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PERSONALITY
Personality is defined as the enduring or lasting patterns of
NATURE OF PERSONALITY
A persons unique and relatively stable behavior
patterns. The consistency of who you are, have been, and will become. Character of the person. Temperament: Hereditary aspects of personality, including sensitivity, moods, irritability, and adaptability.
Personality theories
The following are approaches to personality theory:
PSYCHOANALYTICAL THEORY
Based on the idea that adult behaviour is a reflection of childhood experiences. Sigmund Freud believed that unconscious thoughts controlled the conscious mind and this plays a significant role in devloping our personalities.
Five key stages of childhood development that Freud believed influenced personality development:
I. II. III. IV. V. ORAL ANAL PHALLIC LATENT GENITAL
SOCIAL THEORY
The social learning theory of personality consider human behaviour as an important behaviour. It focuses attention on the behaviour patterns and cognitive activities in relation to the specific conditions that evoke or modify them. This behaviour is emphasized by human behaviour in a particular situation. There are two ways of learning: 1) Through reinforcement and direct experience 2) Learning by observing others,vicarious learning.
Erik Erikson
Considered ego to be a major motivating force in human development and personality The stronger your self-identity, the more confident and assertive you are Implications for marketing are that people are more likely to buy brands that reflect their self image Alfred Adler Believed that people are born with an inbuilt sense of inferiority We strive for something better - express our superiority We are influenced by heredity, the environment and intrinsic factors
shy
Trait theories attempt to identify and categorise
personality characteristics
Marketers can use this information to identify
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 image Self-concept is made up of two elements
Self-image Self-esteem Our self-concept can vary across situations
Real self
Ideal self
Social self
of self
Their physical and material possessions convey status, success and prestige
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