Page 65 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 3. Construct a brand personality inventory for two different brands in the same product
category. Do these brand personalities relate to the advertising strategies to differentiate
these brands?
4. "People seek, express, confirm and ascertain a sense of being through what they have".
Discuss.

5. Compare and contrast the thoughts of Freudian school and Non-Freudian school.
6. Is there a relation between personality and behavior? Give suitable examples.
7. State the four personality types as identified by Carl Jung.
8. Explain the concept of Id, Ego and Super Ego. Use suitable examples.

9. Differentiate between actual self, ideal self and extended self.
10. Compare the concept of 'Self' that exists in western and Asian countries.

Answers: Self Assessment

1. ideal 2. super-ego
3. sensing-feeling 4. Alfred Adler
5. single Trait 6. resistant

7. possessions 8. self concept
9. compliant 10. freud

4.9 Further Readings

Books Batra, Satish K and Kazmi, S H H, Consumer Behaviour, Excel Books, New Delhi.
Hawkins, D.L & Best, Roger, Consumer Behaviour – Building Marketing Strategy,
McGraw Hill, Indian Edition, New Delhi.
Loudon, D.L & Delta Bitta, A.J, Consumer Behaviour, Tata McGraw Hill, New Delhi.

Online links http://www.knowthis.com/principles-of-marketing-tutorials/consumer-buying-
behavior/internal-influences-personality/
http://psychology.about.com/od/psychologystudyguides/a/personalitysg_3.htm
http://psychology.jrank.org/pages/484/Personality.html

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