MCS 2600 Lecture Notes - Lecture 7: Harry Stack Sullivan, Hitech, Trait Theory

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Nicole Mc Callum

Document Summary

The inner psychological characteristics that both determine and reflect how a person responds to his or her environment. The nature of personality: personality reflects individual differences, personality is consistent and enduring, personality can sometimes change. Id: warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction. Individual"s internal expression of society"s moral and ethical codes of conduct. Individual"s conscious control that balances the demands of the id and superego. Alfred adler: style of life, feelings of inferiority. Harry stack sullivan: we establish relationships with others to reduce tensions. Karen horney"s three personality groups: compliant: move toward others, aggressive: move against others, detached: move away from others. Focus on measurement of personality in terms or traits. Trait: any distinguishing, relatively enduring way in which one individual differs from another. Personality is linked to broad product categories and not specific brands. Consumer innovativeness: willingness to innovate, further broken down for hi-tech products, global innovativeness, domain-specific innovativeness.