PERSONALITY (Chapter 6 Solomon) Notes from chapter 6 Solomon-Consumer Behavior Eight Edition

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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

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        pleasure and avoid pain).

        a)  The id is selfish.

        b)  The id is illogical (it acts without regard to consequences).

     2)  The superego (which is the counterweight to the id). It is a person’s conscience.

        a)  It internalizes society’s rules.

        b)  It works to prevent the id from seeking selfish gratification.

  1. The ego (which is the system that mediates between the id and the superego).
  1. The ego tries to balance ...

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