Personality can be summarized in 3 main points: 1. Personality is the characteristic patterns of thoughts, feelings, and behaviors that make a person unique. It arises from biological and environmental factors. 2. Freud proposed that personality has three parts - the id, ego, and superego - that influence behavior. Neo-Freudians like Jung and Adler expanded on his work. 3. Jung described four main personality types - extroversion/introversion and sensing/intuition that influence learning styles and decision-making. How people perceive and judge information differs depending on their dominant personality traits.

1. PERSONALITY
• The sum total of ways in which an individual reacts and interacts with others.
•Personality is a pattern of stable states and characteristics of a person that influences
his or her behavior toward goal achievement
• It is relatively stable set of characteristics that influences individual behaviour
• It is subjective phenomenon
• Personality is the dynamic organization within the individual of those psycho-
physical systems that determine his characteristic and behavior and thought.
• Personality refers to “factors” inside people that explain their behavior
•The sum total of typical ways of acting, thinking, and feeling that makes a person
unique.

2. The Environment
• Organization
• Work group
• Job
• Personal life
Variables Influencing Individual Behavior
The Person
• Skills & abilities
• Personality
• Perceptions
• Attitudes
•Values
• Ethics
Behavior
B = f(P,E)

3. A)Heredity and biological factors
- Physique
- Intelligence
- Sex differences
- Nervous system
- Chemical organisation
B) Environmental
factors
- Family
- Geography
- Life pattern
- Childhood
experience
- Neighbourhood
- Friends
- School
- Media
- Cloths
- Culture
C) Emotional
reaction
- Aspiration
- Aptitudes
and attitude
- Interest
- Motivation
- Intellectual
level

4. Dynamic: ever changing
Psychophysical Organized and integrated
Unique: specific features in every individual
Adjustment to environment
Self conscious ( human being)
Social: develop through social interaction
Characteristics of Personality

5. Facts to Consider When Defining “Personality”
 Individuals are unique
 Individuals behave differently in different situations
 Although individuals are unique and behave inconsistently across situations,
there is considerable commonality in human behavior

6. Personality: a person’s internally based characteristic way of acting and thinking
Character: Personal characteristics that have been judged or evaluated
Temperament: Hereditary aspects of personality, including sensitivity, moods,
irritability, and distractibility
Personality Trait: Stable qualities that a person shows in most situations
Personality Type: People who have several traits in common
Personality: Some Terms

7. Well balanced personality
 Good physical appearance
 Emotional stability
 High intellectual ability
 High degree of social adjustment
 High moral character
 Good temperament
 Good directedness
 Tremendous commonsense, drive and pragmatic thinking

8. Personality Types
TYPE A
1. are always moving, walking, and
eating rapidly;
2. feel impatient with the rate at which
most events take place;
3. strive to think or do two or more
things at once;
4. cannot cope with leisure time;
5. are obsessed with numbers,
measuring their success in terms of
how many or how much of
everything they acquire.
TYPE B
1. never suffer from a sense of time
urgency with its accompanying
impatience;
2. feel no need to display or discuss
either their achievements or
accomplishments;
3. play for fun and relaxation, rather
than to exhibit their superiority at
any cost;
4. can relax without guilt.

9. Overview of psychoanalysis theory/ Freudian theory
•Psychoanalysis is both an approach to therapy and a theory of personality
•Emphasizes on unconscious motivation;
the main cause of behavior lies in unconscious mind
• Freud was developing radically different ideas, he believed that mental life is like an iceberg:
only small part is exposed to view. He called the area of mind that lies outside of personal
awareness the unconscious
•He believed that all thoughts, emotions and actions are determined.
• In other words nothing is an accident, if we probe deeply we will find the causes of every
thought or action.
•Freud sees human nature as deterministic; life is about gaining pleasure and avoiding pain

10. The structure of the human psyche or mind
 A. levelsof mental life:
1. Unconscious
• It includes all impulses, desires that are beyond awareness. But it affects our
expression, feelings and actions
• It is not directly observed, it is hidden below the conscious. One studies unconsious
by looking at the slips of the tong, dreams, wishes….
• 2. Subconscious
• The middle portion of the mind beneath the conscious layer.
• It stores all types of information which can be easily brought to the level of
consciousness whenever required.
3. Conscious
It is viewed as the smallest portion of the mind.
• It includes the ideas, thoughts and images that we are aware of at any moment of
our mental life.
• It is the surface level, meaning the level we are aware of in a thinking state.

11. Structureof the humanpsycheormind
B.Structureof personality:
1.ID
 2.EGO
 3. SUPEREGO

12. 1. ID
• It is the first portion of the personality to develop.
• It is present at birth and has the qualities of a spoiled child.
• ID is selfish and follows no rules, considers only the satisfaction of its own
needs and drives.
• The ID is not rational and does not care how its wants are
obtained.
2. EGO
• The rational level of the personality.
• It is the opposite of the « ID » which focuses on morality and justice.
• Ego works against the ID and tries to conltrol the ID’s impulses.
• Ego is the balance between ID and Super-Ego
3. Super-Ego
• It makes decisions if things are right or wrong.
• It has the ability to reward through feelings of satisfaction and self love and
punish by providing feelings of guilt and shame.
• It is idealistic in nature, and perfection is its goal rather than pleasure
seeking or destruction.

13. NEO-FREUDIANAPPROACH
• Individual’s efforts to overcome
feelings of inferiority.
Alfred
Adler
• Individual’s efforts to reduce
tensions such as anxiety.
Carl Jung
• Impact of Child Parent relationship.
• Individual’s desire to conquer
feelings of anxiety.
Karen
Horney

14. KAREN HORNEYPERSONALITY
GROUPS
Compliant
Individuals
• Are those who move towards others (they desire to be
loved, wanted and appreciated)
Aggressive
Individuals
• Are those who move against others (they desire to
duel and win admiration)
Detached
Individuals
• Are those who move away from others (they desire
independence, self-reliance, self-sufficiency, and
individualism or freedom from obligation)

15. CarlJung
• Carl Gustav Jung (1875 – 1961) was a Swiss psychiatrist, an
influential thinker and the founder of analytical psychology (also
known as Jungian psychology).
• Two processes that are important in learning
– how we take in information
– what we do with the information once it is in our brain
• He called the first PERCEPTION and
the second JUDGEMENT

16. Learning Styles Based on Jung's Theory of Personality
 Jungian learning styles describe main
dimensions:
Extroverted/Introverted.
 Sensation/Intuition.
 Thinking/Feeling.

17. Extroverted Learning Style
Extroverted learners enjoy generating energy and ideas from other
people. They prefer socializing and working in groups.
Characteristics of Extroverted Learners:
•Enjoys working with others in groups
•Often gathers ideas from outside sources
•Willing to lead, participate and offer opinions
•Jumps right in without guidance from others

18. Introverted Learning Style
• While introverted learners are still sociable, they prefer to solve
problems on their own.
 Characteristics of Introvert Learners:
 Prefers to work alone Enjoys quiet, solitary work
 Often generates ideas from internal sources
 Prefers to listen, watch and reflect
 Likes to observe others before attempting a new skill

19. • Both attitudes - extroversion and introversion –
• are present in every person, in different degrees.
• No-one is pure extravert or pure introvert, and more
recent studies (notably Eysenck) indicate that a big
majority of people are actually a reasonably well-balanced
mixture of the two types, albeit with a preference for one
or the other.
• In addition to the two attitudes of extroversion and
introversion, Jung also developed a framework of 'four
functional types'.

20. Sensing Learning Style
• Jung's 'Sensation' function translates signals from the senses into factual data
• There is no judgement of right or wrong, good or bad, implications, causes,
directions, context, possibilities, themes, or related concepts.
• Sensation sees what is, as what it is.
• 'Sensation' is the opposite to 'Intuition'.
• Characteristics of Sensate Learners:
• Focuses on the present
• Practical and reasonable
• Utilizes experience and common sense to solve problems
• Keenly observe the surrounding world

21. Intuitive Learning Style
• Intuitive learners tend to focus more on the world of possibility. They
enjoy considering ideas, possibilities, and potential outcomes. These
learners like abstract thinking, daydreaming, and imagining the future.
• Characteristics of Intuitive Learners
• Prefers to work in short sessions, rather than finishing a task all at once
• Enjoys new challenges, experiences and situations
• More likely to look at the big picture rather than the details
• Like theories and abstract ideas

22. • Jung said that Intuition and Sensation are 'Irrational'
since they are concerned with perception and do
not evaluate.
• they simply gather information and perceive the
nature of something –
• they do not reason or decide or judge.

23. Thinking Learning Style
• Individuals with a thinking learning style tend to focus more on the
structure and function of information and objects… It is objective to
the extent that evaluation is based on personal intelligence and
comprehension
 Characteristics of Thinking Learners:
• Interested in logic and patterns
• Dislike basing decisions on emotions
• Bases decisions on reason and logic

24. Feeling Learning Style
People with a feeling style manage information based on the initial
emotions and feelings it generates. It is a 'rational' process of forming
personal subjective opinion about whether something is good or bad,
right or wrong, acceptable or unacceptable, etc.
•Characteristics of Feeling Learners:
•Interested in people and their feelings
•Base decisions on immediate feelings
•Generates excitement and enthusiasm in group settings

25. • Jung said that Thinking and Feeling are 'Rational' because both of
these functions evaluate experience. In Jung's theory the Thinking and
Feeling functions are 'Rational‘ because they reason and decide and
judge.
The Rational and Irrational descriptions that Jung attached to the four
functions might not appear particularly significant at first, especially
given that Jung's use of the words is rather different to the modern
meanings.
modern words that describe Jung's meaning of Rational and Irrational,
respectively Judging ('rational‘ Thinking and Feeling)
and Perceiving ('irrational‘ Sensation and Intuition)

26.  Trait Theory:
 is primarily quantitative or empirical:
 it focuses on the measurement of personality in terms of specific psychological
characteristics called traits.
• A trait is defined as any distinguishing relatively enduring way in which an individual
differs from others.
• Trait Theorists are concerned with the construction of personality tests that enable them
to pinpoint individual differences in terms of specific traits.
• Selected single-trait personality tests are often
developed specifically for use in consumer behavior
studies.
• These personality tests measure traits such as:
a. Consumer Innovativeness: How receptive a person is to new experiences
b. Consumer Materialism: Degree of consumer’s attachment to worldly possessions
c. Consumer Ethnocentrism: Likelihood of acceptance or

27. Personality traits and
marketing significance
Consumer
innovativeness
Dogmatism
Social
character
Need for
uniqueness
Optimum
stimulation
level
Sensation
seeking
Variety-
novelty
seeking

28. CONSUMERINNOVATIVENESS
How receptive are consumers to new products,new
services or new practices?
Recent consumer research indicates a positive
ralationship between innovative use of the internet
and buying online.

29. DOGMA
TISM
Dogmatism is a personality trait that measures the degree
of rigidity that individual displays towards the unfamilier
and towards information that is contrary to their
established beliefs.
Consumer low in dogmatism are more likely to prefer
innovative products to established ones.
Consumer high in dogmatism are more accepting of
authority-based ads for new products.

30. SOCIAL CHARACTER
Social character is a personality trait continuum from
inner-directed to other-directed.
i.e to measure dependence of a customer on his inner
values and standards
• inner directed- prefer ads featuring product features &
personal benefits
• other directed- prefer ads that feature social acceptance

31. NEEDFORUNIQUENESS
We all know people who seek to be unique avoid
conformity.
• consumers are ready to accept uniqueness but not
at the cost of other’s criticism

32. OPTIMUMSTIMULATIONLEVEL
Some people prefer a simple, uncluttered and calm
existence, although and others seem to prefer an
environment crammed with novel, complex and unusual
experiences.
Person with optimum stimulation levels are willing to
take risks,to try new products, new innovativeness, to
seek purchase related information and to accept new
retail facilities.

33. V
ARIETY
-NOVEL
TYSEEKING
This is similar to OSL
Primary types are variety and novelty seeking
There appear to be many different types of variety
seeking:
Exploratory purchase behavior(e.g switching brands to
experience new and better alternatives).
Vicarious exploration(e.g where the consumer secures an
information about a new or different alternative and then
contempletes or even day dreams about the option) and use
innovativeness(e.g where a consumer uses an already
adopted product in a new and novel way).

34. The third form of variety in novelty seeking-
use innovativeness is particularly relevant to
technological.

35. CognitivePersonalityFactors
Need for cognition (NFC)
It measures a person’s interest in rational thinking.
Individual with high NFC are more likely to
respond to advertisements rich in product and description.
Individual with low NFC are more likely to be attracted to
background or peripheral aspects of an advertisement and are
also more responsive to cool colours.
Visualizers v/s Verbalizers Personality Factors
A person’s preference for information presented visually or
verbally.

36. Visualizersv/sVerbalizers
Visualizers v/s Verbalizers:
Consumers who prefer visual information and products that
stress the visual.
Consumers who prefer written or verbal information and
products that stress the verbal.
It helps the marketers know whether to stress visual or
verbal elements in their advertisements.

37. From consumer materialism to compulsive consumption
Consumer Materialism: The extent to which a person is considered “materialistic”.
Value acquiring and showing-off possessions.
Are particularly self-centered and selfish.
Seek lifestyles full of possessions.
Have many possessions that do not lead to greater happiness.
Fixed Consumption Behavior: Consumers fixated on certain products or categories
of products.
Consumers have a deep interest in a particular object or category.
They have a willingness to go to considerable lengths to secure items in the category of
interest.
Consumers have a dedication of a considerable amount of discretionary time and money to
search out the product.
Compulsive Consumption Behavior: “Addicted” or “Out-of-
control” consumers.
Consumers who are compulsive buyers have an addiction; in some respects, they are out of
control and their actions may have damaging consequences to them and to those around
them. Examples:
If a person has some money, he cannot help but to spend part or the whole of it.
A person often buys a product which he does not need it, even knowing that he has very
little money left.

38. BRANDPERSONALITY
Personality – like traits associated with brands.
Examples:
Maruti – Economical
Lux – beauty
Nike – Athelete
BMW – Performance driven
Brand personality which is strong and favorable will
strengthen a brand but not necessarily demand a price
premium.

39. BRAND PERSONALITY FRAMEWORK
Brand Personality
Sincerity
- Honest
- Cheerful
- Wholesome
Excitement
- Daring
- Spirited
- Imaginative
Competence
- Reliable
- Intelligent
- Successful
Sophistication
- Upper Class
- Charming
Ruggedness
- Outdoor
- Tough
This brand personality
framework shows five dimensions
of a brand personality. Consider
one of your favorite brands – how
does it map out on this framework?

40. BRANDPERSONIFICATION
Recast consumers’ perception of the attributes of a
products or service into a human-like character.
Consumers express their inner feelings about products or
brands in terms of their association with known
personalities.

41. BRAND PERSONALITYISSUES
Gender
Some products perceived as masculine (coffee and
toothpaste) while others as feminine (bath soap and
shampoo)
Color
in packaging and products
Color combinations
denotes personality

42. SELFANDSELF-IMAGE
Consumers have a variety of enduring
images of themselves. These images are :
I One or Multiple Selves: A single consumer has
multiple selves. Therefore he behaves in different
manner with different people in different situation.
II. The Makeup of Self Image: Each Individual has an
image of himself or herself as a certain kind of
person, with certain traits, skills, habits, possessions,
relationships and ways of behaving.
• Individuals make their self image through
interactions with others.

43. • How consumerssee themselves
Actual Self-Image
Ideal Self-Image
Social Self-Image
Ideal Social
Self-Image
Expected
Self-Image
• How consumer would like to see
themselves
• How consumers feel others see
them
• How consumers would like others
to seethem
• How consumers expect to see
themselves in the future
• Traits an individual believes are in
her duty to possess
Out-to self
DIFFERENTSELF-IMAGES

44. III
.
 Extended self: the inter-relationship between consumers self
image and their possessions. Possessions can extend the self in
number of ways:
a. Actually by allowing the person to do what he would have not
been able to do.
b. Symbolically: makes us feel bigger and better
c. By confirming status or brand. Giving a position in society.
d. Enduring magical powers
 Iv. Altering the self: sometimes consumers wish to change
themselves to become different or impressions. Thereby altering
their selves.
