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Consumer Behavior: A Framework John C. Mowen Michael S. Minor Chapter 6: Personality & Psychographics
Key Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Personality. . . ,[object Object],[object Object],[object Object]
Self-concept . . . ,[object Object],[object Object],[object Object]
Psychographic analysis is . . . ,[object Object]
Personality has four essential characteristics: ,[object Object],[object Object],[object Object],[object Object]
Freud’s Psychoanalytic Theory ,[object Object],[object Object],[object Object],[object Object]
Key Issues in Psychoanalytic Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Trait Theory ,[object Object],[object Object],[object Object]
The 3M Model of Motivation and Personality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Eight Proposed Elemental Traits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Note: the 3M Model proposes that humans have 4 Basic resource needs: social resources (agreeableness), Information resources (openness to experience), material Resources, and body resources.
Example of 3M Model: Predicting Bargaining Proneness ,[object Object],[object Object],[object Object]
Motivational Network of Bargaining Proneness Value Conscious, .30 Bargaining, .34 Arousal Body Conscient Openness Info needs, .44 Compete, .40 - - - Extrav Agree Instability Material Needs Note: numbers indicate the amount of variance accounted for in need for information, competitiveness, value consciousness, and bargaining proneness .
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Compulsive Buying as a Trait ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Self-Concept in Consumer Research ,[object Object]
People have more than one self-concept: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Symbolic Interactionism and the Self ,[object Object]
The Self-Concept and Product Symbolism ,[object Object],[object Object],[object Object],[object Object]
Materialism: You Are What You Own ,[object Object]
Four (4) types of possessions help to make up our personal sense of self: ,[object Object],[object Object],[object Object],[object Object]
Life-Style and Psychographic Analysis ,[object Object],[object Object]
The distinction between personality and life-style: ,[object Object],[object Object]
AIO statements identify consumer activities, interests, and opinions ,[object Object],[object Object],[object Object]
SRI developed two psychographic inventories: VALS and VALS 2 ,[object Object],[object Object]
The VALS 2 Inventory ,[object Object],[object Object],[object Object],[object Object]
The List of Values (LOV) Scale ,[object Object],[object Object]
Nine values are assessed by the LOV scale: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A Warning ,[object Object],[object Object],[object Object]
Managerial Implications ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Chapter 6fg

  • 1. Consumer Behavior: A Framework John C. Mowen Michael S. Minor Chapter 6: Personality & Psychographics
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
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  • 13. Motivational Network of Bargaining Proneness Value Conscious, .30 Bargaining, .34 Arousal Body Conscient Openness Info needs, .44 Compete, .40 - - - Extrav Agree Instability Material Needs Note: numbers indicate the amount of variance accounted for in need for information, competitiveness, value consciousness, and bargaining proneness .
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  • 30.