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PERSONALITY
Those inner psychological characteristics that both
determine & reflect how a person responds to his or her
environment.
NATURE OF PERSONALITY:
It reflects individual differences
It is consistent & enduring
It can change
THEORIES OF PERSONALITY
FREUDIAN THEORY:
Psychoanalytic theory of personality
It believes that unconscious needs or drives especially
sexual & other biological drives are at the heart of
human motivation & personality
Freud constructed his theory on the basis of patients
recollection of early childhood experiences, analysis of
their dreams & specific nature of their mental & physical
adjustment problems
TRAIT THEORY
Orientation of this theory is primarily quantitative or
empirical
It focuses on measurement of personality in terms of
specific psychological characteristics called traits.
Trait is any distinguishing, relatively enduring way in
which one individual differs from another.
Believe in construction of personality tests that enable
them to pinpoint individual differences in terms of
specific traits.
These
tests
measure
traits
like
consumer
innovativeness, consumer materialism, consumer
ethnocentrism etc
BRAND PERSONALITY
It is a notion in which consumers attribute various
descriptive personality like traits or characteristics to
different brands in a wide variety of product categories.
PRODUCT PERSONALITY: It is a notion in which
consumers attribute various descriptive personality like
traits or characteristics to different products in a wide
variety of product categories.
BRAND PERSONIFICATION: it tries to recast
consumers perception of the attributes of a product or
service into a human like character.
BRAND PERSONALITY
SINCERITY
DOWN TO EARTH
HONEST
WHOLESOME
CHEERFUL
EXCITEMENT
DARING
SPIRITED
IMAGINATIVE
UP TO DATE
COMPETENCE
RELIABLE
INTELLIGENT
SUCCESSFUL
SOPHISTICATION
UPPER CLASS
CHARMING
RUGGEDNESS
OUTDOORSY
TOUGH