Personality & Self c

8/8/2019 Personality & Self c

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Topic to be covered

Define the concept of personality and self concept.

Understand different theories and approaches to studying

personality.

Explain the importance of personality issues to

consumer behaviour.

Understand the marketing implications of personality

and self concepts


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Definition of Personality

The inner psychological characteristics that both determine andreflect how a person responds to his or her environment

The nature of personality -

Personality reflects individual differences -

Personality is consistent and enduring -Personality can change


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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


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Freudian Theory and Marketing

Product Personality -

Consumer researchers using Freuds personality theory see

consumer purchases as a reflection and extension of the

consumers own personality


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Neo-Freudian Theory

Karen Horneys CAD Theory - Using the context of child-

parent relationships, individuals 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 andfreedom from obligations


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Trait Theory

Suggests that personality is composed of characteristics thatdescribe and differentiate individuals (related to lifestyle

theories) Trait theory is an individuals characteristic ways of responding

to the social and physical environment: Eg-Extroversion-Innovativeness-Materialism

-Self-consciousness-Need for recognition

Aggression, honesty, anxiety, independence and sociability


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Personality and ConsumerDiversity

Some specific consumer traits are of particular interest to

marketers eg -

Consumer Innovativeness -Cognitive Personality Factors -

Consumer Materialism -

Compulsory Consumption -

Consumer Ethnocentrism -

Consumer innovators


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Distinguishing Innovators from Non-Innovators

Dogmatism

Social Character

Optimum

Variety-novelty seeking

Inner-Directed Consumers

Others-Directed Consumers

Visualisers Verbalisers


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Marketing Implications

Personality traits may be related to consumption behaviour

Marketers can develop products, services, and communications

that appeal to various personality types


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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 wellas 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


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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 relevantself-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 self-images and seek

products and services to express that image


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Ritesh Sharma

Alok Rathore Mahipal Singh

Manish Sagar

Piyush Bapna

Jishan Shah Ram Bharose

Prem Kumar


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123 alok

4 piyush 5 6 jishan

7 ritesh

8 MAHIPAL

9 10 prem

11Ram bharose 12 manish

Personality & Self c

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