Project 8

Project 8

Published on 10 July 2021
NA
Transcript
00:01
THEORIES OF PERSONALITY Freudian theory Neo-Freudian personality theory Trait theory
00:07
FREUDIAN THEORY
00:07
Unconscious needs or drives are at the heart of human motivation
00:13
Id (Physiological needs)
00:13
Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction
00:13
Example : (Thirst/Hunger /Sex)
00:19
Superego
00:19
Fulfilling the needs in sociable acceptance under preconscious concern with wrong or right doing
00:20
Ego
00:21
Individual’s conscious control that balances the demands of the id and superego
00:26
Freudian Theory and “Product Personality”
00:27
Human drives are largely unconscious and that consumers are primarily unaware of their true reasons for buying what they buy.
00:29
Consumer researchers using Freud’s personality theory see consumer purchases as a reflection and extension of the consumer’s own personality
00:31
Example consumer’s appearance and possessions: Grooming, clothing, and jewellery
00:35
PRODUCT PERSONALITY TEST
00:36
Snack Foods and Personality Traits
00:37
Nuts: Easygoing, empathetic, understanding, calm, even tempered
00:40
Popcorn: Takes charge, modest, self-confident but not a show-off
00:42
Potato Chips: Ambitious, successful, high achiever, impatient