Professional Documents
Culture Documents
Consumer Behavior
Buying, Having, and Being
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Personality
Personality refers to a persons unique psychological makeup and how it consistently influences the way a person responds to his or her environment.
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Superego: A persons conscience Ego: The system that mediates between the id and the superego
Reality principle: The ego finds ways to gratify the id that will be acceptable to the outside world
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Compliant Personality
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Aggressive Personality
One who moves against others (e.g., competes with others, desires to excel and win admiration).
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Detached Personality
One who moves away from others (e.g., who desires independence, selfsufficiency, and freedom from obligations).
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Trait Theory
Trait Theory:
An approach to personality that focuses on the quantitative measurement of personality traits
Personality Traits:
Identifiable characteristics that define a person. Extroversion: Trait of being socially outgoing
Extrovert: A person that possesses the trait of extroversion
Materialism:
Amount of emphasis placed on acquiring and owning products
Self-consciousness:
The degree to which a person deliberately monitors and controls the image of the self that is projected to others
Frugality:
Deny short-term purchasing whims and resourcefully use what one already owns
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Discussion Question
This classic ad starts off with the line: The Datsun 240-Z is not exactly what you would call a common site. What consumer personality trait is this ad appealing to?
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Brand Personality
Brand personality:
The set of traits people attribute to a product as if it were a person
Brand equity:
The extent to which a consumer holds strong, favorable, and unique associations with a brand in memory
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Animism
Animism:
The practice found in many cultures whereby inanimate objects are given qualities that make them somehow alive
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Figure 6.2
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Product-Lifestyle Linkages
Co-branding strategies:
Strategies that recognize that even unattractive products are more attractive when evaluated with other, liked products
Product complementarity:
Occurs when symbolic meanings of products are related to each other
Consumption constellations:
Sets of complementary products used to define, communicate and perform social roles
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Psychographics
Psychographics:
Use of psychological, sociological, and anthropological factors for market segmentation
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Proprietary Systems:
Information is developed and owned by the company and the company will not release the info to outsiders
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