Submitted to:

Vasim Sir Submitted by:

Lini George
Lokesh Gupta
Farhan Qureshi
Miti Patni
Mona Makhijani
Nandlal Kumar
 What is Personality?
A general pattern of your behavior, including traits
(which characterize you), and modes of adjustment.

Traits
Any psychological characteristic you have.
Behavior patterns that are consistent & characteristic &
descriptive of you.
Your unique pattern of thoughts, feelings, & behavior that
continues over time & across situations.

Included are: perceptual dispositions, consistencies in

reactions, values, abilities, motives, defenses, temperament,
identity, personal style, thoughts, feelings, &
environmental relationships.
 Personality. . .
. . . is defined as “the distinctive patterns of
behavior, including thoughts, and emotions that
characterize each individual’s adaptation to the
situations of his or her life.”
– The goal is to identify personality variables
that distinguish large groups of people from
each other.
– Individual difference variables describe how
one person varies from another in his or her
distinctive patterns of behavior: include
personality, self-concept, psychographic, and
even demographic variables.
 Personality has four essential
characteristics:

• Behavior must show consistency over time.

• Behavior should distinguish the person from
others.
• Personality characteristics are not rigidly
connected to specific types of behavior.
• Personality variables often moderate the
effects of other variables on behavior.
 The Nature of Personality
• Personality reflects individual
differences
• Personality is consistent and
enduring
• Personality can change

Copyright 2007 by
Prentice Hall
 How Personality Develops
Stage Description
Oral Stage Child lives & loves through its mouth.Taking
Birth – 2 yrs. through the mouth is behavioral model for
aquisitiveness. Holding on is behavioral model for refusal
& pessimism. Fixation can lead to excessive smoking.

Anal Stage Toilet training is important at this time. The

2 – 3 yrs. manner in which the child is toilet trained is the
model for generosity. Child learns to“give” (feces) in
order toreceive something (approval). Anal Retentive & Anal
expulsion fixations.

Phallic Stage Male child wishes to control mother & get rid
3 – 6 yrs. of father (rival). Identifies with the opposite-sex parent to
control same-sex parent. Fixation leads to
homosexuality.
 How Personality Develops
Stage Description
Latency Repression of sexual feelings. Little interest is
6-12yrs Stage expressed in the opposite sex.They prefer
the company of the same sex.Fixation can lead to
celibacy. .

Hetero- The repressed feelings for the opposite sex

sexual or emerge with the natural flow of the hormones.
Genital The person seeks a mate of the opposite sex
Stage with which to live.
12+ yrs.
 Personality
determinants
 HEREDITY

• PHYSICAL STRUCTURE

• INHERIANT

PSYCOLOGICAL MAKEUP

• PHYSIOLOGICAL
ENVIRONMENT
• CULTURE

• SOCIETY

• FRIENDS

• FAMILY
 SITUATION

THE SITUATION

INFLUENCES THE EFFECTS

OF HEREDITY AND
 Theories of Personality
There are major three theories of personality. They are:

1.Freudian Theory

2.Neo-Freudian Theory.

3.Trait Theory.
 Freudian Theory

• This theory is given by

Sigmund Freud.

• It is a cornerstone of
modern psychology.So
it is also known as the
psychoanalytic theory
of personality.
This theory was built on the premise that
unconscious needs or drives especially
sexual and other biological drives are at
the human motivation and personality.

Freud constructed his theory on the basis of

patient’s recollections of early childhood
experiences, analysis of their dreams, and
the specific nature of their mental and
physical adjustment problems.

It is based on the idea that adult behaviour

is a reflection of childhood experiences.
Freud proposed that personality is
made up of three parts:

– Id
• Our primitive instincts or drives
– Superego
• Our urge to ‘do what is right’ – achieving
perfection
– Ego
• The ‘balance’ between the id and the
superego
Application of Freud’s ideas in
marketing:
– Appeal to underlying motivations and drives, e.g.:
• Underlying sexual connotations in ads
• Show glamorous people using the product -
appealing to social acceptance of the product
rather than its practical uses
– Communicate message that anxiety may be
reduced
with the use of a particular product/service
 Neo-Freudian Theory
-Several of Freud’s colleagues
disagreed with his contention that
personality is primarily instinctual
and sexual in nature.
-Instead Neo-Freudians believed that
social relationships are fundamental
to the formation and development of
personality.
Horney,one of the Neo Freudian proposed that
individuals be classified into three
personality groups :

1. Complaint individuals are those who

move towards others.(they desire to be
loved,wanted and appreciated)

2. Aggressive individuals are those who

move against others.(they desire to excel
and win admiration)

3. Detached individuals are those who

move from others.(they desire
independence,self-reliance,self
sufficiency,individualism and freedom from
obligations)
 Trait Theory
-The orientation of trait theory is primarily
quantitative or empirical.
-It focuses on the measurement of
personality in terms of specific
psychological characteristics, called traits.
-Trait is defined as “any distinguishing ,
relatively enduring way in which one
individual differs from another.”
Marketing practitioners are interested in
those personality traits which influences
the consumer behavior because such
knowledge enables them to better
understand consumers and to segment
and target those consumers who are
likely to respond positively to their
products or services.
These traits are as follows:
Consumer dogmatism Social character
innovativeness

Need Optimum Sensation

for uniqueness Stimulation seeking
level

Variety-novelty
seeking
The effects of these traits on
the consumer behavior is
mentioned as below:

1.consumer innovativeness
This measure of personality trait
provide important insight into the
nature and boundaries of a
consumer’s willingness to
innovate.
2. Dogmatism
Dogmatism is a personality trait that
measures the degree of rigidity towards
the unfamiliar and towards information
that is contrary to their own established
beliefs.
3. Social Character
This personality trait has its origin in
sociological research, which focuses on
identification and classification of
individuals into socio-cultural types.
4. Need for Uniqueness
For these people conformity to others
expectations or standards, either in
appearance or in their possessions ,
is something to be avoided.
5. Optimum Situation Level
In these study marketer study that
how variations in individual needs
for stimulation may be related to
consumer behavior.
6. Sensation Seeking
It is the trait characterized by the need
for varied,novel and complex
sensations and experience, and the
willingness to take physical and social
risks for the sake of such experiences.
7. Variety-Novelty Seeking
This trait explains the exploratory
purchase behavior, vicarious
exploration and use innovativeness
behavior of the consumer.
Table 5.10 The Personality-like Associations of Colors
• America’s favored color
• IBM holds the title to blue
• Associated with club soda
• Men seek products packaged in blue
Commands • Houses painted blue are avoided
BLUE • Low-calorie, skim milk
respect, authority • Coffee in a blue can perceived as “mild”

Caution, novelty, • Eyes register it faster

• Coffee in yellow can perceived as “weak”
YELLOW
temporary, • Stops traffic
warmth • Sells a house

Secure, natural, • Good work environment

• Associated with vegetables and chewing gum
relaxed or easy- • Canada Dry ginger ale sales increased when it
GREEN going, living changed sugar-free package from red to green and
things white
Copyright 2007 by
Prentice Hall
 Factors Influencing Personality &
Consumer Behavior
Cultural Social Personal Psychological
Personal Reference Age & Life-Cycle Motivation
Groups Stage
Culture Perception
Family Occupation
Social Class Learning
Roles & Status Economic Situation
Beliefs & Attitudes
Lifestyle
Values &Self-
Concept
 Cultural Influence
• Personal Influence
-Personal Opinion
- Word of mouth
• Culture
Culture refers to the values,ideas,articrafts
& other meaningful symbols that help
individuals communicate,intrepret, & evaluate as
members of society.
• Social Class
Social Class are divisions within the society that comprise
individuals sharing similar values,interests & behaviors.
 Social Factors
Reference Reference group is any person or
Groups group of people that significantly
influence an individual’s behavior

Family is the primary decision

making unit with a complex and
Family varying pattern of roles &
functions .The values of the family
,their beliefs ,attitude influence your
buying & personal values.

Roles & Role =Expected activities

Status Status =
Esteem given to role by society
 Personal factors
• Age & Life cycle stage
The behavior , choice & personality get affected
by the age factor.Difference in all the three can
be noticed at different stages of life.
• Occupation
Profession or business being carried out to earn
the livelihood.
• Economic Situation
It includes income,financial condition,credit
worthiness of a person etc.
 Lifestyle & Psychographics
Lifestyle is a summary defined as patterns in which people live & spend time &
money reflecting a person’s -

• Activities

• Interests

• Opinions
Psychographics is an operational technique to measure Lifestyle .The
psychographics is often used interchangeably with AIO measures.The AIO
components are-

Activities
An action such as shopping in store,or talking on telephone.

Interests
The degree of exitement that accompanies both special & continuing attention to an
object,event or topic.

Opinions
It describes intrepretations,expectations & evaluations such as beliefs about other
people’s intentions or anticipations concerning future events.
 Values & Self Concept
Values
Values represent beliefs about life & acceptable behavior.Values repesent three
universal requirements of human existence:Biological needs,requisites of co-
ordinated social interaction & demands for group survival & functioning.
•Social Values
Define normal behavior for a society or a group
•Personal Values
Define normal behavior for an individual
 Self Concept
Self Concept is ‘what we think of
ourselves’.It is often influenced
by the reactions of others whose
value we share or opinions we
respect.
 Psychological Factors
Perception

Motivation Learning

Beliefs & Attitude

Motivation is an energising force that
causes behavior that satisfies a
need!
 Perception
Perceptions vary from
person to person. Different
people perceive different
things about the same
situation. The meanings
might change for a certain
person. One might change
one's perspective or simply
make things mean
something else.
 Learning

It is the process by
which experience leads
changes in knowledge
& behavior.
 Beliefs & Attitude

What is an Attitude?
-What we Like & Dislike
-Beliefs about the object
-Emotions or feelings about the object
-Behavioral attention towards the object
-overall expressive orientation towards the object
Thank You