This video explains the impact of an individual's personality on product decisions and the correspondence between his or her personality and the brand personality.
- Personality refers to a person's…unique psychological makeup…and how it consistently influences the way…a person responds to his or her environment.…The famous psychologist Sigmund Freud…proposed that much of one's adult personality…stems from a fundamental conflict…between a person's desire to gratify…his or her physical needs…and the necessity to function…as a responsible member of society.…How is Freud's work relevant to consumer behavior?…In particular, it highlights the potential importance…of unconscious motives that guide our purchases.…
In this view, people channel their unacceptable desire…into acceptable outlets when they use products…that signify these underlying desires.…This is the connection between product symbolism…and motivation.…The product stands for or represents…a consumer's true goal,…which is socially unacceptable or unobtainable.…By acquiring the product,…the person vicariously experiences…the forbidden fruit.…
Carl Jung was one of Freud's disciples.…Jung believed that the cumulative experiences…
First, learn the importance of consumer behavior in helping us understand when, why, and how purchasing decisions are made. Michael shares how factors such as color, shape, and sound influence our perception of brands and products. He discusses gender identity and products geared towards different genders, as well as how consumer lifestyles, values, and attitudes affect product preferences. Michael also goes into external influences on consumer behavior, covering how groups make decisions and how ideas spread. Finally, Michael explores the role emotion plays in purchase decisions, and how you can structure messages to maximize persuasion.
- Sensory marketing as a strategic tool
- How gender identity can affect product choice
- Personality and brand image
- Decision-making in groups
- Retailing as theater
- How ideas spread through the market
- Persuasive communications
- Influencing consumer behavior