Understanding the motivation behind

consumption
What 'feel' is common to all these images?
What 'feel' is common to all these images?
What 'feel' is common to all these images?
What 'feel' is common to all these images?
What 'feel' is common to all these images?
What 'feel' is common to all these images?
●
Studies by Ernest
Dichter, psychologist
 Young & Rubicam's BrandAsset Valuator
Archetypes

Divides personality into dominant 'archetypes' and negative 'shadows'.

When healthy archetypes are dominant, the personality is a 'healthy' one;
when 'shadows' dominate, they are unhealthy.
 MAGICIAN- Thought
Logical, Analytical, Insightful
SAGE- Peace PATRIARCH- Belief
Wise, Visionary, Mentoring Dignified, Authoritative, Inspiring

MATRIARCH-
Order
Organised, ANGEL- Dreams
Systematic, Optimistic, Innocent, Pure
Controlled

MOTHER EARTH-
Body ENCHANTRESS- Soul
Stable, Genuine, Mysterious, Sensual,
Nurturing Tempting

QUEEN- Being
Relaxed, Comforting, ACTRESS- Feelings
Social Glamorous, Dramatic,
Involved
WARRIOR- Ego
Confident, Powerful, Heroic TROUBADOUR- Joy
Joyous, free-spirited, Agile
JESTER- Spirit
Witty, Resilient, Daring
Shadow Characteristics
Mark & Pearson Brand Archetypes
Personality Archetypes and Brands
Another helpful model- the MBTI
The Big Five Personality Dimensions
Michael Solomon's
explanation for
consumption
motivators