1/15/2020 Personality - Approaches, Theories, Influence on Consumer behaviour

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Personality refers to the inner psychological characteristics or traits of a Subscribe Now

person that determine, how a person responds to his/her environment.
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Inner psychological characteristics are specific qualities, attitudes,

mannerism that differentiates one person from another. The behavior of
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Consumers gets influenced by many factors internal and external.
Personality is the inner factor that influences an individual`s product choice
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People generally choose the products that match their personality. Hence,
marketers must associate a product or broad with different personality traits
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to develop an effective marketing strategy for a type of personality. Entrepreneurship (11)

Personality of a person may change gradually from time to time due to Financial Accounting (2)

learning, personal experiences or major life events. Financial Management (23)

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It is associated with the psychological factors related to the human Organizational Behaviour (7)
Conglomeration of many traits makes a personality Personal Finance (2)
Personality is a highly integrated structure which gets formed due to the Principles of Management (9)
rounded effort of all factors concerned Project Management (11)

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external factors Public Finance (11)

The individualistic characteristics of personality is what differentiates one Research Methodology (9)
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human being from the other
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Personality expresses itself in the form of behaviour by being overt

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Many approaches have been adapted by researchers to study the
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personality of an individual. They are:
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Psychographic Approach takes a different pathway for inferring traits of March 27, 2018

each personality than other approaches. While the other approaches use
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(3) Psychoanalytic Approach
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Approach tends to make people understand the factors that have shaped
their personality type. This helps individuals cope up with their life events in
a more efficient manner.

(4)Trait & Factor Approach

The Trait and Factor Approach tends to analyze each and every factor
associated with personalities. All such factors that make up a rounded
personality are then arrived at by categorizing the same in an individual
manner.

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Personality Theories

Based on the above approaches, many personality theories have been

formulated like:

Freudian Theory or Psychoanalytic Theory

Trait Theory
Non-Freudian or Socio-psychological Theory

(1) Freudian Theory or Psychoanalytic Theory

Most studies related to Personality takes Freudian Theory as their basis.

They work on three factors which act as the basis for all behaviors
triggered by psychology.

First is the ID which relates to the desires of human beings triggered by the
unconscious aspect of human mind. This includes the intuitions that people
get in frequent intervals. ID asks for immediate satisfaction and works
based on the principle closely related to Hedonism (pursuit of pleasure;
sensual self-indulgence). Satisfaction of pleasures matters the most to ID.
Relating ID to consumer behaviour in a typical purchase context, the
unsatisfied desires of consumers which are more of fantasies creates
frustration in their minds. It tends to make consumers handle issues in a
subjective manner rather than with objectivity

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Second is the Ego which is nothing but the fully conscious self image. This
is a highly practical aspect that works with ID as its basics. Behaviors that
appear more impulsive tend to get controlled by Ego. Ego is that aspect of
mind which seeks to experience pleasure that is desired by the ID aspect
of the same. Ego being a realistic one, in a typical consumer context, it
tends to control the impulsive behaviours of consumers. It does not get
frustrated by dreams and fantasies and enjoys the same from a pleasure
experiencing angle.

Third is the Superego which is that portion of mind that controls the
behavior of human beings. This is the aspect of mind that helps people
seek perfection in all that they do. It sets moral and discipline codes which
in turn control the aggressive behaviour in human beings. A typical
consumer who works from a Super Ego angle tends to be highly matured in
all their purchase related decisions.

Freud advocates that a proper balance in all the three above given aspects
makes a person become rounded personality. A consumer who has a
balanced ID, Ego and Super Ego exhibits a balanced approach in all their
decision pertaining to purchase of products.

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(2) Trait Theory

According to Trait Theory, traits are considered as the basic factors which
decide the response of people. This response is nothing but the behaviour
of people to given situations. A trait is a predisposition to behave in a
particular way to a particular situation.

Traits have been divided into 16 major categories by Cattell they are:

1. Tensed (versus) Relaxed

2. Outgoing (versus) Reserved
3. Controlled (versus) Undisciplined
4. Bright (versus) Dull
5. Self Sufficient (versus) Group Dependent
6. Aggressive (versus) Docile
7. Experimenting (versus) Conservative
8. Happy Go Lucky (versus) Serious
9. Self Respective (versus) Self Assured
10. Stable (versus) Unstable
11. Polished (versus) Unpretentious
12. Conservative (versus) Expedient
13. Imaginative (versus) Practical
14. Uninhibited (versus) Shy
15. Suspicious (versus) Trusting
16. Tender Minded (versus) Tough Minded

According to Traits Theory, traits can be acquired at an early age through

learning or may be inherited in a person. Traits that define the personality
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of humans are highly stable in nature. Many traits are found in general
amidst the common people. However, the exact depth of a trait in
individuals will vary based on many factors and can be measured using
rating scales, questionnaires, etc.

(3) Non-Freudian or Socio-psychological Theory

Socio-Psychological Theory is also called as Non-Freudian Theory. It is

based purely on relationships which are considered as the reason for the
development of different types of Personalities. Based on this consideration
the behaviour of consumers has been divided in to three types. The three
types of consumer behaviors have been grouped into one and termed as
CAD. Under this model, individuals have been classified as:

Compliant
Aggressive
Detached

(1) Compliant Individuals are the ones who are compassionate about
being loved by others. They relish care and attention given by others. They
are highly compliant in all their activities and can be termed as Conformists.

(2) Aggressive Individuals are those who act against the intention of
others. They are highly manipulative. They enjoy power and being at
authoritative positions. Consumers who fall under this individual type go in
only for branded products owing to their desire to be noticed.

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(3) Detached Individuals least care for brands. Freedom is important for
them. They love to feel independent and are mostly self reliant in their
thinking and activities.

The above put together is termed as CAD Model. CAD Model has high
reference points with respect to classifying consumer behaviour in a holistic
manner.

BY: BBAMANTRA / IN: ARTICLES, CONSUMER BEHAVIOUR / WITH: 0 COMMENTS

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