Project 1

Transcript

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Hi there! This video is about Personality and Lifestyle of Consumer Behavior

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Norlelawati Bt Abd Majid

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Matric No.:A18B0970

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Subject: ARS2023

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Class: EB2T3

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Year created: 2021

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What is Personality?

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The inner psychological characteristics that both determine and reflect how a person acts and think

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The emphasis in this definition is on inner characteristics

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Specific qualities

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Attributes

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Traits

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Factors

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Mannerisms

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- that distinguish one individual from other individuals.

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THE NATURE OF PERSONALITY

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No two individual are exactly alike

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Personality reflects individual differences

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Marketer cannot change customer personality

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Personality is consistent and enduring

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Personality can change

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Birth of a child

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The death of a loved one

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Divorce

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Significant career promotion

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Theories of Personality

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Freudian theory Neo-Freudian personality theory Trait theory

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Unconscious needs or drives are at the heart of human motivation

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Id (Physiological needs)

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Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction

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Superego

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Fulfilling the needs in sociable acceptance under preconscious concern with wrong or right doing

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Individual’s conscious control that balances the demands of the id and superego

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Ego

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Freudian Theory and “Product Personality”

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Human drives are largely unconscious and that consumers are primarily unaware of their true reasons for buying what they buy.

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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.

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Example consumer’s appearance and possessions: Grooming, clothing, and jewellery