*Personality can be defined as those inner characteristics that determines

and reflects how an individual responds to his or her environment.

*Those characteristics said are the attributes, traits, qualities, factors and
mannerism that distinguish one individual from other.
*

*Personality reflects individual differences.

*Personality is consistent and enduring.
*Personality can change.
*
*This theory is based on the belief that man is encouraged more by
unforeseen
forces than the conscious and logical thought.
*The features of Freud’s theory include three attributes − Id, Ego,
and Superego.
*ID- It is the impulsive and unconscious part of mind that seeks
immediate satisfaction.
*Ego − Assists in dealing with the external world. It also helps in
translating the
inner needs into expressions.
*Superego − It is different from ego and is partially unconscious.
It includes the traditional values of society as interpreted by our
parents.
*

*Non-Freudian theory maintains that, in addition to freud’s

concept, social relationships play an important role in the
development of personality.
*Karen Horney proposed 3 types of personality group
a) Complaint type of individuals- Desired too be loved, wanted
and appreciated.
b) Aggressive individuals- Who move against others.
c) Detached individuals- Who move away from others.
*

*Trait theory focuses on qualitative measurement of personality in

terms of traits.
*Trait- Any distinguishing, relatively enduring way in which one
individual differs from another.
*Personality is linked to how consumers make their choices.
*

*Brand Personality is a set of human characteristics associated with

a brand.
*Brand personality is what makes your business human in the eyes
of your potential customers. It’s communicated through tone of
voice, visuals, and even customer service policies.
*Gender, age, socio-economic class, psychographic, emotional
characteristics. For examples:
*If Harley Davidson were a person, it would be a man. Victoria’s
Secret, a woman.
*Apple would be a young, hip, creative and Microsoft would be a
mature professional.

*
 *

Sincerity Excitement Competence sophistication Ruggedness

• Down to • Daring • Reliable • Upper-class • Outdoorsy

earth • Spirited • Intelligent • Charming • Tough
• Honest • Imaginative • Successful • Glamorous • Masculine
• Wholesome • Up to date • Hard • Feminine • Western
• Cheerful working
 *

• One or multiple selves -

Actual self image
Ideal self image
Social self image
Ideal social self image.

• Make up of the self-image.

• Extended self.
• Altering the self-image.
*

• What is cognition?
‘The mental action or process of acquiring knowledge and
understanding through thought, experience, and the senses.’ -
Unknown
• The Two Cognitive Personality Traits
1. Visualizers versus Verbalizers
2. Need for cognition
*

Visualizers Verbalizers

visual information about the products. verbal information about products or its
description.

Visualizers are the observers Verbalizers prefer written information.

They require strong visual elements

 •

* The cancer patient aid association speaks on a unique and refreshing way of looking at it
for smokers.
 •

* The Indian association for promotion of adoption and child welfare, the transparent sheet in the
middle with a child’s picture, conveyed how adoption can change one’s life just like turning a
page.
•
 Is this Ad
more
Appealing to
Visualizers
or
Verbalizers
 *

*Need for cognition (NFC) is a personality characteristics which is

related to Individual’s thinking process.
*It measures a person’s craving for something, which helps the
advertisers to decide the combination of color mix in
advertisement.
*

• Consumers that are high on the need for cognition-

*rich content and in depth meaning of the message
• Consumers low on the need for cognition-
*models
* celebrity endorsements and
*more colors