Personality means how a person affects others andeasyonlinebooks.weebly.com/uploads/1/1/0/7/... ·...
Transcript of Personality means how a person affects others andeasyonlinebooks.weebly.com/uploads/1/1/0/7/... ·...
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