Chapter 6 : personality, lifestyle, values Flashcards
Freudian systems
personality
id
ego
superego
Personality
persons uniqye makeup and how it influences the way they respond to the environment
Ego
- systems that mediate between id and superego
* finds the balance
Id
- selfish & illogical
- seek immediate gratification
- max pleasure, min pain
Superego
- person conscience
* voice within
Trait theory
quotative measurement of traits
Problems in trait theory in consumer research
- validity and reliability
- personality tests are only for specific groups
- test procedures
- results cannot be used to make predictions
Use of brand personality
- strategic tool for creatives
- see if ads match intended brand personality
- goal to describe perpetual reality from consumer’s perspective
Brand personality & animism
level 1
* associating the product with the soul of a human being
level 2
* objects are anthropophyte ; given human characteristics
Innovativeness
the degree to which a person likes to try new things
materialism
amount of emphasis placed on acquiring and owning products
sekf-consciousness
the degree to which a person deliberately monitors and controls the image of the self that is projected to others
need for cognition
the degree to which a person likes to think about things
frugality
deny short-term purchasing whims and resourcefully use what one already owns
lifestyle
who we are and what we do
- patterns of tastes expressed in a person’s activity, interests and opinions
