MKTG 360 Chapter 6

Psycho-analytical approach

- suggests personality results from a struggle between inner motives and societal pressures to follow rules and expectations
- applies to motivation and personality inquiry
- highlights the importance of unconscious mental processes in influencing behavior

Id

- immediate gratification of all desires, wants, and needs
- results in anxiety
- personality is present from birth
increase in hunger or thirst produces immediate attempt to eat or drink

Ego

- deal with reality
- conscious, preconscious, and unconscious mind
- cohesive awareness of your personality, but personality and ego are not the same, ego represents just one component of full personality
- keeps you grounded in reality and prevents the id and superego from pulling too far toward your most basic urges or moralistic virtues

Superego

- internalized moral standards and ideals that we acquire from our parents and society
- sense of right and wrong
- guidelines for making judgements
tries to perfect and civilize our behavior

Traits

focuses on specific consumer traits as motivators of various consumer behaviors

Single-trait Approach

approach in trait research where in the focus is on one particular trait

Multiple-trait Approach

approach in trait research where in the focus remains on combos of traits

Materialism

- how a person precepts it
- extent to which material goods have impotence in a consumer's life

5 factor model

Extroversion
Agreeableness
Openness
Stability
Conscientiousness

Brand Personality

- human characteristics to brand products
- opportunities for companies to differentiate their products
- we are attracted more to similar personality traits that have been attached to it by the company

Lifestyles

ways consumers live and spend their time and money

Psychographics

ways consumer lifestyles are measured

AIO

activity, interest, and opinion statements used in lifestyle studies

VALS

look at and asses values and lifestyle habits; western culture oriented

VALS2

updated version of VALS; more widely accepted and used internationally

Self Concept

totality of thoughts and feelings that an individual has about himself or herself