week six - personality and lifestyles Flashcards
define personality
psychological characteristics of a person that influence the way in which the individual responds to their environment
determinants of personality
- individuals nature
- specific characteristics of each individual
- environmental circumstances
- effects of our decisions
what are the two psychoanalytic theories
- Freudian theory: unconscious needs or drives are at the heart of human motivation
- neo-Freudian personality theory: social relationships are fundamental to the formation and development of personality
what is the trait theory
quantitative approach to personality as a set of psychological traits
what is meant by ID in psychoanalytic theory
unconscious, impulsive, childlike, pleasure oriented
✓ completely oriented towards immediate gratification
✓ It operates according to the principle of pleasure
✓ the behaviour is guided by the primary desire to maximize pleasure and avoid
pain.
✓ Selfish and illogical
✓ it directs the psychic energy of the individual towards pleasurable activities without regard to the consequences
what is meant by SUPER EGO in psychoanalytic theory
opposite to ID, moral oriented
✓ Consciousness of the individual
✓ internalizes the rules of society (especially as our parents teach us)
✓ Prevent this from seeking selfish gratification
what is meant by EGO in psychoanalytic theory
a balance between the impractical hedonism of the ID and the equally impractical moralism of the superego
✓ Referee in the struggle between temptation and virtue.
✓ The self tries to balance these opposing forces according to the principle of
reality, with which it finds ways to gratify that which are acceptable to the
outside world.
✓ These conflicts occur on an unconscious level, so the person does not
necessarily realize the reasons behind their behaviour
CONSUMPTION MOTIVES (identified by Ernest Dichter)
- Power-masculinity-virility
- Status
- Femininity
- Reward
- Mastery over environment
- Disalienation (a desire to feel connected to things)
- Magic-mystery
- Security
- Eroticism
- Moral purity-cleanliness
- Social acceptance
- Individuality
why are symbologies important
they help the product explain consumption motives
characteristics of personality traits
- traits are identifiable
- they depend on heredity and environment
- different degrees
- they are quite stable
problems with the trait theory
- Many of the scales are not sufficiently valid or reliable
- Often marketers don ́t administer the test under the appropriate conditions
- Trait scales measure overall tendencies but not specific brands
- consumer traits and consumer behaviour are not empirically proved to be connected
- traits data can be combined with other consumer conditions
brand personality diagram
topic 6, check slides
define brand personality
set of traits people attribute to a product as if it were a person
what creates brand personality
- packaging, advertising, marketing
- consumers’ experience with the brand
define brand equity
an extra value that consumers add to a product/service through its brand, the extent to which a consumer holds strong, favourable and unique associations with a brand in memory
define lifestyle
system of rules of behaviour developed by the individuals to meet their goals in life , a pattern of consumption that reflects a persons choice of how to spend her time and money
what are the different approaches to analyse the lifestyle of a consumer
- approach focused in values
- approach focused in activities, interest and opinions
what is VALS
value and lifestyle analysis based on motiavtiuonal and developmental psychological theories particularly Maslow’s hierarchy of needs theory
what is meant by need-driven
People so limited in resources (especially financial resources) that their lives are driven more by need than by choice
what is meant by outer-driven
They conduct their lives in response to signals – real or fancied – from others
what is meant by inner-directed
They conduct their lives primarily in accord with inner values – the needs and desires private to the individual – rather than in accord with values oriented to externals
what is meant by combined outer and inner-direct
They are fully mature
what are some need-driven lifestyles
- survivor lifestyle: extreme poverty, low education, old age
- sustainer lifestyle: group struggling at the edge of poverty
what are some outer-directed lifestyles
- belonger lifestyle: comfortable, middle-class, conservative
- emulator lifestyle: they try to burst into the upper levels of the system, their object is the achiever lifestyle
- achiever lifestyle: leaders in a business or government, competent, self-reliant, materialistic
