Demographics: Quantitative statistic characteristics of a population
Psychographics: Any attribute relating to personality, values, attitudes, interests, or lifestyles
Popular personality assessment tool: Myers-Briggs
Sensors often:
Focus on details & specifics
Admire practical solutions
Notice details & remember facts
Are pragmatic - see what is
Live in the here-and-now
Trust actual experience
Like to use established skills
Like step-by-step instructions
Work at a steady pace
Intuitives often:
Focus on the big picture & possibilities
Admire creative ideas
Notice anything new or different
Are inventive - see what could be
Think about future implications
Trust their gut instincts
Prefer to learn new skills
Like to figure things out for themselves
Work in bursts of energy
Judgers good VS perceivers bad

Big 5 from psychology- neuroticism, openiness, conscientiousness, agreeableness, extroversion Need for cognition
Necessary effort to process brand information
NARCISSISM: Narcissistic personality disorder (NPD) is a personality disorder[1] in which a person is excessively preoccupied with personal adequacy, power, prestige and vanity.自恋
Frugality节省
Freudian System
Adult personality stems from a fundamental conflict between a person’s desire to gratify his/her physical needs the necessity to function as a responsible member of society
Id: immediate gratification – party animal of the mind! Operates according to the pleasure principle – behavior guided by primary desire to maximize pleasure and avoid pain; Selfish and illogical; directs a person’s psychic energy toward pleasurable acts without regard for consequences
Superego – counterweight to the id – person’s conscience; internalizes society’s rules and works to prevent the ide from seeking selfish gratification
Ego: mediates between id and superego; balance two opposing forces according to reality; gratify id that will be acceptable to the outside world; conflicts = unconscious level!
Freud
id/superego/ego sexual symbolism motivational research
Jung
experiences collective unconscious archetypes Collective unconscious: Memories inherited from our ancestral past
Archetypes: Universally shared ideas and behavior patterns
Animism or anthropomorphism: Giving objects qualities that make them seem alive

When something negative happens (service failure or product issue):
People are less likely to forgive sincere brands
People are more likely to forgive exciting brands

Framing- how communicators adjust or arrange words, phrases, images and presentation style for a set purpose.
Definition and formula for persuasion in marketing
One-way and two-way persuasion One way: Advertising, PR, packaging
Two-way: Sales
Dual process
（William James--Associative reasoning and true reasoning
Petty and Cacioppo--Elaboration likelihood model: central route and peripheral route
Shelley Chaiken--Heuristic systematic model
Daniel Kahneman--System one and System two)
System one and system two
System 1
Subconscious
Fast
Automatic
Frequent
Emotional
Stereotypic
System 2
Conscious
Slow
Effortful
Infrequent
Logical
Calculating
Elaboration likelihood model
Emotion
Decision-making
Limited rationality
Identity
Cialdini’s six principles of persuasion

Pure Rationality
Decision-making choices are evaluated in terms of their expected outcomes and personal preferences
In pure theories of rational choice people have perfect information and the cognitive ability to weigh every course of action to select the best option
Limited Rationality
Limited (or bound) rationality incorporates studies of decision-making in the real world that suggests decision-makers:
Typically only consider a few options
Consider options sequentially rather than simultaneously
Search for an option that is "good enough" instead of calculating the best possible action
In most