消费者行为04.personality and lifestyle课件.ppt

Chapter 4Personality and Lifestyles Chapter Outline Personality Theories Cognitive Personality Factors Brand Personality Lifestyle What Is Personality The inner psychological characteristics that both determine and reflect how a person responds to his or her environment 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 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 Instant Gratification of Needs We expect today’s technical products to satisfy our needs – instantly. 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). Trait Theory focuses on the quantitative measurement of personality traits Personality made up of traits: any distinguishable, relatively enduring way in which one individual differs from another Traits specific to consumer behavior Innovativeness Dogmatism Need for uniqueness The degree to which consumers are receptive to new products, new services, or new practices Trait Theory Innovativeness Dogmatism Need for uniqueness A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs Ad Encouraging New Product Acceptance Trait Theory Innovativeness Dogmatism Need for uniqueness Consumers who avoid appearing to conform to expectations or standards of others Table 5.4 ExcerptA Sampl