消費者動機復(fù)習(xí)要點-展示頁
2025-04-26 05:33本頁面
【正文】 dual’s conscious control that balances the demands of the id and superego).NeoFreudian Personality Theory（新佛洛伊德理論）A school of psychology that stresses the fundamental role of social relationships in the formation and development of personalityThat individuals be classified into 3 personality groups: (溫順型)individuals are those who move toward others(they desire to be loved,wanted,and appreciated). The Ad should stress the feeling of belonging.(好勝型) individuals are those who move against others(they desire to excel and win admiration). The Ad should focus on the superiority of the product(特立獨行) individuals are those who move away from others(they desire independence, selfreliance, selfsufficiency,and individualism or freedom from obligations). The Ad should emphasis the unique feelingTrait Theory（特質(zhì)理論）A theory of personality that focuses on the measurement of specific psychological approach to personality as a set of psychological traitsTrait theorists concerned with the construction of personality tests that enable them to pinpoint individual differences. A trait is defined as “any distinguishing, relatively enduring way in which one individual differs from another Consumer innovativeness（消費者的創(chuàng)新性）how receptive a person is to new experience.Consumer materialism(物質(zhì)性)the degree of the consumer’s attachment to worldly possessionsConsumer ethnocentrism(民族主義)the consumer’s likelihood to accept or reject foreignmade products。Ethnocentric consumers feel it is wrong to purchase foreignmade products。 in some respects, they are out of control and their
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