Consumer Buying Behaviour

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What Is Personality The inner psychological characteristics that both determine and reflect how a person responds to his or her environment Personality is a concept borrowed from psychology that refers to inter-individual differences in broad patterns of behaviour Key points: Personality variables reflect consistent, enduring patterns of behaviour Marketers would like to segment consumers on basis of common characteristics Personality has been as potential for commonality The Nature of Personality Personality reflects individual differences Personality is consistent and enduring Personality can change Theories of Personality 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 A Representation of the Interrelationships Among the Id, Ego, and Superego {draw:frame} 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 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 We seek goals to overcome feelings of inferiority We continually attempt to establish relationships with others to reduce tensions Karen Horney was interested in child-parent relationships and desires to conquer feelings of anxiety. Proposed three personality groups Compliant move toward others, they desire to be loved, wanted, and appreciated Detached move away from others Trait theory Quantitative approach to personality as a set of psychological traits Personality theory with a focus on...
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