Overview:

Delving into Consumer Personality & Self Image:

1. Nature of Personality:

 Definition: The unique and relatively stable pattern of thoughts, feelings, and behaviors that
characterizes an individual.

 Influences: Genetics, environment, upbringing, experiences.

 Importance in marketing: Understanding personality helps predict consumer

preferences, purchase decisions, and brand response.

2. Theories of Personality:

 Freudian Theory: Focuses on unconscious needs and conflicts (id, ego, superego). Less
emphasis in modern marketing.

 Non-Freudian Theories: neo freudian

o Trait Theory: Identifies and measures personality traits

(e.g., extroversion, neuroticism) relevant to consumer behavior.

o Social Cognitive Theory: Emphasizes the interaction between personality, cognitive

processes, and environment.

o Humanistic Theories: Focus on individuals' potential for growth and self-

actualization.

3. Self-Image:

 Different aspects:

o Actual Self-Image: How we perceive ourselves realistically.

o Social Self-Image: How we think others perceive us.

o Expected Self-Image: How we expect ourselves to be in the future.

o Ideal Self-Image: Our perfect version of ourselves.

o Ideal Social Self-Image: How we wish others perceived us.

o Ought-to-Self-Image: How we feel we should be based on internal or external

pressures.

 Impact on consumer behavior: Consumers strive to maintain or enhance their self-image

through their purchases and brand preferences.

4. Brand Personality:

 Definition: The set of human-like characteristics associated with a brand.

 Benefits: Creates emotional connections, differentiates the brand, influences purchase

decisions.

 Constituents:
 o Name & Logo: First impression, evoke personality attributes.

o Colour & Packaging: Visually communicate personality and values.

o Performance: Functional aspects that support the brand personality.

o Premium Image: Perceived level of exclusivity and luxury.

o Advertisement: Portrays personality through visuals, tone, and messaging.

Personality:

 Personality reflects repeated pattern of thoughts, emotion, and behaviour which are stable
and consistent over a period of time and across different situations.
 Defined as a sum total of the outer physiological and inner psychological characteristics
that determine and reflect how a person reacts to his environment.

Characteristics

 It represents inner psychological characteristics that determine and reflect how we think
and act.
 A consumer’s personality is made up of not only genetically, but also via socialisation
process
 Personality reflects individual differences
 It is largely consistent and ensuring unless some circumstances

Personality influences:

1. Brand/Product Choice:

 Traits: Extroverts might prefer bold and trendy brands, while introverts might lean towards
classic and reliable options. Openness to experience can lead to trying new and innovative
products, while conscientiousness might favor tried-and-tested options.

 Motivation: Needs for achievement might influence choices related to status symbols, while
a desire for affiliation might prioritize products that enhance social connections.

 Self-image: Consumers often choose brands and products that align with their desired self-
image (e.g., sporty clothes for a fitness-oriented self-image).

2. Consumption Pattern:

 Frequency of purchase: Impulsive personalities might make frequent, unplanned

purchases, while those with high self-control might follow structured budgets and buy less
often.

 Quantity of purchase: Competitive personalities might buy in bulk to demonstrate

success, while frugal individuals might prioritize value and buy smaller quantities.
  Brand loyalty: People with high needs for security might stick to familiar brands, while those
who value novelty might explore new options frequently.

3. Place of Shopping:

 Store environment: Extroverts might enjoy the stimulation of crowded malls, while
introverts might prefer the quieter experience of online shopping. Convenience-oriented
individuals might value online or quick-service options, while those seeking social interaction
might enjoy physical stores.

 Brand perception: High-end brands might be associated with specific stores (e.g., luxury
boutiques), while budget-friendly brands might be found in discount stores.

4. Time of Buying:

 Daily/weekly cycles: Early risers might shop in the mornings, while night owls might prefer
late-night stores. Individuals with busy schedules might opt for online shopping outside of
peak hours.

 Seasonal influences: Some personalities might enjoy the social aspect of holiday
shopping, while others might find it overwhelming. Seasonal trends and promotions can also
influence purchase timing

Sigmund Freud theory

● Sigmund Freud – Father of Psychology

● The premise of the theory is that unconscious needs and drives especially sexual and other
biological drives are at the heart of human motivation and personality.

● Human personality consists of the id, ego and superego.

1. The id – warehouse of primitive and impulsive drives

a. The primitive, instinctive part of the personality that seeks immediate gratification
of basic needs and desires.

2. The ego – the individual’s conscious control

a. The realistic part of the personality that mediates between the id's demands and
the external world.
3. The superego – individual’s internal expression of society’s moral and ethical code of
conduct – “Correct”
a. The moral and ethical part of the personality that represents internalized societal
values and norms.

● Application in promotion strategy

● Psychosexual development: Freud believed that personality develops through a series of

psychosexual stages, each focused on a different erogenous zone. If these stages are not
successfully resolved, it can lead to fixations and neuroses in adulthood.
 ● Defense mechanisms: The ego employs unconscious defense mechanisms to protect itself
from anxiety caused by the id's desires and the superego's judgments. These mechanisms
can include repression, denial, projection, and rationalization.

Neo Freudian theory

Adler's concept of "striving for superiority":

 Explains how individuals strive to overcome feelings of inferiority, often stemming from
childhood experiences like perceived inadequacies or lack of belonging.

 This striving is not about dominating others, but about achieving competence, self-
actualization, and contributing to society.

 Social relationships play a crucial role in this journey, providing individuals with
opportunities to connect, learn, and grow.

Applying Adler's theory to counterfeit products:

While seemingly contradictory, applying Adler's perspective to counterfeit products can offer
interesting insights:

Possible interpretations:

 Status attainment: Individuals might purchase counterfeits to compensate for perceived

feelings of inferiority by owning seemingly "high-status" brands they might not otherwise
afford. This aligns with Adler's concept of striving for superiority through external symbols.

 Belonging and social identification: Counterfeit products might be used to fit in with specific
social groups who value these brands, fulfilling Adler's emphasis on the importance of social
relationships.

 Rebellion against societal norms: Purchasing counterfeits can be seen as a form of rebellion
against established brands and societal expectations, potentially reflecting a sense of
alienation or lack of belonging.