Student Chapter 6

Student Chapter 6 - 6-1© 2011 Chapter 6Personality and...

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Unformatted text preview: 6-1© 2011 Chapter 6Personality and Lifestyles6-2© 2011 Personality•Personality: a person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment6-3© 2011 Freudian SystemsPersonality = conflict between gratification and responsibility•Id: pleasure principle•Superego: our conscience•Ego: mediates between id and superego•Reality principle: ego gratifies the id in such a way that the outside world will find acceptable 6-4© 2011 Freudian Systems (continued)Marketing Implications•This ad focuses on the conflict between the id and the superego•Ads often times use symbolism to motivate product purchases6-5© 2011 Motivational Research and Consumption Motives •Power-masculinity-virility•Security•Eroticism•Moral purity-cleanliness•Social acceptance•Individuality•Status•Femininity•Reward•Mastery over environment•Disalienation•Magic-mystery6-6© 2011 Motivational Research•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 techniques6-7© 2011 Neo-Freudian Theories•Karen Horney•Compliant versus detached versus aggressive•Alfred Adler•Motivation to overcome inferiority•Harry Stack Sullivan•Personality evolves to reduce anxiety•Carl Jung•Developed analytical psychology6-8© 2011 Carl Jung, Father of Analytical Psychology•Disciple of Freud•Established concept of collective unconscious•Explained the creation of archetypes•Old wise man•Earth mother•Young & Rubicam uses the concept of archetypes in its BrandAsset®Archetypes model6-9© 2011 Figure 6.1 BrandAsset Valuator Archetypes6-10© 2011 Figure 6.1 BrandAsset Valuator Archetype (continued)6-11© 2011 Trait Theory•Personality traits: identifiable characteristics that define a person•Traits relevant to consumer behavior:•Innovativeness•Materialism•Self-consciousness•Need for cognition•Frugality6-12© 2011 Are You an Innie or an Outie?...
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This note was uploaded on 04/01/2012 for the course ECON 340 taught by Professor Staff during the Spring '08 term at Wichita State.

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Student Chapter 6 - 6-1© 2011 Chapter 6Personality and...

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