shai"s ...consumer's personality
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PERSONALITY
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What?? Those inner psychological characteristics thatboth determine and reflect how a personresponds to his / her environment
Inner characteristics specific characteristics andattributes that distinguish one individual from other
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Nature of personalityPersonality reflects individual differences
Personality is consistent and enduring
Personality can change
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Determinants of personality HeredityEnvironment
FamilySituation
Social
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Theories of Personality Freudian Theory Neo Freudian theory
Trait theory Self image
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Freudian theory This theory is built on the premises thatunconscious needs and drives especially sexualand other biological drives are at the heart of motivation and personality
personality is composed of 3 elements :* Id* Ego* Super Ego
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Id: Warehouse of primitive and impulsivedrives Ego: individuals conscious control . Itfunctions as an internal monitor that attemptsto balance the impulsive demands of id
and the social cultural constraints of superego
Super Ego : conceptualized as the individualsinternal expression of societies moral andethical code of conduct - it acts as the brakesystem
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Development stages OralAnal
PhallicLatentGenital
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Freudian Theory and product
personality human drives are largelyunconscious and that consumers
are primarily unaware of theirtrue reason for buying whatthey buyConsumer purchases are thereflection and extension of theirown personalityEg: potato chips ; Ambitious,
successful high acheivers , Nuts:
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Neo Freudian Personality
Theory Social relationships arefundamental to the formation
and development of personalityindividuals can be classified into
3 groups
* Complaint* Aggressive* Detached
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Complaint : individuals those who movetowards each other ( desire to be loved ,wanted and appreciated )Aggressive : individuals who moveagainst other ( desire to excel and winadmiration )
Detached : Who move away from others (independence, self sufficiency , freedom )
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Trait theoryQuantitative , it focuses on the measurementof personality in terms of specificpsychological characters called traits
Traits : any distinguishing relatively enduringway in which an individual differs fromanotherPersonality test measures:
* Consumer innovativeness* Consumer Materialism* Consumer Ethnocentrism
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Consumer InnovativenessDogmatism : Is a personality trait thatMeasures the degree of rigidity that
individuals display towards unfamiliar orinformation that are contrary to theirown beliefs
Social character : inner directed&outer directedNeed For uniqueness (NFU)Optimum Stimulation Level (OSL)
Sensation seeking
Variety and novelty
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Cognitive Personality Factors Need for cognition measures apersons craving for enjoyment
Visualizers Vs Verbalizers
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Consumer Materialism To assess the degree of attachment to worldly possessions
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Consumer ethnocentrismIdentifies consumer likeliness toaccept or reject foreign-made
products
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Self Concept theory This theory holds that individuals have a
concept of who they are ( actual self) and aconcept that who they think they would like
to be ( ideal self)it is governed by the desire to attain self consistency and desire to enhance ones self esteemExtended Self: certain products have
symbolic value and are considered to be anextension of our personality
* Individual level* Family Level
* Community Level
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Brand PersonalityIs the portion of the brandsoverall image , understood perhaps
by many consumers but moreattractive to some consumersthan others
brands have 3 dimensions :*Physical attributes* Functional Attributes
* brand Characterization
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