Nature & Theories of Personality

7/30/2019 Nature & Theories of Personality

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S H R A D D H A

M B A ( I B )

I I I S E M

R O L L N O - 4 7

NATURE & THEORIES OF

PERSONALITY


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PERSONALITY

Personality is defined as the enduring or lasting patterns ofbehavior and thought (across time and situation).

It may also be describe as the characteristic patterns ofbehaviour and thought that are a reflection of a consumerspsychological systems.


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NATURE OF PERSONALITY

A persons unique and relatively stable behaviorpatterns.

The consistency of who you are, have been, and will

become. Character of the person.

Temperament: Hereditary aspects of personality,including sensitivity, moods, irritability, and

adaptability.


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Personality theories

The following are approaches to personality theory:

Psychoanalytical theory

Social/environment theories

Trait theory

Self concept theory


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Freud proposed that personality is made up of threeparts:

IDMade up of innate biological instincts and urges; self-serving,irrational, and totally unconscious.Works on Pleasure Principle: Wishes to have its desires satisfied now,without waiting and regardless of the consequences.Ex: Part of the iceberg that is submerged underwater.

THE EGOPartially conscious and partially unconscious .Works on reality principle: Delays action until it is practical and/orappropriateEx:Part of the iceberg that is above water and is aware of reality.

SUPEREGOThis is third part of the personality representing internal representation ofvalues,beliefs & morals of the society as learned by parents in childhood.Superego judges whether an action is right or wrong as per standards raisedby the society.Ex:Part of the iceberg that is hust under the water but can sometime surface.


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SOCIAL THEORY

The social learning theory of personality consider humanbehaviour as an important behaviour.It focuses attention on the behaviour patterns andcognitive activities in relation to the specific conditionsthat evoke or modify them.

This behaviour is emphasized by human behaviour in aparticular situation.There are two ways of learning:1) Through reinforcement and direct experience

2) Learning by observing others,vicarious learning.


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Erik Erikson

Considered ego to be a major motivating force in human development andpersonality

The stronger your self-identity, the more confident and assertive you areImplications for marketing are that people are more likely to buy brands thatreflect their self image

Alfred Adler

Believed that people are born with an inbuilt sense of inferiority

We strive for something better - express our superiorityWe are influenced by heredity, the environment and intrinsic factors


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Trait theories of personality

A trait is a personality characteristic, e.g. outgoing orshy

Trait theories attempt to identify and categorisepersonality characteristics

Marketers can use this information to identifycharacteristics of a certain market segment


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The big five personality traits

Openness to experience

Interest in new things

Conscientiousness

How methodical you are Extroversion/introversion Degree of sociability

Agreeableness Extent of a persons social likeability

Neuroticism Perceived emotional stability


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Self-concept theory

Based on the set of attitudes a person holds aboutthemselves and is made up of self-images and theevaluation of these image

Self-concept is made up of two elements Self-image

Self-esteem

Our self-concept can vary across situations


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Self-image and buying behaviour

The different aspects of self-image that influencebuying behaviour include:

Real self

How we perceive ourselves

Ideal self

How we think we are perceived by others

Social self

How others see us

Consumers purchase products that reflect their senseof self


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Self-image and fashion

A consumers choice of fashion is a reflection of theirpersonality - it is an outward presentation of theirself image

Highly materialistic consumers are more likely toengage in indulgent purchasing behaviour Their physical and material possessions convey status, success

and prestige


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Nature & Theories of Personality