[w6] consumer behavior

Personality

Refers to the inner psychological characteristics that influence how consumers think, feel and behave.

Freudian Theory

Personality is made up of three parts: Id, Superego, and Ego, and is strongly influenced by unconscious thoughts and desires. believed that a person’s behavior and personality are strongly influenced by unconscious thoughts and desires. This means that sometimes people do things without fully knowing the real reason behind their actions.

Id

The most basic and primitive part of personality that focuses on satisfying needs and desires immediately, without thinking about rules or consequences.

Superego

Represents a person's moral values and societal rules; it helps people know right from wrong and acts as a guide for proper behavior.

Ego

Acts as the balance between the id and the superego, helping a person think critically and make socially acceptable decisions while satisfying personal needs.

Non-Freudian Theory

Developed by psychologists influenced by Freud, but who diverged from his specific ideas, focusing more on social relationships.

Trait Theory

Focuses on measuring personality using specific, consistent characteristics that make one person different from another.

Consumer materialism

how much importance a person gives

to owning physical things or possessions

Consumer ethocentrism

how likely a person is to prefer products made in their own country instead of foreign products.

Consumer Innovativeness

The tendency to purchase and use new products more quickly and more often than other people.

Global Innovativeness

a general willingness to try new things

Domain- Specific Innovativeness

willingness to try new things in a certain area

Innovative behavior

the actual action of buying or using new products.

Dogmatism

The level of openness to new ideas; high dogmatism sticks to familiar brands, while low dogmatism tries new products if benefits are clear.

Social Character

How consumers are influenced by personal values or social trends

Inner-Directed Social Character

Consumers who buy based on personal needs rather than trends.

Other-Directed Social Character

Consumers influenced by trends and social approval, such as buying something because it went viral on Tiktok.

Optimum Stimulation Level (OSL)

People with high OSLs are willing to take risks, try new products, be innovative, and seek purchase-related information.

Sensation Seeking

When a person likes exciting and new things that are fun, exciting, or different from the usual routine, and may take risks to feel excitement.

Variety-Novelty Seeking

When a person likes to try new or different products instead of always choosing the same one because they get bored using the same brand.

Personality and Brand Choice

Consumers tend to select brands that

align with their personality and self-

image, as this allows them to express

their identity. Brand tht reflect a

consumer’s values and lifestyle foster

stronger emotional connections and

greater loyalty.