NATURE, THEORIES OF

PERSONALITY
AND
SELF CONCEPT

Presented By:
Reetu 180101010061
Savita 180101010077
Kanchan 180101010073
 Personality
The inner psychological characteristics that
both determine and reflect how a person
responds to his or her environment .
This definition focus on :
• Specific qualities
• Attributes
• Factors
• Mannerisms
 The nature of personality

• Personality reflects individual differences

• Personality is consistent and enduring
• Personality can change
 1. Personality reflects individual
difference:
• Because the inner characteristics that constitute a
person’s personality are of unique combination of
factors and two individual have exactly same
personality .
• Nevertheless many individuals may be similar in
terms of a single personality characteristics but
not in terms of other .
• Personality is useful because it enables us to
categorize consumers into different group on the
basis of one or even several traits
 2. Personality is consistent and
enduring:
• An individual personality tends to be both
consistent and enduring
• All the marketers cannot change a consumers
personality however they have tools to change a
persons attitude towards an object or condition
• Even do consumers personality is consistent but
they are subjected to consumer changes because
of their change of environment , socio culture
and psychology
 3. Personality can change:
• Under certain circumstances personality often
changes
• Such as marriage, birth of child , death of
parent ,changes of job/profession
FREUDIAN THEORY:

This theory was built on the premise that

unconscious needs or drives specially biological
are all root forces determining human
motivation and personality.
This theory emphasizes on the fact that human
personality is made up of three interdependent
forces.
1.) ID:

• It was conceptualized as a “warehouse” of

primitive and impulsive drives basic
physiological needs such as thirst, hunger etc
for which the individual seeks immediate
satisfaction without concern for the specific
means of satisfaction.
2.) Superego:

• It is conceptualized as the individual’s internal

expression of society’s moral and ethical code
of conduct. The superego’s role is to see that
the individual satisfies needs in a socially
acceptable fashion.
3.) Ego:

• It is the individual’s conscious control. It

functions as an internal monitor that attempts
to balance the impulsive demands of the ID
and the sociocultural constraints of the
superego.
 Freudian theory and product
personality:

• Researchers believe that human drives are

largely unconscious and usually consumers are
unaware of the reasons for what they are buy.
• Researcher tend to see consumer purchases
and consumption situation as the reflection
and an extension of the consumer’s own
personality.
Example:
Neo Freudian Personality Theory:

• Several of Freud colleagues disagreed with his

contention that only the basic biological or
instinctive traits as determinants of
personality. These neo Freudian believed that
social relationships are fundamental to the
formation and development of personality.
 Major Theorists described as Neo-
Freudian are:
Alfred Adler – placed much emphasis on the
individual’s efforts to overcome feelings of
inferiority.
Stack Sullivan – particularly concerned with
the individual’s efforts to reduce tensions,
such as anxiety.
Karen Horney – focused on the impact of
child- parent relationships and the individual’s
desire to conquer feelings of anxiety.
 TRAIT THEORY:
• The trait theory is primarily quantitative in
nature and focuses on the measurement of
certain specific characteristics of individuals.
• Trait theorist are concerned with the
construction of personality tests that enable
them to pinpoint individual differences in
terms of specific traits.
 SELF CONCEPT
• Self concept is generally thought of as our
individual perceptions of our behavior,
abilities and unique characteristics – a mental
picture of who you are as a person.
 SELF AND SELF-IMAGE
• Consumer have a variety of enduring images
of themselves . These self-image or
perceptions of self , are very closely
associated with the personality in that
individuals tend to buy product and services
and patronize retailers whose images or
personalities relate in some meaningful way to
their own self-images .
 ONE OR MULTIPLE SELVES
• Historically ,individuals have been thought to
have a single self image to be interested as a
consumer, in products and services that satisfy
that single self . However , it is more accurate
to think of consumers as having multiple
selves . This thinking reflects the
understanding that a single consumer is likely
to act quick differently with different people
and in different situation .
THE MAKEUP OF THE SELF-IMAGE
• Consistent with the idea of multiple self images , each
individual has an image of himself or herself as a
certain kind of person with certain, traits ,skills, habits ,
possessions, relationships , and ways of behaving . As
with other types of images and personality , the
individual’s self image is unique , outgrowth of that
person’s background and experience . Individuals
develop their self-images through interactions with
other people – initially their parents , and then other
individuals or groups with whom they relate over the
years.
• Actual self-image
• Idea self-image
• Social self-image
• Idea social self-image
 THE EXTENDED SELF
• The interrelationship between consumers’ self
images and their own is an exciting topic.
Specifically , consumers’ possessions can be
seen to confirm or extend their self images.
For instance , acquiring a desired or sought-
after pair of “vintage “ Levi jeans might serve
to expand or enrich a Brazilian teenager’s
image of self.
 ALTERING THE SELF
• Something consumers wish to change themselves
to become a different or improved self. Clothing ,
grooming , aids , or cosmetics and all kinds of
accessories ( such as sun-glasses , tattoos, or
even coloured contact lenses ) offer consumers
the opportunity to modify their appearances and
thereby to alter their “selves “ in insuring self –
altering product, consumers are frequently
attempting to express their individualism or
uniqueness by creating a new self , maintaining
the existing self and extending the self .
 VIRTUAL PERSONALITY OR SELF
• With the widespread interesting in using the
internet as a form of entertainment and as a
social vehicle to meet new people with similar
interests , there has been a tremendous
growth in the use of online chat rooms.
People who visit chat rooms are able to carry
on real time conversation about themselves
and topic of mutual interest with people from
all over the globe .