consumerbtopic4 - Consumer Behavior Topic 4 Personality...

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Consumer Behavior Topic 4 Personality, Self-Image and Lifestyle Personality Traits: External – place blame outside of self (i.e., I failed because there was a problem with the exam) Internal – place blame on self (i.e., I failed because I did not study) Most studies find that people tend to place the locus of blame outside of themselves – in fact certain populations are extremely external (i.e., prisoners – they will never admit to guilt) How personality impacts consumer behavior: There are inner psychological characteristics that determine and reflect how a person responds to his/her environment. What we know about personality: a. it reflects individual differences b. it is consistent and enduring - however major life events might change personality such as the losing a loved one or a birth – psychologists maintain that 60% of personality is set at birth (i.e., is in the genes) Theories of personality: 1. Freud – developed his psychoanalytic theory of personality that includes the id, super ego, and ego. a. id – is the warehouse of all the primitive and impulsive drives – where the drives are stored – pure and primitive (a baby needs food NOW) b. superego – like a conscience – the internal expression of societal moral codes and ethical values – restrains the impulsive demands of id (tells you when to wait) c. ego – is like the executive and is a conscious control or internal monitor – it attempts to balance the impulsive demands of the id with the superego – it is the restraining influence The problem with Freudian theories is that they are just speculations that are based on theoretical suppositions that Freud made regarding anxieties: a. neurotic anxiety – an image from the id that the ego is afraid of – a neurotic anxiety b. moral anxiety – being afraid of being punished by the super egop Ideas of defense mechanisms – these are used by the ego to distort or falsify reality a. repression – Macbeth – push into the unconscious and it might emerge in a dream or a symbolic act b. projection – attribute your own feelings/anxieties to others (i.e., unfaithful husband assumes his wife is also unfaithful) c. rationalization – we try to justify and look for excuses so that the super ego will approve
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d. sublimation – find an alternative socially acceptable role or outlet (i.e., want to kill someone but instead draw pictures of the person dead – often artists sublimate feelings in art) e. displacement – transfer hostility to another object/person – this can be positive if through energy into worthwhile project (i.e., angry at your boss so go home and angry at family) f. reaction formation – manifest overt behavior that is actually the opposite of what is really felt deeply inside (unconscious – such as overt masculinity may suggest this person is questioning their own masculinity – exaggerated on the outside – also think about the bully or the extremely arrogant – often they turn out to be the most insecure
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This note was uploaded on 04/03/2012 for the course ECON 322 taught by Professor Francisco during the Fall '07 term at Rutgers.

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consumerbtopic4 - Consumer Behavior Topic 4 Personality...

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