MAR 4503 Lecture Notes - Lecture 13: Conscientiousness, Neuroticism

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9 Jun 2016
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Symbolism
Unfulfilled wishes are fulfilled and expressed symbolically
If true, marketers should take advantage of this
Promise wish fulfillment using symbols
Method became popular in the 1950’s
Trait theories of personality
Trait: predispositions/ differences among people as measured by adjectives and phrases
Relatively permanent: consistent differences
Personality is the combination of your traits
Big five elements of traits
Openness
Conscientiousness
Extra version
Agreeableness
Neuroticism
Personality as a moderator
Personality may temper or accentuate the effects given on a situation
Motivation as a process
An internal tension state that activates goal directed behavior
Sources of motivation
Biogenic needs – common to all people
Psychogenic needs
When motives collide
Approach – approach conflict: two course of action, drawn to each. Consumer can only
have one, gives up on the other.
Avoid – Avoid conflict: two courses of action, averse to each. Consumer must take one,
thought may not like it
Approach – avoid conflict: one course of action, drawn to it and repelled by it.
Personal values
Terminal values
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