Chapter 6

Personality

The consistent psychological traits that shape how a person responds to the environment.

Id

The instinctual drive seeking immediate pleasure and avoiding pain.

Ego

The rational mediator balancing the id's impulses with reality.

Superego

The moral conscience enforcing societal rules.

Pleasure principle

The rule that behaviour seeks pleasure and avoids pain.

Freudian product symbolism

Products act as compromises between id desires and superego rules.

Motivational research

Uses interviews to uncover hidden buying motives.

Power motive

Buying items to feel strong or energized.

Masculinity motive

Buying items that reinforce toughness or virility.

Security motive

Buying items for comfort and reassurance.

Moral purity motive

Buying items that signal cleanliness or purity.

Acceptance motive

Buying products to gain social approval.

Individuality motive

Buying products to express uniqueness.

Status motive

Buying luxury items to signal prestige.

Reward motive

Buying treats as self-reward.

Mastery motive

Buying items that help control one's environment.

Disalienation motive

Buying items that help you feel connected.

Magic/mystery motive

Buying products believed to have symbolic powers.

Karen Horney theory

People move toward, away from, or against others.

Neo-Freudian focus

Emphasizes social relationships over sexual drives.

Trait theory

Measures personality traits quantitatively.

Innovativeness

Tendency to try new products early.

Materialism

Importance placed on acquiring possessions.

Self-consciousness

Concern with managing one's image.

Need for cognition

Enjoyment of analyzing information.

Frugality

Resisting buying urges; preferring reuse.

Lifestyle

Pattern of behaviour reflecting time and money.

Lifestyle marketing

Linking products to shared lifestyles.

Consumption constellation

A set of products representing a lifestyle.

Geodemography

Segmenting by geographic + demographic data.

Values

Enduring beliefs about what is important.

Terminal values

Desired end-states.

Instrumental values

Preferred ways of acting.

Value conflict

Two desirable values clash.

Conscientious consumerism

Valuing personal and global health.

LOHAS

Sustainability-oriented consumers.

Psychographics

Using AIOs to profile consumers.

AIOs

Activities, Interests, Opinions.

VALS

Segmentation by values and resources.

Innovators

High resources; open to change.

Choosing a luxury car to show prestige

Status motive.

Buying eco detergent to avoid guilt

Superego-driven behaviour.

Trying newest tech first

High innovativeness.

Buying sweets for comfort

Security motive.

Mascot with human traits

Animism.

Unique outfits to stand out

Need for uniqueness.

Preferring brands matching beliefs

Political ideology influence.

Matching gaming setup

Consumption constellation.

Buying appliances for control

Mastery motive.

Avoiding trends to be individual

Need for uniqueness.