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