personality 1.pdf

7/27/2019 personality 1.pdf

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Consumer Personality



Definition

• Inner psycho log ical character ist ics thatboth determine and reflect how a person

responds to his or her environment.

• Inner characteristics: specific qualities,

attributes, traits, mannerisms that distinguish

one individual from others.• Can be similar in a few personality

characteristics, but they are never identical in

all aspects.



• Personality is the dual influence of heredity andexperiences.

• “It is the dynamic organization within the

individual, of those psychological systems that

determine his unique adjustment toenvironment.”

Gordon W. Allport.



Nature of Personality

• Reflects individual traits:aggression, risk aversion, introvert/extrovert,

stable/moody etc.

• Stable, consistent and enduring:marketers can use appeals related to inherent traits of

target consumers. CB may vary due to other factors.

• Can change under specific circumstances:Major life events (Marriage, death of a family member,

change in job/location); gradual maturing process.



Theories

• Freudian theory

• Neo-Freudian theory

• Trait theory



FREUDIAN THEORY

• SIGMUND FREUD

• Also called as psychoanalytical

theory of personality.

• Personality and motivation are

driven by Unconsciousneeds/drives influenced by

physiological needs (sexual and

other biological drives).



• Early childhood experiences

• Analysis of their dreams

• Specific nature of their mental and

physical adjustment problems.



• Human personality consists of

three interacting systems:

– The Id

– The Superego

– The Ego



• Id : warehouse of primitive and

impulsive drives. – Treats with fundamental

physiological needs

– Innate – Individual seeks immediate

satisfaction

– Not much concerned with means of satisfaction

– Operates according to Pleasure

Principle.



• Superego:

– Learned

– Controls Id urges

– Strives for perfection

– Conscious (right/wrong)

– Internal expression of society’s

moral and ethical codes of conduct.



• Ego:

– Organized, reality oriented

– Conscious mind balances the

impulsive demands of the id and

socio cultural issues arising fromsuperego.

– Works on Reality Principle.









ID

SUPER

EGO

EGOGRATIFICATION



NEO-FREUDIAN THEORY

• Many colleagues (Carl Jung, Karen

Horney, Alfred Adler and Harry

Sullivan et al.) of Freud criticized

his theory.

• They believed that social

relationships are fundamental to

the formation and development of

personality, along with

physiological drives.



• Alfred Alder viewed human beings as

seeking to attain various rational goals,

which he called style of life.

• Individuals try to overcome feelings of

inferiority.

Agreed with Freud on following issues:

1. Pampering : parent overprotecting a child,

giving him too much attention, and sheltering

him from the negative realities of life.

– As this child grows older, he will be ill equipped to deal with these realities, may

doubt his own abilities or decision making

skills, and may seek out others to replace

the safety he once enjoyed as a child.



2. Neglect: A neglected child is one

who is not protected at all from the

world and is forced to face life'sstruggles alone.

This child may grow up to fear the

world, have a strong sense of mistrust

for others and he/she may have a

difficult time forming relationships.

3. Birth Order: The birth order theory

holds that first born children oftenhave the greatest number of

problems as they get older.



• Harry Stack Sullivan stressed that

people continuously attempt to

establish significant and rewardingrelationships with others.

• Individuals try to reducetensions/anxiety through defensive

mechanisms.

• Selective Inattention is one such

mechanism



• Through social interactions and our

selective attention or inattention,

we develop Personifications of ourselves and others.

• the bad-me: recall an embarrassing

moment or experience guilt from a past action

• the good-me: everything we like about

ourselves, and share with others

• the not-me: so anxiety provoking that

we can not even consider them a part of

us

C l J b li d h h



• Carl Jung believed that there were

fears, behaviors, and thoughts that

children and adults exhibit that are

remarkably similar across time andculture.

• He believed that this was more

than coincidence and representedwhat he called the collective

unconscious.

– Immediate attachment infants havefor their mother

– The inevitable fear of the dark seen in

young children

H b li d th t h lit



• He believed that human personality

is result of accumulation of shared

memories from his childhood and

early age.

• Introduced four elements:

1. Sensing-intuiting of the human

mind

2. Thinking and feeling

3. Judging-perceiving

4. Extroversion-introversion



• Karen Horney disagreed with

Freud's belief that males and

females were born with inherent

differences in their personality.

• She identified three ways of

dealing with the world that are

formed by an upbringing in a

neurotic family: CAD

– Moving Toward People (C)

– Moving Against People (A)

– Moving Away From People (D)



• Moving Toward People:

Complaint individuals

Some children who feel a great dealof anxiety and helplessness move

toward people in order to seek help

and acceptance.They are striving to feel worthy and

can believe the only way to gain

this is through the acceptance of others. These people have an

intense need to be liked, involved,

important, and appreciated.

M i A i t P l



• Moving Against People:

Aggressive individuals

Another way to deal with

insecurities and anxiety is to try to

force your power onto others in

hopes of feeling good about

yourself.

Those with this personality style

come across as bossy, demanding,selfish, and even cruel.

Desire to excel and win admiration.



• Moving Away From People:

Detached individuals

If they don't get involved with others,

they can't be hurt by them.

Are indifferent towards others.

Desire independence, self-reliance,

self-sufficiency.

E ik E ik b li d th t th



• Erik Erikson believed that the ego

Freud described was far more than

just a mediator between the

superego and the id.

• He saw the ego as a positive driving

force in human development and

personality.

• Establish and maintain a sense of

identity, sense of uniqueness along

with sense of belonging and

wholeness.

P lit d l th h t th



• Personality develops throughout the

lifetime

• Divided into eight stages:

1. Trust/mistrust: birth to one year

2. Autonomy vs. shame & doubt: one to

three years

3. Initiative vs. Guilt: three to six years

4. Industry vs. Inferiority: six years to puberty

5. Identity vs. Role Confusion: adolescence

6. Intimacy vs. Isolation: young adulthood

7. Generativity vs. Stagnation: middle

adulthood

8. Ego Integrity vs. Despair: older age

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personality 1.pdf