MCS 2600 Chapter Notes - Chapter 5: Toothpaste, Cream Cheese, Iced Tea

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Personality- inner psychological characteristics that determine and reflect how a person responds to his/her environment. Inner characteristics- specific qualities, attributes, traits, factors, and mannerisms that distinguish one individual from other individuals. Nature of personality: personality reflects individual differences. Personality allows consumers to be categorized in different groups based on traits: personality is consistent and enduring environmental, and situational factors that affect behaviour (people"s needs, motives attitudes, reactions, group pressures, change behaviour, personality can change. May be altered by major life events (marriage, child birth, death, change of job) Consumption behaviour often varies because of psychological, sociocultural, Personality formed when they pass through distinct stages of infant and childhood. Id- warehouse of primitive/instinctual needs for which individuals seek immediate. Superego- individual"s internal expression of society"s moral and ethical codes of. Ego- individual"s conscious control that balances the demands of the id and superego. Karen horney"s- focused on impact of child-parent relationships and individuals desire.