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    Khalid Siddiqui
    This document discusses the influence of personality on consumer behavior. It covers several personality theories including Freudian, Neo-Freudian, and trait theories. Freudian theory proposes that personality consists of the id, ego, and superego. Trait theory focuses on measuring specific personality characteristics. The document also discusses self-concept, brand personality, and how marketers can apply personality theories to understand consumers.

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    Final PPT CBMR

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    Khalid Siddiqui
    86 views13 pages
    This document discusses the influence of personality on consumer behavior. It covers several personality theories including Freudian, Neo-Freudian, and trait theories. Freudian theory proposes that personality consists of the id, ego, and superego. Trait theory focuses on measuring specific personality characteristics. The document also discusses self-concept, brand personality, and how marketers can apply personality theories to understand consumers.

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    This document discusses the influence of personality on consumer behavior. It covers several personality theories including Freudian, Neo-Freudian, and trait theories. Freudian theory proposes that personality consists of the id, ego, and superego. Trait theory focuses on measuring specific personality characteristics. The document also discusses self-concept, brand personality, and how marketers can apply personality theories to understand consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    86 views13 pages

    Final PPT CBMR

    Uploaded by

    Khalid Siddiqui
    This document discusses the influence of personality on consumer behavior. It covers several personality theories including Freudian, Neo-Freudian, and trait theories. Freudian theory proposes that personality consists of the id, ego, and superego. Trait theory focuses on measuring specific personality characteristics. The document also discusses self-concept, brand personality, and how marketers can apply personality theories to understand consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 13

    INFLUENCE OF PERSONALITY

    ON
    CONSUMER BEHAVIOUR
    THE TEAM MEMBERS:

    ABHISHEK THAKUR (091202)


    AMITA NAYAK (091204)
    AMRIT PAL SINGH (091206)
    ANUMEHA (091208)
    ASHUTOSH SAXENA (091211)
    DEVIREDDY RAMANUJENEYULU (091217)
    FAIZ (09
    KHALID
    PREETI
    Personality
    The characteristic patterns of behaviour and thought
    that are a reflection of a consumer’s psychological
    systems

    NATURE OF PERSONALITY
    Personality reflects individual differences
    Personality is consistent and enduring.
    Personality can change
    Personality theories
    The following are approaches to personality theory:

    Freudian theory

    Neo -Freudian theory

    Trait theory
    Freudian personality theory
    Sigmund Freud believed that unconscious thoughts
    controlled the conscious mind and this plays
    a significant role in developing our personalities

    This is very much linked to the concepts of human


    motivation and drives.
    Freudian personality theory
    Freud proposed that personality consists of three
    interactive systems:
    Id
     Our primitive instincts or drives
    Super ego
     Its role is to see that individual satisfies needs in a socially
    acceptable manner
    Ego
     The ‘balance’ between the id and the superego
    Neo –Freudians personality theory
    It states that social relationships are fundamental to
    the formation and development of personality

    Individuals are classified into three personality groups


    i. Complaint individuals
    ii. Aggressive individuals
    iii.Detached individuals
    Trait theory of personality
    It is primarily quantitative or empirical theory.

    It focuses on measurement of personality in terms of specific


    psychological characteristics called traits.

     A trait is a personality characteristic, e.g. outgoing or shy

     Trait theories attempt to identify and categorise personality characteristics

     Marketers can use this information to identify characteristics of a certain


    market segment
    Self-concept
    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-image and buying behaviour
    The different aspects of self-image that influence
    buying behaviour include:
    Actual self image
     How consumers perceive themselves
    Ideal self image
     How consumers would like to see themselves
    Social self image
    How consumers feel others see them.
    Ideal social self image
     How consumers would like others to see them
    Personality and understanding
    consumer behavior
    CONSUMER INNOVATORS AND RELATED PERSONALITY TRAITS

    Consumer innovators and non innovators

     Consumer innovativeness
     Consumer dogmatism
     Social character
     Need for uniqueness
     Optimum stimulation level
     Variety seeking

    7-11
    Brand personality
     Brands are often perceived as
    having a distinct personality

     Positioning is a technique to
    market a product so that it
    occupies a unique position
    within a consumer’s mindset

     Appeals used within


    advertisements and other
    promotional materials help
    establish this uniqueness
    Marketing application of
    personality theories
    Using personality tests to gather information about
    consumers personality types, e.g.:

    Myers-Briggs-type personality type indicator test

    Thematic Apperception Test (TAT)


     Helps determine personality themes as well as unconscious
    motivations

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