personality r1

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  • 3.2 (Personality)

  • (Personality) ( ) & ( )

  • 4 (Self-Concept or Self-Image Theory) (The Trait Theory) (Psychoanalytic Theory) (Social Learning Theory)

  • 1. (Self-Concept / Self-Image Theory) (Consumer Images) (Needs) & (Motives)

  • 1. (Self-Concept / Self-Image Theory) (Image) () (Awareness) (Motives) 2 (Actual Self) (Ideal Self)

  • 1. (Self-Concept / Self-Image Theory)1. (Actual Self) :

  • 1. (Self-Concept / Self-Image Theory)1. (Actual Self) (Actual Self) (Image) (Brand Image = Self-Image) , Heineken (Image)

  • 1. (Self-Concept / Self-Image Theory)2. (Ideal Self)

  • 1. (Self-Concept / Self-Image Theory)2. (Ideal Self) (Actual Self) (Self-Esteem) (Product constellations) Rolex, Apple, BMW Promotion (Extended Self)

  • 2. (The Trait Theory)

  • 2. (The Trait Theory) (Brand Personality)

  • 2. (The Trait Theory)

    (Kretschmer) (Somatotypes) 3

  • 2. (The Trait Theory)Pyknic (Manic-Depressive)Asthenic (Schizophrenic)Athletic 2

  • 2. (The Trait Theory)

    (Sheldon) 3 Endomorphs

  • 2. (The Trait Theory)Mesomorphs

  • 2. (The Trait Theory)Ectomorphs

  • 3. (Psychoanalytic Approach)

    (Unconscious)

  • 3. (Psychoanalytic Approach)

    (Free Association)

  • 3. (Psychoanalytic Approach)

    (Id) (Ego) (Superego)

  • 3. (Psychoanalytic Approach)

    (Id) = Id (Ego) = Ego Ego

  • 3. (Psychoanalytic Approach)

    (Superego) = Id & Ego Superego Superego

  • 3. (Psychoanalytic Approach)

  • 4. (Social Learning Approach)

  • 4. (Social Learning Approach) (Generalization)

  • 4. (Social Learning Approach) 3

  • 4. (Social Learning Approach) (Competencies) (Cognitive Strategies) (Expectancies) (Subjective Outcome Values) (Self-Regulatory Systems and Plans)

  • 3 (Information influence) (Value expressive influence ) ( Utilitarian influence)

  • (Habit-Determined) (Brand Loyalty)

  • 2. (Cognitive) 3. (Price Cognitive)

  • 4. (Impulse) package

  • 5. (Emotional) (Image) Rolex, Ipod, Starbucks

  • 6. (Personalizing)

  • 7. (Ethical) 8. (Apathetic)