This PPT gives explanation to what is personality,what is the nature of personality and Different theories of personality given by different psychologists like Sigmund Frued, Karen Horney etc.

1. By
B.Sreehari Theeratha
Personality & Consumer Behavior

3. Personality
 “Inner psychological characteristics that determine and reflect a
person’s response to his/her environment”
 Inner characteristics:
Specific qualities, attributes, traits, factors, mannerism
 Each person has different combination of these characteristics
 These influence product decisions

4. Nature of Personality
1) Reflects Individual Differences:
• People have different personalities
• The ones with common traits are
grouped as one for market
segmentation

5. 2) Consistent and enduring:
• Same kind of response even after a period of time

6. 3)Can change:
• Under major life events
Ex: Death of family members, great achievement

7. Freudian Theory
• Psychoanalytic theory:
- Unconscious needs are basis for personality and
motivation
Ex: Biological needs
- Cornerstone for modern psychology
Basis:
Patients’ recollection of early childhood experiences, analysis of their
dreams

8. 3 interactive systems
• Id :
Physiological needs ex: thirst, hunger,
biological desire satisfaction without consent of the means
Ex: Boy stealing food from a store

9. • Superego:
Internal expression of society’s moral and ethical code of conduct
Ex: RGV movies ,twitter comments

10. • Ego:
Individual’s conscious control
Ex: When a person wants to harm someone, he cannot do that
because of sanction to criminal law in his area.

12. • Consumer researchers using Freud’s psychoanalytic theory see
consumer purchases as a reflection and extension of the consumer’s
own personality
Ex: The way of dressing, accessories etc.

13. Neo-Freudian Theories
Alfred Adler:
• Humans seek to attain rational goals, which he calls
‘style of life’
• Emphasis on individuals’ efforts to overcome
inferiority
Stack Sullivan:
• People continuously put effort to establish
significant and rewarding relationships
• Emphasis on individuals’ efforts to overcome
anxiety

17. Karen Horney’s CAD Theory
• Compliant:
Those who move towards others.
They want to be desired, loved, appreciated by others
• Aggressive:
Those move against others
They desire to excel and win admiration
• Detached:
Those move away from others
They desire independence, self-reliance, self-
sufficiency, freedom from obligations