Personality: To Some Extent All Personalities Are Like Some Other People, Like Few Other People, Like No Other People

Personality
To some extent all personalities are

like some other people , like few
other people, like no other people
Personality:
Inner psychological characteristics that determine , reflect how a person
responds to his/her environment.
Special qualities, attributes, traits, factors, mannerisms that distinguish

one individual from other individuals.
They affect the way consumers respond to marketers’ promotional

efforts.
When, where, how they consumer particular products/service?
The word ‘personality’ derives from the Latin word ‘persona’

which means ‘mask’. The study of personality can be understood
as the study of ‘masks’ that people wear.
“Personality is a dynamic organisation, inside the person, of
psychophysical systems that create a person’s characteristic
patterns of behaviour, thoughts, and feelings.”
• Dynamic Organisation: suggests ongoing readjustments, adaptation

to experience, continual upgrading and maintaining Personality
doesn’t just lie there. It has process and it’s organised.
• Inside the Person: suggests internal storage of patterns, supporting
the notion that personality influences behaviour, etc.
• Psychophysical systems: suggests that the physical is also involved
in ‘who we are’
• Characteristic Patterns: implies that consistency/continuity which
are uniquely identifying of an individual·
• Behaviour, Thoughts, and Feelings: indicates that personality
includes a wide range of psychological experience/manifestation:
that personality is displayed in MANY ways.
Nature of Personality:
1. Personality reflects individual differences – aggressive,

submissive, arrogant, soft natured, witty, cynical,
comical, jovial.
2. Personality is consistent and enduring – It is difficult to
change personality of consumers by marketers.
3. Personality can change – it is consistent but sometimes
it can change because of the impact of major life events
like studies, marriage, child birth, promotion, death of
close relatives or friends, marriage of loved ones.
Theories of Personality: 1.Freudian Theory (Sigmund Freud 1856-1939)
Based on unconscious needs or drives – Id , Ego, Super ego-Psychoanalytic Theory
Id – early childhood analysis of dream, the specific nature of human’s mental &
physical adjustment problems. Warehouse of primitive and impulsive. Basic
psychological needs, drives like thirst, hunger etc. –unconscious – irrational -
uncaring to others
Ego- Conscious control -which functions as an internal monitor that attempts to

balance the impulsive demands of the id and the socio-cultural constraints of the
superego. – conscious – rational – efficient but cold
Super Ego – moral and ethical codes of conduct -The superego’s role is to see that the
individual satisfies needs in a socially acceptable fashion. – pre conscious – moral –
feels guilty all the time
Consumers are largely unconscious, they are unaware of the true reason for buying
what they buy.
Grooming, clothing, jewels reflection of individual personality

Freudian Theory and Product Personality
Freud’s theories see that human drives are largely
unconscious, and that consumers are primarily unaware
of their true reasons for buying what they buy. These
researchers focus on consumer purchases and/or
consumption situations, treating them as an extension
of the consumer’s personality.
Eg.
Impulse buying attitude of consumers in malls and
hypermarkets.
Neo Freudian Theories: Freud’s colleagues disagreed with his
contention that personality is primarily instinctual. They argued
that social relations are fundamental to personality development.
Karen Horney proposed three personality groups:

compliant, aggressive, and detached.
Compliant individuals are those who move toward others they desire to be
loved, wanted, and appreciated.
Aggressive individuals move against others—they desire to Excel and win
admiration.
Detached individuals move away from others—they desire independence,
self-sufficiency, and freedom from obligations.
Harry Stack Sullivan stressed that people continuously attempt to

establish significant and rewarding relationships with others, placing
emphasis on efforts to reduce tensions.
Trait Theories:
It is primarily quantitative or empirical, focusing on the measurement
of personality in terms of specific psychological characteristics called
traits. A trait is defined as any distinguishing, relatively enduring
way in which one individual differs from another.
Consumer innovativeness—how receptive a person is to new experiences.
Consumer materialism—the degree of the consumer’s attachment to “worldly
possessions.”
Consumer ethnocentrism—the consumer’s likelihood to accept or reject foreign-
made products.
Social Character - Social character is a personality trait that ranges on a continuum
from inner-directed to other-directed.
Inner-directed consumers tend to rely on their own “inner” values or standards in
evaluating new products and are innovators. They also prefer ads stressing product
features and personal benefits.
Other-directed consumers tend to look to others for direction and are not
innovators. They prefer ads that feature social environment and social acceptance.
Visualizers vs. Verbalizers:
• Visualizers are consumers who prefer visual information and products that stress the
visual.
• Verbalizers are consumers who prefer written or verbal information and products that
stress the verbal.
• This distinction helps marketers know whether to stress Visual or written elements in
their ads.
Brand Personification:
A brand personification recasts consumers’ perception of the attributes of a

product or service into the form of a “humanlike character.” It seems that
consumers can express their inner feelings about products or brands in terms of
association with a known personality.
Identifying consumers’ current brand personality link or creating one for new
products are important marketing tasks.
There are five defining dimensions of a brand’s personality (“sincerity,”

excitement,” “competence,” “sophistication,” and “ruggedness”), and fifteen
facets of personality that flow out of the five dimensions (e.g., “down-to-earth,”
“daring,” “reliable,” “upper class,” and “outdoors”).
Self Theory:
Self-images, or “perceptions of self,” are very closely associated with
personality in that individuals tend to buy products and services and
patronize retailers with images or “personalities” that closely correspond
to their own self-images. Such concepts as one or multiple selves, self
image, and the notion of the extended self is explored by consumer
behavior researchers.
Four aspects of self-image are:

Actual self-image—how consumers see themselves.
Ideal self-image—how consumers would like to see themselves.
Social self-image—how consumers feel others see them.
Ideal social self-image—how consumers would like others to see them.
Some marketers have identified a fifth and sixth self-image.
Expected self-image—how consumers expect to see themselves
at some specified future time.
Marketers can segment their markets on the basis of relevant

consumer
self-images and then position their products or stores as
symbols for such
self-images.

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Personality

To some extent all personalities are

Special qualities, attributes, traits, factors, mannerisms that distinguish

They affect the way consumers respond to marketers’ promotional

When, where, how they consumer particular products/service?

The word ‘personality’ derives from the Latin word ‘persona’

• Dynamic Organisation: suggests ongoing readjustments, adaptation

1. Personality reflects individual differences – aggressive,

Ego- Conscious control -which functions as an internal monitor that attempts to

Grooming, clothing, jewels reflection of individual personality

Karen Horney proposed three personality groups:

Harry Stack Sullivan stressed that people continuously attempt to

A brand personification recasts consumers’ perception of the attributes of a

There are five defining dimensions of a brand’s personality (“sincerity,”

Four aspects of self-image are:

Marketers can segment their markets on the basis of relevant

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