Textbook Notes (369,137)
Canada (162,407)
Marketing (884)
MKT 400 (66)
Chapter 6

Wk. 2 - Ch. 6 notes.docx

4 Pages
61 Views

Department
Marketing
Course Code
MKT 400
Professor
Marla Spergel

This preview shows page 1. Sign up to view the full 4 pages of the document.
Description
MKT400 – Chapter 6: Personality and Lifestyles Personality  Refers to a person’s unique psychological makeup and how it consistently influences the way he or she responds to the environment Consumer behaviour on the couch: Freudian Theory  Sigmund Freud developed the idea that much of human behaviour stems from a fundamental conflict between a person’s desire to gratify his or her physical needs and the necessity to function as a responsible member of society  Freudian systems: o Id – oriented towards immediate gratification; “party animal” of the mind; operates according to pleasure principle; selfish and illogical o Superego – counterweight of the id; internalizes society’s rules and prevents the id from selfish gratification o Ego – system that mediates between the id and superego  His work highlights the potential importance of unconscious motives underlying purchases  The person channels his or her unacceptable desires into acceptable outlets by using products that signify these underlying desires  Most Freudian applications in marketing are related to the sexuality of products Motivational research  Approach is largely based on psychoanalytical (Freudian) interpretations, with a heavy emphasis on unconscious motives  A basic assumption if that socially unacceptable needs are channelled into acceptable outlets  Ask few people many in depth questions rather than lots of people a few general questions  Technique was pioneered by Ernest Ditcher  Attacked for 2 reasons: some feel it doesn’t 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)  Great appeal to some marketers: o Cost efficiency – less expensive than large scale, quantitative surveys o Providing insights o Intuitive sense  Neo-Freudian theories – following from or being influenced by Freud: o Karen Horney – proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive) o Carl Jung - unable to accept Freud’s emphasis on sexual aspects of personality; analytical psychology; believed that people are shaped by the cumulative experiences of past generations Trait theory  One approach to personality is to focus on the quantitative measurement of traits (identifiable characteristics that define a person  The trait dimension most relevant to consumer behaviour is the extent to which a person is motivated to consume in order to please others/fit in vs. expressing their unique self  Recent research examines the consumption differences between idiocentrics (having an individual orientation) and allocentrics (having a group orientation) o Contentment – idocentrics scored higher o Health consciousness – allocentrics scored higher o Food preparation – allocentrics spend more time preparing food o Workaholics – idocentrics say they work hard most of the time o Travel and entertainment – idiocentrics are more interested in other cultures  Problems with trait theory in consumer research – page 178 Brand personality  Brand personality – set of traits people attribute to a product as if it were a person  Brand equity – extent to which customers hold strong, favourable, and unique associations with a brand in memory – and the extent to which they are willing t
More Less
Unlock Document

Only page 1 are available for preview. Some parts have been intentionally blurred.

Unlock Document
You're Reading a Preview

Unlock to view full version

Unlock Document

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit