Consumer motivation and personality
3 important questions on Consumer motivation and personality
Explain the Approach Objects vs. Avoidance Objects
- Approach objects, when a positive future outcome is presented
- Avoidance objects, when a negative future outcome is prevented
What is the Qualitative Research?
Searches for subconscious motivations or motivations consumers are unwilling to share. Qualitative Research uses projective techniques, which requires respondents to interpret stimuli that do not have clear meanings.
What is the Neo-Freudian personality theory?
In addition to Freud’s concepts, Neo-Freudian theory suggests, social relationships are fundamental to the formation and development of personality.
Neo-Freudians believe social relationships are fundamental to personality. These relationships are formed to reduce feelings of inferiority (Adler) or tension (Sullivan). Furthermore, people can be classified as to how they interact with others – are they compliant, aggressive, or detached (Horney).
Neo-Freudians believe social relationships are fundamental to personality. These relationships are formed to reduce feelings of inferiority (Adler) or tension (Sullivan). Furthermore, people can be classified as to how they interact with others – are they compliant, aggressive, or detached (Horney).
- A compliant individual desires attention,
- An aggressive desires admiration,
- And a detached person desires independence and freedom from obligation
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