 Personality means how a person affects others and how he understands and views himself as well as the pattern of inner and outer measurable traits, and the person situation interaction.  A person’s general style of interacting with the world  the inner psychological characteristics that both determine and reflect how a person respond to his or her environment  Sum total of all typical ways of acting, feeling, and thinking that makes a person different from all others Nature of personality 1.Reflects individual difference 2.Consistent and enduring 3.Personality can change

Theories of personality 1.Freudian Theory - unconscious needs or drives are at the heart of human motivation 2.New Freudian Theory - social relationships are fundamental to the formation and development of personality 3.Trait Theory -quantitative approach to personality and a set of psychological traits.

1. FREUDIAN THEORY Freud proposed that the human personality consists of three interacting systems: Id - energy constantly striving to satisfy basic drives Pleasure Principle Ego - seeks to gratify the Id in realistic ways Reality Principle Super Ego - voice of conscience that focuses on how we ought to behave

Freud proposed that the human personality consists of three interacting systems: Id: Immediate Gratification Pleasure Principle: To maximize pleasure and avoid pain Ego: Mediator Superego: System that internalizes society’s rules Freudian Systems Primitive Drive RealityBeliefs - Morals, Ethics

ID:- The ID was conceptualized as a “warehouse” of drives-basic physiological needs- for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction. SUPEREGO:- The superego is conceptualized as the individual’s internal expression of society’s moral and ethical codes of conduct. The superego role is to see that the individual satisfies needs in a socially acceptable manner. EGO:- The EGO is the individual’ s conscious control. It functions as an internal monitor that attempts to balance the impulsive demands of the ID and the socio cultural constraints of the superego.

Limitations Unconcerned with interpersonal relations, individual identity and adaptation over one’s lifetime

2. NEO-FREUDIAN PERSONALITY THEORY Believes that social relationships are fundamental to the formation and development of personality. The theory proposed that the individuals can be classified into three personality groups: 1. Compliant-those who move towards others (they desire to be loved, wanted and appreciated) 2. Aggressive- those who move against others (they desire to excel and win admiration. 3. Detached- those who move away from others (they desire independence, self-reliance, self-sufficiency, and individualism or freedom from obligations.

3. TRAIT THEORY The orientation of trait theory is primarily qualitative, it focuses on the measurement of personality in terms of specific psychological characteristics, called traits. Traits: Any distinguishing, relatively enduring way in which one individual differs from another. No hidden personality dynamics… just basic personality dimensions

The Big Five Emotional Stability Extraversion Openness Agreeableness Conscientiousness Calm/Anxious Secure/Insecure Sociable/Retiring Fun Loving/Sober Imaginative/Practical Independent/Conforming Soft-Hearted/Ruthless Trusting/Suspicious Organized/Disorganized Careful/Careless

Use of personality in marketing Products have their own ‘brand personality’ People assign personalities to brands based on: Characteristics of product category Brand’s features Packaging Advertising Consumers will tend to purchase the product with the personality that closely matches their own, or that strengthens an area in which they feel weak

The use of personality in marketing Brand image Brand image is what people think of and feel when they hear or see a brand name. Brand personality Brand personality is a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire. Brand equity: The extent to which a consumer holds strong, favorable, and unique associations with a brand in memory. Advertisers are keenly interested in how people think about brands.

DIMENTIONS OF BRAND PERSONALITY

Components of Brand Personality Brand Name & Logo Colour& Packaging Advertisement (including Brand Ambassador) Price Performance

Self-concept theory Based on the set of attitudes a person holds about themselves and is made up of self-images and the evaluation of these images Self-concept is made up of two elements Self-image Self-esteem Our self-concept can vary across situations

Self-concept is an individual’s perception of himself that is formed over time. It is made up of different components -- physical self, social self, emotional self and academic self. It is composed of all the beliefs (general characteristics and abilities) and evaluations the person has about himself. These beliefs (self-image) and evaluations (self-esteem) actually determine not only who he is, but what he think he is, what he think he can do and what he think he can become. SELF CONCEPT

Development of Self-Concept Learned over time through verbal + nonverbal reactions of significant others - parents, teachers, siblings, peers, schoolmates Personal history of successes and failures Personal expectations " A child's life is like a piece of paper whereby every passer-by leaves a mark!"

Self-image and buying behaviour The different aspects of self-image that influence buying 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 sense of self