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2014
2014
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PERSONALITY
DEFINITION:
The sum total of all the factors that make an
individual Human being both Individual and
Human; the thinking,feeling,and behaving
that all human beings have in common, and the
particular characteristic pattern of these
elements that makes every human being UNIQUE.
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Theories of Personality
Freudian theory
Unconscious needs or drives are at the heart
of human motivation
Trait theory
Quantitative approach to personality as a set
of psychological traits
4
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Five
Slide
PERSONALITY contd
FREUDIAN PSYCHOANALYSIS.
Internal monitor to balance the impulsive demands
of the ID & sociocultural constraints of SUPEREGO
EGO
CONSCIOUS
UNCONSCIOUS
Deals with right & wrong; Morality;
proper way to behave, feel And think.
ID
SUPEREGO
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PERSONALITY contd
NON-FREUDIAN PSYCHOANALYSIS:
De- emphasized the importance of ID in favor of more
ego related social issues.Inter personal relationships
particularly between parents and children are crucial.
Social Psychological Theory:Development of CAD
Personality scale( included Likert-type instrument of 35
items)-- The compliant person is one who moves toward others
The aggressive person is one who moves against others.
The detached person is one who moves away from
others.
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PERSONALITY contd
3. SELF THEORY:
1. Self concept is formed during interaction with
others.
2. Our concept of self image is never completely
formed.
3. Consumers influenced by different self images
(actual; ideal; social; & ideal social, expected) in
different situations.
4. Behavior based on self image is at conscious
level of awareness.
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Different Self-Images
Actual SelfImage
Ideal Social
Self-Image
Expected
Self-Image
Ideal SelfImage
Social SelfImage
Ought to
Self
Different Self-Images
Actual Self-Image
How you see your self
Ideal Self-Image
How you would like to see yourself
Social Self-Image
How you think others see you
Ought-to Self
The qualities that you think you should
possess
Psychographic-demographic profiles
Geodemographic segmentation
PERSONALITY contd
4. TRAIT THEORY:
a.A trait is a distinguishing, relatively enduring way
in which one individual differs from another.
b. One needs to measure all the stable characteristics of
somebodys personality at any given time.
b.Orientation is primarily quantitative or empirical
and characteristics include..Physical ( Height,
weight)and Psychological ( Imagination,
intelligence..).
c. Trait theorists are concerned with the construction of
personality tests that enable them to pinpoint
individual differences.
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PERSONALITY contd
4. TRAIT THEORY contd:
a.Single trait theory- need for cognition.
-- romanticism/ classicism.
-- need for uniqueness.
b. Multi personality theory: 5- Factor model.useful
for understanding bargaining, complaining behaviour..
* extroversion.
* instability.
* agreeableness.
* openness to experience.
* conscientiousness.
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Consumer Innovativeness
Consumer Materialism,
Fixated Consumption Behavior
Compulsive Consumption
Consumer Ethnocentrism.
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Consumer Innovativeness
The degree to which consumers are
receptive to new products, new services
or new practices.
Consumer innovators are likely to:
Score lower on dogmatism
Score higher on need for uniqueness
Have higher optimum stimulation levels
Have higher need for sensation seeking
and variety seeking behaviours
Consumer Materialism
Possessions seen as for ones identity
Materialistic People
Value acquiring and showing-off possessions
Are particularly self-centered and selfish
Seek lifestyles full of possessions
Have many possessions that do not lead to
greater happiness
Fixated Consumption
Behaviour
Consumers have
a deep interest in a particular object or
product category
a willingness to go to considerable lengths
to secure items in the category of interest
the dedication of a considerable amount of
discretionary time and money to searching
out the product
Compulsive Buying
1. When I have money, I cannot help but spend
part or the whole of it.
2. I am often impulsive in my buying behaviour.
3. As soon as I enter a shopping center, I have
an irresistible urge to go into a shop to buy
something.
4. I am one of those people who often responds
to direct mail offers.
5. I have often bought a product that I did not
need, while knowing I had very little money
left.
Consumer Ethnocentrism
Ethnocentric consumers feel it is wrong to
purchase foreign-made products
They can be targeted by stressing
nationalistic themes
versus
versus
versus
versus
Happy-go-lucky: enthusiastic
versus
versus
versus
Practical: down-to-earth
versus
TERM V
versus
versus
versus
versus
versus
versus
Source: Adapted from R. B. Cattell, H. W. Eber, and M. M. Tasuoka, Handbook for the Sixteen Personality Factor Questionnaire (Champaign, IL: Institute for
2014 and Ability Testing, 1970), pp.16-17. Reprinted
CONSUMER
BEHVIOUR
PGDM
27
Personality
by permission of
the copyright owner.
All rights reserved.
TERM V
Dogmatism
Social
character
Need for
uniqueness
Optimum
stimulation
level
Sensation
seeking
Variety-novelty
seeking
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Forms of Variety-Novelty
Seeking
Exploratory
Purchase
Behavior
Vicarious*
Exploration
Use
Innovativeness
* experienced or realized through imaginative or sympathetic
participation in the experience of another
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PERSONALITY contd
Product Personality---consumer purchase / consumption
situation as a reflection and an extension of own
personality.It endows the product and brand with a
Gender and Color.next
Brand personality
Personification.
Brand Personality
Sincerity
Down to earth
Honest
Wholesome
Cheerful
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Excitement
Competence
Daring
Spirited
Imaginative
Up-to-date
Reliable
Intelligent
Successful
Sophistication
Upper class
Charming
Ruggedness
Outdoorsy
Tough
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YELLOW
Caution, novelty,
temporary, warmth
GREEN
Secure, natural,
relaxed or easy
going, living things
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RED
ORANGE
BROWN
Powerful, affordable,
informal
Informal and relaxed,
masculine, nature
WHITE
Goodness, purity,
chastity, cleanliness,
delicacy, refinement,
formality
BLACK
Sophistication, power,
authority, mystery
Powerful clothing
High-tech electronics
SILVER,
GOLD
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Power Tools
Power tools are a symbol of manliness. They represent masculine
skill and competence and are often bought more for their symbolic
value than for active do-it-yourself application. Ownership of a
good power tool or circular saw provides a man with feelings of
omnipotence.
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>>>???
A cult brand makes a statement about being different Meaning
is created by difference.It was noted for its straightforward
attitude and honesty. It rejected a flashy and prestigious status
by being understated and by having a keen sense of wit.
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