Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Personality,
Lifestyles,
and The
Self-Concept
Copyright 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or in part.
LEARNING OUTCOMES
Copyright 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly acce ssible website, in whole or in part. CB7 | CH3 2
LEARNING OUTCOMES
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Personality
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Approaches to Personality
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Approaches to Personality
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Major Traits Examined in Consumer Research
Value consciousness
Extent to which consumers tend to maximize what they receive
from a transaction as compared to what they give
Materialism
Extent to which material goods have importance in a consumers
life
Innovativeness
Degree to which an individual is open to new ideas and tends to be
relatively early in adopting new products, services, or experiences
Copyright 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly acce ssible website, in whole or in part. CB7 | CH3 8
Major Traits Examined in Consumer Research
Competitiveness
Enduring tendency to strive to be better than others
Productivity orientation
Tendency for consumers to focus on being productive,
making progress, and accomplishing more in less time
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Five-Factor Model Approach
Multiple-trait perspective
Proposes that the human personality
consists of other traits like:
Agreeableness
Extroversion
Openness to experience
Conscientiousness
Neuroticism
Copyright 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly acce ssible website, in whole or in part. CB7 | CH3 10
Consumer Lifestyles, Psychographics, and
Demographics
Copyright 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly acce ssible website, in whole or in part. CB7 | CH3 11
Consumer Lifestyles, Psychographics, and
Demographics
Copyright 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly acce ssible website, in whole or in part. CB7 | CH3 12
Role of Self-Concept in Consumer
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Self-Congruency Theory
Consumer behavior can be explained by
congruence of a consumers self-concept with
the image of typical users of a focal product
Segmentation and self-congruency
Consumer identity and product ownership
- Researchers suggest that brands are used to
express and validate consumer identity
Organizational identification
- Exists when consumers feel close to
organizations
Copyright 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly acce ssible website, in whole or in part. CB7 | CH3 14
SUMMARY
Personality refers to the totality of thoughts,
emotions, intentions, tendencies, and behaviors
and can be studied using psychoanalytic and trait
approach
Major traits in consumer research include value
consciousness materialism, innovativeness, need
for cognition, competitiveness, and productivity
orientation
Consumer lifestyles, psychographics, and
demographics are all important variables that
highlight differences between consumers
Copyright 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly acce ssible website, in whole or in part. CB7 | CH3 15
SUMMARY
Copyright 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly acce ssible website, in whole or in part. CB7 | CH3 16
KEY TERMS
Individual difference Reality
variable Principle
Personality Motivational
Aggregation approach research era
Psychoanalytic Trait approach to
approach to personality
personality Trait
Pleasure principle Nomothetic
Id perspective
Superego Idiographic
Ego perspective
Copyright 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly acce ssible website, in whole or in part. CB7 | CH3 17
KEY TERMS
Copyright 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly acce ssible website, in whole or in part. CB7 | CH3 18
KEY TERMS
VALS
Geodemographic techniques
PRIZM
Demographics
Self-concept
Symbolic interactionism
Semiotics
Self-esteem
Body esteem
Self-congruency theory
Copyright 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly acce ssible website, in whole or in part. CB7 | CH3 19
Copyright 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly acce ssible website, in whole or in part. CB7 | CH3 20