Chapter 6 Flashcards
personality
thoughts, emotions, intentions and behaviors a person exhibits consistently as he or she adapts to their enviroment
personality qualities are
unique
can be conceptualized as a combo with traits
traits are stable
they vary
Psychoanal approach
motivation and personality inquiry
id, super ego and ego
ID—-me me me now now now now
pleasure seeking & immediate gratification! NOW NOW NOW
super ego…i am super!!
works against ID…matches society norms and behavior
ego…..eggg fixes!!
focuses on resolving the conflict between id and super ego lol
motivational research era….improvement!
utilize tools such as depth interviews and focus groups to improve their understanding of INNER MOTIVES AND NEEDS
Trait approach to personality (NISM)
multiple approaches available for consumer researchers
nomo
idio
single
multi
trait is a
characteristic that describes ones tendency to act in a consistent manner
Multiple approaches to personality are (NISM)
Nomo persp.
Idio persp.
Single trait app.
Multi app.
important traits that have been studied are…
value consciousness materialism innovativeness need for cognition complaint proneness competitiveness self monitoring
hierarchical approach
personality traits exist at varying levels of abstraction
specific traits- tendencies to behave in a very well defined situation (bargaining)
broad traits-behaviors that are performed across many different situations (extroverson)
Personology Approach
combines personality theory and motivation
allows consumer researches to better understand the uniqueness of the individual consumer
combines info on traits goals and even consumer life stories
brand personality appeal
brands ability to appeal to consumers based on the human characteristics associated with it
should be perceived as having strong degrees of favorability, originality and clarity
personality and brand relationships
overall quality of such relationships can be explained in terms of: love and passion self connection commitment interdependence intimacy brand partner quality
lifestyle
the way consumers live and spend their time and money
very useful in identifying viable market segments.
psychographics (Steven S)
the way lifestyles are measured
- survey consumers using AIO statements
- used to gain an understanding of consumers activities, interests and opinions
VALS
PRIZM
these two can also be used to determine psychographics.
Demographics…oberservational
OBSERVABLE statistival aspects of populations including such factors as AGE GENDER or INCOME.
can be used with psychographic analysis.
self concept
totality of thoughts and feelings that an individual has about him or her self
according to a symbolic interactionism perspective
consumers agree on the shared meaning of products and symbols.
semiotics is the
study that relates to the symbolic interactionism
symbolic interactionism is the
study of symbols and their meanings
self esteem
positivity of an individuals self concept
body esteem
positivity with which one holds their body image
