ch06_Personality and Lifestyles.pptVIP

Chapter 6Personality and Lifestyles Opening Vignette: Jackie Hank How do Jackie, Hank, and Debbie want to spend their bonus money? Why does Hank think of Debbie as a couch potato? Both Jackie and Hank are planning outdoor adventures, but how are they different? Do you think the differences between Jackie, Hank, and Debbie are attributable to personality, lifestyle, or both? Consumer Behavior on the Couch:Freudian Theory Freudian Systems: Id: Oriented toward immediate gratification Pleasure principle: Behavior is guided by the primary desire to maximize pleasure and avoid pain The id is selfish, illogical, and ignores consequences Superego: A person’s conscience Ego: The system that mediates between the id and the superego Reality principle: The ego finds ways to gratify the id that will be acceptable to the outside world Sometimes a Cigar is Just a Cigar Phallic symbols: Male-oriented symbolism Conflict Between the Id and Superego This ad focuses on the conflict between the desire for hedonic gratification (represented by the id) versus the need to engage in rational, task-oriented activities (represented by the superego). Motivational Research Motivational Research: Attempts to use Freudian ideas to understand the deeper meanings of products and advertisements Depth Interviews: Technique that probes deeply into a few consumers’ purchase motivations Latent motives: Underlying motives Appeal of Motivational Research Less expensive than quantitative survey research Uncovers deep seated needs which can be targeted with advertising Findings seem intuitively plausible after the fact Motives for Consumption Neo-Freudian Theories Karen Horney: Described people as moving toward others (compliant), away from others (detached), or against others (aggressive). Carl Jung: Disciple of Freud but did not accept Freud’s emphasis on sexual aspects of personality Analytical psychology: Jung’s own method of psychotherapy Collective unconscious: A storehouse of memories inherit