Personality, Values, and Lifestyles Flashcards
(19 cards)
Personality
A person’s unique psychological makeup that consistently influences the way a person responds to their environment
Freudian Theory
One’s adult personality stems from a fundamental conflict between a person’s desire to gratify their biological drives (sexual drives/personal desires) and the necessity to function as a responsible member of society
Freudian Systems: id
The desire of immediate pleasure regardless of the costs or circumstances
Freudian Systems: Superego
The individual’s subconscious attempts to do what is right and moral as society defines it
Neo-Freudian Theories argue…
That there should be less emphasis on sexual conflicts and more on relationships
Karen Horney’s theory
Compliant individuals: who desire to be loved, wanted, and appreciated by others
Detached individuals: who desire independence, self-sufficiency, freedom from obligation
Aggressive individuals: who compete with others, desire to excel and win admiration
Alfed Adler’s theory
A primate motivation for human behaviour is to overcome feelings of inferiority relative to others
Harry Stack Sullivan’s theory
Personality evolves to reduce anxiety in social relationships
Trait Theory
Identifies certain personality traits and then classifies people into different personality types on the basis of the configuration of the traits they possess
Personality traits
identifiable characteristics that define a person.
E.g. Innovativeness, self-consciousness, need for cognition, frugality
The Big Five
Openness to experience, conscientiousness, extroversion, agreeableness, neuroticism
MBTI
extraversion vs introversion
sensing vs intuition
thinking vs feeling
judging vs perceiving
Brand personality
Set of traits people attribute to a product as if it were a person
Five core dimensions of brand personality and their facets (Jennifer Aaker)
- Sincerity
- Excitement
- Competence
- Sophistication
- Ruggedness
Lifestyles
A pattern of consumption reflecting a person’s choices of how one spends time and money
AIO
Activities, Interests, Opinions
VALS2 Framework
Consumer segmentation system: Values and Lifestyles separated by ideals, achievement, and self-expression.
Innovators (VALS2)
Thinkers, achievers, experiencers = high resources and high innovation
Strugglers (VALS2)
Believers, strivers, makers = low resources and low innovation
