balancing temptation and virtue thought the reality principle gratifying the in ways that are acceptable to the outside world The ego relies on symbolism products to make the compromise between the demands of the id and the prohibitions of the superego o There is a connection between product symbolism and motivation Motivation Research Started in the 1950s; understand the deeper meanings of products and advertisements Focused on interpretations from the subconscious (unconscious motives) o Relied on depth interviews with individuals consumers Came under attack for two reasons o May have Neo Freudian Theories...
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- Spring '07