Beruflich Dokumente
Kultur Dokumente
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006 1
Pearson Education Canada Inc
Opening Vignette
Do you see yourself as beautiful?
Only1% of all women see themselves as
beautiful
Most ads portray an ideal image that is
unattainable
Dove’s ‘Campaign for Real Beauty’
http://www.dove.ca
– Freudian Theory
– Neo-Freudian Theory
– Trait Theory
Copyright © 2006 Pearson Education Canada Inc.
4-9
Theories of Personality
Freudian theory
– Sigmund Freud built this theory on the premise that
unconscious needs or drives, especially sexual and other
biological drives, are at the heart of human motivation
and personality.
– Three interacting systems
• Id: primitive and impulsive drives
• Superego: Individual’s internal expression of
society’s moral and ethical codes of conduct
• Ego: Individual’s conscious control
2. Dogmatism:
Trait that measures the degree of rigidity (vs. openness) that
they show toward an information that is contrary to their own
established beliefs.
3. Social Character:
Ranges from inner-directedness to other directedness. Inner
directed consumers tend to rely on their own inner values while
evaluating new products. While outer-directed tend to look for
other’s opinion.
Personality Traits (contd.)
4. Need for uniqueness: for such people, conformity to others
expectations or standards either in appearance or in their
possessions is something to be avoided.
Actual Self-
Ideal Self-Image
Image
Expected
Self-Image
Expected Self-Image
– How you expect to be in the future
“Ought-to” Self
– The qualities that you think you should
possess
Psychographic Segmentation
– Segmenting consumers on the basis of
their activities, interests and opinions
Psychographic-demographicprofiles
Geodemographic segmentation