MKTG 4150 Chapter Notes - Chapter 6: Brand Equity, Michelin Man, Quaker Oats Company
17 Jul 2016
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Document Summary
Personality: refers to a person"s unique psychological makeup and how it consistently influences that way he or she responds to the environment. Only some aspects of personality are relatively stable. One approach to personality is to focus on quantitative measurement of specific traits, or identifiable characteristics that define a person. Ex. people can be distinguished by degree to which they are socially outgoing: trait of extroversion. Some specific traits relevant to consumer behavior include: innovativeness/need for uniqueness, public self-consciousness, need for cognition. Notion that consumers buy products that are an extension of their personalities: idea endorsed by many marketers, try to create brand personalities that will appeal to particular consumers. Pepsi appeals to those who have youthful personalities. Brand personality: the set of traits people attribute to a product as if it were a person. Many of the most recognizable figures are spokespersons for popular brands: ex.
