Profile

e-Catalog

Contact

Search

Cart

Consumer Behavior: Personality and the Self

Audience

Managers, prospective managers, and any other employees seeking advanced competency in the theory and practice of consumer behavior

Prerequisites

A comprehensive understanding of the principles of marketing

Course Aim

To understand the role of personality and the self in marketing

Learning Objectives

Define the self. Explain how images of the self affect consumer behavior. Identify how gender affects advertising. Discuss the importance of body image to consumer activity. Outline Freud's view of personality. Explain other theories of personality. Describe how consumer choices shape lifestyle. Understand the use of psychographics. Recognize regional differences in consumer lifestyles. Identify trends in consumer behavior. Match products to consumers.

Topics Covered

The Self - Definitions of self - The self and consumption Gender Roles and Body Image - Gender roles - Body image Consumer Personality - The Freudian view of personality - Other theories of personality Consumer Lifestyle - Lifestyle and consumption - The use of psychographics - Regional differences - Trends in consumer behavior - DecisionPath: Identifying potential customers