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1、MKT201–BuyerBehaviorChapter6SupplementaryExamplesPersonalityandLifestylesPersonality-FreudianTheory(id,superego,ego,motivationalresearch)-Neo-FreudianTheories(KarenHorney,CarlJung)-TraitTheory(IdiocentrismorAllocentrism)-BrandPersonality(BrandEquity,Brandpersonality,Animism)Lifestyles
2、andPsychograhpicsPersonalityandLifestyles从心理机能上划分，性格可分为：理智型、情感型和意志型；从心理活动倾向性上划分，性格可分为内倾型和外倾型；从社会生活方式上划分，性格分为；理论型、经济型、社会型、审美型、宗教型；从个体独立性上划分，性格分为独立型、顺从型、反抗型。 人的人格有五个特质(bigfivefactors)：外向性(extraversion)——人的外向、合群、健谈、喜欢社交与谨慎及害羞。和悦性(agreeableness)——人的脾气好、具有合作性、信赖人与易被激怒、脾气怪异、充满敌意。公正性(consci
3、entiousness)——负责任、恪于职守、能被依赖与不可靠、粗心大意。情绪性(neuroticism)——人们易于冲动、担忧、愤怒与墨守成规、缺乏创造力和无趣。创造性(opennesstoexperienceorintellect)——人们具有想象力、不墨守成规、具有艺术性的程度，相较于拘泥、没有创造性、教条。FreudianTheoryhttp://www.youtube.com/watch?v=Mkin1FhojCoAnimism(fromWiki)Animism(fromLatinanima(soul,life)isaphilosophical,reli
4、giousorspiritualideathatsoulsorspiritsexistnotonlyinhumansandanimalsbutalsoinplants,rocks,naturalphenomenasuchasthunder,geographicfeaturessuchasmountainsorrivers,orotherentitiesofthenaturalenvironment.Animismmayfurtherattributesoulstoabstractconceptssuchaswords,truenamesormetaphorsinm
5、ythology.ThroughoutEuropeanhistory,philosopherssuchasPlato,Aristotle,ThomasAcquinas,amongothers,contemplatedthepossibilitythatsoulsexistinanimals,plantsandpeople.AnimismLevel1:TigerWoodsBuickCommercial-http://www.youtube.com/watch?v=N1E3haEB5RE&feature=relatedLevel2:Charliethetunacomm
6、ercial-http://www.youtube.com/watch?v=_El2_enNFaIMichelintirecommercial-http://www.youtube.com/watch?v=H9B0IyPlqY8KeeblerCookiecommercial-http://www.youtube.com/watch?v=oUs2lxOxpMQCo-brandingStrategiesFairmontHotelpromotesPorscheSUV-Forafewgrand,youcanhaveathree-dayweekendinNewYorkand
7、Washington,andanewPorschesportutilityvehicletoshuttleyoubackandforth.(luxurycar&hotel)Unilever’srealbeautycampaignforDoveNikeandPolaroidintroducepicture-perfectsneakersUnilever’srealbeautycampaignforDoveThiscaseisaboutUnilever's"CampaignforRealBeauty"(CFRB)marketingcampaignforitsleadi
8、ngper
