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Unformatted text preview: PERSONALITY AND MOTIVATION Personality (def): Distinctive patterns of behavior, thought, and emotions that characterize an individual’s response to the environment. Personality variables imply: Consistency: Outgoing, Shy? Distinctness : Different from other? General Tendencies: Generally health-Conscious? Finding these personality variables can help marketers: Reach out to the right people Change strategy based on characteristics of target market Not when, what, and where but WHO Psychodynamic Theories of Personality Freud’s Theory Id- Source of your physical desires, want stuff like sleep, eat and sex.- Pleasure principle/Irrational Superego: Conscience- all society’s rules. “You must do this”. Irrational Ego: Mediator – You may want this but you should do that.- You should go to class but you can nap later. Your conflicts, and how they are resolved, comprise your personality. Conflicts may arise during developmental stages - Oral stage - Take you off your bottle before you were ready.- Anal stage – Potty training. If conflict occurs could develop an anal personality. Conflict resolution largely occurs out of consciousness. Implications of Psychodynamic Theories Unfulfilled wishes are fulfilled and expressed symbolically If true, marketers should take advantage of this Promise wish fulfillment using those symbols “Communication directly with the id.” Method became popular in the 1950s. How to research? “Depth” interviews Draw picture, look at a picture and interpret it, make word associations. Ex: Roach Killer Why wasn’t new, efficient roach trap selling to women in South? Had women draw roaches. Researchers concluded that women saw roaches as men. - Traditional roach spray allowed for expression of hostility. Some Symbols? Trait Theories of Personality Trait: predispositions/ differences among people as measured by adjectives and phrases. Relatively permanent/consistent differences Personality is the combination of your traits. There are over 18,000 trait terms, but most are a combination of five core traits. How do you measure up? “Big 5” Elemental Traits (OCEAN) 5 Traits: Openness to experience Conscientiousness – To do list, organized, efficient Extraversion – Outgoing Agreeability – Kind, sympathetic Neuroticism – More emotional, express your (negative) emotions, emotional instability Using the “Big 5” Traits in Marketing Reaction to ad may be related to standing on traits. - High in extraversion: positive affect after seeing ads. - High in neuroticism: negative affect after seeing ads....
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- Fall '08
- Classical Conditioning, ex