Lecture 7 Flashcards
(9 cards)
What is Personality in Consumer Behavior?
Personality is the inner psychological characteristics that determine how a person consistently responds to their environment, including marketing stimuli.
PIC = Psychological, Inner traits, Consistent behavior
What are the Main Theories of Personality?
Freudian Theory – Driven by unconscious desires (Id, Ego, Superego)
Neo-Freudian Theory – Focus on social relationships
Trait Theory – Personality is made of measurable traits (quantitative approach)
What are Freud’s Three Personality Structures?
Id – Seeks immediate pleasure (instincts)
Superego – Moral guide (right vs. wrong)
Ego – The balance between id and superego (realistic decisions)
What is Trait Theory?
Trait theory measures personality through traits consistent, measurable characteristics.
What are Some Personality Traits Used in Marketing?
Dogmatism-Resistant to change, prefers familiar ads (celebrities, experts)
Need for Uniqueness-Chooses non-traditional brands, avoids trends
Materialism-Defines success through possessions
Sensation Seeking-Likes variety, thrills, risk-taking (e.g., Red Bull, GoPro)
Consumer Innovativeness- First to try new products
What is Brand Personality?
Brand personality is the human traits marketers assign to a brand (e.g., sincere, rugged, sophisticated).
Example:
Apple = creative, innovative
Jeep = adventurous
Dove = sincere
What is the Difference Between Inner-Directed and Other-Directed Consumers?
Inner-Directed: Makes decisions independently, prefers personal benefits
Other-Directed: Seeks approval, influenced by trends, social acceptance
What is Frugality as a Personality Trait?
The tendency to be careful with money and to reuse items.
What is the Role of Personality in Consumer Behavior?
Personality influences:
Product choices
Brand loyalty
Response to marketing messages
Purchase behavior (e.g., risk-taking vs. cautious consumers)
