Personality refers to characteristics patterns of behavior and thinking that determine how a person adjusts to their environment. It includes internal and external traits that are relatively stable but can be both inherited and shaped. Personality theories include psychoanalytic theory, which views personality as consisting of the id, ego and superego; trait theory, which describes personality in terms of combinations of traits; and self-concept theory, which refers to a person's total thoughts and feelings about themselves. Marketers aim to appeal to consumers' self-images through advertising.

2. Personality
word derived from a
LATIN expression ‘PERSONA’.
The
mask worn by Theatrical
Players in Ancient Greek Dramas
A
superficial social image that an
individual adopts in playing life’s
role.

3. 
Personality may be understood as the
characteristics pattern of
behavior and
modes of thinking that determine a person’s
adjustment to the environment.

Personality can be describe as how a person
affects others, how to understands and views
himself and his pattern of inner and outer
measurable traits.

4. 
It includes internal and external traits.

Relatively stable.

Both inherited as well as shaped.

Each individual is unique in behaviour.

6. Self concept theory
 Psycho Analytical theory
 Socio/cultural theory
 Trait theory


7.  Self-concept
is defined as ‘the
totality of Individual thoughts and
feeling having reference to
himself/herself to an object.

Consumers have a variety of enduring
images of themselves

These images are associated with
personality in that individuals
consumption relates to self-image

8. DIFFERENT SELF-IMAGES
Actual SelfImage
Ideal Self-Image
Ideal Social
Self-Image
Social Self-Image
Expected
Self-Image

9. This product
appeals to
a man’s
self-image.

10. 
Father of theory: FREUD

Three components of Personality:
Id
Ego
Superego

11. 
Id
 Warehouse
of primitive or instinctual needs for
which individual seeks immediate 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

13. 


A trait is any characteristic in which one
person differs from another in a relatively
permanent and consistent way.
A person’s personality is described in
terms of a particular combination of
traits.
To be useful trait measures must be
shown to be valid (I.e., they measure
what they are said to measure) and
reliable (I.e., the measures show
consistency over time)

14. This ad is
designed to
appeal to
consumer
ethnocentrism.

15. Marketers
often use a
fictitious
location to
help with
personality.

17. Optimal Stimulation Level
 Need for Cognition
 Dogmatism
 Susceptibility to Influence
 Self-Monitoring Behaviour
