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11 Cards in this Set
- Front
- Back
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Personality
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A person’s unique psychological makeup and how it consistently influences way a person responds to their environment.
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Freudian Theory
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highlights potential importance of unconscious motives underlying purchases. Also hints at possibility that ego relies on symbolism in products to compromise between demands of id and prohibitions of superego.
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Id
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pleasure seeking
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Superego
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“counter-id”
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Ego
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mediates the id and the superego.
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Carl Jung
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developed analytical psychology and studied collective unconscious, which is memories inherited from our past.
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Brand Personality
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Is the set of traits people attribute to a product as if it were a person.
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Brand Equity
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loyalty to a specific brand
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Animism
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giving inanimate objects traits as if they were alive. One of the primary ways marketers can make a product stand out from competition and inspire loyalty.
Marketers must position the brand where they want to be in the eyes of the consumer. |
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Animism L1
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people believe the object is possessed by the soul of a being. This strategy allows the consumer to feel that the spirit of the celebrity is available through the brand.
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Animism L2
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objects are given human characteristics.
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