Personnality and attitudes (1+2)

Personality

Psychological makeup = how we respond to environement

2 main focuses of personality

Individual differences + integration of traits into a whole person

Id - Freud

Pleasure principle

Ego - Freud

Reality principle, mediator

Superego - Freud

Morality and conscience

Core conflict in Freud’s theory

Gratification vs responsibility

Ernest Ditcher

Hidden motives = consumption (interviews)

Ditcher - power latent motive

Tools, red meat, razors

Ditcher - social acceptance latent motive

Beauty products, sweets

Criticism of Dichter

Overly sexual + subjective + extreme

Neo-Freudian theorists

Horney, Adler, Sullivan

What shapes personality according to Horney?

Social forces (not biology)

3 interpersonal orientations - Karen Horney

Moving towards, away from or against others

What motivates people according to Adler?

Overcoming inferiority and striving for superiority

To Adler, behavior =

Future goals + social context

How does Sullivan define personality?

Evolving system shaped by social relationships

What is the key driver of personality development according to Sullivan?

Reducing anxiety through social interactions

Trait theory

Stable characteristics = behavior (helps identify segments for marketing)

Idiocentric - trait theory

Individual-oriented

Allocentric - trait theory

Group-oriented

5 dimensions of brand personality according - Aaker

Competence, ruggedness, excitement, sincerity, sophistication

5 components of brand equity - Aaker

Brand awareness, loyalty, perceived quality, associations, proprietary assets

What is the value behind brand equity (Aaker)

More decision making, confidence, satisfaction

Brand Asset Valuator

Measures value, health and future potential of a brand

BAV - 2 major dimensions (vitality and stature)

Vitality = momentum, room to grow, relevance and stature = current presence, esteem, trust

BAV Power Grid - vitality and stature (new, niche, leading, eroding)

New/niche +v -s, leading +v +s, eroding -v +s

BAV archetypes

Universal brand personas, healthy = positive more visible than shadow side

BAV archetypes - hero, caregiver, explorer

Hero = courageous vs arrogant, caregiver = trustworthy vs. smothering, explorer = curious vs. unreliable

Archetype (Jung)

Universal symbolic pattern shared across cultures (collective unconscious)

Use of archetypes in marketing

Recognizability and brand identity

Values

Enduring beliefs that guide decisions/behavior

Lifestyle

Way of living expressed through attitudes/habits/consumption

AIO (Activities, Interests, Opinions)

More precise than demographics (deeper motivation)

2 key dimensions in VALS - motivations/ressources

Primary motivations (ideals, achievement, self-expression) and resources (high or low)

Segments in VALS framework

Innovators (++), thinkers, achievers, experiencers, survivors (--)

Geodemography

Segmenting from location/socioeconomic data

Attitude

Lasting evaluation of an object/person/idea

Functional Thoery of Katz (attitudes/function driving consumption) = utilitarian, value-expressive, ego-defensive, knowledge

Utilitarian (rewards/punishments), value-expressive (identity), ego-defensive (protection), knowledge (order)

ABC model - attitudes

Affect, behavior, cognition

ABC model - high involvement hierarchy (important, expensive or risky, ex. laptop)

Cognition to affection to behavior

ABC model - low involvement hierarchy (routine, ex. gum)

Behavior to affect to cognition

ABC model - Zajonc model (emotion‑driven, ex. gifts)

Affect to behavior to cognition

How are attitudes formed - conditioning+learning

Classical conditioning, instrumental conditioning or cognitive learning

3 level of commitment - attitude commitment low to high

Compliance (+rewards/-punishment), identification (conform), internalization (personal belief system)

Cognitive dissonance

Discomfort from conflicting beliefs/behaviors

How to reduce cognitive dissonance

Change attitude, change behavior or rationalize

Self-perception theory

We infer attitudes from our behavior

Social judgement theory

Range of ideas a person finds acceptable

Balance theory - triangle

Triad between person, other person and object

What is the goal of balance theory

Maintain psych balance

Multi-attribute model

Attitude = Σ (belief about attribute × importance of attribute)

(AB = Σ (Bi × Ei))

Attitude towards something depends on attributes, beliefs and importance of weights

Fishbein - Multi-attribute model

Attitude = Σ (belief strength × evaluation)

Attitude towards something depends on salient beliefs, object/brand-attribute linkages and evaluation of each attribute (+/-)

Theory of reasoned action

BI = (Attitude × weight) + (Subjective norm × weight)

Behavior is predicted by behavioral intention

Limitations of theory of reasoned action

Doesn’t consider lack of control, impulsiveness or culture