Personality

Ajay Kumar

2/8/2012

Approach to personality!! Defining Personality

Dual influence of heredity and early childhood experience Broader social and environmental influences Is a unified whole Specific traits Personality are those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.

Ajay Kumar

2/8/2012

Defining Personality

Personality are those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.

Inner Psychological Characteristics

Ajay Kumar

2/8/2012

Little more about Personality!!

Personality reflects individual differences Personality is consistent and enduring Can personality change?

Yes!

Ajay Kumar

2/8/2012

Theories of Personality

Freudian theory Neo-Freudian theory Trait Theory

Ajay Kumar

2/8/2012

Psychoanalytic Perspective

first comprehensive theory of personality

University of Vienna 1873 Voracious Reader Medical School Graduate

(1856-1939)
Specialized in Nervous Disorders Some patients disorders had no physical cause!

Ajay Kumar

2/8/2012

Psychoanalytic Perspective

first comprehensive theory of personality

Q: What caused neurological symptoms in patients with no neurological problems?

Unconscious Psychoanalysis
Free Association
2/8/2012

Ajay Kumar

Freudian theory

Epitome of modern psychology Unconscious needs or drives, especially sexual and biological drives are at heart of human motivation and personality ID Superego Ego

Ajay Kumar

2/8/2012

ID

Primitive and Impulsive Drives

Thirst, Hunger and Sex Immediate satisfaction Without considering mean and aftermath of satisfaction

Ajay Kumar

2/8/2012

Ajay Kumar

2/8/2012

Superego

Superego

Internal expression of societys moral and ethical codes of conduct Break to ID

Ajay Kumar

2/8/2012

Ajay Kumar

2/8/2012

EGO

Individuals conscious control Balances the impulsive demands of the ID and socio-cultural constraints of the superego

Ajay Kumar

2/8/2012

Ajay Kumar

2/8/2012

Ajay Kumar

2/8/2012

Ego
Interacting Systems

ID

Personalit y

Superego
Personality arises from conflict between aggressive, pleasure-seeking impulses and social restraints
Ajay Kumar 2/8/2012

Freud perspective and product personality

Human drives are largely unconscious Buying behavior is reflection of personality

Ajay Kumar

2/8/2012

Neo-Freudian Theory

Personality is primarily instinctual and sexual in nature

Ajay Kumar

2/8/2012

Neo-Freudian Theory

Personality is primarily instinctual and sexual in nature Social relationships are fundamental to formation and development of personality. Honrney Individuals can be classified in three personality groups

Complaint Move towards others Aggressive Move against others Detached Move away from others

Ajay Kumar

2/8/2012

Trait Theory

Qualitative

Quantitative

Ajay Kumar

2/8/2012

Trait Theory

Quantitative Trait: Any distinguishing, relatively enduring way in which one individual differ from others Consumer Innovativeness Consumer Materialism Consumer Ethnocentrism

Ajay Kumar

2/8/2012

Congruence with personality

Personality can be linked to consumption of broad product category rather than specific brand.

Jennifer A Aker, 1997

Brand Personality
Product-Personality Congruence Congruence
Ajay Kumar

Brand-Personality
2/8/2012

Brand-Personality Congruence

Woodland Rough and Tough Thums up For grow up man Lux Story Brand Gendering

Bajaj Pulsar Definitely Male Hero Honda Pleasure Why should boys have all the fun Fair and Handsome Ladkon ki fairness cream

Ajay Kumar

2/8/2012