中山大学吴柏林教授 广告心理学绝密资料schiffman05im.docx

中山大学吴柏林教授 广告心理学绝密资料schiffman05im.docx

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中山大学吴柏林教授广告心理学绝密资料schiffman05im

CHAPTER5

PersonalityandConsumerBehavior

LEARNINGOBJECTIVES

Afterstudyingthischapterstudentsshouldbeableto:

1.Definepersonality.

2.Describethenatureanddevelopmentofpersonality.

3.OutlineFreudianpersonalitytheoryandthecorrespondingstagesofdevelopment.

4.Discussneo-Freudianpersonalitytheoryandtraittheory.

5.Discusstherelationshipofpersonalityandconsumerdiversity.

6.Enumeratecognitivepersonalityfactors,consumption,andpossessiontraits.

7.Tracetheshiftfromconsumermaterialismtocompulsiveconsumption.

8.Explainconsumerethnocentrism.

9.Describetheelementsofbrandpersonality.

10.Discusstheconceptsofselfandself-image.

11.Identifythefourformsofself-imageplustwootherversionsofself-image.

12.Describevirtualpersonalityorself.

SUMMARY

Personalitycanbedescribedasthepsychologicalcharacteristicsthatbothdetermineandreflecthowapersonrespondstohisorherenvironment.Althoughpersonalitytendstobeconsistentandenduring,itmaychangeabruptlyinresponsetomajorlifeevents,aswellasgraduallyovertime.

Threetheoriesofpersonalityareprominentinthestudyofconsumerbehavior:

psychoanalytictheory,neo-Freudiantheory,andtraittheory.Freud’spsychoanalytictheoryprovidesthefoundationforthestudyofmotivationalresearch,whichoperatesonthepremisethathumandrivesarelargelyunconsciousinnatureandservetomotivatemanyconsumeractions.Neo-Freudiantheorytendstoemphasizethefundamentalroleofsocialrelationshipsintheformationanddevelopmentofpersonality.AlfredAdlerviewedhumanbeingsasseekingtoovercomefeelingsofinferiority.HarryStackSullivanbelievedthatpeopleattempttoestablishsignificantandrewardingrelationshipswithothers.KarenHorneysawindividualsastryingtoovercomefeelingsofanxietyandcategorizedthemascompliant,aggressive,ordetached.

Traittheoryisamajordeparturefromthequalitativeorsubjectiveapproachtopersonalitymeasurement.Itpostulatesthatindividualspossessinnatepsychologicaltraits（e.g.,innovativeness,noveltyseeking,needforcognition,materialism）toagreaterorlesserdegree,andthatthesetraitscanbemeasuredbyspeciallydesignedscalesorinventories.Becausetheyaresimpletouseandtoscoreandcanbeself-administered,personalityinventoriesarethepreferredmethodformanyresearchersintheassessmentofconsumerpersonality.Productandbrandpersonalitiesrepresentrealopportunitiesformarketerstotakeadvantageofconsumers’connectionstovariousbrandstheyoffer.Brandsoftenhavepersonalities—someinclude“human-like”traitsandevengender.Thesebrandpersonalitieshelpshapeconsumerresponses,preferences,andloyalties.

Eachindividualhasaperceivedself-image（ormultipleself-images）asacertainkindofpersonwithcertaintraits,habits,possessions,relationships,andwaysofbehaving.Consumersfrequentlyattempttopreserve,enhance,alter,orextendtheirself-imagesbypurchasingproductsorservicesandshoppingatstoresbelievedtobeconsistentwiththerelevantself-imageandbyavoidingproductsandstoresthatarenot.WiththegrowthoftheInternet,thereappeartobeemergingvirtualselvesorvirtualpersonalities.Consumerexperienceswithchatroomssometimesprovideanopportunitytoexploreneworalternativeidentities.

CHAPTEROUTLINE

INTRODUCTION

1.Marketershavelongtriedtoappealtoconsumersintermsoftheirpersonalitycharacteristics.

a）Marketershaveintuitivelyfeltthatwhatconsumerspurchase,andwhenandhowtheyconsume,arelikelytobeinfluencedbypersonalityfactors.

2.Advertisingandmarketingpeoplehavefrequentlydepictedortargetedspecificconsumerpersonalitiesintheiradvertisingmessages.

WhatisPersonality?

1.Personalityisdefinedasthoseinnerpsychologicalcharacteristicsthatbothdetermineandreflecthowapersonrespondstohisorherenvironment.

2.Theemphasisinthisdefinitionisoninnercharacteristics—thosespecificqualities,attributes,traits,factors,andmannerismsthatdistinguishoneindividualfromotherindividuals.

3.Theidentificationofspecificpersonalitycharacteristicsassociatedwithconsumerbehaviorhasproventobehighlyusefulinthedevelopmentofafirm’smarketsegmentationstrategies.

*****UseKeyTermpersonalityHere;UseLearningObjective#1Here;UseDiscussion

Question#1Here*****

TheNatureofPersonality

1.Inthestudyofpersonality,threedistinctpropertiesareofcentralimportance:

a）Personalityreflectsindividualdifferences.

b）Personalityisconsistentandenduring.

c）Personalitycanchange.

*****UseLearningObjective#1Here*****

PersonalityReflectsIndividualDifferences

1.Anindividual’spersonalityisauniquecombinationoffactors;notwoindividualsareexactlyalike.

2.Personalityisausefulconceptbecauseitenablesustocategorizeconsumersintodifferentgroupsonthebasisofasingletraitorafewtraits.

*****UseLearningObjective#2Here;UseDiscussionQuestion#1Here*****

PersonalityisConsistentandEnduring

1.Marketerslearnwhichpersonalitycharacteristicsinfluencespecificconsumerresponsesandattempttoappealtorelevanttraitsinherentintheirtargetgroupofconsumers.

2.Eventhoughanindividual’spersonalitymaybeconsistent,consumptionbehavioroftenvariesconsiderablybecauseofpsychological,sociocultural,andenvironmentalfactorsthataffectbehavior.

*****UseLearningObjective#2Here;UseDiscussionQuestion#1Here*****

PersonalitycanChange

1.Anindividual’spersonalitymaybealteredbymajorlifeevents,suchasthebirthofachild,thedeathofalovedone,adivorce,oramajorcareerchange.

2.Anindividual’spersonalityalsochangesaspartofagradualmaturingprocess.

a）Personalitystereotypesmayalsochangeovertime.

b）Thereisaprediction,forexample,thatapersonalityconvergenceisoccurringbetweenmenandwomen.

*****UseLearningObjective#2Here;UseDiscussionQuestion#1Here;UseExercise#1

Here*****

TheoriesofPersonality

1.Therearethreemajortheoriesofpersonalitydiscussedinthechapter.Theyare:

a）Freudiantheory.

b）Neo-Freudianpersonalitytheory.

c）Traittheory.

*****UseKeyTermsFreudiantheory,neo-Freudianpersonalitytheory,and

traittheoryHere;UseDiscussionQuestion#2Here*****

FreudianTheory

1.SigmundFreud’spsychoanalytictheoryofpersonalityisthecornerstoneofmodernpsychology.

2.Thistheorywasbuiltonthepremisethatunconsciousneedsordrives,especiallybiologicalandsexualdrives,areattheheartofhumanmotivationandpersonality.

*****UseKeyTermpsychoanalytictheoryofpersonalityHere;UseLearningObjective#3

Here*****

Id,Superego,andEgo

1.TheIdisthe“warehouse”ofprimitiveandimpulsivedrives,suchas:

thirst,hunger,andsex,forwhichtheindividualseeksimmediatesatisfactionwithoutconcernforthespecificmeansofthatsatisfaction.

2.Superegoistheindividual’sinternalexpressionofsociety’smoralandethicalcodesofconduct.

a）Thesuperego’sroleistoseethattheindividualsatisfiesneedsinasociallyacceptablefashion.

b）Thesuperegoisakindof“brake”thatrestrainsorinhibitstheimpulsiveforcesoftheid.

3.Egoistheindividual’sconsciouscontrolwhichfunctionsasaninternalmonitorthatattemptstobalancetheimpulsivedemandsoftheidandthesocioculturalconstraintsofthesuperego.

4.Freudemphasizedthatanindividual’spersonalityisformedasheorshepassesthroughanumberofdistinctstagesofinfantandchildhooddevelopment.

5.Thesedistinctstagesofinfantandchildhooddevelopmentare:

oral,anal,phallic,latent,andgenitalstages.

6.Anadult’spersonalityisdeterminedbyhowwellheorshedealswiththecrisesthatareexperiencedwhilepassingthrougheachofthesestages.

*****UseLearningObjective#3Here;UseFigure5-1and5-2Here*****

FreudianTheoryandProductPersonality

1.ThosestressingFreud’stheoriesseethathumandrivesarelargelyunconscious,andthatconsumersareprimarilyunawareoftheirtruereasonsforbuyingwhattheybuy.

2.Theseresearchersfocusonconsumerpurchasesand/orconsumptionsituations,treatingthemasanextensionoftheconsumer’spersonality.

*****UseLearningObjective#3Here;UseDiscussionQuestion#2Here;UseTable5-1

Here;UseExercise#2Here*****

Neo-FreudianPersonalityTheory

1.SeveralofFreud’scolleaguesdisagreedwithhiscontentionthatpersonalityisprimarilyinstinctualandsexualinnature.

a）Theyarguedthatsocialrelationsarefundamentaltopersonalitydevelopment.

2.AlfredAdlerviewedhumanbeingsasseekingtoattainvariousrationalgoals,whichhecalledstyleoflife,placingemphasisontheindividual’seffortstoovercomefeelingsofinferiority.

3.HarryStackSullivanstressedthatpeoplecontinuouslyattempttoestablishsignificantandrewardingrelationshipswithothers,placingemphasisoneffortstoreducetensions.

4.KarenHorneyfocusedontheimpactofchild-parentrelationships,especiallytheindividual’sdesiretoconquerfeelingsofanxiety.Sheproposedthreepersonalitygroups:

compliant,aggressive,anddetached.

a）Compliantindividualsarethosewhomovetowardothers—theydesiretobeloved,wanted,andappreciated.

b）Aggressiveindividualsmoveagainstothers—theydesiretoexcelandwinadmiration.

c）Detachedindividualsmoveawayfromothers—theydesireindependence,self-sufficiency,andfreedomfromobligations.

5.Apersonalitytestbasedontheabove（theCAD）hasbeendevelopedandtested.

a）Itrevealsanumberoftentativerelationshipsbetweenscoresand