Noteshells21 - Personality and Motivation 1 Outline...

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1 1 Personality and Motivation 2 Outline Personality What is it? Psychodynamic approach Trait approach Motivation What is it? Sources of motivation and their importance Motivation conflict Values Symbolizing values with product attributes 3 Personality Distinctive patterns of behavior, thought, emotion that characterize an individual’s response to the environment. Personality variables imply: Consistency Distinctness General tendencies
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2 4 Personality 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 . 5 Psychodynamic Theories of Personality Freud’s theory: Id Superego Ego Your conflicts, and how they are resolved, comprise your personality. Conflicts may arise during developmental stages. Conflict resolution largely occurs out of consciousness. 6 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. “Communicate directly with the id.” Method became popular in the 1950s.
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3 7 Implications of Psychodynamic Theories How to research? “Depth” interviews 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. 8 Implications of Psychodynamic Theories Some symbols? Wish Expressed by Sex Gloves, man lighting woman’s cigarette, sweets Power Sugary products, bowling, trains Acceptance Ice cream, toys, soap Mastery of world Kitchen appliances, boats 9 Trait Theories of Personality Trait: predispositions/ differences among people
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This note was uploaded on 06/05/2011 for the course MAR 3503 taught by Professor Cohen during the Fall '08 term at University of Florida.

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Noteshells21 - Personality and Motivation 1 Outline...

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