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intro

- personality has been studied for many years, and the term has been defined in a number of different
ways.

- We define personality as the totality of thoughts, intentions, and behaviors that a person exhibits
consistently as he or she adapts to his or her environment.

-this definition highlights the cognitive (Thoughts), affective ( emotions), motivational (Intention), and
behavioral ( Behaviors) aspects that are central to the study of personality.

example of personality: Listening to the band Coldplay makes one listener happy and one feel indifferent
personality

distinct qualities:

1. Unique to an individual - consumers have specific characteristics that they each exhibit.

Example: Si john madalas tig sasampu binibili nya na products or si pacquio lagi binibili lahat ng bibilan
nya ng isang product lang sana. “Pinaquio”

2. Personality can be conceptualized as a combination of specific traits or characteristics - Like being

unique, the overall personality is a combination of many specific and stable traits.

Example: Si Bruno matalino, dahil ang traits nya ay nagaaral sya kada gabi, nag tuturo sa ibang classmate,
at nanonood ng educational videos sa youtube pag walang ginagawa.

3. Personality traits are relatively stable and interact with situation to influence behavior – personality
traits are expected to remain consistent across situation. But consumer research found out the
importance of situational influencers, and the combined influence of situations and traits greatly
influences specific behaviors to as an interaction between the person and the situation.

Example: Si Andrew personality nya is go with the flow, na influence sya ng friends nya makipag party,
mag shopping ng biglaan o kaya mag on the spot pupunta sa laguna Enchanted kingdom dahil
nagkayayaan.

4. specific behavior can vary across time - One major issue in personality research is that knowing a
consumer possesses a specific behavior.

Si Julie ay madaldal na tao at puro kdrama ang topic, ngayon madaldal parin sya pero puro word of God
na.
example, just because a person is materialistic it does not allow researchers to know what product will
the consumer buy. That's why researchers often use aggregation approach.

types of approaches

aggregation approach is a measurement overtime rather than relying on a single measure of behavior at
one point in time.

Explanation:

Sabihin natin na nagvisit ka nang website about traveling, hiking gear and national parks. Itong mga site
na toh may data na binibigay at cinocollecta. Tapos nag download ka ng travel apps at bumile ka ng
hiking boots online. Yung purchase history mo at app usage is binenta sa data aggregators.

Itong aggregators ay cinocombine yung info kasama yung data sa websites na pinuntahan mo, at
pinapakita na may pattern na mahilig ka sa hiking at camping. Ending, magkakaroon ka ng mas marami
na ads about sa interest mo at mas maraming offer sa gusto mo.

psychoanalytical approach - this is applicable to both motivation and personality inquiry. According to
Sigmund Freud, human behavior is influenced by an inner struggle between various system within the
personality system. This highlights the importance of unconscious mental process in influencing
behavior.

- For Freud, the human personality consists of three important components:

The ID - focuses on pleasure seeking and immediate gratification. It operates on a pleasure that
motivates a person to focus on maximizing pleasure and minimizing pain.

Example:

Eto ang mga desires natin, mga pleasure at iniiwasan ang sakit. Etong ang madalas na sinasabi gusto or
wants or trip lang. Madalas “I WANT”

The superego - works against ID by motivating behavior that matches social norms and expectations. It
can be conceptualize as being similar to a consumer's conscience.

Example: Ito ang pang control sa ID natin, in short tinutulungan nito si ID makuha ang gusto pero sa
maayos na paraan. Eto anf “ I CAN”
The Ego - focuses on resolving the conflict between the ID and Super ego. It works largely in accordance
with the reality Principle. Under this principle, the ego seeks to satisfy the ID within the constraints of
society. As such, the ego attempts to balance the desires of the id with the constraint of, expectations
found in, the super ego.

Example: Eto ang moral at norms natin kung ano ang maayos tignan sa iba at tama ba talaga satin. Eto
naman ang “I OUGHT,” kasi nirerestrict or pinagbabawalan natin ang sarili natin, nandito ang guilt at
standards.

- In the early days of consumer research, researchers applied psychoanalytic tools to try and identify
explanations for behavior. This was the Motivations Research era.

Motivational research era - era in consumer research that focused on psychoanalytic approaches.

Although it prove to be disappointing because it did not spawn any compelling practical consumer
behavior theories or any guidelines for marketing actions.

Trait approaches to personality - focuses on specific consumer traits as motivators of various consumer
behavior

Trait- distinguishable characteristics that describes one's tendency to act in a relatively consistent
manner.

Perspectives:

Nomothetic perspective - variable centered approach that focuses on particular traits that exist across
number of people.

Idiographic perspective - Focuses on understanding the complexity of each individual consumer.

Approach:
single-trait approach - approach in trait research where in the focus remains on combination of traits

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explanation (Tagalog)

Psychoanalytical Approach – sa mga unang panahon ng consumer research, ginamit ng researchers ang
applied psychoanalytical tools para ma laman nila at maipaliwanag ang ugali at kilos o galaw ng
consumers.

Yung mga consumer researhers ng era na toh ginagamit nila ito madalas, katulad ng dept interviews and
focus groups para ma mapaunlad o mapaganda ang understanding nila sa inner motives at
pangangaylangan.

Example:

Madalas eto ang ginagamit pag gusto ng company gumawa ng new product, may testers muna and focus
group para malaman ano kailangan nila gawin. Dahil sa test na ito maiiwasan nila magkaroon ng pangit
na product.

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Explenation sa Personality vs Traits

Personality and traits are distinct but related concepts. A personality refers to a person's entire
psychological makeup, including thoughts, emotions, and behaviors. Personality is influenced by both
innate temperament and life experiences and tends to be consistent over time. Traits, on the other hand,
are specific characteristics that make up an individual's personality. Personality is composed of many
different traits.

Some key differences between personality and traits are:

• Breadth - Personality encompasses a person's entire psychological self and is very broad, while traits
refer to specific attributes that contribute to personality.

• Stability - Personality tends to remain relatively stable throughout one's life, while traits can change
over time with experience and maturity.

• Origin - Personality is shaped by both nature and nurture, while some traits may have a stronger
genetic basis.

• Measurement - Personality is measured holistically through personality tests, while traits are measured
individually through specific scales.
For example, a person may have the traits of being talkative, ambitious, and organized. These individual
traits contribute to that person's overall extraverted and conscientious personality. While the traits
themselves may change somewhat over time, the person's extraverted and conscientious personality
likely remains consistent. So traits are specific attributes that make up a person's broader, more
comprehensive personality.

In summary, personality refers to a person's entire psychological makeup, while traits are specific
characteristics that contribute to an individual's unique personality. Traits help define personality, but
personality encompasses far more than just a list of traits.

Example of traits

Pag madalas on time sa work ang tao, napapakita nila na importante sakanila ang oras nila at sa oras ng
ibang tao. Naiitindihan nila na nakakabastos ang pinaghihintay ang mga tao. Pinapakita rin niya na
naaasahan siya at responsible. Eto ang madalas hanap ng employers din na trait.

Sa consumers naman, nakakatulong ang traits sa strategy ng marketing, tinitignan ng marketing and
income ng tao para malaman nila kung kaya nila or madalas sila bumibile ng mamahalin or premium na
products. Isa rin ang age, tinitignan nila kung mas prefer ng consumer nila ang mas trending or mas
traditional na product.

Example of personality

Sabihin nating may tao na si john at jane

Si john may personality na mahilig bumile sa mga sikat na stores o tindahan. Gusto nya na bagong
release ang mga products nya, madalas din sya na biglaan binibili.

Si jane naman bumibile sa mga alam niyang maayos na brand at gumagawa ng planner or list para yun
lang ang bibilin nya.

Masasabi natin na si john ay go with the flow at spontaneous na tao at si jane a meticuloso at wais na
tao. Yan ang personality.

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Nomothetic Perspective explenation

The nomothetic perspective focuses on finding universal laws and general principles that apply to groups
of people rather than individuals. Psychologists who adopt a nomothetic approach aim to develop
theories and explanations that apply to all humans. They look for patterns and commonalities across
individuals rather than unique characteristics.
An example of the nomothetic perspective in psychology is the study of personality traits. Researchers
have identified broad personality traits that appear to apply to people in general. The "Big Five"
personality traits of openness, conscientiousness, extraversion, agreeableness, and neuroticism are
believed to capture important aspects of personality that influence how people behave. These traits are
measured using personality inventories that ask people to rate how well certain statements or adjectives
apply to them. The data from large samples of people are then analyzed to see if the proposed five-
factor model of personality fits the responses. If so, this provides support for the notion that these five
traits exist universally across individuals.

Example:

Sa nomothetic perspective ito ay nag fofocus sa broad or universal na principle na naapply sa maraming
tao kesa sa isang tao. Itong approach na toh is ginagamit para magkaroon ng theories at explenations na
nag aapply sa lahat. Hinahanap nila ang patterns at commonalities o kaya pagkakapareho ng isat isa kesa
sa uniqueness.

Example neto ang study ng personality at traits, na identify ng researchers na sa broad personality traits
may lima na meron ang lahat. Openness, conscientiousness extraversion, agreeableness, and
neuroticism.

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Idiographic perspective

Example:

May dalawang mambibile, si john at susan.

Si john 30 years old na lalakeng single na mahilig sa sports at outdoor activities.

Si susan 45 yeasrs old na kasal na may dalawang anak na teenager.

Sa idiographic perspective, ndi ilalagay ng researchers or marketers si john at susan magkasama sa ages
30-50.

Ilalagay nila sila doon sa lifestyle nila, sa mga hilig at pangangaylangan. Si john mas interesado sa
products na related sa hobbies nya katulad ng sports equipment, outdoor na pananamit, Truck na kotse.
Si Susan naman mas focused sa family oriented na products katulad ng minivan, home appliances, at
educational services para sa mga anak nya.

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Single trait approach

Example:

Kunyare gagawa ka ng bagong chocolate bar, para malaman ano ang paningin ng consumers sa lasa ng
chocolate bar mo, nag tanong ka sa 100 na katao nan di mo kilala o random lang, pinarate mo on a scale
of 1-10. Kinuha mo ang average, sabihin natin na 7, maayos naman daw ang lasa ndi sya pangit, good sya
pero may room pa for improvement.

Dito sa single trait approach na toh which is yung lasa lang ng chocolate bar, Nakita mo na at may
direction ka na pano ayusin ang lasa ng chocolate bar mo. Makakagawa ka ideas para mapa 8 or 9 or 10
ang lasa ng chocolate mo.

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Multiple trait approach

The multiple trait approach helps because it recognizes that people are complex and can't be described
by just one personality dimension. Having information about individuals across multiple traits helps us
understand them better and interact with them more effectively.

Example:

Imagine na ikaw ay nagpapatakbo ng shoe store at gusto mo makilala ang mga customers mo pa, eto ang
apat na traits na pwede mo gawin:

Demographic: ang age, gender, income. Pagkakaalam kung ano ang average age and income ng
consumer, malalaman mo ang tamang presyo at mga message or ads na gagawin mo

Pschographic: Yung attitude, value, lifestyle ng consumer mo, trendy ba sila, or fashionista o practical or
mas value oriented

Behavior: Pano ba sila mamili, online or sa actual na store sa mall, marami ba sila binibili or pa isa isa
lang.

Benefits sought: ano specific na kailangnan ng customer na gusto sana nila natin gawin, bagong style ba
or mas trendy ba dapat, o kaya mas masarap sa pakiramdam or mas matibay, iba iba ang gusto ng
consumers.

Etong apat na toh ang pwede mo tignan para magkaroon na multi angle view o multiple trait approach.

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Value consciousness

Example:

May dalawang cereal sa grocery store

Si Brand a 200 pesos para sa 20 ounces at si brand b 150 pesos para sa 18 ounces

Mas mura si brand B pero pag kinonsider mo ang price per ounce mas marami na proprovide si Brand A
kada peso mo. Ang value conscious na consumer ay pipiliin si brand A kasi mas marami para sa pera nila.

Minamiximize nila ang value na makukuha pag binibili nila.