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Personality

Definition of Personality The inner psychological characteristics that both determine and reflect how a

person responds to his or her environment

The characteristic and the distinctive trait of an individual ,the stable and theshifting pattern of relationship b/w these traits and the way the traits interact

to help or hinder the adjustment of a person to other people and situations.

An individual's characteristics response tendencies across similar situations ofthose psychological characteristics that both determine and reflect how a person

responds to his or her environment

Individual characteristics Values Beliefs Principles Attitudes Traits

Socio-culture element Cognitive element

A consumers choice be it for a product, service or even the store where thepurchase will be made, is all determined by his personality

Nature of Personality

Personality reflects individual differences Personality is consistent and enduring Personality can changeProperties of personality

Personality is used to account for differences b/w individuals rather than thesimilarity

Personality is believed to be consistent and enduring over time and tends to carryto a variety of situations yet at times the behaviour of individuals often varies due

to specific motives, attitudes, gp pressures &even new pdt introduction may

influence CB.

Personality may change during some major events of life as marriage, birth, deathin family, change in economic circumstances and the process of ageing.

MAJOR THEORIES OF PERSONALITY Freudian theory (psychoanalytic theory) Neo-Freudian theory Trait theory

Theories of Personality Freudian Theory of Personality or Psychoanalytic Theory

Personality is the nucleus or the center of the interaction between threesystems

Id


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Warehouse of primitive or instinctual needs for which individual seeks

immediate satisfaction .It is the source of an individuals basic drives

and urges such as hunger, sex, aggression and self preservation .It

operates on the pleasure principle.

EgoIndividuals conscious control that balances the demands of the id and

superego. it comes into being because of the limitations of the Id in

dealing with real world by developing individuals capabilities of

realistic thinking & ability to deal suitably with his/her environment. It

works on reality principle. It is capable of postponing the gratification

until the time it will be suitably and effectively directed at attaining the

goals of the id in a socially acceptable manner.

SuperegoIndividuals internal expression of societys moral and ethical codes of

conduct. it represents the ideal rather than the real ,defines what is

right and good an it influences the individual to strive for perfection

Application of Freudian Theory in Consumer Behavior

Brand Personality The set of traits people attribute to a product as if it were a person The assumptions behind brand personality is the belief that brands can

also have personalities like human beings

Celebrity Endorsement A Celebrity promotes a product or brand, it makes more impact and

becomes easier to consumers to recall

A consumer associates the product with the image or personality of theperson endorsing it

Shortcomings of Freudian Theory

Freuds approach is subjective Freuds theory was set in the socio-cultural backdrop of 19th century A Purchase actually results from consumers foresight rather than his need Personalities take shape from childhood and reiterate their basic learningFREUDIAN THEORY AND PRODUCT PERSONALITY

Consumer researchers using Freuds personality theory see consumer purchasesas a reflection and extension of the consumers own personality

There are several themes based on psychoanalytic theory which are sometimesused by marketers in attempting to influence consumers such as fantasy, wish

fulfillment, aggression and escape from life's pressures (perfume, hair dye,skincare, dresses, farm houses and motor cycles are some examples)

New-Freudian Theories Jungs theory of psychological types

Collective unconscious Certain Archetypes Four Dimensions of a personality


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Sensing-intuiting Thinking-feeling Extroversion-introversion Judging-perceiving

New-Freudian Theories Myers-Briggs Type Indicator (MBTI)

Two dimensions to understand personality Sensation and intuitions Thinking and feeling

Sensation Consumer is particular about accuracy and objectivity in collecting

and processing data regarding a product or service

Intuition Consumer seeks an overview of all the information and trusts his

instincts

Thinking Consumer emphasizes or focuses on taking a logical decision that

is rational and acceptable at all times

Feeling Consumer takes the decision subjectively

New-Freudian Theories

View of Karen Horney The origin of differences of men and women were shaped by culture and

the society of the person

People faced with difficult relationships, tried to seek refuge in defensemechanism such as neurosis

Based on neurosis and relationships 3 types of personalities Those who move toward people Those who move against people Those who move away from the others

Social relationships are fundamental to the formation and development ofpersonality. These social theorists viewed individuals as striving to win

over the feelings of inferiority and searching for ways to gain love,

security and relationship. They emphasized that childhood experiences in

relating to others produce feeling of inferiority ,insecurity and lack of

love. Such feelings Motivate people to make themselves perfect an device

methods to cope with anxieties resulting from feelings of inferiority.

CARL JUNG believed that an individual culture created an accumulation

of shared memories from the past such as caring and nurturing females

,heroes, and old wise men. These shared memories are called as

archetypes .

Jung identified several types of personality like:

Sensing-thinking (rational objective decisions) Sensing-feeling (moved by personal values rather than logic, believe in

personal exp)


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Intuiting-thinking(rely on imagination, logic, long term perspective) Intuiting-feeling (use imagination, consider others point ,seek novelty

,take risks).

New-Freudian Theories

CADCAD Factors Related Traits Marketers Strategy

Compliant

Modest

TraditionalReceptive

Marketer needs to inform him about his

product and its uses and relate it to hissocial affiliations.

Aggressive

High Level of Confidence

Extrovert

Egoistic

Marketer has to appeal to him i.e. he

should project that unique or innovative

feature of the product that establishes its

superiority.

Detached

Suspicious of people

Introvert

Anxious

Marketers has to try and win the

confidence, through ads that show facts

and statistics to prove the products

credibility

Adler and Sullivan Social angle play an important role in a persons choice Style of life

Efforts made my human beings to seek, pursue and fulfillreasonable objectives such as good social relations, prestige in

society etc.

Every person was born with a feeling of inferiority and as the person grewold, his or her efforts were directed at reducing such feelings

All the actions of the people were directed at alleviating themselves from astate of tension or anxiety to a state of tranquility

Trait Theory A quantitative approach to the personality theory Personality of a person depends on his or her inherent TRAITS A Trait is any distinguishing, relatively enduring way in which one

individual differs from another

Quantitative approach to personality as a set of psychological traits. Thistheory states that human personality is composed of a set of traits that

describe general patterns. J.P Guliford describe a traits as any

distinguishing and relatively enduring way in which one individual differs

from another .the concept can be summed up in 3 assumptions:

Behavioral tendencies in individual are relatively stable. A limited no of traits are common to most individuals, they differ only in

the degree to which they have these tendencies.

These traits have relative degree when identified and measured are usefulin characterizing individual personalities.


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Innovativeness- The degree to which consumers are receptive to new products,new services, or new practices

Dogmatism- A personality trait that reflects the degree of rigidity a persondisplays toward the unfamiliar and toward information that is contrary to his or

her own established beliefs

Social character-Ranges on a continuum for inner-directedness to other-directedness

Inner-directedness

rely on own values when evaluating products

Innovators

Other-directedness

look to others

less likely to be innovators

Need for uniqueness-Consumers who avoid appearing to conform to expectationsor standards of others

Optimum stimulation level- A personality trait that measures the level or amountof novelty or complexity that individuals seek in their personal experiences

High OSL consumers tend to accept risky and novel products more readily than

low OSL consumers.

Variety-novelty seeking- Measures a consumers degree of variety seekingExamples include:

Exploratory Purchase Behavior

Use Innovativeness

Vicarious Exploration

A customers decision could be dominated by any of the followingpersonality traits Innovation Influence Materialism Consumer ethnocentrism

Need for uniqueness Need for cognition

Multiple Trait Theory and Five-factor Theory A marketer has to offer his products on the basis of a single trait of more

than one trait of a consumers personality

The different traits of a personality are Openness to experience Conscientiousness Extraversion Agreeableness Neuroticism


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COGNITIVE PERSONALITY FACTORS

Measures a consumers degree of variety seeking Examples include:

Exploratory Purchase Behavior Use Innovativeness Vicarious Exploration

CUSTOMER ETHNOCENTICISM

Ethnocentric consumers feel it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes

BRAND PERSONALITY

Personality-like traits associated with brands Examples

Purdue and freshness Nike and athlete BMW is performance driven Levis 501 jeans are dependable and rugged

Brand personality which is strong and favorable will strengthen a brand but notnecessarily demand a price premium

PRODUCT PERSONALITY ISSUES

Gender Often used for brand personalities Some product perceived as masculine (coffee and toothpaste) while

others as feminine (bath soap and shampoo)

Geography Actual locations like Philadelphia cream cheese and Arizona iced tea Fictitious names also used such as Hidden Valley and Bear Creek

Color Color combinations in packaging and products denotes personality


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The Concept of Self An individuals view about himself i.e. about his tastes, personality, capabilities

and shortcomings

An image shaped by the very person holding that image We buy and use products that reflect our image in order to let others know what

image we are portraying Components of self-concept

Physical Academic Social Transpersonal

Ideal self conceptwho he wants to become Private self concepthow a person would like to see himself Social self concepthow one would like to be seen by others Single and Multiple Selves

An individual is guided by single image when his action display aprominent and consistent influence of one specific image that he has ofhimself

A person may also have many roles to play, it is possible that a personmight have multiple selves

A person may also modify his image according to circumstances, eventsand his own needs

Self and Situation Self


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When faced with specific situation, a person is guided by what he thinkshe should do (in keeping with his view of self) and what others might

think he should do

Every persons self image has a bit of social image in it Existing self - every person has an image of himself as an individual

refers to all the present and past experiences and aspirations of a person

Future self - what a person aspires to be in future 3 dimensional view of self

The past The present The possible future self of a person

Relationship between Self Image and Brands ImageBrand Owned Their View of a

Volkswagen Owner

Their View of a Pontiac

Owner

Their Perceived

Self

Pontiac Sensible

Creative

Quality Conscious

More Status Conscious and

Less Sensible

More Adventurous and Less

Creative

More Pleasure Seeking andLess Quality Conscious

Flashy

Sporty

Less Economical

Volkswagen Status Conscious

Sporty

Fashionable

More Conservative and Less

Flashy

More Individualistic and

Less Sporty

More Economical and Less

Style Conscious

Traditional

Creative or Unique

Quality Conscious

Methods of Self-concept Assessment Rating Scales Checklist Method Q-short Technique Free-response Method

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