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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