RSM225H1 Lecture : CH.6 PERSONALITY AND LIFESTYLES.docx

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Personality: how a person"s unique psychological makeup influences the way s/he acts (inconsistent across different situations) Freudian theory: much of human behavior stems from a fundamental conflict btwn a person"s desire to gratify physical needs and the necessity to function as a responsible member of society. Id: is entirely oriented toward immediate gratification party animal". Superego: counterweight to the id (it is the person"s conscience) Ego: the system that mediates between the id and the superego. Motivational research: first attempts to apply freudian ideas to understanding the deeper meanings of products with a basic assumption that socially unacceptable needs are channeled into acceptable outlets. Rely on in-depth interview: use relatively few consumers but probe deeply into each person"s purchase motivations. Neo-freudian theory: individual"s personality was more influenced by how s/he handled relationships with others. Some brands have personalities that are quite similar to human personalities -> archetypes.

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