Product personality

is represented by its
color , design , size
etc.
 Aaker gave 5 factor model

 Correlated-
 Product personality
 Consumer personality
 Refer to word file
 Intra-psychic theory
 physiognomy and psychology theories
 Trait theories
 John personality model
 Social learning theory
 Self theory
 Given by Freudian
 Acc to him personality system consists of :

◦ Id
◦ Ego
◦ Super ego
 Id : is largely childish, irrational, never satisfying,
demanding and destructive for others.
 Methods for dealing with id are:

 Primary process: Eg if person is hungry and deals with

situation by creating the mental image of good food.
 Reflex action : reflected in the action of the individual.
Eg: blinking of eyes, rubbing cheeks.
Id is unconscious part and Ego is
conscious part of human personality
Ego can be best described as controlling id
through reality
Eg: Actually eating food if hungry
 It judges weather an action/behavior is right
or wrong as per the set norms and standards
of society.
 SHELDON’S PHYSIOGNOMY THEORY
 KARL JUNG’S EXTROVERT-INTROVERT

THEORY
 IDENTIFIES relationship between physique
types and their personality.
 Identifies 3 body types:

◦ Endomorph: Fat people. Like comfort, love food

◦ Mesomorph: Strong & athletic. Aggressive, risk
taker, competition oriented
◦ Ectomorph : Thin, long and poorly developed. Shy
but brilliant, spend money on books,
musical instruments .
 Extroverts are friendly, enjoy interaction and
excitement
 Introverts are quiet, inward, less social able

 Both are extreme cases.

 Mixture of these two determines the overall

personality
 Acc to Jung personality has 4 dimensions:
 Thinking
 Feeling
 Sensation
 Intuition
 Thinking

I
II
Analytic and Extremely
Future oriented, imaginative
Practical
and creative

Sensation INTUITION

III
People oriented and IV
full of enthusiasm Keen observation and
methodical

Feeling
 Personality is reflection of certain traits
 Identifies two categories of traits:

 SURFACE TRAITS- 35 correlated traits

 SOURCE TRAITS- 12 source traits of good

nature and truthfulness

 Known as The big 5 model
 5 basic personality variables:

◦ Extroversion
◦ Agreeableness
◦ Conscientiousness – dependable, persistent
◦ Emotional stability- calm, enthusiastic
◦ Openness to experience- imaginative, senstitive
 CONSIDERS situation as a major determinant
of behavior
 Acc to this school of thought much of human

learning is observational in nature

 Learned behavior may be:

◦ Direct
◦ Observational
◦ Self administered
 EMPHASIS on the individual as initiating,
creating , influential determinant of behavior.
 To understand Roger’s theory we must

understand:
◦ The self concept
◦ The organism
◦ The development of self