LEC 3 PERSONALITY

LEC 3 PERSONALITY - 6-1Lecture 3 Personality and...

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Unformatted text preview: 6-1Lecture 3 Personality and LifestylesCONSUMER BEHAVIOR6-2Lecture ObjectivesWhen you finish this lecture, you should understand why:A consumers personality influences the way he or she responds to marketing stimuli. Consumers lifestyles are key to many marketing strategies.Psychographics go beyond simple demographics to help marketers reach different segments.Identifying patterns of consumption is superior to knowledge of individual purchases when a marketer crafts a lifestyle marketing strategy.PersonalityDescribed as the psychological characteristics that both determine and reflect how a person responds to his or her environment.Personality tends to be consistent and enduringBut may change abruptly due to major life events or gradually over a period of time. 6-36-4PersonalityPersonality: a persons unique psychological makeup and how it consistently influences the way a person responds to his/her environmentThree theories of personalityFreudian approach or Freuds Psychoanalytic TheoryNeo-Freudian approachTrait theory6-56-6Freudian SystemsPersonality = conflict between gratification and responsibilityId: pleasure principle such as instant gratification of thirst, hunger or sexSuperego: our conscience;-It is the individuals internal expression of societys moral and ethical codes of conduct. Ego: mediates between id and superego; -It is the individuals conscious control, which functions as an internal monitor that attempts to balance the impulsive demands of the id and the sociocultural constraints of the superego.-Reality principle: ego gratifies the id in such a way 6-7Freudian Systems (continued)Marketing ImplicationsThis ad focuses on the conflict between the id and the superegoAds often times use symbolism to motivate product purchasesE.g. UA customers can satisfy both practical and the 6-8Neo-Freudian Theories( focus is relationships and not sexual conflicts) Karen HorneyCompliant, detached and aggressive personality groupsAlfred AdlerHuman beings as seeking to attain various rational goals called style of life, Motivation to overcome inferiorityHarry Stack SullivanPersonality evolves to reduce anxiety6-9Trait TheoryPersonality traits: identifiable characteristics that define a person; quantitative approachMeasured Traits relevant to consumer behavior:Innovativeness: is the degree to which a person likes to try new thingsMaterialism: is the amount of emphasis a person places on acquiring and owning productsSelf-consciousness: is the degree to which a person deliberately monitors and controls the image of the self that he or she projects to others....
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This note was uploaded on 06/12/2011 for the course MM 101 taught by Professor Brunos during the Spring '11 term at London Business School.

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LEC 3 PERSONALITY - 6-1Lecture 3 Personality and...

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