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Published on 10 July 2021
Nurul Atiqah Binti Aidi
Nurul Atiqah Binti's Personal Gallery
Hi there! This video is about Personality and Lifestyle of Consumer Behavior
Norlelawati Bt Abd Majid
Year created: 2021
What is Personality?
The inner psychological characteristics that both determine and reflect how a person acts and think
The emphasis in this definition is on inner characteristics
- that distinguish one individual from other individuals.
THE NATURE OF PERSONALITY
No two individual are exactly alike
Personality reflects individual differences
Marketer cannot change customer personality
Personality is consistent and enduring
Personality can change
Birth of a child
The death of a loved one
Significant career promotion
Theories of Personality
Freudian theory Neo-Freudian personality theory Trait theory
Unconscious needs or drives are at the heart of human motivation
Id (Physiological needs)
Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction
Fulfilling the needs in sociable acceptance under preconscious concern with wrong or right doing
Individual’s conscious control that balances the demands of the id and superego
Freudian Theory and “Product Personality”
Human drives are largely unconscious and that consumers are primarily unaware of their true reasons for buying what they buy.
Consumer researchers using Freud’s personality theory see consumer purchases and /or consumption situations as a reflection and extension of the consumer’s own personality.
Example consumer’s appearance and possessions: Grooming, clothing, and jewellery