Solomon Ch - 6 Revised

Solomon Ch - 6 Revised - Chapter 6 Personality and...

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6 - 1 Chapter 6 Personality and Lifestyles By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition
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6 - 2 Consumer Behavior on the Couch: Freudian Theory Freudian Systems: Id: Oriented toward immediate gratification Pleasure principle: Behavior is guided by the primary desire to maximize pleasure and avoid pain The id is selfish, illogical, and ignores consequences Superego: A person’s conscience Ego: The system that mediates between the id and the superego Reality principle: The ego finds ways to gratify the id that will be acceptable to the outside world
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6 - 3 Motivational Research Motivational Research: Attempts to use Freudian ideas to understand the deeper meanings of products and advertisements Depth Interviews: Technique that probes deeply into a few consumers’ purchase motivations Latent motives: Underlying motives
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6 - 4 Motives for Consumption
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6 - 5 Trait Theory Trait Theory: An approach to personality that focuses on the quantitative measurement of personality traits Personality Traits: Identifiable characteristics that define a person. Extroversion: Trait of being socially outgoing Extrovert: A person that possesses the trait of extroversion Introversion: Trait of being quiet and reserved Introvert: A person that possesses the trait of introversion
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6 - 6 Traits Specific to Consumer Behavior Innovativeness: The degree to which a person likes to try new things Materialism:
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This note was uploaded on 06/17/2011 for the course BUS 347 taught by Professor Cherylluczak during the Fall '10 term at St. Xavier.

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Solomon Ch - 6 Revised - Chapter 6 Personality and...

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