Consumer behavior s.12

Question 1

Identity & personality

Answer 1

crucial fro consumer connection

Question 2

Who am I ?

Answer 2

Definition: a person´s identity is his or her own sense of self; of who they are.
Self : psychological entity.
Self : our identity.
Our name.
Our body.
Our skin is the frontier between self & external reality.
Self : consistency along time and space.
Identity card.
We feel there is someone inside.
There is an observer : self.
Self builds a model about external reality. A kind of theory about the world.
We relate with each other and they treat us as someone different.
Different pieces build a complex brain (awareness, conscience).

Question 3

real vs ideal self:

Answer 3

What I am (reality) vs What i would like to be (desires)

Question 4

Identity self:

Answer 4

Self perception, self esteem, self-assesments

Question 5

Personality

Answer 5

Set of individual differences that are affected by the development of an individual : values, attitudes, personal memories, social relationship, motivations & barriers, habit, skills

Question 6

Johari window:

Answer 6

Luft & Ingham
model used to help people understand their relationship with self and others.
Aspect of personality: know and not known to others
Known to self: open zone (arena) and hidden zone (facade)
Not know to self: blind zone (Blind spot) and unknown zone

this will be the same with brands