Overview

Introduction

Personality and Brand Personality

Freudian Theory

Trait Theory

The Big Five

Conclusion

Personality

Concept of personality:

A person’s unique psychological make-

up and how it consistently influences

that way a person responds to their

environment.

Personality Determinants

Heredity

Environment

Situation

Culture

Family and social background

Brand Personality

Concept of Brand Personality:

The set of traits people attribute to a

product as if it were a person.

Brand Personality

Sincerity – domestic, honest, genuine, cheerful.

Excitement – daring, spirited, imaginative, up-to-

date.

Competence – trusted, reliable, dependable,

efficient.

Sophistication - glamorous, pretentious, charming,

romantic.

Ruggedness – tough, strong, outdoorsy, rugged.

Freudian Systems

Freud postulated that a person comprises:

- The id: oriented toward immediate

gratification.

- The superego: his conscience.

- The ego: the system that mediates between

the id and the superego.

The id

• id : impulse things that wants to do

Pleasure principle : behaviour to delight

themselves and avoid pain.

childish, selfish, does not have self control.

Rachel (Glee), Nobita (Doraemon), Jongkook

(Runningman), Ipin (Upin&Ipin).

The ego

• Ego : the mediator between the id and superego.

Reality principle : satisfying the demand of id

which in ways that are social appropriate.

Try to balance.

Will Schuester (Glee), Doraemon (Doraemon),

Yoo Jaesuk (Runningman), Kak Rose

(Upin&Ipin).

Trait Theory

Concept of Trait Theory:

An approach to personality that focuses

on the quantitative measurement of

personality traits.

Personality Traits

Identifiable characteristics that define a person.

Extroversion: trait of being socially outgoing.

Introversion: trait of being quiet and reserved.

Trait theory can be used

by marketers

For example: This ad’s

message is targeted to

extrovert students who are

opinion leaders within the

campus.

It seeks to convince that

they can still be party-

going without having to

binge drink.

Types of Traits: The Big

Five

Extraversion

Agreeableness

Conscientiousness

Neuroticism

Openness to experience

Personality dimension

Types of Traits

Innovativeness

The degree to which

a person likes to try

new things.

For example: Apple

company targets

consumers who have

this trait.

Types of Traits

Materialism

Amount of

emphasis placed

on acquiring and

owning products.

For example:

Buyers of Ferrari

cars.

Types of Traits

Self-consciousness

The degree to which a

person deliberately

monitors and controls

the image of the self

that is projected to

others.

For example: Fair &

Lovely ad

Types of Traits

Need for cognition

The degree to which a

person likes to think

about things (i.e.

expend the necessary

effort to process brand

information).

For example: The

Volkswagen Ad.

Types of Traits

Frugality

Deny short-term

purchasing whims and

resourcefully use what

one already owns.

For example: IKEA

discounts for the holiday

season.

Types of Traits

Self-consciousness

The degree to which a person deliberately monitors and controls the image of the self that is projected to others.

For example: Samsung camera ad convinces us that only our best self will be projected.

Types of Traits

- Conscientiousness: The level

of organisation and structure a

person needs.

- Conscientiousness vs

Undirectedness.

Types of Traits

- Extroversion: How

well a person

tolerates stimulation

from people.

- Extroversion vs

Introversion.

Types of Traits

- Agreeableness:

The degree to

which we defer

to other people.

- Agreeableness

vs Antagonism.

Types of Traits

- Openness to experience:

The degree to which a

person is open to new ways

of doing things.

- Openness to experience

vs not open to experience.

Conclusion

Trait theory can help explain consumer behavior in a variety of circumstances

Trait theory can help marketers design an appealing campaign that attracts customers to buy their products.

Customized solutions are necessary based on the unique traits and behavior of the targeted consumer segment.

Neuroticism

- Neuroticism (emotional instability): How

well a person copes with stress.

- Neuroticism vs Emotional Stability.