CP chapter 3 consumer personality

CP chapter 3 consumer personality

1. Characteristics of personality

   • Reflects individual differences
   • Generally consistent and enduring but can sometimes change over a period of time
   • Marketers should leverage on consumer personality and build long term marketing strategy

2. Three theories

   • Personsality development
     • Freudian theory
       • ID (impulsive drives, seek immediate gratification)
         • Superego (moral values and ethical) (Sense of right and wrong)
         • Ego ( responsible for dealing with reality/concious control) (leads to ID or superego)
       • everyone has all three personality systems but the difference is in which system is dominating
     • Neo-Freudian theory
       • Suggests that childhood development is not the only factor affecting personality development
         • Social relationship
         • Child-parent relationship
         • Birth order
   • Personality types(set one person apart from another)
     • Traits theory
       • Extraversion (sociable, talkative, excitability)
         • High degree: respond favourably to ads featuring social acceptance)
           • Low degree: attracted to inner-directed marketing messages
       • Agreeableness: kind,affection, trust
       • Openness: Imaginative,broad range of interest
         • High degree: early adopter of new product/technology
           • Low degree: prefer tried and tested, more receptive to ads with authoritative figures e.g. experts)
       • Neuroticism: Emotional instability, moodiness
       • Conscientiousness: organized, mindful

3. The inner psychological characteristics that determines how we behave and think