07_Personality_and_Lifestyle_S1

07_Personality_and_Lifestyle_S1 - Chapter 6 Personality and...

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Chapter 6 Personality and Lifestyle
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Personality A person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment Stable vs. situation-specific Marketers: lifestyles Leisure activities, political outlook, aesthetic tastes, etc. 2
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Freudian Systems Personality = conflict between gratification & responsibility Id: pleasure principle Superego: our conscience Ego: mediates between id and superego Reality principle 3
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Freudian Systems (Cont’d) Marketing Implications Unconscious motives underlying purchases Symbolism in products to compromise id & superego Sports car as sexual gratification for men Phallic symbols 4
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Motivational Research Freudian ideas unlock deeper product & advertisement meanings Consumer depth interviews Latent motives for purchases 5
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Motivational Research (Cont’d) Criticisms Invalid or works too well Too sexually-based Appeal Less expensive than large-scale surveys Powerful hook for promotional strategy Intuitively plausible findings (after the fact) Enhanced validity with other techniques 6
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Trait Theory Personality traits: identifiable characteristics that define a person
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07_Personality_and_Lifestyle_S1 - Chapter 6 Personality and...

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