Professional Documents
Culture Documents
• One’s personality changes not only in response to abrupt events, but also as
part of a gradual maturing process.
• Optimum stimulation level sensation seeking
Love forever
KFC – SO GOOD..
Superego
Surf excel
• New product managers may try to create brands that
fulfills needs of the ID, Ego, Super Ego.
• Because Sigmund had always been very stubborn and rigid about his ideas
and theories, hence his members and followers began to break from the
Freudian camp.
• Here, they disagreed with their contemporary, Freud who believed that
personality was
i) biological and rooted in genetics, and
ii) was groomed as a result of early childhood experiences.
• Neo-Freudians believed that social relationships are
fundamental to the formation and development of personality
Jungian theory
The Myers–Briggs Type Indicator (MBTI) is an introspective self-report questionnaire
claiming to indicate psychological preferences in how people perceive the world around
them and make decisions
• Marketers could draw in heavily in
the impact that opinion leaders,
interpersonal communication and
word of mouth
could have on consumer decision processes and
consumption processes.
• This would also include the impact that family, friends, social
class, culture and sub-culture.
• The trait theories can be of two broad categories, viz., simple trait theories and
general trait theories. While
i) Simple trait theories: A limited number of traits are identified, and people are
identified and classified on the basis of these traits.