Marketing 447 Chapter 7 Personality, Lifestyle, and Self-Concept

Personality
The sum total of an individual’s inner psychological attributes.
ID
A personality component that demands pleasure and immediate gratification.
Superego
The social, moral, and ethical component of personality.
Ego
A personality component that balances the id’s hedonistic impulses and the superego’s constraints.
Reality (Objective) Anxiety
The fear of tangible danger in the real world.
Neurotic Anxiety
The fear of the negative consequences of instinctual gratification.
Moral Anxiety
The fear of feeling shame and guilt.
Defense Mechanisms
The tendency to protect our ego by denying and distorting anxiety-producing situations.
Fixation
A halt in personality progress at a particular developmental stage.
Neo-Freudian Theory
A view that social variables rather than biological instincts and sexual drives underlie personality formation.
Compliance-Aggressiveness-Detachment (CAD) Scale
A paradigm that classifies people based on how compliant, aggressive, and detached they are.
Trait Theory
A view that classifies people according to their predominant response patterns.
Traits
Relatively permanent and consistent response patterns that characterize individuals.
Personality Tests
Questionaires designed to measure personality traits.
Psychographics
A segmentation that classifies consumers based on their lifestyle.
AIO Inventories
Questionaires designed to reveal consumer’s activities, interests, and opinions.
VALS
A segmentation approach that classifies consumers according to primary motivations and resources/innovation.
Self-Concept
The overall image that a person holds of him or herself.
Extended-Self
The self defined in terms of an individual’s possessions.
Possible-Self
The self a person would like to or could become.
Self-Product Congruence
A tendency to select products that march some aspects of the self.