MCS 2600 Chapter Notes - Chapter 5: Geographical Association, Marketing Mix, Anthropomorphism

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Personality and consumer behaviour: marketers have always tried to appeal to consumers in terms of their personality characteristics. Inner characteristics that constitute an individuals personality are a unique combination of factors, no two individuals are exactly alike. Similar in some characteristics but not in others. Personality enables us to categorize consumers into different groups on the basis of one or even several traits: personality is consistent and enduring. Individuals personality tends to be both consistent and enduring. Marketers cannot change consumers personalities to conform to their products: personality can change. Individuals personality changes not only in response to abrupt events but also as part of a gradual maturing process: three major theories of personality: freudian theory, neo-freudian theory, and trait. Theories of personality theory: freudian theory, sigmund freud"s psychoanalytic theory of personality is one of the cornerstones of modern psychology, id, superego, and ego.

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