chapter个性与消费者行为文件材料.ppt

Visualizers 视觉接受者 Consumers who prefer visual information and products that stress the visual, such as membership in a videotape cassette club. Verbalizers 言语接受者 Consumers who prefer verbal or written information and products, such as membership in book clubs or audiotape clubs Need for Cognition (NC) Consumers high in NC are more likely to respond to as rich in product-related information or description Consumers low in NC are more likely to be attracted to background or peripheral aspects of an ad From Consumer Materialism to Compulsive Consumption Consumer materialism The extent to which a person is considered “materialistic” Fixed consumption behavior Consumers fixated on certain products or categories of products Compulsive consumption behavior “Addicted” or “out-of-control” consumers Materialistic People Value acquiring and showing-off possessions Are particularly self-centered and selfish Seek lifestyles full of possessions Have many possessions that do not lead to greater happiness Fixated Consumers Have a deep interest in a particular object or product category Have a willingness to go to considerable lengths to secure items in the category of interest Have the dedication of a considerable amount of discretionary time and money to searching out the product * Chapter 4 Personality and Consumer Behavior 我的地盘，听我的！ Theories of Personality Freudian theory Unconscious needs or drives are at the heart of human motivation Neo-Freudian personality theory Social relationships are fundamental to the formation and development of personality Trait theory Quantitative approach to personality as a set of psychological traits Freudian Psychoanalytic Theory A theory of motivation and personality that postulates that unconscious needs and drives, particularly sexual and other biological drives, are the basis of human motivation and personality. Neo-Freudian Personality Theory A school of psychology that stresses the fundamental role of social relationships in the for