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 the shifting 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 of those 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 the purchase will be made, is all determined by his personality Nature of Personality Personality reflects individual differences Personality is consistent and enduring Personality can change Properties of personality Personality is used to account for differences b/w individuals rather than the similarity Personality is believed to be consistent and enduring over time and tends to carry to 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, death in 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 three systems Id

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. Ego Individuals 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. Superego Individuals 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 the person 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 learning FREUDIAN THEORY AND PRODUCT PERSONALITY Consumer researchers using Freuds personality theory see consumer purchases as a reflection and extension of the consumers own personality There are several themes based on psychoanalytic theory which are sometimes used 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

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 defense mechanism 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 of personality. 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)

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

New-Freudian Theories CAD CAD Factors Related Traits Modest Traditional Compliant Receptive High Level of Confidence Extrovert Aggressive Egoistic Suspicious of people Introvert Anxious

Detached

Marketers Strategy Marketer needs to inform him about his product and its uses and relate it to his social affiliations. Marketer has to appeal to him i.e. he should project that unique or innovative feature of the product that establishes its superiority. 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 fulfill reasonable objectives such as good social relations, prestige in society etc. Every person was born with a feeling of inferiority and as the person grew old, his or her efforts were directed at reducing such feelings All the actions of the people were directed at alleviating themselves from a state 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. This theory 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 useful in characterizing individual personalities.

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 person displays 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 otherdirectedness 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 expectations or standards of others Optimum stimulation level- A personality trait that measures the level or amount of 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 seeking Examples include: Exploratory Purchase Behavior Use Innovativeness Vicarious Exploration A customers decision could be dominated by any of the following personality 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

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 not necessarily 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

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 concept who he wants to become Private self concept how a person would like to see himself Social self concept how one would like to be seen by others Single and Multiple Selves An individual is guided by single image when his action display a prominent and consistent influence of one specific image that he has of himself A person may also have many roles to play, it is possible that a person might have multiple selves A person may also modify his image according to circumstances, events and his own needs Self and Situation Self

 When faced with specific situation, a person is guided by what he thinks he 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 Image Brand Owned Their View of a Their View of a Pontiac Their Perceived Volkswagen Owner Owner Self Pontiac Sensible Creative Quality Conscious Volkswagen Status Conscious Sporty Fashionable More Status Conscious and Flashy Less Sensible More Adventurous and Less Sporty Creative More Pleasure Seeking and Less Economical Less Quality Conscious More Conservative and Less Traditional Flashy More Individualistic and Creative or Unique Less Sporty More Economical and Less Quality Conscious Style Conscious

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