Chapter 6
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“Totality of a person’s thoughts, emotions,
intentions, and behaviors that a person
consistently exhibits”
Characteristics of Personality
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Unique
Combo of traits
Stable across situations
May not always affect behavior
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Psychoanalytic
Approach
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Freud
Three components
 Id
 Pleasure principle
Ego
ID
Superego
 Superego
 Ego
 Reality principle
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Motivational Research
Personality
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Trait Approach
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What is a trait?
Multiple approaches
 Nomothetic
 Variable-centric
 Idiographic
 Get to know the individual
 Single-trait
 Multiple-trait
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Value consciousness
Materialism
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Three dimensions
Innovativeness
Complaint prone
Competitiveness
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Conspicuous consumption
Extroverted
Agreeableness
Openness
Stability
Conscientiousness
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What is it?
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Quality of r-ship
Love and passion
 Self-connection
 Commitment
 Interdependence
 Intimacy
 Brand Partner
Quality
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Source: www. business-fundas.com
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Lifestyle
Relationship to
personality
 Influence over
purchasing
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Psychographics
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AIO Statements
 Example: Baby Boomers
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Upbeat enjoyers
Insecure
Threatened Actives
Financial positives
Source: wdfyfe.wordpress.com
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Based on
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Resources
Motivations
What does this tell us?
Source: www. strategicbusinessinsights.com
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Geodemographic technique
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Looks at
 Expenditures
 Socioeconomic variables
 Geographic info
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http://www.claritas.com/MyBestSegments/Default.jsp?ID=20
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Self-Concept
Symbolic interactionism
Semiotics
Interests
Possessions
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Values
Types of Self
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Actual self
Ideal self
Social self
Ideal social self
Possible self
Self
Activities
Family
Beliefs
Friends
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Self-Concept & Body
Presentation
Self-esteem
 Cosmetic surgery
 Body piercing
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Self-congruency
Theory
Source: http://www.mbird.com