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Lecture

Self/Personality


Department
Retail Management
Course Code
RMG 302
Professor
Donna Smith

Page:
of 2
Personality A persons unique psychological makeup and how it influences how they
respond to the environment.
Freudian Theory Sigmund Freud developed the idea that human behaviour stems from
a fundamental conflict between a persons desire to gratify their physical needs and the
necessity to function as a member of society
Freudian Systems:
The id is oriented toward immediate gratification (Party Animal/Selfish & Illogical)
and operates according the pleasure principle Behaviour is guided by the primary
desire to maximize pleasure and avoid pain.
The Superego counteracts the id (the Conscience) and prevents selfish gratification.
The ego mediates between the id and superego.
Motivational Research - Socially unacceptable needs are channeled into acceptable
outlets. This uses in-depth interviews on few customers.
Cost efficiency
Providing Insights
Intuitive Sense
Neo-Freudian Theories:
Karen Horney People can be described as moving toward (complaint - namebrand),
away (detached tea drinkers), or against others (aggressive strong masculine
orientation).
Carl Jung Created analytical psychology.
Trait theory:
Idiocentrics (individualist orientation) VS allocentrics (group orientation) differ in:
Contentment
Health consciousness
Food preparation
Workaholics
Travel/Entertainment
Personality: Old-fashioned, Surprising, Serious, Glamorous, Rugged
Animism Inanimate objects are given qualities that make them lively.
Level 1: Possessed by soul
Level 2: Given human characteristics
Product Complementarity Symbolic meanings of different products are related to each
other.
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Extroversion, innovativeness, self-consciousness, and frugality are all examples of consumer
traits
Brand Equity Strong, favorable, and unique association in the consumers minds about a
brand
Archetypes Universally shared ideas and behaviour patterns
AIO Activity, Interest, Observation
VALS Values and lifestyles system
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