消费者行为学教学资料 chater05.pptVIP

Chapter 5 Personality and Consumer Behavior The Nature of Personality Personality reflects individual differences Personality is consistent and enduring Personality can change Theories of Personality Freudian theory Unconscious needs or drives are at the heart of human motivation Neo-Freudian personality theory Social relationships are fundamental to the formation and development of personality Trait theory Quantitative approach to personality as a set of psychological traits Freudian Theory Id Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction Superego Individual’s internal expression of society’s moral and ethical codes of conduct Ego Individual’s conscious control that balances the demands of the id and superego Freudian Theory and “Product Personality” Consumer researchers using Freud’s personality theory see consumer purchases as a reflection and extension of the consumer’s own personality Horney’s CAD Theory Using the context of child-parent relationships, individuals can be classified into: Compliant individuals Aggressive individuals Detached individuals Trait Theory Orientation is primarily quantitative or empirical Trait theorists concerned with the construction of personality tests that enable them to pinpoint individual differences Personality and Consumer Diversity Some specific consumer traits are of particular interest to marketers: Consumer Innovativeness Cognitive Personality Factors Consumer Materialism, Fixated Consumption Behavior, and Compulsive Consumption Consumer Ethnocentrism Distinguishing Innovators from Non-Innovators Some traits that have been useful are: Consumer Innovativeness Dogmatism Social character Optimum stimulation level Variety-novelty seeking Dogmatism Consumers low in dogmatism (open-minded) are more likely to prefer innovative products to established or traditional alternatives Highly dogmatic consumers tend to be more receptive to ads for new products or services that contain