Personality Theories Flashcards

Flashcards covering key vocabulary and concepts from the personality theories lecture.

Conscious Mind

Consists of all the mental processes of which we are aware.

Unconscious Mind

Comprises mental processes that are inaccessible to consciousness but that influence judgments, feelings, or behavior.

Id

Pleasure principle (the party animal).

Superego

Our conscience (prevents the id from seeking selfish gratification).

Ego

Mediates between the id and superego (the referee).

Freudian Theory Marketing Implications

Marketers use unconscious motives underlying purchases & Symbolism in products to compromise id and superego

Symbolic Mistress (Dr. Ditcher)

Dr. Ditcher concluded that men saw the convertible as a possible symbolic mistress; it set them daydreaming of youth, romance, adventure.

Personality

Person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment.

Trait Theory

Measure personality in terms of specific psychological characteristics—traits.

Trait

Any distinguishing, relatively enduring way in which one individual differs from another.

Openness to experience

A Big Five Trait that is imaginative, creative and has broad interests.

Conscientiousness

A Big Five Trait that is careful, reliable, hardworking and well-organized.

Extraversion

A Big Five Trait that is sociable, fun-loving, affectionate and talkative.

Agreeableness

A Big Five Trait that is good-natured, selfless, sympathetic and forgiving.

Neuroticism

A Big Five Trait that is nervous, worrying, highly strung and insecure.

Brand Personality

Set of traits people attribute to a product as if it were a person. Examples are sincerity, excitement, competence, sophistication, ruggedness.