Post on 14-Apr-2018
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Consumer Personality
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Definition
• Inner psycho log ical character ist ics thatboth determine and reflect how a person
responds to his or her environment.
• Inner characteristics: specific qualities,
attributes, traits, mannerisms that distinguish
one individual from others.• Can be similar in a few personality
characteristics, but they are never identical in
all aspects.
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• Personality is the dual influence of heredity andexperiences.
• “It is the dynamic organization within the
individual, of those psychological systems that
determine his unique adjustment toenvironment.”
Gordon W. Allport.
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Nature of Personality
• Reflects individual traits:aggression, risk aversion, introvert/extrovert,
stable/moody etc.
• Stable, consistent and enduring:marketers can use appeals related to inherent traits of
target consumers. CB may vary due to other factors.
• Can change under specific circumstances:Major life events (Marriage, death of a family member,
change in job/location); gradual maturing process.
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Theories
• Freudian theory
• Neo-Freudian theory
• Trait theory
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FREUDIAN THEORY
• SIGMUND FREUD
• Also called as psychoanalytical
theory of personality.
• Personality and motivation are
driven by Unconsciousneeds/drives influenced by
physiological needs (sexual and
other biological drives).
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• Early childhood experiences
• Analysis of their dreams
• Specific nature of their mental and
physical adjustment problems.
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• Human personality consists of
three interacting systems:
– The Id
– The Superego
– The Ego
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• Id : warehouse of primitive and
impulsive drives. – Treats with fundamental
physiological needs
– Innate – Individual seeks immediate
satisfaction
– Not much concerned with means of satisfaction
– Operates according to Pleasure
Principle.
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• Superego:
– Learned
– Controls Id urges
– Strives for perfection
– Conscious (right/wrong)
– Internal expression of society’s
moral and ethical codes of conduct.
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• Ego:
– Organized, reality oriented
– Conscious mind balances the
impulsive demands of the id and
socio cultural issues arising fromsuperego.
– Works on Reality Principle.
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ID
SUPER
EGO
EGOGRATIFICATION
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NEO-FREUDIAN THEORY
• Many colleagues (Carl Jung, Karen
Horney, Alfred Adler and Harry
Sullivan et al.) of Freud criticized
his theory.
• They believed that social
relationships are fundamental to
the formation and development of
personality, along with
physiological drives.
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• Alfred Alder viewed human beings as
seeking to attain various rational goals,
which he called style of life.
• Individuals try to overcome feelings of
inferiority.
Agreed with Freud on following issues:
1. Pampering : parent overprotecting a child,
giving him too much attention, and sheltering
him from the negative realities of life.
– As this child grows older, he will be ill equipped to deal with these realities, may
doubt his own abilities or decision making
skills, and may seek out others to replace
the safety he once enjoyed as a child.
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2. Neglect: A neglected child is one
who is not protected at all from the
world and is forced to face life'sstruggles alone.
This child may grow up to fear the
world, have a strong sense of mistrust
for others and he/she may have a
difficult time forming relationships.
3. Birth Order: The birth order theory
holds that first born children oftenhave the greatest number of
problems as they get older.
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• Harry Stack Sullivan stressed that
people continuously attempt to
establish significant and rewardingrelationships with others.
• Individuals try to reducetensions/anxiety through defensive
mechanisms.
• Selective Inattention is one such
mechanism
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• Through social interactions and our
selective attention or inattention,
we develop Personifications of ourselves and others.
• the bad-me: recall an embarrassing
moment or experience guilt from a past action
• the good-me: everything we like about
ourselves, and share with others
• the not-me: so anxiety provoking that
we can not even consider them a part of
us
C l J b li d h h
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• Carl Jung believed that there were
fears, behaviors, and thoughts that
children and adults exhibit that are
remarkably similar across time andculture.
• He believed that this was more
than coincidence and representedwhat he called the collective
unconscious.
– Immediate attachment infants havefor their mother
– The inevitable fear of the dark seen in
young children
H b li d th t h lit
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• He believed that human personality
is result of accumulation of shared
memories from his childhood and
early age.
• Introduced four elements:
1. Sensing-intuiting of the human
mind
2. Thinking and feeling
3. Judging-perceiving
4. Extroversion-introversion
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• Karen Horney disagreed with
Freud's belief that males and
females were born with inherent
differences in their personality.
• She identified three ways of
dealing with the world that are
formed by an upbringing in a
neurotic family: CAD
– Moving Toward People (C)
– Moving Against People (A)
– Moving Away From People (D)
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• Moving Toward People:
Complaint individuals
Some children who feel a great dealof anxiety and helplessness move
toward people in order to seek help
and acceptance.They are striving to feel worthy and
can believe the only way to gain
this is through the acceptance of others. These people have an
intense need to be liked, involved,
important, and appreciated.
M i A i t P l
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• Moving Against People:
Aggressive individuals
Another way to deal with
insecurities and anxiety is to try to
force your power onto others in
hopes of feeling good about
yourself.
Those with this personality style
come across as bossy, demanding,selfish, and even cruel.
Desire to excel and win admiration.
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• Moving Away From People:
Detached individuals
If they don't get involved with others,
they can't be hurt by them.
Are indifferent towards others.
Desire independence, self-reliance,
self-sufficiency.
E ik E ik b li d th t th
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• Erik Erikson believed that the ego
Freud described was far more than
just a mediator between the
superego and the id.
• He saw the ego as a positive driving
force in human development and
personality.
• Establish and maintain a sense of
identity, sense of uniqueness along
with sense of belonging and
wholeness.
P lit d l th h t th
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• Personality develops throughout the
lifetime
• Divided into eight stages:
1. Trust/mistrust: birth to one year
2. Autonomy vs. shame & doubt: one to
three years
3. Initiative vs. Guilt: three to six years
4. Industry vs. Inferiority: six years to puberty
5. Identity vs. Role Confusion: adolescence
6. Intimacy vs. Isolation: young adulthood
7. Generativity vs. Stagnation: middle
adulthood
8. Ego Integrity vs. Despair: older age