personality Flashcards
(57 cards)
What is the quote by Anthelme Brillat-Savarin regarding food and identity?
Tell me what you eat and I will tell you what you are.
What is the goal of the analysis in the problem analysis section?
To achieve congruence.
Define personality in consumer behavior.
A person’s unique set of psychological characteristics that consistently determine and reflect how he responds to his environment.
What are the three elements of personality according to Freudian Theory?
- id
- ego
- superego
What does the id seek according to Freudian Theory?
Immediate gratification for biological and instinctual needs.
What is the role of the superego in personality?
It represents societal or personal norms and serves as an ethical constraint on behavior.
What does the ego mediate between?
The hedonistic demands of the id and the moralistic prohibitions of the superego.
True or False: Neo-Freudians believe that social relationships are fundamental to personality development.
True
List the three personality orientations proposed by Karen Horney.
- Compliant
- Aggressive
- Detached
What is Trait Theory also known as?
Trait-factor Theory.
What do traits in Trait Theory refer to?
Relatively enduring personal characteristics or features that set one person apart from another.
Fill in the blank: Self-image represents the way a person views _______.
[herself or himself]
What are the types of self-images according to the text?
- Actual Self-image
- Ideal Self-image
- Social Self-image
- Ideal Social Self-image
- Expected Self-image
- Ought-to Self-image
How can possessions alter or extend self-images?
By serving as actual physical extensions, symbolically transforming a person, or bestowing feelings of immortality.
What does high consumer innovativeness indicate?
More willingness to adopt new products and services shortly after they are introduced.
What characterizes a consumer who is high in materialism?
Placing higher value in collecting and displaying possessions.
What does high need for cognition imply about a consumer’s likelihood of attraction?
Higher likelihood of attraction towards the central route to persuasion instead of the peripheral route.
Explain the concept of self/product congruence.
Consumers buy when there is congruence between their self-image and the product, as it helps define, enhance, and/or express their self-images.
What is the significance of understanding personality and self-images for marketers?
Marketers benefit when there is congruence between the personality and self-images of their targeted consumers and their brand’s personality.
What does the id say according to Freudian Theory?
I want it now!
What does the superego say according to Freudian Theory?
I must not do that, it is not right!
What does the ego say according to Freudian Theory?
Let me try to balance between ‘what I want’ with ‘what I should do.’
What is the potential outcome of id-dominated consumers in advertising?
They are targeted using advertising with a heavy emphasis on sexual and other deep-seated biological instincts.
