MARK 305 Lecture Notes - Lecture 6: Ernest Dichter, Psychoanalysis, Psychographic
8 Dec 2018
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Psychographics go beyond simple demographics (and helps us understand different consumers). Mark 305 chapter 6: personality influences how consumers respond to marketing. Personality: personality: person"s unique psychological makeup and how it consistently influences the way he or she responds to the environment, things that make up lifestyle: political outlook, leisure activities, aesthetic tastes. Freudian theory: id: component of self oriented toward immediate gratification. Like a fight bw temptation and virtue: unconscious motives: freud"s ideas highlight the potential importance of this. Motivational research: motivational research: based on psychoanalytic interpretations, with a heavy emphasis on unconscious motives. Basic assumption is that socially unacceptable needs are channeled into acceptable outlets. Uses few consumers but probes deeply into purchase motivations. Many of his ideas have been incorporated into marketing campaigns: motivational research attacked for 2 opposite reasons, giving advertisers power to manipulate consumers, research lacks sufficient research and validity, with subjective and indirect interpretations.
