MKT 400 Lecture Notes - Lecture 5: Psychographic, Environics, Big Five Personality Traits

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Steven Chuang

Document Summary

Psychoanalytic approach to personality: suggests that personality results from a struggle between inner motives and societal pressures to follow rules and expectations. Pleasure principle: motivates a person to focus on maximizing pleasure and minimizing pain: ego -> focuses on resolving conflicts between id and superego. Reality principle: the ego seeks to satisfy the id within the constraints of society: superego -> works against the id by motivating behaviour that matches society norms/expectations. Motivational research era: researchers utilize tools such as depth interviews and focus groups to improve their understand of inner motives and needs. Five factor model: extroversion -> talkative, outgoing, agreeableness -> kind-hearted, sympathetic, openness to experience -> creative, open to new ideas, imaginative, stability -> even-keeled, avoids mood swings, conscientiousness -> precise, efficient, organized. Lo3: consumer lifestyles and psychographics: lifestyles: refer to the ways consumers live and spend their time and money; useful in identifying viable market. Interdependence -> brand relies on consumers and vice versa.