Chapter 6

“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

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Based on Resources Motivations

What does this tell us?

Source: www. strategicbusinessinsights.com

Geodemographic technique Looks at

Expenditures Socioeconomic variables Geographic info

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Self-Concept Symbolic

interactionism Semiotics

Types of Self Actual self Ideal self Social self Ideal social self Possible self

Self-Concept & Body Presentation Self-esteem Cosmetic surgery Body piercing

Self-congruency Theory

Source: http://www.mbird.com