Psych marketing final exam Notes

DESCRIBING PERSONALITY

"A set of unique physiological characteristics that influences how a person responds to his or her environment"

personality traits are steady over time

built up from the actions that an individual performs in a context

cognitive (thought), affective (emotion) and behavioral (action)

personality --> traits --> habits --> responses

Levels of abstraction

Traits eg extraversion, agreeableness, openness. Aspects of our personality clustered together

Facets eg warm, friendly, sociable

Habits/Act frequencies

Responses

if someone gets angry at a customer service rep once = bad day. over time in a variety of context = habitual.

something that they do --> use that to describe the person

the Lexical Approach

identified words that could describe humans (facets of personality) that could be divided into categories

identified stable traits

Big Five - CANOE

Conscientiousness

Agreeableness

Neuroticism

Openness

Extraversion

THE BIG FIVE

COGNITIVE FACTORS

BRAND PERSONALITY AND PERSONIFICATION

Psych marketing final exam