消费者行为学教学资料 chapter05.pptVIP

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消费者行为学教学资料 chapter05.ppt

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Chapter 5 ;What is Personality?;The Nature of Personality;Theories of Personality;Freudian Psychoanalytic Theory;Neo-Freudian Personality Theory;Trait Theory;Freudian Theory;Figure 5.2 A Representation of the Interrelationships among the Id, Ego, and Superego;Freudian Theory and “Product Personality”;Horney’s CAD Theory;Compliant Personality;Aggressive Personality;Detached Personality;Trait Theory;Consumer Innovativeness;Consumer Materialism;Consumer Ethnocentrism;Personality and Consumer Diversity;Consumer Innovators;Distinguishing Innovators from Non-Innovators;Table 5.1 A Consumer Innovativeness Scale;Dogmatism;Dogmatism;Inner-Directed Consumers;Other-Directed Consumers;Social Character;Optimum Stimulation Levels (OSL);Variety-Novelty Seeking;Forms of Variety-Novelty Seeking;Cognitive Personality Factors;Visualizers;Verbalizers;Need for Cognition (NC);From Consumer Materialism to Compulsive Consumption;Materialistic People;Table 5.2 Sample Items from a Materialism Scale;Fixated Consumers;Compulsive Consumption;Table 5.3 Sample Items from Scales to Measure Compulsive Buying;Consumer Ethnocentrism;Table 5.4 The Consumer Ethnocentrism Scale-CETSCALE;Table 5.4 continued;Issues in Brand Personality;Brand Personification;Figure 5.8 A Brand Personality Framework;Table 5.5 The Personalitylike Associations of Selected Colors;Table 5.5 continued;Different Self-Images;Extended Self;Role;Actual Self-Image;Ideal Self-Image;Social Self-Image;Ideal Social Self-Image;Expected Self-Image;Ways Possessions Can Extend the Self;Table 5.6 Sample Items from an Extended Self-Survey*;Vanity and Consumer Behavior;Table 5.7 Sample Items from a Vanity Scale;讨论;for every group;for presentation group