消费者行为学教学资料cha课件.pptxVIP

Chapter 5 Personality and Consumer Behavior第一页，共六十三页。 What is Personality?The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.第二页，共六十三页。 The Nature of PersonalityPersonality reflects individual differencesPersonality is consistent and enduringPersonality can change第三页，共六十三页。 Theories of PersonalityFreudian theoryUnconscious needs or drives are at the heart of human motivationNeo-Freudian personality theorySocial relationships are fundamental to the formation and development of personalityTrait theoryQuantitative approach to personality as a set of psychological traits第四页，共六十三页。 FreudianPsychoanalytic TheoryA theory of motivation and personality that postulates that unconscious needs and drives, particularly sexual and other biological drives, are the basis of human motivation and personality.第五页，共六十三页。 Neo-Freudian Personality TheoryA school of psychology that stresses the fundamental role of social relationships in the formation and development of personality.第六页，共六十三页。 Trait TheoryA theory of personality that focuses on the measurement of specific psychological characteristics.第七页，共六十三页。 Freudian TheoryIdWarehouse of primitive or instinctual needs for which individual seeks immediate satisfactionSuperegoIndividual’s internal expression of society’s moral and ethical codes of conductEgoIndividual’s conscious control that balances the demands of the id and superego第八页，共六十三页。 Figure 5.2 A Representation of the Interrelationships among the Id, Ego, and SuperegoIDSystem 1SUPEREGOSystem 2EGO System 3Gratification第九页，共六十三页。 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第十页，共六十三页。 Horney’s CAD TheoryUsing the context of child-parent relationships, individuals can be classified into:Compliant individualsAggressive individualsDetached individuals第十一页，共六十三页。 Compliant Person