personality and cb (2)

personality and cb (2) - CHAPTER 5 Personality and Consumer...

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CHAPTER 5 Personality and Consumer Behavior 1. Key Concepts Personality theories: Freudian theory Neo-Freudian theory Trait theory Contrast the major characteristics of the following personality theories: a) Freudian theory, b) neo-Freudian theory, and c) trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer behavior. Describe personality trait theory. Give five examples of how personality traits can be used in consumer research. Find three print advertisements based on Freudian personality theory. Discuss how Freudian concepts are used in these ads. Do any of the ads personify a brand? If so, how? 2. Key Concepts Consumers who are: Inner-directed Outer-directed Highly dogmatic Visualizers versus verbalizers Consumers who have: High optimum stimulation levels High need for cognition How can a marketer of cameras use research findings that indicate a target market consists primarily of inner-directed or other-directed consumers? Of consumers
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This note was uploaded on 02/25/2012 for the course CSR 332 taught by Professor Staff during the Spring '08 term at Purdue.

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personality and cb (2) - CHAPTER 5 Personality and Consumer...

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