2. DEFINITION
The inner psychological characteristics that
both determine and reflect how a person
responds to his or her environment.
The Nature of Personality:
• Personality reflects individual
differences
• Personality is consistent and
enduring
• Personality can change
WHAT IS PERSONALITY???
3. THEORIES OF PERSONALITY
Sigmund Freud’s
psychoanalytic theory of
personality.
1. Id,
2. Ego, and
3. Superego.
3
FREUDIAN THEORY &
PRODUCT
PERSONALITY
Social relationships are
fundamental to the formation
and development of personality
1. Compliant individuals,
2. Aggressive individuals
3. Detached individuals
NON-FREUDIAN THEORY /
SOCIO-ANALYTIC THEORY Personality theory with a
focus on psychological
characteristics
Trait- any distinguishing,
relatively enduring way in
which one individual differs
from another. Personality is
linked to how consumers
make their choices
TRAIT THEORY
4. TRAITS RELEVANTTO CONSUMER BEHAVIOR
4
Consumer
innovativeness
Dogmatism
Social
character
Need for
uniqueness
Optimum
Stimulation
Level
Sensation
seeking
Novelty
seeking
5. CONSUMER MATERIALISM AND COMPULSIVE BEHAVIOR
5
• Sigmund Freud’s
psychoanalytic theory of
personality.
1. Id,
2. Ego, and
3. Superego.
• Consumers fixated on certain
products or categories of
products
• Characteristics:
• Passionate interest in a
product category
• Willingness to go to
great lengths to secure
objects
• Dedication of time and
money to collecting
CONSUMER MATERIALISM /
FIXATED BEHAVIOR
COMPULSIVE BEHAVIOR
• “Addicted” or “out-of-control”
consumers
• Their actions may have
damaging consequences to
them and to those around
them.
• To control or possibly eliminate
such compulsive problems
generally requires some type of
therapy or clinical treatment
6. CONSUMER ETHNOCENTRISM AND COSMOPOLITANISM
6
• Act of judging other cultures based on the
preconceptions originating in the standards and
customs of one’s own culture
ETHNOCENTRISM
• Cultural relativism is the notion that cultural
norms and values derive their meaning within a
specific social context
• No culture is better or superior to another.
CULTURAL RELATIVISM /
COSMOPOLITANISM
7. 7
ETHNOCENTRISM
• Ethnocentric consumers feel it is
wrong to purchase foreign-made
products because of the impact on
the economy. They can be targeted
by stressing nationalistic themes
• This can be used by government as
well to ban certain products and
services
• Eg – Atmanirbhar Bharat Abhiyan,
Great Firewall of China
8. 8
COSMOPOLITANISM
• A cosmopolitan orientation would
consider the world to be their
marketplace and would be attracted
to products from other cultures and
countries
• Eg – In today’s time, urban, semi-
urban consumer know about
McDonald’s and regularly visit or
order takeaways
9. BRAND PERSONALITY
9
• Sigmund Freud’s
psychoanalytic theory of
personality.
1. Id,
2. Ego, and
3. Superego.
• “Making the brand alive”
• Usually done through long-term
advertising and appropriate
packaging.
• These traits inform brand behaviour
through both prepared
communication/packaging , etc. and
through the people who represent
the brand- its employees.
• The way in which it speaks of its
products or services shows what
kind of person it would be if it were
human.
11. PRODUCT PERSONALITY
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• Sigmund Freud’s
psychoanalytic theory of
personality.
1. Id,
2. Ego, and
3. Superego.
Gender - Some products perceived as
masculine (coffee and toothpaste) while
others as feminine (bath soap and
shampoo
Geography - Using the geographical
association can create geographic equity
Color - Color combinations in packaging
and products denotes personality
12. 12
• Sigmund Freud’s
psychoanalytic theory of
personality.
1. Id,
2. Ego, and
3. Superego.
• Personality are likely to influences the individual’s product choices.
• They affect the way consumers respond to marketers’ promotional
efforts, and when, where and how they consume particular
products or services.
• Therefore, the identification of specific personality characteristics
associated with consumer behaviour has proven to be highly useful
in the development of a firm’s market
SUMMARY / KEYTAKEAWAYS
