Chapter 8 Flashcards
Personality
persons unique psychological makeup and how it consistently influences the way a person responds to his/her environment
Freudian system
o Id: pleasure principle (the party animal)
Ex: I want to eat a lot of chocolate
o Superego: our conscience and ego-ideal
Ex: You’re on a diet
o Ego: mediates between id and superego (the referee)
Ex: eat a small piece
Motivation research (Ernest Dichter) (3 ways)
o Depth interviews
o Project technique
o Observation
- to provide insight into the subconscious motives of consumers in order to market goods
Marketing implications of Freudian
- Unconscious motive underlying purchases
- Symbolism in product to compromise id and superego
o Sport car as sexual gratification for men
o Phallic symbols, such as cigars
Trait theory
- Personality traits: identifiable characteristics that define a person
Traits relevant to consumer behaviour
o Innovativeness o materialism o Self-consciousness o Need for cognition o Need for uniqueness
Problems with trait theory
o Scales not valid/reliable
o Test borrow scales used for the mentally ill
o Inappropriate testing conditions
o Ad hoc instrument changes
o Use of global measures to predict specific brand purchases
Brand personality
sincerity
excitement
competence
sophistication
ruggedness
Lifestyle (ven diagram)
- person
- product
- setting
lifestyle marketing example
LULULEMON
ideal self = you want this lifestyle
actual self = when it is your current lifestyle
AIO
Groups consumers according to
activities
interest
opinions
80/20 rule
lifestyle segments that produce the bulk of customers
Values:
Belief that some condition is preferable to its opposite
Core values
value shared within a culture
- Ex: personal freedom, self-reliance
o Molson Canada advertisement
Enculturation
learning the beliefs and values of ones own culture
Acculturation
learning the value system and behaviours of another culture
LOHAS (lifestyles of health and sustainability) consumers who:
about the environment
o Want products to be produced in a sustainable way
o Spend money to advance what they see as their personal development and potential
Materialism:
importance people attach to worldly possessions
