"Personality - a persons unique make up which consistently influences the way the person responds to his or her environment" What is personality, personality has been approached by theorists in a variety of ways, some have emphasized the dual influence of heredity and early childhood experiences on personality development. Others have stressed broader social and environmental influences and the fact that personalities develop continuosly over time." (Consumer Behaviour, chapter 5 SCHIFFMAN)
The big five scale of personality type - 
- Openness to experience
- Conscientiousness
- Extroversion
- Agreeableness
- Neuroticism
"Self concept - the beliefs a person holds about his or her own attributes and how he or she evaluates those qualities". (Soloman, 1999)
"people see themselves as they imagine others see them."
In this lecture we had an interesting activity to to, we had to choose a brand and prepare a presentation of a mood board images based on their advertising. We had to have picture's of what lifestyle this brand member would have, for example the tyoe of house, car, make up, jewellery, social life, etc. We decided to choose Chanel.
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