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Lecture 11

ADM 3321 Lecture Notes - Lecture 11: Ernest Dichter, Trait Theory, Personality Test


Department
Administration
Course Code
ADM 3321
Professor
Michael Mulvey
Lecture
11

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Lecture 11
Personality, Lifestyles, and Values
Exploring Travel Styles
!70 travel-focused magazines
!Sources of information
o!Articles
o!Advertising
o!“Blurred lines” advertorials, product reviews
People
!Consuming alone, with others?
!Group size?
!Group composition?
Places
!Places within places
!You can see lifestyle categories spelled out in magazines
Events/Activities
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
!Ernest Dichter
o!Whey are people being motivated to buy or do something?
o!What is the reason behind…
Freudian Systems
!Freud has a huge impact and influence in psychology
!Personality: a person’s unique psychological makeup
!Id
o!Guided by the pleasure principle
o!Seek immediate gratification
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