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Chapter 6

Chapter 6 - Personality and Lifestyles

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MKT 400
Marla Spergel

MKT400Chapter 6 Personality and LifestylesPersonalityy Refers to a persons unique psychological makeup and how it consistently influences the way he or she responds to the environmentConsumer behaviour on the couch Freudian Theoryy Sigmund Freud developed the idea that much of human behaviour stems from a fundamental conflict between a persons desire to gratify his or her physical needs and the necessity to function as a responsible member of society y Freudian systems o Idoriented towards immediate gratification party animal of the mind operates according to pleasure principle selfish and illogical o Superegocounterweight of the id internalizes societys rules and prevents the id from selfish gratification o Egosystem that mediates between the id and superego y His work highlights the potential importance of unconscious motives underlying purchases y The person channels his or her unacceptable desires into acceptable outlets by using products that signify these underlying desires y Most Freudian applications in marketing are related to the sexuality of productsMotivational researchy Approach is largely based on psychoanalytical Freudian interpretations with a heavy emphasis on unconscious motives y A basic assumption if that socially unacceptable needs are channelled into acceptable outlets y Ask few people many in depth questions rather than lots of people a few general questions y Technique was pioneered by Ernest Ditcher y Attacked for 2 reasons some feel it doesnt work interpretations are subjective and indirect and based on a small number of people and works too well marketers are blamed for manipulation their customers y Great appeal to some marketers o Cost efficiencyless expensive than large scale quantitative surveys o Providing insightso Intuitive sense y NeoFreudian theoriesfollowing from or being influenced by Freud o Karen Horneyproposed that people can be described as moving toward others compliant away from others detached or against others aggressive
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