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PERSONALITY

PERSONALITY. PERSONALITY. I nner psychological characteristic that reflect how a person responds to his/her environment. Inner characteristics -can be specific personal qualities, attributes, traits, mannerisms that distinguish one individual from others. The Nature of Personality.

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PERSONALITY

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  1. PERSONALITY

  2. PERSONALITY • Inner psychological characteristic that reflect how a person responds to his/her environment. • Inner characteristics -can be specific personal qualities, attributes, traits, mannerisms that distinguish one individual from others

  3. The Nature of Personality • Personality reflects individual differences • Personality is consistent and enduring • Personality can change

  4. Theories of Personality • Freudian theory • Unconscious needs or drives are at the heart of human motivation • Neo-Freudian personality theory • Social relationships are fundamental to the formation and development of personality • Trait theory • Quantitative approach to personality as a set of psychological traits

  5. PSYCHOANALYTICAL THEORY • Sigmund Freud believed that unconscious thoughts controlled the consciousmind and this plays a significant role in developing our personalities.

  6. Freudian Theory and “Product Personality” • Consumer researchers using Freud’s personality theory see consumer purchases as a reflection and extension of the consumer’s own personality

  7. Freudian Theory • Id • Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction • Superego • Individual’s internal expression of society’s moral and ethical codes of conduct • Ego • Individual’s conscious control that balances the demands of the id and superego

  8. Neo-Freudian Personality Theory • Social relationships are fundamental to personality • Alfred Adler: • Style of life • Feelings of inferiority • Harry Stack Sullivan • We establish relationships with others to reduce tensions • Karen Horney’s three personality groups • Compliant: move toward others • Aggressive: move against others • Detached: move away from others

  9. CONTRIBUTORS TO PERSONALITY THEORY Erik Erikson- • The stronger self-identity, the more confident and assertive youare.

  10. Alfred Adler • Believed that people are born with an inbuilt sense of inferiority • We strive for something better- express our superiority Inferior Feeling Superior Feeling

  11. Trait Theory • Personality theory with a focus on psychological characteristics • Trait - any distinguishing, relatively enduring way in which one individual differs from another • Personality is linked to how consumers make their choices or to consumption of a broad product category - not a specific brand

  12. TRAIT THEORY • A trait is a personality characteristic, e.g. outgoing or shy • Marketers identify characteristics of a certain market segment

  13. Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking The degree to which consumers are receptive to new products, new services, or new practices Trait Theory Consumer Innovators And Noninnovators

  14. Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs Trait Theory Consumer Innovators And Noninnovators

  15. Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking 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 Trait Theory Consumer Innovators And Noninnovators

  16. Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking Consumers who avoid appearing to conform to expectations or standards of others Trait Theory Consumer Innovators And Noninnovators

  17. Cognitive Personality Factors • Need for cognition (NC) • A person’s craving for enjoyment of thinking • Individual with high NC more likely to respond to ads rich in product information • Visualizers versus verbalizers • A person’s preference for information presented visually or verbally • Verbalizers prefer written information over graphics and images.

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

  19. This ad is designed to appeal to consumer ethno-centrism.

  20. SELF-CONCEPT THEORY • Elements- • Self-image • Self-esteem (how we feel) • +Ve- Triumph, pride and • -Ve- Despair, Shame

  21. SELF-IMAGE AND BUYING BEHAVIOUR • Real self • How we perceive ourselves • Ideal self • How we think we are perceived by others • Social self • How others see us

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