MKT 400 Chapter Notes - Chapter 6: Semiotics, Consumer Spending, Symbolic Interactionism

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Melanie Dempsey

Document Summary

Individual diference variables: descripions of how individual consumers difer according to speciic trait paterns of behaviour. Personality exhibits a number of disinct qualiies including: personality is unique to an individual. Helps disinguish consumers based on the speciic characterisics each exhibits. Some traits may be shared across individuals: personality can be conceptualized as a combinaion of speciic traits or characterisics, personality traits are relaively stable and interact with situaions to inluence behaviour, speciic behaviours can vary across ime. Aggregaion approach: approach to studying personality in which behaviour is assessed at a number of points in ime. Psychoanalyic approach to personality: approach to personality research, advocated by. Sigmund freud, that suggests personality results from a struggle between inner moives and societal pressures to follow rules and expectaions: id: focuses on pleasure-seeking moives and immediate graiicaion. Reality principle: the ego atempts to saisfy the id within societal constraints.