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Unconscious mind Structure of personality 1. id or libido : body drive , basic instinct , pleasure principle , avoid tension , unconscious mind 2. ego : conscious mind , realistic thinking , realistic principle 3. superego : ethic agent , social culture , control mental : Defense mechanism 1. Repression : conceal habit 2. Projection : transfer feeling to the other 3. Identification : imitation habit from parents 4. Reaction formation : take action opposite the behaviors 2. Neo-Freudian theory Concept conflict : 1. Social & cultural variables > biological drives 2. Social / cultural theories : Carl Jung : few sexual instincts 1. Introverts : alone 2. Extroverts : socialist 3. Ambiverts : normal person Keren Horney : relationship with motherland 1. Compliant person : follow throught 2. Aggressive person : self confident , tough minded 3. Detached person : yourself , freedom Slide 5: David Riesman : social & value 1. Tradition-directed person : used to be 2. Inner-directed person : command self 3. Other-directed person : fashion follower 3. Trait and factor theories : trait theorists hypothesis : 1. Exactly behavior trend for each person 2. Differ size trend for each person 3. Measure trend to make person ‘s benefit Slide 6: R.B. Cattell : source trait 1. reserved @ outgoing 2. dull @ bright 3. unstable @ stable 4. docile @ aggressive 5. serious @ happy-go-lucky 6. expedient @ conscientious 7. shy @ uninhibited 8. tough-minded @ tender-minded 9. trusting @ suspicious 10. practical @ imaginative 11. Unpretentious @ polished 12. self-assured @ self-reproaching 13. conservative @ experimenting 14. group-dependent @ self-sufficient 15. undisciplined @ controlled 16. relaxed @ tense Slide 7: Factor theory 1.Myers-Briggs Type Indicator (MBIT) Answer : 1. extroverted or introverted (E or I) 2. sensing or intuitive (S or N) 3. thinking or feeling (T or F) 4. perceiving or judging (P or J) 2. The big 5 model 1. Extraversion : sociable , talkative , assertive 2. Agreeableness : good-natured , cooperative , trusting 3. Conscientiousness : responsible , dependable , persistent , achievement oriented 4. Emotional stability : calm , enthusiastic 5. Openness to experience : imaginative , artistically sensitive , intellectual Slide 8: Self-concept Def : Overview yourself origins from opinion feeling & attitude that person evaluated or looked yourself Self-concept dimension 1. Actual self-concept : who I am now ? 2. Idea self-concept : who I would like to be ? 3. Private self-concept : how I am or would like to be to myself ? 4. Social self-concept : how I am seen by other or how I would like to be seen by others ? Slide 9: Self-concept and consumer behavior Lamb, Hair and McDanial 1. Idea self-image : image that ambitious , desired to be , want others seen 2. Real self-image : realistic , seen yourself , trade up your ideal image Self-concept theory : person who have own idea self basis of actual self or real self and ideal self Slide 10: Assael concept : ego reflex actual self and superego as ideal self Control procedure : 1. who buying consistency and don’t conflict about actual self 2. desire buying premium product for upgrade yourself Consume and Adding image for yourself : you are what you consume : extended self component : 1. Individual level : personal possessions(u r what u wear) 2. Family level : place , decorate 3. Community level : villa 4. Group level : member , association , sport club Slide 11: Self-concept for product positioning Process : 1. yourself idea and pioneer from relationship 2. value yourself 3. attempted maintains and supporting up 4. some product as social symbols and meaning toward owner or user 5. impact to private and social self-concept buying for maintain and support about yourself that desired Slide 12: Lifestyle Def : how one lives or act to activities , interests & opinions Psychographic analysis A : activities : work , hobby , incidence , weekend , entertain , member club , community , sport I : interest : family , home , carrier , community , plays , fashion , foods , achieve O : opinion : relationship , social problem , political , business , economic , academic , product , future , culture AIO statements 1. Activities : for revealing their doing , buying & how to spend a time 2. Interests : favorite & ranking significant 3. Opinions : perspective & feeling in global , local , economic , social activities You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.