Chapter 5 Flashcards
Personality
refers to individual differences in characteristic patterns of thinking, feeling and behaving.
Ego
Struggle between inner unconscious desires craved by the ID and social forces of fitting into society manifest as the superego.
The id and the superego are in constant conflict. What does the ego do in this situation?
Creates compromise.
Motivational research
A way of understanding what motivates people to buy things.
Jung believed…
That we connect with other people (possibly all other things) through a collective unconscious.
Introverts vs. Extroverts (Jung)
Introverts give more credence to their internal world. Extroverts give more credence to the external world.
Materialism
How central a brands role is in a persons life, how often they correlate possessions/services with happiness.
Minimalism
Living with less
Need for cognition
Predicts how individuals will be influenced by sales techniques.
Positioning
How consumers categorize a product in relation to other products.
Do consumers want products that are like aspects of themselves?
Yes. (actual, ideal, or ought self).
Psychographics
Psychological profile one forms of individuals who are attracted to/live specific lifestyles.
What does Freud contribute to Personality?
ID, EGO, AND SUPEREGO
AIO
consumer activities, interests and opinions.
Anthropomorphism
Giving something human qualities.
