PERSONALITY

(Self & Self Image)

What is Personality?

– Personality is the internal system which

includes all those aspect of a person that
are inherited and all those aspects that are
learned .
Theories of Personality

– 1. Freudian Theory
– 2. Jungian Theory
– 3. Neo-Freudian Theory
– 4. Trait Theory
– 5. Theory of Self concept
Theory of Self concept
(SELF & SELF IMAGE)
– The concept of self refers to the attitude people hold about their ownself . The
overall self attitude can be broadly classified into four categories :
– A) ACTUAL SELF IMAGE- This refers to how the consumer feels about himself.
– B) IDEAL SELF IMAGE- This refers to how the consumer would like to feel about
himself.
– C) SOCIAL SELF IMAGE- This is related to how the consumer thinks others see
him.
– D) IDEAL SOCIAL SELF IMAGE- This refers to how the consumer wants others to
see him.
4 categories of the extended self
are used by the consumers:
– 1. PERSONAL LEVEL
– 2. FAMILY LEVEL
– 3. COMMUNITY LEVEL
– 4. GROUP LEVEL
PERSONAL LEVEL

– Consumer includes things of personal possession

like jewelleries, dresses, cosmetics etc. in defining
one’s self. Understanding the range of moods and
personalities can help the marketer offer
products .
FAMILY LEVEL

– This part of the extended self includes a

consumer’s residence and the things in it . The
home is a symbolic body of the extended self at
the family level.
COMMUNITY LEVEL

– Consumer tends to personalise the environment

in which he has grown up, the neighbourhood
where he stays or stayed . The marketer can use
the extended self image at the community level
by evoking the nostalgic about the place where
they have spent their childhood .
GROUP LEVEL

– When one feels attached to certain social group . The

real challenge and also the opportunity lies with the
marketer when the consumer wants to “alter” the self.
The marketer can play an influencial role in creating a
new self, maintaining the existing self and modifying the
existing self by extending it.
THANKYOU
PRESENTATION
BY-

Ruchika and
Mayank