Chapter 4: Consumer Personality and Self-Concept
After studying this chapter students should be able to:
- define personality
- discuss the nature and development of personality
- explain Freudian personality theory and the corresponding stages of development, and discuss marketing applications of the theory
- discuss Neo-Freudian personality theory and its marketing applications
- discuss trait theory and its application in the creation of brand personalities
- discuss how specific personality traits, such as consumer innovativeness and need for cognition, influence consumer behaviour and are used in marketing efforts
- trace the shift from consumer materialism to compulsive consumption
- explain how consumer ethnocentrism affects consumer behaviour and marketing efforts
- explain, with marketplace examples, a trio of needs theory
- discuss the concept of self-image and how the different self-image constructs can be used by marketers
- explain how and why marketers create brand personalities
