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CSU DM 272 - Chapter 6: Personality, Demographics, and Psychographics

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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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CSU DM 272 - Chapter 6: Personality, Demographics, and Psychographics

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