Definition of Personality

Personality is the inner psychological characteristics that both determine and reflect how a person responds to his or her environment The nature of personality -Personality reflects individual differences ( e.g.,some people like to take risks, where as others not) -Personality is consistent and enduring (mothers comments about her child:-he has been impulsive from the day one) -Personality can change (some major events like birth of child or death of a loved one)

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

Freudian Theory A representation of the interrelationship among the Id, Ego, and Superego
System 3 The ego It is the individuals conscious control. The ego tries to balance these two opposing forces of Id and super ego

System 1
The id warehouse of primitive and impulsive drives .The id is selfish Gratification .the id acts without regard to consequence

System 2
The superego the counterweight to the id .it internalise societys rules .it is internal expression of societys moral and ethical codes of conduct.

Id: Warehouse of primitive and impulsive drives

Behavior is guided by the primary desire to maximize pleasure and avoid pain The id is selfish, illogical, and ignores consequences

Superego: A persons conscience and moral voice; it actively opposes the id.
It sees that individual satisfies needs in a socially acceptable fashion.

Ego: The system that mediates conflict between the id and the superego
The ego finds ways to gratify the id that will be acceptable to the outside world

Freudian Theory and Marketing

Researchers believe that human drives are largely unconcuious and consumers are unaware of reasons for buying what they buy
Product Personality -Consumer researchers using Freuds personality theory see consumer purchases as a reflection and extension of the consumers own personality.

Neo-Freudian Theory
Karen Horneys CAD Theory - Using the context of child-parent relationships, individuals desire to conquer feelings of individuality.It can be classified into: Compliant Personality - one who desires to be loved, wanted, and appreciated by others Aggressive Personality - one who moves against or competes with others, desires to excel and win admiration Detached Personality - one who seeks emotional & behavioural freedom from others, desires independence, self-sufficiency and freedom from obligations

Trait Theory
Any distinguishing, relatively enduring way in which one individual differs from one another. Trait theory is an individuals characteristic ways of responding to the social and physical environment: Eg -Innovativeness
How receptive a person is to new experiences

-Materialism
Degree of consumers attachment to worldly possessions

-Ethnocentrism
Consumers likelihood to accept and reject foreign made products

Distinguishing Innovators from NonInnovators

Consumer innovativeness Dogmatism Measures the degree of rigidity vs. openness Social Character Inner directedness, prefer ads that stress product features Other directedness, prefer ads that have social acceptance features Optimum stimulation level, willingness to take risk be innovative Need for uniqueness (NFU), avoids conformity to others expectations and standards ( In appearance or in possessions) Sensation seeking, willingness to take social and physical risk Variety-novelty seeking Exploratory purchase behaviour Vicarious exploration Use innovativeness

Marketing Implications
Personality traits may be related to consumption behaviour Marketers can develop products, services, and communications that appeal to various personality types For e.g. Thumbs Up

Cognitive Personality Factors

Need for Cognition Measures a persons craving for or enjoyment of thinking High in NC-Ads with more product related information Low in NC Ads with background or peripheral aspects Visualizers Stress strong visual dimensions Verbalizers Raise a question and provide the answer

 Consumer materialism Fixated consumption behavior Frequently displayed ,openly shared Barbie dolls Compulsive consumption behavior Realm of normal behavior,addition(uncontrollable shopping,gambling drug addiction, alcoholism)

Brand Personality
Consumers subscribe to the notion of brand personality I.e. they attribute various descriptive personality- like traits or characteristics to different brands Brand personification are specific personality-type traits or characteristics ascribed by consumers to different brands
Issues in Brand Personification includes: Product personality & gender Product personality and geography Personality and colour

How consumers use brand personality

For self-expression act as a bridge Reassurance Communicates the brands functional characteristics Trustworthiness

Brand Personality

Sincerity

Excitement

Competence

Sophistication

Ruggedness

.Down-to-earth .Honest .Wholesome .Cheerful

.Daring
.Spirited .Imaginative .Up-to-date

.Reliable .Intelligent .Successful

.Upper class
.Charming

.Outdoors .Tough

Product and Gender

In the marketplace some products are viewed as mens or womens Gender-typed product image targeted to match consumers gender-role orientation: Masculinity independence, toughness, aggressiveness, competitiveness, achievement, rebelliousness

Femininity tenderness, sensitivity, dependence, compliance, cooperation Androgyny both masculine and feminine characteristics

Examples of Brand Personality, Product & Gender

Brand Personality Volvo Safety & reliability Nike The Athlete in all of us Levis 501 Dependable, rugged, real & authentic Bacardi Breezer Outwardly innocent & inwardly (Cat symbol) naughty Product and Gender - Coffee & Toothpaste Masculine persona -Soap & Shampoo Feminine persona

Personality and colour

Consumers also tend to associate personality factors with specific colours In some cases, various products, even brands, associate a specific colour with personality-like connotations

Personality-like associations of selected colours

Colour
Blue Yellow Green Red Orange Brown White Black Silver, Gold, platinum

Personality Link
Commands respect, authority Caution, novelty, warmth Natural, secure, relaxed, living things Exciting, hot, passionate, strong Affordable, informal, powerful Informal & relaxed, masculine Goodness, purity, chastity, cleanliness, formality Sophistication, power, authority, mystery Regal, wealthy, stately

Self concept
Self-concept is the overall image that a person holds of him or herself. Self-concept emerges out of our impressions about ourselves as well as from others impressions of us Variety of Self-Concepts - Actual self-image - Ideal self-image - Social self-image - Ideal social self-image - Expected self-image - Virtual personality or self Consumers often wish to change themselves to become a different or improved self by grooming, clothing, cosmetics, jewellery etc Expression of self is more popular in Western cultures

Self Image
Self-image is the configuration of beliefs related to the self Actual self-image (or private self): it involves those images that one has of oneself about which one feels protective how consumers see themselves The self-consistency motive: doing things that are consistent with ones own self-image

Ideal self-image: how consumer would like to be By acquiring products consistent with their ideal self-image, consumers may boost their self-esteem. Self-esteem motive is at work here.

Social self-image: how we believe other people see us

The social consistency motive is present

Ideal social self-image: how consumers would like others to see them The social approval motive is working here: doing things that would cause others to think highly of them

Marketing applications of the Self-Concept

Consumers tend to protect and defend their self-images and buy products and services to enhance them Consumers frequently attempt to preserve, enhance, alter, or extend their self-images by purchasing products or services and shopping at stores believed to be consistent with their relevant self-image and by avoiding products and stores that are not In some cases markets can be segmented in terms of groups within the population that exhibit similar selfimages and seek products and services to express that image