4th Unit.

Personality
Personality- In psychology, personality is a collection of emotion,
thought, and behavior patterns unique to a person. There are
several theoretical perspectives on personality in psychology, which
involve different ideas about the relationship between personality
and other psychological constructs, as well as different theories
about the way personality develops.
2-Levels or layers of dispositions, usually with a unifying or integrative
principle at the top.
3- “Personality is not an existing substantive entity to be searched for
but a complex construct to be developed and defined by the
observer”.
Personality
Personality comes from the Greek word
"persona", meaning "mask"
The word personality derives from the Latin word
persona which means mask. The study of personality
can be understood as the study of masks that people
wear. These are the personas that people project and
display, but also includes the inner parts of
psychological experience which we collectively call our
self
The nature of Personality
1. Personality reflects individual differences-

Personality is consistent and enduring(permanent)-

Personality can change.

Personality Perspectives
Biological
Psychoanalytic
Dispositional
Learning
Humanistic
Cognative.
Theories of Personality
1. Freudian Theory

Neo Freudian Personality Theory

Trait Theory
 Freudian Theory
Sigmund Freud (1856-1939) developed his ideas about
psychoanalytic theory from work with mental
patients. He was a medical doctor who specialized in
neurology. He spent most of his years in Vienna,
though he moved to London near the end of his career
because of the Nazis’ anti-Semitism.
 Freudian Theory
Freud believed that personality has three structures: the id, the ego, and the
superego. The id is the Freudian structure of personality that consists of
instincts, which are an individual’s reservoir of psychic energy. In Freud’s view,
the id is totally unconscious; it has no contact with reality. As children
experience the demands and constraints of reality, a new structure of
personality emerges- the ego, the Freudian structure of personality that deals
with the demands of reality. The ego is called the executive branch of
personality because it uses reasoning to make decisions. The id and the ego
have no morality. They do not take into account whether something is right or
wrong. The superego is the Freudian structure of personality that is the moral
branch of personality. The superego takes into account whether something is
right or wrong. Think of the superego as what we often refer to as our
“conscience.” You probably are beginning to sense that both the id and the
superego make life rough for the ego. Your ego might say, That I use to get the
money from my papa pocket .Here your id says that getting the money is
useful for you. But your super ego says stolen is an affence.
 Id
The id comprises the unorganized part of the
personality structure that contains the basic drives.
The id acts according to the "pleasure principle",
seeking to avoid pain or unpleasure aroused by
increases in instinctual tension
Such as feeling thirst, hunger and other stimulations in
your body.
The mind of a newborn child is regarded as completely
"id-ridden", in the sense that it is a mass of instinctive
drives and impulses, and needs immediate satisfaction,
He has no sense of responsibility.
 Ego
The Ego acts according to the reality principle; i.e. it seeks to please the id’s drive
in realistic ways that will benefit in the long term rather than bringing grief.
The Ego comprises that organised part of the personality structure that includes
defensive, perceptual, intellectual-cognitive, and executive functions. Conscious
awareness resides in the ego, although not all of the operations of the ego are
conscious.. Originally, Freud used the word ego to mean a sense of self, but later
revised it to mean a set of psychic functions such as judgment, tolerance,
reality-testing, control, planning, defense, synthesis of information, intellectual
functioning, and memory.[1] The ego separates out what is real. It helps us to
organise our thoughts and make sense of them and the world around us. [1]'The
ego is that part of the id which has been modified by the direct influence of the
external world ... The ego represents what may be called reason and common
sense, in contrast to the id, which contains the passions ... in its relation to the
id it is like a man on horseback, who has to hold in check the superior strength
of the horse; with this difference, that the rider tries to do so with his own
strength,
 Super ego
Super ego is the individual’s internal expression of
society's moral and ethical codes of conduct.
The super ego role is to see that the individual satisfies
needs in a socially acceptable fashion.
The super ego is a kind of “brake” that restrains or
inhibits the impulsive forces of the id.
Neo freudian Personality theory
The freud colleagues was not satisfied that personality
is only instinctual and sexual in nature.
Alfred adler has told that human beings as seeking to
attain various rational goals, which he called style of
life, placing emphasis on the individuals efforts to
overcome feelings of inferiority.
Neo freudian Personality theory
Karan Horney focused on the impact of child parents
relationship. She proposed three personality groups:
Compliant, aggressive and detached.
Compliant Individual- Who moves towards others.
They desire to be loved, wanted and appreciated.
Aggressive Individuals- They desire to excel and win
admiration.
Detached Individuals- The desire to move away from
others. They desire independence, self sufficiency and
freedom from obligation.
 Trait Theory
In psychology, Trait theory is a major approach to the
study of human personality. Trait theorists are
primarily interested in the measurement of traits,
which can be defined as habitual patterns of behavior,
thought, and emotion.
 Self and self image
Self – image or “ Perception of self” are very closely
associated with personality in that individuals tend to
buy products and services and patronize retailers with
images or “personalities” that closely correspond to
their own self images.
Make up of the self image
A person has a self image of him as a certain kind of person.
An individual self image is unique.
There are following aspects of self image.
Actual Self Image- How consumer see themselves
Ideal Self image- How consumers would like to see
themselves.
Social self image- How consumer feel others see them.
Ideal social self image- How consumer would like others to
see them.
Expected self image- How consumer expect to see
themselves at some specified future time.
Continued…….
Marketer can segment their markets on the basis of
relevant consumer self images and then position their
products or stores as symbols as symbols for such self
images.
The extended Self
Possessions can extend the self in a number of ways.
Actually- By allowing the person to do things that
otherwise would be very difficult to accomplish.
Symbolically- By making the person feel better or
bigger(receiving an employee awards for excellence)
By conferring status or rank(Status among collectors of
rare works of art because of the ownership of a particular
masterpiece)
By bestowing feelings of immortality, by leaving valued
possessions to young family members(This also has the
potential of extending the recipients “selves”)
Continued…….
By endowing with magical powers ( a cameo pin
inherited from one’s aunt might be perceived as a
magic amulet bestowing good luck when it is born.