Personality means how a person affects others and how he understands and views himself as well as the pattern of inner and outer measurable traits , and the person situation interaction.

A person’s general style of interacting with the world

the inner psychological characteristics that both determine and reflect how a person respond to his or her environment

Sum total of all typical ways of acting, feeling, and thinking that makes a person different from all others

Nature of personality

1.Reflects individual difference

2.Consistent and enduring

3.Personality can change

Theories of personality1.Freudian Theory

- unconscious needs or drives are at the heart of human motivation

2.New Freudian Theory

- social relationships are fundamental to the formation and development of personality

3.Trait Theory

-quantitative approach to personality and a set of psychological traits.

1. FREUDIAN THEORY

Freud proposed that the human personality consists of three interacting systems:

Id - energy constantly striving to satisfy basic drives

Pleasure Principle

Ego - seeks to gratify the Id in realistic ways

Reality Principle

Super Ego

- voice of conscience

that focuses on how

we ought to behave

Freud proposed that the human personality consists of three interacting systems:

Id:

Immediate

Gratification

Pleasure

Principle:

To maximize

pleasure and

avoid pain

Ego:

MediatorSuperego:

System that

internalizes

society’s rules

Freudian Systems

Primitive Drive Reality Beliefs - Morals, Ethics

ID:- The ID was conceptualized as a “warehouse” of drives-basic physiological needs- for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction.

SUPEREGO:- The superego is conceptualized as the individual’s internal expression of society’s moral and ethical codes of conduct. The superego role is to see that the individual satisfies needs in a socially acceptable manner.

EGO:- The EGO is the individual’ s conscious control. It functions as an internal monitor that attempts to balance the impulsive demands of the ID and the socio cultural constraints of the superego.

Limitations

Unconcerned with interpersonal relations, individual identity and adaptation over one’s lifetime

2. NEO-FREUDIAN PERSONALITY THEORY

Believes that social relationships are fundamental to

the formation and development of personality. The

theory proposed that the individuals can be classified

into three personality groups:

1.Compliant-those who move towards others (they desire

to be loved, wanted and appreciated)

2.Aggressive- those who move against others (they

desire to excel and win admiration.

3.Detached- those who move away from others (they

desire independence, self-reliance, self-sufficiency, and

individualism or freedom from obligations.

3. TRAIT THEORY

The orientation of trait theory is primarily qualitative , it focuses on the measurement of personality in terms of specific psychological characteristics, called traits.

Traits: Any distinguishing, relatively enduring way in which one individual differs from another.

No hidden personality dynamics…just basic personality dimensions

The Big FiveEmotional Stability

Extraversion

Openness

Agreeableness

Conscientiousness

• Calm/Anxious

• Secure/Insecure

• Sociable/Retiring

• Fun Loving/Sober

• Imaginative/Practical

• Independent/Conforming

• Soft-Hearted/Ruthless

• Trusting/Suspicious

• Organized/Disorganized

• Careful/Careless

Use of personality in marketing Products have their own ‘brand personality’

People assign personalities to brands based on:

Characteristics of product category

Brand’s features

Packaging

Advertising

Consumers will tend to purchase the product with the personality that closely matches their own, or that strengthens an area in which they feel weak

The use of personality in marketing

Brand image is what people think of and feel when they

hear or see a brand name.

Brand personality is a set of human characteristics that

become associated with a brand and are a particular type of

image that some brands acquire.

Brand equity:

The extent to which a consumer holds strong, favorable, and

unique associations with a brand in memory.

Advertisers are keenly interested in how people think about brands.

DIMENTIONS OF BRAND PERSONALITY

Components of Brand Personality

Brand Name & Logo

Colour& Packaging

Advertisement (including Brand Ambassador)

Price

Performance

Self-concept theory

Based on the set of attitudes a person holds about

themselves and is made up of self-images and the

evaluation of these images

Self-concept is made up of two elements

Self-image

Self-esteem

Our self-concept can vary across situations

Self-concept is an individual’s perception of himself

that is formed over time.

It is made up of different components -- physical self,

social self, emotional self and academic self.

It is composed of all the beliefs (general

characteristics and abilities) and evaluations the

person has about himself. These beliefs (self-image)

and evaluations (self-esteem) actually determine not

only who he is, but what he think he is, what he think

he can do and what he think he can become.

SELF CONCEPT

Development of Self-Concept Learned over time through verbal + nonverbal

reactions of significant others - parents, teachers, siblings, peers, schoolmates

Personal history of successes and failures

Personal expectations

" A child's life is like a piece of paper whereby

every passer-by leaves a mark!"

Self-image and buying behaviour

The different aspects of self-image that influence buying

behaviour include:

Real self

-How we perceive ourselves

Ideal self

-How we think we are perceived by others

Social self

-How others see us

Consumers purchase products that reflect their sense of self