7 Personality

Question 1

Freudian Systems

Answer 1

ID
Superego
Ego

Question 2

The Big Five Personality Traits

Answer 2

A set of five dimensions forms the basis of personality

- Openness to experience The degree to which a person is
open to new ways of doing things
Love to think up new ways of
doing things
- Conscientiousness The level of organization and
structure a person needs
Am always prepared
- Extroversion How well a person tolerates
stimulation from people
Talk to a lot of different people at
parties
- Agreeableness The degree to which we defer to
other people
Take time out for others
- Neuroticism (emotional
instability)
How well a person copes with
stress
Get upset easily

Question 3

Personality Traits and Consumer Behavior

Answer 3

Superstition
Romanticism
Need for control
Need for Uniqueness
Extroversion
Agreeableness

Question 4

Brand Personality

Answer 4

A set of human characteristics that become associated with a brand and are a particular
type of image that some brands acquire

• Sincerity
• Excitment
• Competence
• Sohpisticaed
• Ruggedness

Question 5

Brand Resonance

Answer 5

The relationship that a consumer has with the product/brand and how well they can relate
to it.

• Interdependency Facilitates habits, rituals, and routines that
  entwine the brand’s meanings seamlessly
  into the consumer’s everyday life.
  Starbucks
• Intimacy Has ‘insiders’ who know details of its
  history, including significant product
  development particulars, myths about
  product creators, and obscure ‘brand trivia’
  or facts
  Nike Air Jordan
• Emotional Vibrancy Elicits strong emotional reactions such as
  happiness or excitement
  Disney
• Currency value Evokes a ‘hot’ meaning that defines major
  trends in popular culture
  Uber
• Role Resonance Emblematic of a social role Birkenstocks
• Category resonance A benchmark customers use to evaluate
  other brands
  Harley-Davidson

Question 6

Lifestyle

Answer 6

Lifestyle defines a pattern of consumption that reflects a person’s choice of how to spend
their time and money.

Question 7

Psychographics

Answer 7

The study of consumers based on their Activities, Interests, and Opinions (AIOs)

Activities Interests Opinions Demographics
Work Family Themselves Age
Hobbies Home Social issues Education
Social events Job Politics Income
Vacation Community Business Occupation
Entertainment Recreation Economics Family size
Club membership Fashion Education Dwelling
Community Food Products Geography
Shopping Media Future City size
Sports Achievements Culture

Question 8

Summary Peronality

Answer 8

vNow, You Know…
´
…that a consumer’s personality influences the way they respond to marketing
stimuli
…that brands have personalities
…that a lifestyle defines a pattern of consumption that reflects a person’s
choices of how to spend their time and money, and these choices are
essential to define consumer identity
…that psychographics go beyond simple demographics to help marketers
understand and reach different consumer segments