ADM 3321 Lecture Notes - Lecture 11: Ernest Dichter, Trait Theory, Personality Test
SchoolUniversity of Ottawa
Course CodeADM 3321
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Personality, Lifestyles, and Values
Exploring Travel Styles
•!70 travel-focused magazines
•!Sources of information
o!“Blurred lines” advertorials, product reviews
•!Consuming alone, with others?
•!Places within places
•!You can see lifestyle categories spelled out in magazines
Objects and Services
•!Central / peripheral to the focal activity?
•!Service delivery network (SDN): the set of organizations that, in
the eyes of consumers, are responsible for the provision at a
connected overall service experience.
•!Looking at the consumers point of view of connectedness when
you’re in the tourist business.
PERSONALITIES AND LIFESTYLES
Deeper Motives for Consumption
o!Whey are people being motivated to buy or do something?
o!What is the reason behind…
•!Freud has a huge impact and influence in psychology
•!Personality: a person’s unique psychological makeup
o!Guided by the pleasure principle
o!Seek immediate gratification
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