1. Chapter 6

2.  “Totality of a person’s thoughts, emotions, intentions, and behaviors that a person consistently exhibits”  Characteristics of Personality  Unique  Combo of traits  Stable across situations  May not always affect behavior

3.  Psychoanalytic Approach  Freud  Three components  Id  Pleasure principle  Superego  Ego  Reality principle  Motivational Research Personality IDEgoSuperego

4.  Trait Approach  What is a trait?  Multiple approaches  Nomothetic  Variable-centric  Idiographic  Get to know the individual  Single-trait  Multiple-trait

5.  Value consciousness  Materialism  Three dimensions  Innovativeness  Complaint prone  Competitiveness  Conspicuous consumption

6. ExtrovertedAgreeablenessOpennessStabilityConscientiousness

7.  What is it?  Quality of r-ship  Love and passion  Self-connection  Commitment  Interdependence  Intimacy  Brand Partner Quality Source: www. business-fundas.com

8.  Lifestyle  Relationship to personality  Influence over purchasing  Psychographics  AIO Statements  Example: Baby Boomers  Upbeat enjoyers  Insecure  Threatened Actives  Financial positives Source: wdfyfe.wordpress.com

9.  Based on  Resources  Motivations  What does this tell us? Source: www. strategicbusinessinsights.com

10.  Geodemographic technique  Looks at  Expenditures  Socioeconomic variables  Geographic info  http://www.claritas.com/MyBestSegments/Default.jsp?ID=20 http://www.claritas.com/MyBestSegments/Default.jsp?ID=20

11.  Self-Concept  Symbolic interactionism  Semiotics  Types of Self  Actual self  Ideal self  Social self  Ideal social self  Possible self Self InterestsValuesFamilyFriendsBeliefsActivitiesPossessions

12.  Self-Concept & Body Presentation  Self-esteem  Cosmetic surgery  Body piercing  Self-congruency Theory Source: http://www.mbird.com