PERSONALITY

What??
 Those inner psychological characteristics that
both determine and reflect how a person
responds to his / her environment
 Inner characteristics – specific characteristics and
attributes that distinguish one individual from other
Nature of personality
 Personality reflects individual differences

 Personality is consistent and enduring

 Personality can change

Determinants of personality
 Heredity
 Environment
 Family
 Situation
 Social
Theories of Personality
 Freudian Theory
 Neo Freudian theory
 Trait theory
 Self image
Freudian theory
 This theory is built on the premises that
unconscious needs and drives especially sexual
and other biological drives are at the heart of
motivation and personality
 personality is composed of 3 elements :
* Id
* Ego
* Super Ego
 Id: Warehouse of primitive and impulsive
drives
 Ego: individuals conscious control . It
functions as an internal monitor that attempts
to balance the impulsive demands of id
and the social cultural constraints of super
ego
Super Ego : conceptualized as the individuals
internal expression of societies moral and
ethical code of conduct - it acts as the brake
system
Development stages
 Oral
 Anal
 Phallic
 Latent
 Genital
Freudian Theory and product
personality
 human drives are largely
unconscious and that consumers
are primarily unaware of their
true reason for buying what
they buy
 Consumer purchases are the
reflection and extension of their
own personality
 Eg: potato chips ; Ambitious,
successful high acheivers , Nuts:
Neo Freudian Personality
Theory
 Social relationships are
fundamental to the formation
and development of personality
 individuals can be classified into
3 groups
* Complaint
* Aggressive
* Detached
 Complaint : individuals those who move
towards each other ( desire to be loved ,
wanted and appreciated)
 Aggressive : individuals who move
against other ( desire to excel and win
admiration)
 Detached : Who move away from others (
independence, self sufficiency , freedom )
Trait theory
 Quantitative , it focuses on the measurement
of personality in terms of specific
psychological characters called traits
 Traits : any distinguishing relatively enduring
way in which an individual differs from
another
 Personality test measures:
* Consumer innovativeness
* Consumer Materialism
* Consumer Ethnocentrism
Consumer Innovativeness
 Dogmatism : Is a personality trait that
Measures the degree of rigidity that
individuals display towards unfamiliar or
information that are contrary to their
own beliefs
 Social character : inner directed&
outer directed
 Need For uniqueness (NFU)
 Optimum Stimulation Level (OSL)
 Sensation seeking
 Variety and novelty
Cognitive Personality Factors
 Need for cognition measures a
persons craving for enjoyment

 Visualizers Vs Verbalizers
Consumer Materialism
 To assess the degree of
attachment to worldly possessions
Consumer ethnocentrism
 Identifies consumer likeliness to
accept or reject foreign-made
products
Self Concept theory
 This theory holds that individuals have a
concept of who they are ( actual self) and a
concept that who they think they would like
to be ( ideal self)
 it is governed by the desire to attain self
consistency and desire to enhance ones self
esteem
 Extended Self: certain products have
symbolic value and are considered to be an
extension of our personality
* Individual level
* Family Level
* Community Level
Brand Personality
 Is the portion of the brands
overall image , understood perhaps
by many consumers but more
attractive to some consumers
than others
 brands have 3 dimensions :
*Physical attributes
* Functional Attributes
* brand Characterization
Related Concept
 Self Consciousness
 self esteem
 multiple selves
 symbolic interactionism
 Looking –glass self