Chapter 6 - Personality, Lifestyles, Psychographics Flashcards
What is Sigmund Freud’s idea in regard to human behavior?
His idea was that much of human behavior stems from a fundamental conflict between a person’s desire to gratify their physical needs and the necessity to function as a responsible member of society
What is the ID component of the Freudian system?
it is the component of the self entirely oriented toward immediate gratification
it is the pleasure principle, basic impulses, immediate gratification
It operates according to the pleasure principle
Think of it as the devil on one shoulder
What is the pleasure principle?
behavior is guided by the primary desire to maximize pleasure and avoid pain
What is the superego component in the Freudian system?
The superego is the counterweight to the ID component
It acts as a person’s conscience, internalizing society’s rules
think of it as the angel on the other shoulder
What is the ego component of the Freudian system?
it mediates between the ID component and the Superego component
in a way it is the referee in the fight between temptation and virtue
it tries to balance the two opposing forces according to the reality principle
Why is Freudian’s work relevant?
It highlights the potential importance of unconscious motives underlying purchases
What is motivational research based on?
unconscious motives
What does motivational research rely on?
Individual in-depth interviews to uncover rich information
What is trait theory?
Focus on the quantitative (#) measurement of traits / identifiable characteristics that define a person
What is an example of studying trait theory?
Distinguishing the degree to which someone is extroverted
or saying some statement then getting them to rate on a 1-5 scale between strongly disagree and strongly agree
With trait theory, are you focused on a small group of people?
No you use large-scale surveys to uncover information
What is brand personality?
it is the set of traits people attribute to a product as if it were a person
What does lifestyle refer to?
a pattern of consumption reflecting a person’s choices of how he or she spends time and money
What is an example of something you can look at to get a sense of someone’s lifestyle?
They way someone spends their income on different products and services
What is a pattern of consumption?
Consumers can be distinguished by social class, which can be determined by the amount they spend on food, technology, entertainment, and education
