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Personality, lifestyles, & self-concept

Personality, lifestyles, & self-concept. Chapter 6. Personality. “Totality of a person’s thoughts, emotions, intentions, and behaviors that a person consistently exhibits” Characteristics of Personality Unique Combo of traits Stable across situations May not always affect behavior.

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Personality, lifestyles, & self-concept

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  1. Personality, lifestyles, & self-concept Chapter 6

  2. Personality • “Totality of a person’s thoughts, emotions, intentions, and behaviors that a person consistently exhibits” • Characteristics of Personality • Unique • Combo of traits • Stable across situations • May not always affect behavior

  3. Ways to Study Personality • Psychoanalytic Approach • Freud • Three components • Id • Pleasure principle • Superego • Ego • Reality principle • Motivational Research

  4. Ways to Study Personality • Trait Approach • What is a trait? • Multiple approaches • Nomothetic • Variable-centric • Idiographic • Get to know the individual • Single-trait • Multiple-trait

  5. Specific Traits in Consumer Research • Value consciousness • Materialism • Three dimensions • Innovativeness • Complaint prone • Competitiveness • Conspicuous consumption

  6. Five Factor Approach

  7. Brand Personality • What is it? • Quality of r-ship • Love and passion • Self-connection • Commitment • Interdependence • Intimacy • Brand Partner Quality Source: www. business-fundas.com

  8. Consumer Lifestyles • Lifestyle • Relationship to personality • Influence over purchasing • Psychographics • AIO Statements • Example: Baby Boomers • Upbeat enjoyers • Insecure • Threatened Actives • Financial positives Source: wdfyfe.wordpress.com

  9. VALS • Based on • Resources • Motivations • What does this tell us? Source: www. strategicbusinessinsights.com

  10. PRIZM • Geodemographic technique • Looks at • Expenditures • Socioeconomic variables • Geographic info • http://www.claritas.com/MyBestSegments/Default.jsp?ID=20

  11. Self-Concept • Self-Concept • Symbolic interactionism • Semiotics • Types of Self • Actual self • Ideal self • Social self • Ideal social self • Possible self

  12. Self-Concept • Self-Concept & Body Presentation • Self-esteem • Cosmetic surgery • Body piercing • Self-congruency Theory Source: http://www.mbird.com

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