BU432 Lecture Notes - Lecture 14: Ibuprofen, Personality Test
Document Summary
Self-concept: overall evaluation you have of yourself, made up of multiple identities and roles (daughter, sister, student, race, etc. , we purchase to maintain or improve our self-concept, actual self: how you view yourself presently. Ideal self: who you want to become: high involvement, luxurious products tend to appeal to ideal selves, ought self: who you should become (obligations, ex. Careers: products that can serve needs for multiple selves, you tend to view more favourably (ex. Saving up to buy a luxurious product when you can"t afford it now: extended self, external objects you consider part of your self-concept, ex. Personality: motivational theories (latent motives, can"t measure personality, only observed through behaviours, trait theories, can measure traits, then correlate to behaviours, ex. Innovativeness trait = first adopters, tries new things: need for cognition: a person"s craving for enjoyment of thinking, brand personality 5 dimensions, 1) sincere, ex.
