Personality, Lifestyle, And Values Flashcards
What is personality?
A person’s unique psychological makeup* and how it consistently influences the way a person responds to his environment
*the combination of emotional, attitudinal and behavioural response patters
What are the theories of personality development?
Type theory
Behavioural theories
Humanist
Psychodynamic theories
Trait theories
What is the Freudian system?
Personality= conflict between gratification and responsibility
Id: pleasure principle
Superego: our conscience and ego-ideal
Ego: mediates between I’d and superego ( referee)
What are the marketing implication for the Freudian system (psychodynamic theory)
There are unconscious motives underlying purchases
Symbolism in products to compromise id and superego
- sports car as sexual gratification
- phallic symbols
- bowling, electric train, power tools= power
- ice cream, beauty products= social acceptance
What is the trait theory?
Personality traits are identifiable characteristics that define a person
Traits relevant to consumer behaviour:
- innovative News
-self-consciousness
- need for cognition
-need for uniqueness
What are the problems with trait theory?
Prediction of product choice using traits are mixed at best
- scales are not reliable
- test broke scales used for mentally I’ll
- inappropriate testing conditions
- ad hoc instrument changes
-use of global measure to predict specific brand purchases
- overall measurement problems
What is brand personality?
Set of traits people attribute to product if it were a person
Brand equity
Outsourcing prod to focus on brand
Extensive consumer research goes into campaigns
What are the different types of brand personalities
Sincerity
Excitement
Competence
Sophistication
Ruggedess
How do lifestyle influence consumption
Consumption pattern reflect a person’s choice of how one spends time and money
What is aio?
Grouping of consumers according to their activities, interest, and opinions
What are values?
Belief that some condition is preferable to its opposite
What are core values?
Values shared within a culture
What is enculturation
Learning the beliefs and values of one’s own culture
What is Acculturation
Learning of the value system and behaviours of another culture
What is conscientious consumerism
Consumer’s focus on personal health merging with growing interest in global health
