Page 51 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour Tanima Dutta, Lovely Professional University

Notes Unit 4: Consumer Personality

CONTENTS
Objectives

Introduction
4.1 Personality Theories

4.1.1 Psychoanalytic Theory
4.1.2 Social/Cultural (Neo-freudian) Theory
4.1.3 Trait Theory

4.2 Personality and Understanding Consumer Diversity
4.2.1 Optimal Stimulation Level

4.2.2 Need for Cognition
4.2.3 Dogmatism
4.2.4 Susceptibility to Influence

4.2.5 Self-monitoring Behaviour
4.3 Brand Personality

4.4 Self and Self-image
4.4.1 Actual Self

4.4.2 Ideal Self
4.4.3 Consumption and Extended Self

4.5 Summary
4.6 Keywords
4.7 Self Assessment

4.8 Review Questions
4.9 Further Readings

Objectives

After studying this unit, you will be able to:
Discuss the personality theories
Explain personality and consumer diversity

State the concept of brand personality
Describe self and self-image

46 LOVELY PROFESSIONAL UNIVERSITY