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6-1Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Chapter 6

Personality and Lifestyles

CONSUMER

BEHAVIOR !eMi"hael R# Solo$on


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6%&Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Chapter O'(e"ti)es

*hen yo+ finish this "hapter yo+ sho+ld +nderstand,hy-

A "ons+$er.s personality infl+en"es the ,ay he orshe responds to $ar/etin0 sti$+li#

Cons+$ers. lifestyles are /ey to $any $ar/etin0strate0ies#

Psy"ho0raphi"s 0o 'eyond si$ple de$o0raphi"s to

help $ar/eters rea"h different se0$ents# Identifyin0 patterns of "ons+$ption is s+perior to

/no,led0e of indi)id+al p+r"hases ,hen a $ar/eter

"rafts a lifestyle $ar/etin0 strate0y#


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6%1Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Personality

Personality- a person.s +ni2+e psy"holo0i"al$a/e+p and ho, it "onsistently infl+en"es

the ,ay a person responds to his3her

en)iron$ent


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5re+dian Syste$s

Personality "onfli"t 'et,een 0ratifi"ationand responsi'ility

Id- pleas+re prin"iple

S+pere0o- o+r "ons"ien"e

E0o- $ediates 'et,een id and s+pere0o

Reality prin"iple- e0o 0ratifies the id ins+"h a ,ay that the o+tside ,orld ,ill finda""epta'le


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5re+dian Syste$s 8"ontin+ed9

Mar/etin0 I$pli"ations

:his ad fo"+ses onthe "onfli"t 'et,een

the id and thes+pere0o

Ads often ti$es +sesy$'olis$ to

$oti)ate prod+"t

p+r"hases


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Moti)ational Resear"h

and Cons+$ption Moti)es

Po,er%$as"+linity%)irility

Se"+rity

Eroti"is$

Moral p+rity%"leanliness

So"ial a""eptan"e

Indi)id+ality

Stat+s

5e$ininity

Re,ard

Mastery o)eren)iron$ent

;isalienation

Ma0i"%$ystery


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