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CHAPTER 3 PERSONALITY AND LIFESTYLES (3.3 PERSONALITY AND ITS INFLUENCE ON…
CHAPTER 3 PERSONALITY AND LIFESTYLES
3.6 BRAND PERSONALITY
product personality and its association with colours
Red- extrovert personality ,strong and passionate,impulsive,desire and will to live to the fullest ,quick and impulsive decision
Orange- good nature,attention seekers
Yellow- great expectation, fastest eye catcher
Green- good balance in life, calmness and suitable for medical care
Self and self image
Its refer to individual thoughts and feelings based on identifying himself/herself as an object for reference
self image are associated with individuals personality in relation to products,services or brand that they have bought or intend to buy
3.1 CHARACTERISTICS
personality should be stable and lasting
personality can change
Personality reflects differences amongs individuals
3.3 PERSONALITY AND ITS INFLUENCE ON CONSUMER BEHAVIOUR
Consumer innovativeness
domain specific innovativeness
innovative behaviour
Global innovativeness
Dogmatism in consumers
Consumers sosial character
acquire need for optimum stimulation (NOS)
seek variety and distinctiveness
Be unique
Acquire need for cognition (NFC)
Visualizers vs verbalizers
Consumers greed
Compulsive consumption
3.2 THEORIES ON PERSONALITY
Psychoanalytic (freudian) threory
Id
Ego
Superego
Neo-freudian personality theory
Alfred Adler
Harry Stack Sullivan
Karen Horney
Trait theory
3.0 INTRODUCTION
Personality reflects the inner characteristics that are being displayed by an individual its influenced by many factor. Example playful,happy,tenacity,outspoken and being patriotic.
3.7 SUMMARY
personality reflect the psychological characteristics which can determine how an individual reacts to his social environment.two main theory there are freudian and neo freudian