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Balance theory is useful in examining how celebrity endorsement affects consumers' attitudes toward products. [6] If a person likes a celebrity and perceives (due to the endorsement) that said celebrity likes a product, said person will tend to like the product more, in order to achieve psychological balance.
Personality is any person's collection of interrelated behavioral, cognitive, and emotional patterns that comprise a person’s unique adjustment to life. [1] [2] These interrelated patterns are relatively stable, but can change over long time periods, [3] [4] driven by experiences and maturational processes, especially the adoption of social roles as worker or parent. [2]
The theory of consumer choice is the branch of microeconomics that relates preferences to consumption expenditures and to consumer demand curves.It analyzes how consumers maximize the desirability of their consumption (as measured by their preferences subject to limitations on their expenditures), by maximizing utility subject to a consumer budget constraint. [1]
The celebrity endorsement of products can be seen as evidence of the desire of modern consumers to purchase products partly or solely to emulate people of higher social status. This purchasing behavior may co-exist in the mind of a consumer with an image of oneself as being an individualist.
The two-factor model of personality is a widely used psychological factor analysis measurement of personality, behavior and temperament. It most often consists of a matrix measuring the factor of introversion and extroversion with some form of people versus task orientation.
Personality is complex; a typical theory of personality contains several propositions or sub-theories, often growing over time as more psychologists explore the theory. [ 10 ] The most widely accepted empirical model of durable, universal personality descriptors is the system of Big Five personality traits : conscientiousness , agreeableness ...
Stacking dolls provide a visual representation of subpersonalities.. A subpersonality is, in humanistic psychology, transpersonal psychology and ego psychology, a personality mode that activates (appears on a temporary basis) to allow a person to cope with certain types of psychosocial situations. [1]
Edward Bernays was a public relations pioneer in the 20th century who sometimes used the theory of consumer identity in order to sell products to desired target groups. One incident of this was the targeting of feminist activists in an attempt to sell more cigarettes to women, branding cigarettes as Torches of Freedom .