MCS 2600 Lecture Notes - Lecture 3: Snack, Trait Theory, Novelty Seeking

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Personality: personality and the nature of personality, 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 no two people are the same but focus on similar traits. Personality is consistent and enduring helps marketers predict behaviors overtime. Ambitious, successful, high achiever, impatient with less than best. Perfectionist, high, expectations: neo-freudian personality theory: social, social relationships are fundamental to personality, 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. Chicken noodle soup lovers: watch a lot of tv, family oriented, have a great sense of humor, outgoing and loyal, like daytime talk shows, go to church. Vegetable/minestrone soup lovers: enjoy the outdoors, usually game for trying new things: personality and understanding consumer behavior, consumer innovativeness. Further broken down for hi-tech products: global innovativeness, domain specific innovativeness, innovative behavior.