Lecture 2 Flashcards
(22 cards)
What is personality in consumer behaviour?
A person’s unique psychological makeup and how it consistently influences their response to the environment (Solomon, 2020).
What are the two overarching approaches to personality?
Psychoanalytic approach (Freudian & Neo-Freudian) and Trait approach.
What is the Freudian theory of personality?
Personality results from a struggle between inner motives and societal expectations, operating through the id, ego, and superego.
What role does symbolism play in Freudian marketing theory?
Products symbolize unconscious desires, allowing consumers to fulfill socially unacceptable wants in acceptable ways.
What is the id in Freudian theory?
The part of the personality that seeks instant gratification, driven by the libido.
What is the ego in Freudian theory?
The rational part that mediates between the id and superego using symbolism.
What is the superego in Freudian theory?
The internalized societal rules and morals.
What is motivational research?
A Freudian-based consumer research approach that explores unconscious motives through qualitative methods like depth interviews.
What are limitations of motivational research?
Subjective interpretations, lack of generalizability, and over-focus on sexual themes.
Name key Neo-Freudian theorists and their ideas.
Karen Horney: compliant, aggressive, or detached styles
Alfred Adler: overcoming inferiority
Harry Stack Sullivan: reducing anxiety in social relationships
What is trait theory?
Focuses on measurable personality traits that predict consumer behaviour.
What are some traits relevant to consumer behaviour?
Extroversion, innovativeness, materialism, need for cognition, frugality.
What is the multiple-trait approach?
Analyzes combinations of traits for more accurate behaviour prediction (e.g., Big Five).
What is the Big Five personality model?
Openness
Conscientiousness
Extraversion
Agreeableness
Neuroticism (emotionally stable vs. unstable)
Criticisms of trait theory in marketing?
Poor predictive power, weak validity, inconsistent measures across consumer groups.
What is brand personality?
Human traits attributed to a brand to create emotional associations and differentiation.
What is anthropomorphism in branding?
Attributing human traits to non-human things like brands or products.
What are the benefits of brand personality?
Differentiation, customer-brand relationships, brand loyalty, and clarity.
What is AIO in psychographics?
Activities, Interests, and Opinions — used to segment consumers by lifestyle.
What is co-branding in lifestyle marketing?
Pairing brands that appeal to the same lifestyle to strengthen appeal.
What is the List of Values (LOV)?
A value scale identifying 9 values linked to consumption patterns.
What are the 9 LOV values?
Security
Sense of belonging
Being well-respected
Fun and enjoyment of life
Warm relationships
Self-respect
Sense of accomplishment
Self-fulfilment
Excitement
