Management- Personality and Advertising Learning Objectives Personality Personality is consistent Personality is prone to change Theories of Personality Freudian Theory Neo-Freudian Personality Theory Trait Theory Soup and Soup Lover’s Traits

1. TRINITY INSTITUTE OF PROFESSIONAL
STUDIESSector – 9, DwarkaInstitutional Area, New Delhi-75
Affiliated Institution of G.G.S.IP.U, Delhi
Personality and Advertising
Dr. Jaspreet Kaur
AssociateProfessor

2. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, DwarkaInstitutional Area, New Delhi-75
Learning Objectives
1. Effect of consumers on Consumers’ Inner
Differences.
2. To explain the Freudian, Neo-Freudian, and
Trait Theories of personality and understand
their effect on Consumers’ Attitudes and
Behavior.
3. To explain the effect of personality on
Consumers’ Responses to advertising and
Marketing Messages.

3. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, DwarkaInstitutional Area, New Delhi-75
Personality
• Personality is the inner psychological
characteristics which determine and reflect
how a person responds to his or her
environment
• The Nature of Personality:
– Personality reflects individual differences
– Personality is consistent
– Personality is prone to change

4. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, DwarkaInstitutional Area, New Delhi-75
Theories of Personality
• Freudian theory
– Unconscious needs or drives will be the core of
human motivation
• Neo-Freudian personality theory
– Social relationships will be the basis of
development of personality
• Trait theory
– Quantitative approach to personality studied as a
set of psychological traits

5. Freudian Theory
• Id
– The instinctual needs for which
individual looks for an urgent
satisfaction
• Superego
– Individual’s internal
expression of society’s
moral and ethical codes of
conduct
• Ego
– Individual’s conscious control
that balances the demands of
the id and superego

6. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, DwarkaInstitutional Area, New Delhi-75
This Advertisement explains Id
which her is the Excitement of the
“Forces” of Primitive Drives?

7. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, DwarkaInstitutional Area, New Delhi-75
Neo-Freudian Personality Theory
Social relationships are crucial to personality
• Alfred Adler: Explains the Style of life and Feelings of
inferiority
• Harry Stack Sullivan explains that we establish
relationships with others to reduce tensions

8. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, DwarkaInstitutional Area, New Delhi-75
This advertisement shows the Aggressive
Consumer who Seeks
to Excel and Achieve Recognition

9. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, DwarkaInstitutional Area, New Delhi-75
Trait Theory
• Stresses on measurement of personality in
terms of traits
• Trait - any distinguishing, relatively enduring
way in which one individual differs from
another
• Personality is linked to broad product
categories and NOT specific brands

10. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, DwarkaInstitutional Area, New Delhi-75
Soup and Soup Lover’s Traits
• Chicken Noodle Soup Lovers
– Watch a lot of TV
– Are family oriented
– Have a great sense of humor
– Are outgoing and loyal
• Tomato Soup Lovers
– Passionate about reading
– Like meeting people
– Do not party
– Love pets
• Vegetable Soup Lovers
– Enjoy the outdoors
– Try new things
– Dine in fancy restaurants
– Are physically fit

11. THANK YOU!!