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Theories of Personality & Self Concept and How They Affect One's Consumption Patterns
Theories of Personality & Self Concept and How They Affect One's Consumption Patterns
Personality
Some theorists prefer to view personality as a
unified whole.
Others focus on specific traits.
Definition
Those inner psychological characteristics that
both determine and reflects how a person
responds to his or her environment.
Nature Of Personality
Personality reflects individual differences
Nature Of Personality
Personality is Consistent & Enduring
Nature Of Personality
Personality Can Change
promotion.
Personality changes can also be part of maturing
process.
Womens personality in general has been changing
faster. (Indica V2 Ad)
Theories of Personality
Freudian Theory
Neo Freudian Theory
Trait Theory
Freudian Theory
Personality consists of three interacting systems.
Id related to physiological or impulsive needs to
which one seeks immediate satisfaction.
Super Ego individuals internal expression of moral /
ethical codes of conduct; sociocultural forces.
Ego The individuals conscious control. Functions as
an internal monitor that attempts to balance the
Freudian Theory
Built on the premise that unconscious needs or
drives, especially sexual and other biological drives
are at the heart of human motivation ulterior
motives.
Gratification
Ego
System 3
Id
System 1
Super Ego
System 2
Defense Mechanisms
Repression: resolving conflict by minimizing aspects
Trait Theory
Departure from qualitative measures that
assumptions.
1. Individuals possess relatively stable
behavioral tendencies.
2. Different people differ in the degree to
which they possess these tendencies.
3. When identified and measured, these
relative differences between individuals are
useful in characterizing their personalities.
Personality Traits
1. Consumer Innovativeness:
Nature and boundaries of a consumers willingness to
innovate
2. Dogmatism:
Trait that measures the degree of rigidity (vs. openness)
that they show toward an information that is contrary
to their own established beliefs.
3. Social Character:
Ranges from inner-directedness to other directedness.
Inner directed consumers tend to rely on their own
inner values while evaluating new products. While
outer-directed tend to look for others opinion.
Brand Personality
Consumers attribute various descriptive personality
like traits to different brands in a wide variety of
product categories.
Volvo representing safety / family orientation
Brand Personality
Brand Personality
Sincerity
Down-to-earth
Honest
Wholesome
Cheerful
Excitement
Daring
Spirited
Imaginative
Up-to-date
Competence
Reliable
Intelligent
successful
Sophistication
Ruggedness
Upper class
Charming
Tough
Outdoorsy
Actual Self
There is no one actual self.
Relationship
Between
self concept &
brand image
Behavior
Seek products and
Brands that
improve/ maintain
self concept.
Consumer
(self concept)
Reinforces Self-Concept
Satisfaction
Purchases
Contribute to
Desired self
concept
Ideal Self
Concept of ideal self relates to ones self esteem.
The greater the difference between the actual
Ideal Self
Concept
Private
Self
Actual Self
How I actually
see myself
Ideal self
How I would like
to see myself
Social
Self
Social Self
How others
actually see me
Extended Self
Not only does our self image influence the