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PERSONALITY AND LIFESTYLE (PERSONALITY AND UNDERSTANDING CONSUMER BEHAVIOR…
PERSONALITY AND LIFESTYLE
The inner psychological characteristic that both determine and reflect how a person respond to his or her environment.
THEORIES OF PERSONALITY
Neo- Freudian theory
Social relationship are fundamental to the formation and development of personality
Trait theory
Quantitative approach to personality as a set of psychological traits.
Freudian theory
Unconscious need or drives are at the heart of human motivation
PERSONALITY AND UNDERSTANDING CONSUMER BEHAVIOR
Need for uniqueness
Optimum stimulation level
Social character
Sensation seeking
Dogmatism
Variety novelty seeking
Consumer innovativeness
MATERIALISTIC PEOPLE
Self centered and selfish
Seek lifestyle full of possessions
Acquire and show off possessions
Do not get greater personal satisfaction from possesssion
PRODUCT ANTHROPOMORPHISM AND BRAND PERSONIFICATION
Brand Personification
Product Anthroppmorphism
PRODUCT PERSONALITY ISSUES
Geography
Color
Gender
DIFFERENT SELF IMAGES
Ideal self images
Social self images
Actual self images
Ideal social self images
Expected self images
Out to self