PERSONALITY

Compiled by: Ms. Leslie Ann D. Caparas

Personality..

•
Personality ​is a set of unique psychological characteristics
that influence ​how a person responds to his or her
environment.
• An internal characteristic that determines how individuals
behave in various situations.
• An individual’s personality is linked to their image of
themselves and their role in society.
Personality..

• People don’t situations.

necessarily behave the • An individual’s
same way in all personality can change
 over time. • Major life events can
• Consumers’ also produce “shocks”
personalities mature in a consumer’s
along with their personality.
physical growth.
Does personality influences consumer
behavior?

•Consumers generally buy

products that reflect their
 personality.
PERSONALITY THEORIES

•​Psychoanalytical theory ​– based on Freud’s view of ​unconscious

motives as drivers of behavior.
•Social/environment theory ​– based on the idea that social
environment influences personality.
•​Trait theory ​– measures personality based on specific
characteristics or traits commonly applied in marketing.
•​Self-concept theory ​– focuses on the different “faces” that we
present. Assumes that consumers have an actual and ideal ​self.
 PSYCHOANALYTIC
PERSONALITY THEORY
 •​Sigmund Freud ​–
the father of
personality theory
•Based on the idea that adult
behavior is a reflection of ​childhood
experiences.
• Focused on the role of the
unconscious ​on the development
of personality.
PSYCHOANALYTIC PERSONALITY
THEORY

•
Unconscious thoughts ​are those that
are buried deep in the mind.
• He further believed that thoughts
remain buried until they are expressed in
dreams and fantasies.
• He believes that the unconscious
controls the conscious mind.
PSYCHOANALYTIC PERSONALITY
THEORY
 •
Freud described the mind as an
"i​ceberg".
• He believed that human behavior
represents only a minute part of an
individual's true desires and needs.
• The hidden feelings were the true
motivators of behavior.
PSYCHOANALYTIC PERSONALITY
THEORY
 • He emphasized the importance of ​infancy
and early childhood ​in determining
individual's personality.
• As human develop from children into
adolescents and adults, they experience
tensions and frustration ​associated with
the challenges of these growth stages.
Freud's five key stages of childhood development
STAGE DESCRIPTION

Oral ​Babies love to put everything in their mouth. Infant development learning ​occurs
through oral exploration of the outside world.
Anal ​Freud saw the next major point of conflict occurring when the child is being ​toilet
trained. At this point, the child is becoming even more independent and
more aware of its body
Phallic ​At this stage, the child gains awareness of its own sexual organs.

Latent ​Freud suggested that the child's sexual instincts lay dormant form early
childhood age to adolescence.
Genital ​This is the age of puberty where adolescent develops their sexual interest.
 PSYCHOANALYTIC
PERSONALITY THEORY
 •Freud further

proposed that
personality is made
up of three parts:
• ​The ID
• ​The EGO
• ​The SUPER EGO
THE ID: Meeting Basic Needs
 • It is
based on the idea that individuals act in
 a way that results ​instant gratification and
satisfaction of physiological needs.

• Primitive urges and desires: it includes the

need for food, shelter, clothing and sex.
THE ID

• ​"pleasure principle" - ​we strive

to maximize pleasure and avoid pain.
• ​"selfish"
• If these needs or wants are not met, a
person can become tense, anxious, or
angry.
• Example: ​A hungry baby cried until he was
fed.
THE EGO: Dealing with Reality
 •
"reality principle"
• The balance between the id and the super
ego. Trying to meet the desires of the id in a
way that is ​socially acceptable ​in the world.
• The ego recognizes that other people have
needs and wants too, and being selfish isn't
good in the long run.
THE SUPER EGO: Adding Morals
 • It
reflects our sense of ​"doing what is
right".
• Decisions are based on moral values,
based on what others will think or what the
consequences of an action
NEO-FREUDIANS

• Those who further developed Freud's ideas but

presented new ways of looking at personality.
• They also see the ​co​nscious mind and external
factors​ a
​ s important influences on personality.
CARL JUNG
 • He
is one of Freud's disciples.
• Jung believed that the ​cumulative
experiences of past generations ​shape
who we are today.
CARL JUNG

• Jung suggested that there are three components of

personality:
1. the ego: ​represents our current conscious thoughts ​2.
the personal unconscious: ​this is where information is
buried or stored day-to-day, but it can be remembered
when there is a trigger.
3. the collective unconscious: ​the existence of memory
traces from an individual's ancestral past.
CARL JUNG

• ​Archetypes​ ​involve themes, such as birth, death, or the ​devil,

that appear frequently in myths, stories, and dreams.
• Jung proposed that the ​future i​ s also an important
 influence on personality development.
• ​Individuals aspirations and view of the future.
• He identified ​two main personality characteristics ​that
influence behavior:​ ​introversion and extroversion.

• ​Extrovert – ​seeks intensive contact with the outside ​world.

They prefer to expose themselves to external stimuli.
• ​Introvert ​– ​turns the psychic energy inwards. They have
a ​higher level of brain activity. They have a greater need
to shield themselves from external stimuli
• ​Ambivert ​– If both extrovert and introvert personalities
 exists.
FOUR CLASSIFICATIONS OF
PSYCHOLOGICAL FUNCTION

• ​Feeling ​– the method by which a person understands the

value of conscious activity
• ​Thinking ​– allows a person to understand the meaning of
things; relies on logic and careful mental activity
• ​Sensation ​– the means by which a person knows
something exists
• ​Intuition ​– about something without conscious
understanding of where that knowledge come from
MYERS-BRIGSS TYPE INDICATOR
(MBTI)

• Introduced by Katharine Briggs and Isabel Briggs Myers in

1960.
• It is an ​introspective self-report questionnaire
indicating differing psychological preferences in how
people perceive the world and make decisions.
ERIK ERIKSON

• ​“ego
psychologist”
• He emphasized the role of culture and society
and the conflicts that can take place within the
ego itself.
• Erikson believed that personality develops in a
predetermined order, and builds upon each
previous stage.
PSYCHOSOCIAL STAGES
 • He
assume that crisis occurs at each stage of
development.
• ​Successful completion o ​ f each stage leads to
a ​healthy personality ​and acquisition of basic
virtues.
• ​Failure to complete ​the stage successfully can
lead to inhibition in completion of other stage
and an ​unhealthy personality.
1. Trust vs. Mistrust
• ​0-18
months

• ​HOPE
2. Autonomy vs. Shame and Doubt
• ​18
months -
3 years
old

• ​WILL
3. Initiative vs. Guilt
• ​3-5 years
old

• ​PURPOSE
4. Industry vs. Inferiority
• ​5 - 12
years
old
• ​COMPETENCY
5. Identity vs. Role Confusion
• ​12 – 18
years
old

• ​FIDELITY
6. Intimacy vs. Isolation
• ​18 - 40
years
old

• ​LOVE
7. Generativity vs. Stagnation
• ​40 - 65
years
old

• ​CARE
8. Ego Integrity
vs. Despair
• ​65 +
 • ​WISDOM
ALFRED ADLER
 •
Individuals are born with an inbuilt ​sense
of inferiority.
• Humans begin life as a weak and
helpless child.
• He viewed this struggle as the motivation
behind all human thoughts, feelings and
behavior.
• He believed individuals control their fate.
INFERIORITY
• The feeling of ​inadequacy and
incompetence ​that develop during
infancy and serve as the basis to
strive
superiority
• ​Inferiority Complex – ​is a strong
and
pervasive belief that one is not as good
as other people (being defensive and
 anxious).
SUPERIORITY

• ​“striving for superiority” ​– we strived to overcome our ​feelings

of inferiority by expressing our superiority
• The context of ​superiority ​is not to be better that
someone, but rather to ​struggle and strive for something
better -​ an ideal.
• The drive to become superior allows individuals to
become ​skilled, competent, and creative.
SUPERIORITY COMPLEX

• It is
a means of masking
feelings of inferiority by
displaying boastful, self
centered, or arrogant
superiority in order to
overcome feelings of
inferiority.
KAREN HORNEY
 • She
argued that ​sociocultural factors
could explain personality differences.
• These include the ​environment,
experience, culture and cognitive
processes.
• ​“basic anxiety theory” ​– anxiety leads to
conflict and an intense need for approval
and affection.
NEUROTIC NEED
• an excessive drive or demand that
may arise out of the strategies
individuals use to ​defend
themselves against basic
anxiety.
THREE BROAD
CATEGORIES OF
NEUROTIC NEEDS
1. Needs that move you ​towards ​others.
2. Needs that move you ​away ​from others.
3. Needs that move you ​against ​others.
10 NEUROTIC NEEDS

1. The neurotic need for affection and approval

2. The neurotic need for a partner who will take over
 one’s life
3. The neurotic need to restrict one’s life within narrow
borders
4. The neurotic need for power
10 NEUROTIC NEEDS

5. The neurotic need to exploit others

6. The neurotic need for prestige
7. The neurotic need for personal admiration
8. The neurotic need for personal achievement
9. The neurotic need for self-sufficiency and
independence ​10. The neurotic need for perfection and
unassailability
TRAIT THEORIES OF PERSONALITY

• A ​trait ​is a personality characteristic, such as being ​outgoing

or shy.
• This theory proposed that personality is composed of
characteristics that describe and differentiate individuals. ​•
Central trait ​is the few dominant or key, personality trait. ​•
Cardinal trait ​is the most dominant trait.
THE BIG FIVE

1. Openness to experience ​– these measure individual’s

interest in new things ​and how ​innovative ​they may be ​•
Outgoing
• Liberal
• Imaginative
• Conforming
 THE BIG FIVE

2.
Conscientiousness ​– considered as highly methodical.
People from this end put the needs of others ahead of their
own.
• Organized
• Careful
THE BIG FIVE
3. Extroversion ​– refers to an
individual’s sociability.

• Someone who enjoys social and sporting activities and

parties.
• Introversion – those who prefers quieter activities with less
social interaction, “homebodies”.
THE BIG FIVE
 4.
Agreeableness ​– represents the individual’s social
“​likeability”.
• A person may be described as ​easy going,
compassionate and understanding.
5. Neuroticism ​– refers to the perceived emotional stability
of an individual.
• An individual may display mood swings.
BRAND PERSONALITY
 having a specific personality.

• The concept of personality can

also be extended to brands. •
Brands are often perceived as

• Individual brands also have personalities that reflect their

positioning and appeal.

Thank You!