Schiffman CB10 PPT 05
Schiffman CB10 PPT 05
Schiffman CB10 PPT 05
FIVE
Personality and
Consumer Behavior
Overview
• Freudian theory
– Unconscious instinctual and sexual needs or drives
are primarily at the heart of human motivation and
personality in nature.
• Neo-Freudian personality theory
– Social relationships are fundamental to the
formation and development of personality
• Trait theory
– Quantitative approach to personality as a set of
psychological traits
According to
Freud, human
personality
consists of
these three
systems, the
id, super ego
and the ego.
• Id
– The warehouse of primitive or instinctual (physiological) needs
or drives such as hunger, thirst, and sex which are driven by
pleasure principle and immediate gratification (individual
seeks immediate satisfaction).
• Superego
– Individual’s internal expression of society’s moral and ethical
codes of conduct. it drives the individual to fulfill their needs in
a socially acceptable function.
• Ego
– Individual’s conscious control that balances the demands of
the id and superego (reality principle)
the Id is the devil and the SUPEREGO is the "angel." The EGO is
basically the "brain" in between, trying to sort out what each is advocating
and more objectively and logically arrive at a decision.
Because its
Consumer Seeks
to Excel and
Achieve
Recognition
Personality traits
and consumer
behavior
عدد المشترين
Number
of % 34 % 34
customers End of Life
% 2.5
% 13.5 % 16
Cognitive
Personality factors
The Ad
Stresses
Strong
Visual
Dimensions
It Features a
Detailed
Description
(information)
Materialistic, fixated,
and compulsive
consumers
Consumer
Ethnocentrism and
Cosmopolitanism
• Consumers have a
variety of enduring
images of themselves
• Individuals tend to buy
products and services
and patronize retailers
whose images or
personalities relate to
their own self images.