Personality Essay
Essay by 瀚钦 陈 • October 15, 2015 • Essay • 2,132 Words (9 Pages) • 1,667 Views
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Student ID: Family Name: Given Names Tutorial: Tutor: | 157597 Chen Hanqin Tuesday (day) 11am (time) Aron o’ cass | OFFICE USE ONLY Assignment received: | ||
Unit Code: | BEA BFA BMA BAA BLD | ❑ ❑ √ ❑ ❑ | 604 | Unit Title: consumer decision making |
Assignment Title: | Assignment 2 essay topic 1 | Word Count: 1851 | ||
Campus: | √ Sandy Bay ❑ Newnham ❑ Cradle Coast ❑Flexible |
I declare that all material in this assignment is my own work except where there is clear acknowledgement or reference to the work of others. I am aware that my assignment may be submitted to plagiarism detection software, and might be retained on its database. I have read and complied with the University statement on Plagiarism and Academic Integrity on the University website at www.utas.edu.au/plagiarism. I will keep a copy of this assignment until the end of the semester.* Signed…chen hanqin ……………………………………………. Dated ………24/09/2015…………………………………… |
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Topic 1
Introduction
Personality is defined as “the distinctive patterns of behaviour, including thoughts, and emotions, that characterize each individual’s adaptation to the situation of his or her life. Personality is the sum of the individual hereditary. A person different from other people not only in the different physical properties, but also they have different personality traits. This is the result of people's social and environmental impact. In general, always a lot of individual and personal characteristics, to determine the reaction tend to environmental stimuli. Since individual do react fairly consistently in a variety of environmental situations, these generalized patterns of response or modes of coping with the world can be called personality (Harrold H. Kassarijian 1991)
For everyone, some personality traits dominate others who labeled aggressive, complaining, apathy, and friendly, attractive or annoying. It is a concept which accounts for the apparent consistencies and regularities of behavior over time and across a variety of situations (Lawrence A. Parvin 1996)
In fact, personality is unique in some areas, although some parts of some people can be found in many persons. Personality are organized in an individual and it is lead to individuals differ from one another. Each consumer is unique in terms of his or her ambitiousness, competitiveness, conservatism degree of extroversion and so on (Melvin H. Marx and William A. Hillix).
Personality reflects individual differences. Each individual has a Special set of inherent characteristics, and therefore unique self. It is a useful concept, because it allows us to put the consumer more features into one group on the basis of different. If everyone have different personality traits, it is hard for marketers to categorize consumer into different segments. Personality is consistent and enduring. While marketers cannot change the personality of consumers in their product choose, if they know what personality traits influence specific consumer behaviour, they can try to attract related to the inherent characteristics of the target group of consumers. Finally, personality can be changed. Individual's personality can change major life events, such as divorce, child’s birth, significant career advancement.
Neo-Freudian theory: The results of the three factors of personality conflicts caused by id, ego and superego. The id is something like physiological drive; ego represent appetite suppressant id superego is conscience or sound. Freud's new theory is that social relations are the basis of the formation and development of personality. For example, through the struggle of the advantages of the new Freud used to describe those who left the psychoanalytic society and form their own ideas.
Trait Theory: Trait theory represents a quantitative approach to the study of personality. Trait is any one person to another in a relatively permanent features and consistent manner. Describe specific combination of a person's character traits. Useful features must be shown to be an effective measure (they measure what they are said to measure) and reliable (these measures show consistency over time) . Trait researchers have found that it is generally more realistic to expect personality to be linked to how customers make their choices and to the purchase or consumption of a broad product category rather than a specific brand (Leon G. Schiffman and Leslie Lazar Kanuk 2008)
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