DOC PREVIEW
SIU MKTG 305 - Personality
Type Lecture Note
Pages 3

This preview shows page 1 out of 3 pages.

Save
View full document
View full document
Premium Document
Do you want full access? Go Premium and unlock all 3 pages.
Access to all documents
Download any document
Ad free experience
Premium Document
Do you want full access? Go Premium and unlock all 3 pages.
Access to all documents
Download any document
Ad free experience

Unformatted text preview:

What is Personality?Diversity of Personality TheoriesFreudian Personality TheoryMarketing Applications of Freudian TheoryNeo-Freudian TheoriesMarketing Applications of Neo-Freudian TheoryTrait Theory of PersonalityMarketing Applications of Trait TheoryBrand PersonalityLifestylesMKTG 305 1st Edition Lecture 17 Outline of Last Lecture I. You are what you ConsumeII. Self and Product CongruenceIII. Gender Differences IV. Ideals of BeautyV. The Western IdealOutline of Current Lecture I. PersonalityII. Freudian PersonalityIII. Neo-Freudian PersonalityIV. Trait TheoryV. LifestylesCurrent Lecture Chapter 6Personality and LifestylesWhat is Personality?- The sum total of an individual’s inner psychological attributes- Properties that characterize personality:- Personality is unique.- Personality is consistent across diverse circumstances.- Personality is not static.Diversity of Personality Theories- Psychological literature provides a large number of personality theories.- Our focus here is on 3 theories:- Freudian theory of personalityThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Neo-Freudian theory of personality- Trait theory of personalityFreudian Personality Theory- Strong emphasis on biological & sexual motivation- Personality is a result of interaction & conflict between:- The Id: pleasure principle- The Superego: social, moral, & ethical inhibitions- The Ego: mediator between the Id’s impulses & superego’s restrictions- Personality develops as we progress through a sequence of psychosexual stages during infancy.Marketing Applications of Freudian Theory- Ads frequently address the id by emphasizing the pleasure and self-indulgent aspects of product or service offerings (e.g., Sexual symbolism in ads)- We channel socially unacceptable needs into acceptable outlets – product substitutesNeo-Freudian Theories- Social relationships rather than biological instincts underlie personality formation- Theorists:- Karen Horney: compliant, detached, aggressive- Carl Jung: collective unconscious memoriesMarketing Applications of Neo-Freudian Theory- Ads employing Neo-Freudian theory emphasize social relationships and human interaction.- Promotional appeals frequently depict warm interaction between individuals in a social or a family setting.- Appeals may also emphasize the role of products as enhancers of positive interpersonal relationships with others or protectors against offending others.Trait Theory of Personality- Classifies people according to their dominant characteristics or identifiable personality traits- Myers-Briggs Type Indicator: this instrument measures traits by employing 4 scales:- Extroversion/introversion- Sensate/Intuitive- Thinking/feeling- Judging/perceiving- Consumer behaviors: materialism, innovativeness, frugality.- Marketers search for correlations between sets of specific personality traits and consumer behavior patterns.- Correlations can occur in the form of one or more personality traits and such specific tendencies as product purchase, brand choice, retail store selection, or media habits.Marketing Applications of Trait TheoryBrand Personality- Brand personality: set of traits people attribute to a product as if it were a person- Brand equity: strong, favorable, and unique associations with a brand in memory; willingto pay more for a branded product than for a non-branded one.- http://bestglobalbrands.com/2014/ranking/Lifestyles- Lifestyle: patterns of consumption reflecting a person’s choices of how one spends time and money- Psychographic Analysis:- AIO (Activities, Interests, and Opinions) analysis- VALS (Values, Attitudes, and Lifestyles)- 80/20 rule- e.g., heavy user/ moderate user/ light


View Full Document

SIU MKTG 305 - Personality

Type: Lecture Note
Pages: 3
Download Personality
Our administrator received your request to download this document. We will send you the file to your email shortly.
Loading Unlocking...
Login

Join to view Personality and access 3M+ class-specific study document.

or
We will never post anything without your permission.
Don't have an account?
Sign Up

Join to view Personality 2 2 and access 3M+ class-specific study document.

or

By creating an account you agree to our Privacy Policy and Terms Of Use

Already a member?