Personality and Consumer Behavior - - MARKET FACE性格与消费行为的市场面.pptVIP

Introduction Marketers have long tried to appeal to consumers in terms of their personality characteristics. They have intuitively felt that what consumers purchase, and when and how they consume, are likely to be influenced by their personality factors. Id, Superego and ego Freud proposed that the human personality consists of three interacting systems: the id, the superego, and the ego. The id was conceptualized as a “warehouse” of primitive and impulsive drive- basic physiological needs such as thirst, hunger and sex-for which the individual seeks immediate satisfaction without concern f