PERSONALITY (Chapter 6 Solomon)
Notes from chapter 6 Solomon-Consumer Behavior Eight Edition (pp 218-229)
Paula C. Peter
Personality refers to a person’s unique psychological makeup and how it
consistently influences the way a person responds to his or her environment.
1) There has been debate about whether personality changes with situations and
Do people appear to act consistently? Research results are mixed.
2) Even though inconsistencies have been found in personality research, it still
continues to be included in marketing strategies.
3) Personality dimensions are usually employed in concert with a person’s
choices of leisure activities, political outlook, aesthetic tastes, and other
individual factors to segment consumers in terms of lifestyles.
Consumer Behavior on the Couch: Freudian Theory
Sigmund Freud developed the idea that much of one’s adult personality stems from
a fundamental conflict between a person’s desire to gratify his or her physical
needs and the necessity to function as a responsible member of society. His
principles (note that these terms do not refer to physiological portions of the consumer’s brain) included:
1) The id (which is entirely oriented toward immediate gratification). It operates
on the pleasure principle (behavior guided by the primary desire to maximize