MK 210 Lecture Notes - Lecture 6: Psychographic, Extraversion And Introversion, Uptodate
Document Summary
Chapter 6 (cn): personality and psychographics (see pages 220-236) If the brand is congruent with your self-image, you should be attracted to that product. Some of the characteristics that we seek in brands are aspirational. Our personalities are enduring; they don"t change over time: marketers work within the context of personalities, because they cannot change or influence them. Personality is not very predictive of behavior, but it does contribute. Hundreds of traits have been identified to describe people. Extraversion: talkative, bold, energetic, not shy, not quiet, not bashful, not withdrawn. Agreeableness: sympathetic, warm, kind, cooperative, not cold, not rude, not harsh. Consciousness: organized, efficient, systematic, practical, not sloppy, not careless. Emotional stability: unenvious, relaxed, not moody, not jealous, not temperamental, not touchy, not fretful. Openness to experiences: creative, imaginative, philosophical, intellectual, complex, deep. Psychographics (measures of soft data; subjective; no hard, quantitative measure)
