chapter04-个性与消费者行为.pptVIP

Chapter 4 Personality and Consumer Behavior Emphasis of this chapter To understand how personality and self concept are related to various aspects of consumer behavior. The Nature of Personality Personality reflects individual differences ( No two leaves are exactly alike in the world.) Personality is consistent and enduring (The political power can be changed easily,but the nature of one’s own not.) Personality can change (a gradual maturing process) Theories of Personality Freudian theory Unconscious needs or drives are at the heart of human motivation Neo-Freudian personality