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What is Personality?
The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
Theories of Personality
Freudian theory
Unconscious needs or drives are at the heart of human motivation
Trait theory
Quantitative approach to personality as a set of psychological traits
Freudian Theory
Id
Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction
Superego
Individuals internal expression of societys moral and ethical codes of conduct
Ego
Individuals conscious control that balances the demands of the id and superego
Trait Theory
Orientation is primarily quantitative or empirical Trait theorists concerned with the construction of personality tests that enable them to pinpoint individual differences
Dogmatism
Consumers low in dogmatism (open-minded) are more likely to prefer innovative products to established or traditional alternatives Highly dogmatic consumers tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figure
Social Character
Inner-directed people seem to prefer ads that stress product features and personal benefits Other-directed people prefer ads that feature an approving social environment or social acceptance
A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences. High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.
VarietyNovelty Seeking
A personality trait similar to OSL, which measures a consumers degree to variety seeking
Vicarious Exploration
Use Innovativeness
Materialistic People
Value acquiring and showingoff possessions Are particularly self-centered and selfish Seek lifestyles full of possessions Have many possessions that do not lead to greater happiness
Fixated Consumers
Have a deep interest in a particular object or product category Have a willingness to go to considerable lengths to secure items in the category of interest Have the dedication of a considerable amount of discretionary time and money to searching out the product
Compulsive Consumption
Consumers who are compulsive buyers have an addiction; in some respects, they are out of control and their actions may have damaging consequences to them and to those around them.
Consumer Ethnocentrism
Ethnocentric consumers feel it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Outdoorsy Tough
Different Self-Images
Actual SelfImage Ideal Self-Image
Social Self-Image
Extended Self
Modification or changing of the self by which consumers use self-altering products or services to conform to or take on the appearance of a particular types of person (e.g., a biker, a physician, a lawyer, a college professor).
Role
A pattern of behavior expected of an individual in a specific social position, such as mother, daughter, teacher, lawyer. One person may have a number of different roles, each of which is relevant in the context of a specific social situation.