DM 272 1st Edition Lecture 15Outline of Last Lecture I. Motivational Research Techniques (cont.)Outline of Current LectureI. Personalitya. Freudian theoryb. Sociopsychological Theoryc. Trait TheoryCurrent LecturePersonality- Unique psychologically makeup, which consistently influences how the person responds to his/her environment- Three major theorieso Freudian Theoryo Sociopsychological Theoryo Trait theory - Freudian Theoryo Personality consists of The id-uncoordinated, realistic part Ego- the organized, realistic part Superego-critical and moralizing functiono The unconscious, dynamic, interactions among three parts results in observed behavioro Conflicts between the desires to satisfy primitive needs and the needs to be a contributing member of society- Sociopsychological Theoryo Recognizes interdependence of the individual and society These 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.o Differences: Behavioral motivation is directed to meet society/individual needs. Social variables (rather than biological instinct) are most important in shaping personality. - Social affiliation- Social recognition- Trait Theoryo Quantitative approach to studying personalityo Personality made up of traitso Assumptions about traits: Common but vary among individuals Stable and exert fairly universal effects on behavior regardless of the situation Can be inferred from the measurement of behavioral indicatorso How does personality influence our behaviors? Need for cognitiono Tendency to process information and engage in and enjoy thinkingo Strongly correlates w/ information seeking behavior on the web Need for arousalo Tendency to seek to raise the level of stimulationo Positively correlates to adventure travel Materialismo Tendency to place importance on acquiring and owning productso Negatively correlates with green consumption Frugalityo Positively correlates w/ the time it takes to showero Positively correlates with bringing leftover from home for lunch at work- Brand Personalityo The set of traits people attribute to a product as if it were a persono So, how do consumers think about brands?o Some personality dimensions used to describe characteristics of brand Old fashioned Surprising, lively Efficient, intelligent Romantic, sexy Rugged, outdoorsy,
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