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PERSONALITY AND LIFESTYLE (Personality and Understanding Consumer Behavior…
PERSONALITY AND LIFESTYLE
THE NATURE OF PERSONALITY
Personality is consistentand enduring
Personality can change
Personality reflects individual differences
PERSONALITY
The inner psychological characteristics that both determine and reflect how a person responds to his or her environment
THEORIES OF PERSONALITY
Neo-Freudian personality theory
Social relationships are fundamental to the formation and development of personality
Trait theory
Quantitative approach to personality as a set of psychological traits
Freudian theory
Unconscious needs or drives are at the heart of human motivation
Personality and Understanding Consumer Behavior
Social character
Need for Uniqueness
Dogmatism
Optimum stimulation level
Consumer innovativeness
Sensation seeking
Variety-novelty seeking
Cognitive Personality Factors
Visualizers
Verbalizers
Need for cognition
Product Anthropomorphism and Brand Personification
Product Anthropomorphism
Attributing human characteristics to objects
Tony the Tiger and Mr. Peanut
Brand Personification
Consumer’s perception of brand’s attributes for a human-like character
Mr. Coffee is seen as dependable, friendly, efficient, intelligent and smart.
Product Personality Issues
Geography
Actual locations, like Philadelphia cream cheese and Arizona iced tea
Fictitious names also used, such as Hidden Valley and Bear Creek
Color
Color combinations in packaging and products denotes personality
Gender
Some products perceived as masculine (coffee and toothpaste) while others as feminine (bath soap and shampoo)
DIFFERENT SELF-IMAGE
Social Self Image
Ideal Social self-image
Ideal self-image
Expected self-image
Actual self-image
Out-to self