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Chapter 5

Chapter 5 Consumer Behavior.docx

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Marketing and Consumer Studies
MCS 2600
Lianne Foti

What is Personality to understand how personality reflects consumers inner differencesthe study of personality has been looked at in two way one being the dual influence of heredity and early childhood experiences on personality development and others say that it is the environment that affects personality Personality can be defined at those inner psychological characteristics that both determine and reflect how a person responds to his or her environmentIn the study of personality there are three distinct properties of central importance1 personality reflects individual differences no individuals are exactly the same personality is useful because it enables us to categorize consumers into different groups on the basis of one or several traits2 personality is consistent and enduringeven though consumers personalities may be consistent their consumption behavior often varies considerably because of the various psychological sociocultural environmental and situational factors that affect behavior Responses to newly available brands may cause a change in a persons behavior 3 Personality can change a personality may be altered my major life events a persons personality changed as part of a gradual maturing process Theories of Personality to understand how Freudian NeoFreudian and trait theories each explain the influence of personality on consumers attitudes and behaviorthis section reviews three major theories of personality 1 Freudian Theory Sigmund Freuds psychoanalytic theory of personality was built on the premise that unconscious needs or drives especially sexual and other biological drives are at the heart of human motivation and personality Personality consists of three interacting systems 1 id which is like a warehouse of basic physiological needs such as thirst hunger and sex for which the individual seeks immediate satisfaction without concern2 superego is the individuals internal expression of societys moral and conduct It basically acts as a brake to make sure that the individual satisfied needs in a socially acceptable fashion 3 ego is the individuals conscious control It functions as the internal monitor that attempts to balance the impulsive demands of the Id and the sociocultural constraints of the superego
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