Personality and advertising
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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
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Personality and advertising
- 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!!
Editor's Notes
- Here is an outline of the topics for Chapter Five.
- The study of personality has been approached in many different ways. Heredity, early childhood experiences, and other social influences have a strong effect on who you become. The definition given here is on inner characteristics which distinguish one individual from others. The web link on this page brings you to one of the thousands of personality tests you can find online. There are some interesting findings regarding the nature of personality. First of all, personality reflects individual differences. Because no two people are exactly the same, marketers can look for certain similar personality traits in different consumers. These consumers can then be grouped together based on this identified personality train. Personality is consistent and enduring. This helps marketers predict consumer behavior over time in terms of personality. Finally, personality can change due to major life events, such as marriage. You may notice personally that your personality has changed somewhat as you have grown – certainly your personality now is somewhat different then from when you were 7 years old.
- These are the three major theories of personalities. There are many more but these three have been chosen because they are important to the relationship between personality and consumer behavior. Each will be discussed in detail on the next couple of slides.
- Sigmund Freud was one of the most important and influential psychiatrists of all time. There are many web sited devoted to him and his theories. The web link on this page will take you to one such site. Freudian theory itself is based on the existence of unconscious needs or drives as the heart of human motivation and personality. According to Freud, human personality consists of these three systems, the id, super ego and the ego. The Id is the “warehouse” of primitive drives, basic physiological needs such as hunger, thirst, and sex. The superego drives the individual to fulfill their needs in a socially acceptable function. Finally, the ego is the internal monitor that balances the needs of the id and the superego.
- As opposed to Freud’s theories which were based heavily on development, Neo-Freudian’s are concerned with social relationships. These relationships are formed to reduce feelings of inferiority or tension. Furthermore, people can be classified as to how they interact with others – are they compliant, aggressive, or detached. A compliant individual desires attention, an aggressive desires admirations, and a detached person desires independence and freedom from obligation. What is particularly interesting is how research has shown that these different personality groups differ in their brand usage.
- Unlike Freudian and Neo-Freudian theories, trait theory is less qualitative and more focused on measurement of personality. Tests can be done to measure single traits in consumers such as how receptive they are to new experiences (innovativeness), their attachment to worldly possessions (materialism), and their likelihood to accept or reject foreign-made products (ethnocentrism).