Personality and Consumer Behavior

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Personality reflects individual differences
- No two individuals are exactly alike, Ex-Some are high risk taker and some are low risk taker

Personality is consistent and enduring,
Ex-an individual showing an outgoing, happy-go-lucky personality of himself is likely continue to behave in the same way to a new event or stimuli


Freudian Theory

Id

Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction

Ex- Thirst, hunger and sex, (Pleasure Principle)
Superego

Individual’s internal expression of society’s moral and ethical codes of conduct

Ex- Individual satisfies needs in a socially acceptable fashion

Ego

Individual’s conscious control that balances the demands of the id and superego(Reality Principle)