chapter04 个性与消费者行为(08) ppt课件

《chapter04 个性与消费者行为(08) ppt课件》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、Chapter4PersonalityandConsumerBehavior我的地盘，听我的！EmphasisofthischapterTounderstandhowpersonalityandselfconceptarerelatedtovariousaspectsofconsumerbehavior.WhatisPersonality?Theinnerpsychologicalcharacteristics(Thosespecificqualities,attributes,traits,factors,andmannerismsthatdist

2、inguishoneindividualfromothers.)thatbothdetermineandreflecthowapersonrespondstohisorherenvironment.TheNatureofPersonalityPersonalityreflectsindividualdifferences(Notwoleavesareexactlyalikeintheworld.)Personalityisconsistentandenduring(Thepoliticalpowercanbechangedeasily,butthen

3、atureofone’sownnot.)Personalitycanchange(agradualmaturingprocess)TheoriesofPersonalityFreudiantheoryUnconsciousneedsordrivesareattheheartofhumanmotivationNeo-FreudianpersonalitytheorySocialrelationshipsarefundamentaltotheformationanddevelopmentofpersonalityTraittheoryQuantitati

4、veapproachtopersonalityasasetofpsychologicaltraitsFreudianPsychoanalyticTheoryAtheoryofmotivationandpersonalitythatpostulatesthatunconsciousneedsanddrives,particularlysexualandotherbiologicaldrives,arethebasisofhumanmotivationandpersonality.Neo-FreudianPersonalityTheoryAschoolo

5、fpsychologythatstressesthefundamentalroleofsocialrelationshipsintheformationanddevelopmentofpersonality.TraitTheoryAtheoryofpersonalitythatfocusesonthemeasurementofspecificpsychologicalcharacteristics.FreudianTheoryId(insidediameter)Warehouseofprimitiveorinstinctualneedsforwhic

6、hindividualseeksimmediatesatisfactionSuperegoIndividual’sinternalexpressionofsociety’smoralandethicalcodesofconductEgoIndividual’sconsciouscontrolthatbalancesthedemandsoftheidandsuperegoIDSystem1SUPEREGOSystem2EGOSystem3GratificationFreudianTheoryand“ProductPersonality”Consumer

7、researchersusingFreud’spersonalitytheoryseeconsumerpurchasesasareflectionandextensionoftheconsumer’sownpersonality.薯片Horney’sCADTheoryJ:feilipu.rmvbJ:canon.rmvbJ:jianeng.rmvbUsingthecontextofchild-parentrelationships,individualscanbeclassifiedinto:CompliantindividualsAggress

8、iveindividualsDetachedindividualsCompliantPersonality（