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“Totality of a person’s thoughts, emotions, intentions, and behaviors that a person consistently exhibits”
Characteristics of Personality Unique Combo of traits Stable across situations May not always affect behavior
Psychoanalytic Approach Freud Three components
Id Pleasure principle
Superego Ego
Reality principle
Motivational Research
Trait Approach What is a trait? Multiple approaches
Nomothetic Variable-centric
Idiographic Get to know the individual
Single-trait Multiple-trait
Value consciousness Materialism
Three dimensions Innovativeness Complaint prone Competitiveness
Conspicuous consumption
What is it?
Quality of r-ship Love and passion Self-connection Commitment Interdependence Intimacy Brand Partner Quality
Source: www. business-fundas.com
Lifestyle Relationship to
personality Influence over
purchasing Psychographics
AIO Statements Example: Baby
Boomers Upbeat enjoyers Insecure Threatened Actives Financial positives
Source: wdfyfe.wordpress.com
Geodemographic technique Looks at
Expenditures Socioeconomic variables Geographic info
http://www.claritas.com/MyBestSegments/Default.jsp?ID=20
Self-Concept Symbolic
interactionism Semiotics
Types of Self Actual self Ideal self Social self Ideal social self Possible self
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