Decision models: compensatory and noncompensatory - Consumer personality

Question

How is our personality created?

Answer 1

A part of our personality is genetically given to us, and a part is formed by our social environment. Nevertheless, our personalities are very much influenced by our values.

Answer 2

Genetics, values and motives.
Motives can be biogenic, or psychogenic.
Values are learned from society, we select these values based on our own personal motives.

Answer 3

Because it is efficient to build a standard repertoire of responses to one's environment as opposed to thinking up a new response every time a situation arises.

These standard responses, by repeated occurrence, get etched in memory and are involuntarily elicited whenever the situation calls for it. For example aggressive consumers get angry when an advertised item is out of stock.

Answer 4

- Freudian theory of personality
- Personality trait theory

Answer 5

Id, superego, Ego. The personality is crafted by the interplay of these three forces.

Answer 6

Psychological processes we employ to protect our egos. It makes a behavior acceptable to our own sense of right and help us overcome guilt and frustration.

Many of the id's urges are socially unacceptable, they are suppressed. Then they are expressed in alternative ways that are more acceptable to society. Behaviors that express themselves in this manner are called defense mechanisms.

Answer 7

Rationalization: when someone tries to give a rational reason for a seemingly irrational behavior.
Projection, Aggression, Repression, Withdrawal, Regression.

Answer 8

Freud's theory wants to explain personality. Trait theory wants to describe personality.
Freud deals with the psychological forces. Trait theory deals with the characteristic behavior.
Freud focuses on the 'why' of personality. Trait theory focuses on the 'what' of personality.

Answer 9

A person's stable and consistent way of responding to the environment in a specific domain.

Answer 10

A personality trait works in a specific domain, whereas personality is the sum total of all of the personality traits.

Answer 11

- Openness: makes you adopt products more readily
- Conscientiousness: use shopping lists, evaluate product choices more thoroughly and not take advantage of retail errors.
- Extraversion: makes you engage in more social leisure activities.
- Agreeableness: act like a nice consumer in service establishment
- Neuroticism: engage in escape or compensatory consumption behaviors, such as binge eating or gambling.

Answer 12

- Innovativeness: predisposed to embrace new products, ideas and behaviors.
- Variety/novelty seeker: desiring new and diverse experiencees
- Hedonism: seeking maximal pleasure out of life
- Vanity: excessive pride in one's appearance and accomplishments (can take two forms: anxiety and a positive (generally inflated) view.
- Uniqueness seeker: desire to differentiate one self from the pack, e.g. due to visible consumption.

Answer 13

They present their brand with some desired symbolic meanings
1) Give brand personality by showing certain symbolic images in conjunction with the brand;
2) Choose spokespersons and human models whose known professions, skills, styles and moods depict the desired personality;
3) They depict the brand in use by typical 'target' users whose style, mood and the 'activity of the moment' capture and convey the intended personality image.