中山大学吴柏林教授 广告心理学绝密资料schiffman05im文档格式.docx
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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.
PersonalitycanChange
1.Anindividual’spersonalitymaybealteredbymajorlifeevents,suchasthebirthofachild,thedeathofalovedone,adivorce,oramajorcareerchange.
2.Anindividual’spersonalityalsochangesaspartofagradualmaturingprocess.
a)Personalitystereotypesmayalsochangeovertime.
b)Thereisaprediction,forexample,thatapersonalityconvergenceisoccurringbetweenmenandwomen.
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
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.
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