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WEEK FOUR - Coggle Diagram

- - - - Id, ego, superego
      - reality principle
      - motivational research
      - conspicuous consumption
    - - collectivve unconscious
        
        archetypes
        
        Myers-Briggs
        
        2 attitudes
        
        4 functions
        
        basis for brand archetyoes
    - - lexical hypothesis
      - Eysenck EPQ
      - Big 5
        
        openness
        
        conscientiousness
        
        extraversion
        
        agreeableness
        
        emotional stability
      - need for cognition
  - - - environment cultivates traits
    - - physical traits = personality
  - - - company
      - manufacturers
      - customer
    - - 44 item brand personality scale
    - - openness = simplicity
      - conscientiousness = responsibility
      - extraversion = activity
      - agreeableness = aggressiveness
      - emotional stability = emotionality
- - - - mass market
      - segmented market
      - niche market
      - micro-market
    - - to figure out best approach
      - to define new segment
      - activities, interests, opinions (AIO)
    - - Schwartz Value Scale
    - - Approaches
        
        VALS
        
        List of Values
    - - RISC
        
        exploration/stability
        
        global/local
        
        social/individual
      - MOSAIC
        
        geographic, demographic, psychographic
      - PRISM
        
        US households
- - - - emotion driven
      - older system for survival
    - - logical and rational
      - evolved to deal with complex tasks
      - needed to evaluate outcomes
    - - use to change consumer behaviours
      - know which system consumers use