Consumer Personality

Definition
Inner psychological characteristics that both determine and reflect how a person responds to his or her environment. Inner characteristics: specific qualities, attributes, traits, mannerisms that distinguish one individual from others. Can be similar in a few personality characteristics, but they are never identical in all aspects.

 Personality is the dual influence of heredity and experiences.

It is the dynamic organization within the individual, of those psychological systems that determine his unique adjustment to environment. Gordon W. Allport.

Nature of Personality
Reflects individual traits:
aggression, risk aversion, introvert/extrovert, stable/moody etc.

Stable, consistent and enduring:

marketers can use appeals related to inherent traits of target consumers. CB may vary due to other factors.

Can change under specific circumstances:

Major life events (Marriage, death of a family member, change in job/location); gradual maturing process.

Theories
Freudian theory Neo-Freudian theory Trait theory

FREUDIAN THEORY
SIGMUND FREUD Also called as psychoanalytical theory of personality.

Personality and motivation are driven by Unconscious needs/drives influenced by physiological needs (sexual and other biological drives).

 Early childhood experiences Analysis of their dreams Specific nature of their mental and physical adjustment problems.

 Human personality consists of three interacting systems: The Id The Superego The Ego

 Id : warehouse of primitive and impulsive drives.

Treats with fundamental physiological needs Innate Individual seeks immediate satisfaction Not much concerned with means of satisfaction Operates according to Pleasure Principle.

 Superego:
Learned Controls Id urges Strives for perfection Conscious (right/wrong) Internal expression of societys moral and ethical codes of conduct.

 Ego:
Organized, reality oriented Conscious mind balances the impulsive demands of the id and socio cultural issues arising from superego. Works on Reality Principle.

GRATIFICATION

ID

EGO

SUPER EGO

NEO-FREUDIAN THEORY
Many colleagues (Carl Jung, Karen Horney, Alfred Adler and Harry Sullivan et al.) of Freud criticized his theory. They believed that social relationships are fundamental to the formation and development of personality, along with physiological drives.

 Alfred Alder viewed human beings as seeking to attain various rational goals, which he called style of life. Individuals try to overcome feelings of inferiority. Agreed with Freud on following issues: 1. Pampering : parent overprotecting a child,
giving him too much attention, and sheltering him from the negative realities of life. As this child grows older, he will be ill equipped to deal with these realities, may doubt his own abilities or decision making skills, and may seek out others to replace the safety he once enjoyed as a child.

2. Neglect: A neglected child is one who is not protected at all from the world and is forced to face life's struggles alone.
This child may grow up to fear the world, have a strong sense of mistrust for others and he/she may have a difficult time forming relationships.

3. Birth Order: The birth order theory holds that first born children often have the greatest number of problems as they get older.

 Harry Stack Sullivan stressed that people continuously attempt to establish significant and rewarding relationships with others.

Individuals try to reduce tensions/anxiety through defensive mechanisms.

Selective Inattention is one such mechanism

 Through social interactions and our selective attention or inattention, we develop Personifications of ourselves and others. the bad-me: recall an embarrassing
moment or experience guilt from a past action

the good-me: everything we like about

ourselves, and share with others

the not-me: so anxiety provoking that

we can not even consider them a part of us

 Carl Jung believed that there were fears, behaviors, and thoughts that children and adults exhibit that are remarkably similar across time and culture. He believed that this was more than coincidence and represented what he called the collective unconscious.
Immediate attachment infants have for their mother The inevitable fear of the dark seen in young children

 He believed that human personality is result of accumulation of shared memories from his childhood and early age. Introduced four elements: 1. Sensing-intuiting of the human mind 2. Thinking and feeling 3. Judging-perceiving 4. Extroversion-introversion

 Karen Horney disagreed with Freud's belief that males and females were born with inherent differences in their personality.
She identified three ways of dealing with the world that are formed by an upbringing in a neurotic family: CAD
Moving Toward People (C) Moving Against People (A) Moving Away From People (D)

 Moving Toward People: Complaint individuals Some children who feel a great deal of anxiety and helplessness move toward people in order to seek help and acceptance. They are striving to feel worthy and can believe the only way to gain this is through the acceptance of others. These people have an intense need to be liked, involved, important, and appreciated.

 Moving Against People: Aggressive individuals Another way to deal with insecurities and anxiety is to try to force your power onto others in hopes of feeling good about yourself. Those with this personality style come across as bossy, demanding, selfish, and even cruel. Desire to excel and win admiration.

 Moving Away From People: Detached individuals If they don't get involved with others, they can't be hurt by them. Are indifferent towards others. Desire independence, self-reliance, self-sufficiency.

 Erik Erikson believed that the ego Freud described was far more than just a mediator between the superego and the id. He saw the ego as a positive driving force in human development and personality. Establish and maintain a sense of identity, sense of uniqueness along with sense of belonging and wholeness.

 Personality develops throughout the lifetime Divided into eight stages:

1. Trust/mistrust: birth to one year 2. Autonomy vs. shame & doubt: one to
three years

3. 4. 5. 6. 7.

Initiative vs. Guilt: three to six years Industry vs. Inferiority: six years to puberty Identity vs. Role Confusion: adolescence Intimacy vs. Isolation: young adulthood Generativity vs. Stagnation: middle
adulthood

8. Ego Integrity vs. Despair: older age