Personality and Self Image

7/30/2019 Personality and Self Image

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Definition of Personality Personality is the inner psychological characteristics that

both determine and reflect how a person responds to his orher environment

The nature of personality

-Personality reflects individual differences ( e.g.,some peoplelike to take risks, where as others not)

-Personality is consistent and enduring (mothers commentsabout her child:-he has been impulsive from the day one)

-Personality can change (some major events like birth ofchild or death of a loved one)


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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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The idwarehouse of primitive

and impulsive drives

.The id is selfish

.the id acts without regard to consequence

The superegothe counterweight to the id

.it internalise societys rules

.it is internal expression of societys moral and ethical codes

of conduct.

The egoIt is the individuals

conscious control. The ego

tries to balance these two

opposing forces of Id and

super egoGratification

Freudian Theory

A representation of the interrelationship among the Id, Ego, and Superego

System 1System 3

System 2


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I d: Warehouse of primitive and impulsive drives

Behavior is guided by the primary desire to maximize pleasure and

avoid pain

The id is selfish, illogical, and ignores consequences

Superego: A persons conscience and moral voice; it

actively opposes the id.

It sees that individual satisfies needs in a socially acceptable

fashion.

Ego: The system that mediates conflict between the id andthe superego

The ego finds ways to gratify the id that will be acceptable to the

outside world


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Freudian Theory and MarketingResearchers believe that human drives are largely

unconcuious and consumers are unaware of

reasons for buying what they buy

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 desire to conquerfeelings of individuality.It can be classified into:

Compliant Personality - one who desires to be loved,wanted, and appreciated by othersAggressive Personality - one who moves against orcompetes with others, desires to excel and win admiration

Detached Personality - one who seeks emotional &behavioural freedom from others, desires independence,self-sufficiency and freedom from obligations


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Trait Theory Any distinguishing, relatively enduring way in which one

individual differs from one another.

Trait theory is an individuals characteristic ways of

responding to the social and physical environment: Eg

-I nnovativeness

How receptive a person is to new experiences

-Materialism

Degree of consumers attachment to worldly possessions

-Ethnocentrism

Consumers likelihood to accept and reject foreign made products


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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

For e.g. Thumbs Up


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Cognitive Personality Factors Need for Cognition

Measures a persons craving for or enjoyment of thinking

High in NC-Ads with more product related informationLow in NCAds with background or peripheral aspects

Visualizers

Stress strong visual dimensions

Verbalizers

Raise a question and provide the answer


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Consumer materialism

Fixated consumption behavior

Frequently displayed ,openly shared Barbie dolls

Compulsive consumption behaviorRealm of normal behavior,addition(uncontrollable

shopping,gambling drug addiction, alcoholism)


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Brand Personality Consumers subscribe to the notion of brand personality I.e.

they attribute various descriptive personality- like traits orcharacteristics to different brands

Brand personification are specific personality-type traitsor characteristics ascribed by consumers to different

brands

Issues in Brand Personification includes:Product personality & gender

Product personality and geography

Personality and colour


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How consumers use brand personality For self-expressionact as a bridge

Reassurance

Communicates the brands functionalcharacteristics

Trustworthiness


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Sincerity

Brand Personality

Excitement Competence Sophistication Ruggedness

.Down-to-earth.Honest

.Wholesome

.Cheerful

.Daring.Spirited

.Imaginative

.Up-to-date

.Reliable

.Intelligent

.Successful

.Upper class.Charming

.Outdoors

.Tough


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Product and Gender

In the marketplace some products are viewed as mens or womens

Gender-typed product image targeted to match consumers gender-roleorientation:

Masculinityindependence, toughness, aggressiveness, competitiveness,achievement, rebelliousness

Femininitytenderness, sensitivity, dependence, compliance, cooperation

Androgynyboth masculine and feminine characteristics


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Examples of Brand Personality, Product &Gender

Brand Personality

Volvo Safety & reliability

Nike The Athlete in all of us Levis 501 Dependable, rugged, real & authentic

Bacardi Breezer Outwardly innocent & inwardly

(Cat symbol) naughty

Product and Gender- Coffee & Toothpaste Masculine persona

-Soap & Shampoo Feminine persona


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Personality and colour

Consumers also tend to associate personality factors with

specific colours

In some cases, various products, even brands, associate a

specific colour with personality-like connotations


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Personality-like associations of selected colours Colour

Blue

Yellow

Green

Red

Orange

Brown

White Black

Silver, Gold, platinum

Personality Link Commands respect, authority

Caution, novelty, warmth

Natural, secure, relaxed, livingthings

Exciting, hot, passionate, strong

Affordable, informal, powerful

Informal & relaxed, masculine

Goodness, purity, chastity,

cleanliness, formality Sophistication, power, authority,

mystery

Regal, wealthy, stately


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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 well asfrom 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 orimproved self by grooming, clothing, cosmetics, jewellery etc

Expression of self is more popular in Western cultur es


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Self ImageSelf-image is the configuration of beliefs related to the self

Actual self-image (or private self): it involves those images that one has

of oneself about which one feels protectivehow consumers see

themselves

The self-consistency motive: doing things that are consistent with

ones own self-image

Ideal self-image: how consumer would like to be

By acquiring products consistent with their ideal self-image,consumers may boost their self-esteem. Self-esteem motive is at work

here.

Social self-image: how we believe other people see us

The social consistency motive is present


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Ideal social self-image: how consumers would like others to see them

The social approval motive is working here: doing things that would

cause others to think highly of them


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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 consistentwith their relevant self-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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Personality and Self Image