personality - 10

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CONSUMER AS AN INDIVIDUAL

PERSONALITY



YOUNG, TRENDY, UPPER MIDDLE CLASS, FREAKY

SO CLOSE YET SO DIFFERENT



PERSONALITY

PERSON¶S DISTINGUISHING PSYCHOLOGICAL

CHARACTERISTICS THAT LEAD TO RELATIVELY

CONSISTENT AND ENDURING RESPONSES TO HIS

OR HER ENVT.

THOSE INNER PSYCHOLOGICAL

CHARACTERISTICS THAT BOTH DETERMINE AND

REFLECT HOW A PERSON RESPONDS TO HIS OR

HER ENVT.



Definition of Personality

Personality is the dynamic organization

within the individual of those

psychophysical systems that determinesher/his unique adjustments to her/his

environment.

Personality = Heredity + Environment

(Culture, Family, Societal Framework,

Situations)



PERSONALITY DEVELOPMENT

Genetic

determinants

Experiential

determinants

Prenatal

determinants

Determinants

based on culture,social class,

race, religion, etc.

Development of stable personality

characteristics involving emotional

reactions, attitudes, motives,

interests, beliefs, fears, desires

Individual differences

in behavior associated

with trait differences

Origin of Behaviour that are

Personality traits Personality traits influenced by

by personality traits



THREE DISTINCT CHC.

R EFLECTS INDIVIDUAL DIFFER ENCES

SELF - CONFIDENCE AUTONOMY

DOMINANCE ADAPTABILITY

SOCIABILITY DEFENCIVENESS

CONSISTENT AND ENDUR ING

PER SONALITY IN R ESPONSE TO ABR UPT EVENTS

CAN CHANGEAS PAR T OF GR ADUAL

MATUR ING PR OCESS



SIGMUND FREUD

Biographical Sketch Born May 6th,1856, Frieberg,

Moravia.

Excellent Student. Graduated in Medicine from

Univ. of Vienna in 1873.

During 1885, Freud received aresearch grant to travel to Paris

and work with Jean Charcot. Charcot, (one of the most

prominent neurologists of thattime) was investigating thecauses of Hysteria, a

psychological disorder.



FREUD¶S PSYCHOANALYTICAL THEORY OF PERSONALITY

UNCONSCIOUS NEEDS OR DRIVES ESPECIALLY

SEXUAL AND BIOGENIC DRIVES ARE AT THE

HEART OF HUMAN MOTIVATION AND

PERSONALITY.



STRUCTURE OF PERSONALITY

PERSONALITY

EGOID

SUPEREGO

INSTINCTIVE DRIVE/

INSTANT GRATIFICATION

THE PLEASURE PRINCIPLE

STRIVING FOR PERFECTION

RESTRAIN AGGRESSIVE

IMPULSES/ MORAL CODES

BALANCER

MODERATOR

POSTPONES OR PUSH

AHEAD IMPULSES

FOR A SUIATBLE MOMENT



Topographical Model of The

Mind



FREUD¶S VIEW OF THE PERSONALITY

Superego

Ego

An interaction of the three parts of the

personality lead to behavior (B)

R ational overt actions

Some thought processes

CONSCIOUS

Knowledge

cognitive processes

PR ECONSCIOUS

Basic Drives

Conscience

Creative thought processes

UNCONSCIOUS



THEORIES OF

PERSONALITYFREUDIAN THEORY Id, Superego, and Ego

STAGES OF PERSONALITY DEVELOPMENT

ORAL STAGE

ANAL STAGE

PHALLIC STAGE

LATENCY STAGE GENITAL STAGE

NEO FREUDIAN : COMPLIANT, AGGRESSIVE, DETATCHED(HORNEY) : SULLIVIAN TALKED ABOUT CHILD PARENTRELATIONSHIPS



AGGRESSIVE COMPLIANT DETATCHED



The Functions Based Jungian types

Thinking : Naming and interpreting experience.

Feel ing : Evaluating an experience for its emotional worthto us.

S ensing : Experiencing the world through the senses

without interpreting or evaluating it. I ntuiting : Relating directly to the world without physical

sensation, reasoning or interpretation.



Perception & Personality Type

Machiavellianism: Niccola Machiavelli, 16th

century author.

Locus of Control: Internal & External Self Esteem & Self Concept

Problem Solving Style:

± Sensation-Feeling Style

± Sensation-Thinking Style

± Intuition-Feeling Style

± Intuition- Thinking Style



Sixteen Personality Traits Identified by

Cattell

Reserved vs Outgoing

Dull vs Bright

Unstable vs Stable

Docile vs Aggressive

Serious vs Happy-go-lucky

Expedient vs Conservative

Shy vs Uninhibited

Tough minded vs Tender

minded

Trusting vs Suspicious

Practical vs Imaginative

Unpretentious vs Polished

Self-assured vs Self-

reproaching

Conservative vs Experimenting

Group Dependent vs Self-

Sufficient

Undisciplined vs Controlled

Relaxed vs Tense



The Concept Of Self

The self is the midpoint of personality, aroundwhich all the other systems are constellated. It isattained by balancing and integrating all parts of

personality.

Attitudes:

I ntrov ersion: Focused inward; the person is

cautious, shy, timid, reflective.

Ex trov ersion: Focused outward; the person isoutgoing, sociable, assertive, energetic.



RELATED CONCEPT TO

PERSONALITY : SELF - CONCEPT

SELF - IMAGES

PER CEPTIONS OF SELF

BR AND IMAGE « MUST MATCHSELF - IMAGE

EACH INDIVIDUAL « HAS AN IMAGE OF HIMSELF/HER SELF

AS A CER TAIN KIND OF PER SON, WITH CER TAIN TR AITS, HABITS,

POSSESSIONS, R ELATIONSHIPS, AND WAYS OF BEHAVING.



FOUR SPECIFIC KINDS

ACTUAL SELF - IMAGE

IDEAL SELF - IMAGE

SOCIAL SELF - IMAGE

IDEAL SOCIAL SELF - IMAGE

EXPECTED SELF ± IMAGE

EXTENDED

SELF

ALTER ING

THE SELF

PR ODUCTS

EXTENSIONS

OF SELF

CR EATING A NEW SELF

MAINTAINING THE

EXISTING SELF

EXTENDING THE SELF



LOOKING GLASS SELF

MULTIPLE SELVES ALTERED SELF VIRTUAL SELF

SELF ESTEEM

BRAND PERSONALITY /BRAND PERSONIFICATION

EXTENDED SELF LEADS YOU TO BUY SOMETHING FOR

ACTUALLY USING ITSYMBOLICALLYSTATUSIMMORTALITYMAGICAL POWERS



THE MAKEUP OF THE SELF-

IMAGEA variety of different self-image constructs have been identified in

the consumer behavior literature. One popular model depicts four

specific kinds of self-image :

(1) Actual self-image (e.g., how consumers in fact see themselves)

(2) Ideal self-image (e.g., how consumers would like to seethemselves

(3) Social self-image (e.g., how consumers feel others to see them)

(4) Ideal Social self-image (e.g., how consumers would like other to

see them)

Other research has identified a fifth type of self-image, expectedself-image (e.g., how consumers expect to see themselves at some

specified future time.



2. CONSUMER MATERIALISM

SUCCESS CENTRALITY HAPPINESS

FIXATED CONSUMPTION BEHAVIOR

COMPULSIVE CONSUMPTION BEHAVIOR

3. CONSUMER ETHNOCENTRISM SCALE OR CETSCALE

HMT BAJAJ



Brand Personalities of Select Brands

BR AND SEX AGE OTHER CHAR ACTER ISTICS

---------------------------------------------------------------------------------------------------------------------

LEVI¶S M/F 15-40 Individualistic,lavish,smart,trendy, upper crust

LEE COOPER M/F 20-35 Individualistic,sporty,tough,risk taker, assertive

LEE M 20-30 Anti establishment, macho, wild, outdoors,

aggressive

WR ANGLER M 20-25 Single, well off, handsome, tough & tough,

successful

FLYING M 15-25 Ambitious, innocent, confident, flirtatious, goodMACHINE natured

KILLER M 25-35 R easonably well off, rough & rough, µbad guy¶

semi-urban, unattractive to girls

LEVI¶S



MARKETING STRATEGY--------------------------------------------------------------------------------------

BRAND MARKETING STRATEGY--------------------------------------------------------------------------------------

LEVI¶S Target product at a wide age band between 15 and 45;emphasize the cult status of the brand around the world,

price the product at a premium to every brand.

LEE Position the jeans as an extension of the American Dream;sell through showrooms to maintain aura; price the productat the same level as top end competitors.

LEE COOPER Offer different fits to occupy comfort pattern; price product

at the same level as top end competitors; drawassociations from European lifestyle.



WRANGLER Target young urban buyers through customised

communication; position the product to appeal to outdoorinstincts; use the type generated by mega brands to pushsales.

JORDACHE Position the product as high fashion weekend casualwear; use lifestyle advertising to create an aura

of affluence; sell through exclusive counters atpremium stores.

PEPE Position the product as the choice of the fashionconscious; offer different ranges for men and women

separately; expand reach by selling throughmulti-brand outlets.

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