ADM 3321 Chapter 6: Chapter 06.docx

• School: University of Ottawa
• Department: Administration
• Course: ADM 3321
• Professor: Michael Mulvey

Document Summary

The person channels his/her unacceptable desires into acceptable outlets buy using products that signify these underlying desires. Neo-freudian theories of personality: karen horney, carl jung, proposed that people can be described as moving toward others (compliant), away from others (detached) or against others (aggressive, some research indicates that these 3 types prefer different products. Conten tment (with life and financial situation) (+) scored higher than allocentrics. Travel and entertainment (+) more health conscious (+) spend more time preparing meals (+) stay late at work. Interested in travel, culture, movies, art galleries, and museums. Level 1: highest order of animism, the object is associated with a human individual spokesperson in advertising. This allows consumers to feel that the spirit of the celebrity or endorser is available through the brand. Level 2: objects are anthropomorphized given human characteristics. A cartoon character, or mythical creation might be treated as if it were a person, with feelings.