1. By:
Suvra Roy
Nidhi Murdia
Rajarshi Chakraborty
Firoz Tharayil

2. Objective of the Presentation
 To Understand How Personality Reflects Consumers’
Inner Differences.
 To Understand How Freudian, Neo-Freudian, and
Trait Theories Each Explain the Influence of
Personality on Consumers’ Attitudes and Behavior.
 To Understand How Personality Reflects Consumers’
Responses to Product and Marketing Messages.
 To Understand How Marketers Seek to Create Brand
Personalities-Like Traits.
 To Understand How the Products and Services That
Consumers Use Enhance Their Self-Images.

3. WHAT IS PERSONALITY?
 The inner psychological characteristics that both
determine and reflect how a person responds to his or
her environment
 This definition focus on :
Specific qualities
Attributes
Factors
Mannerisms

4. NATURE OF PERSONALITY
 Personality reflects individual differences:
 Each individual has a special set of unique
characteristics and is unique by himself.
 Some individual are highly sociable whereas some are
low on sociability.
 Personality is a useful concept because it enables us to
categorize individuals into different groups on the basis
of one or even several traits.
 Personality is consistent and enduring:
 An individual’s personality tend to be both consistent
and enduring.
 Personality is only one of a combination of factors that
influences how a consumer behaves.

5.  Personality can Change:
 Under certain circumstances, personalities change.
 A man’s personality changes as he matures slowly. For
instance, our personality may have changed from how it
was 5 years back.
 Often, we find aggressive man mellow down as they
advance in years.
 An individual’s personality may be altered by major
events such as birth of a child, death of close one, career
promotion, etc.

6. THEORIES OF PERSONALITY
 Freudian theory
 Unconscious needs or drives are at the heart of human
motivation
 Neo-Freudian personality theory
 Social relationships are fundamental to the formation
and development of personality
 Trait theory
 Quantitative approach to personality as a set of
psychological traits

7. FREUDIAN THEORY
 Freud believed that unconscious thoughts controlled
the conscious mind and this plays a significant role in
developing our personalities.
 As per Freud, Personality is made up of 3 parts:
 Id: Our primitive instincts or drives
 Superego: Our urge to ‘do what is right’ – achieving
perfection
 Ego: The ‘balance’ between the id and the superego

8. Superego
- Internalize society’s
rules, morals, ethics
- Restrains the impulsive
forces of the id
- Works contradictory to
ID
Ego
-Balancing between
Id and Superego
- Tries to balance
them according to
reality principle
Id
- Warehouse of
primitive desires
- Hunger, thirst, etc
-Immediate
gratifications
- No contact with
reality
Eg.: If you are
thirsty At Id level, U would
grab water from
anybody having a
water bottle.
At Ego level, U may
buy a water bottle or
any other drink.
At Superego level, U
ask the person for
water.

9. NEO-FREUDIAN PERSONALITY
THEORY
 Neo Freudian’s are those who further developed
Freud’s ideas but presented new ways of looking at
personality.
 Believed that individuals engage in constant adaption
and creative development, based on the environment.
 Conscious mind and external factors are also
important influences on personality.
 Social relationships are fundamental to the formation
and development of personality.

10. NEO-FREUDIAN APPROACH
• 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

11. KAREN HORNEY’S 3 PERSONALITY
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)

12. TRAIT THEORY
 This theory focuses on psychological characteristics.
 Trait is defined as “Any distinguishing, relatively
enduring way in which one individual differs from
others”.
 Focus on measurement of personality in terms of traits
 Personality is linked to broad product categories and
NOT specific brands.

13. Personality and Understanding
Consumer Behavior
 Ranges on a continuum for inner-directedness to
other-directedness
 Inner-directedness
 rely on own values when evaluating products
 Innovators
 Other-directedness
 look to others
 less likely to be innovators

14. Personality and Understanding
Consumer Behavior
Consumer
innovativeness
Dogmatism
Social
character
Need for
uniqueness
Optimum
stimulation
level
Sensation
seeking
Variety-
novelty
seeking

15. CONSUMER INNOVATIVENESS
 How receptive are consumers to new products,new
services or new practises?
 Recent consumer research indicates a positive
ralationship between innovative use of the internet
and buying online.

16. DOGMATISM
 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.

17. SOCIAL CHARECTER
 Social character is a personality trait continuum from
inner-directed to other-directed.

18. NEED FOR UNIQUENESS
 We all know people who seek to be unique avoid
conformity.

19. OPTIMUM STIMULATION LEVEL
 Some people prefer a simple,uncluttered and calm
existence,although and others seem to preffered 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.

20. VARIETY-NOVELTY SEEKING
 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).

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

22. Cognitive Personality Factors
 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.

23. Visualizers v/s Verbalizers
 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.

24. From consumer materialism to
compulsive consumption
 Consumer Materialism: The extent to which a person
is considered “materialistic”.
 Fixed Consumption Behavior: Consumers fixated on
certain products or categories of products.
 Compulsive Consumption Behavior: “Addicted” or
“Out-of-control” consumers.

25. MATERIALISTIC PEOPLE
 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.

26. FIXATED CONSUMPTION BEHAVIOR
 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.

27. COMPULSIVE CONSUMPTION
BEHAVIOR
 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.

28. BRAND PERSONALITY
 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.

29. BRAND PERSONALITY FRAMEWORK
Brand Personality
Sincerity
- Honest
- Cheerful
- Wholesome
Excitement
- Daring
- Spirited
- Imaginative
Competence
- Reliable
- Intelligent
- Successful
Sophistication
- Upper Class
- Charming
Ruggedness
- Outdoorsy
- 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?

30. BRAND PERSONIFICATION
 Recast consumers’ perception of the attributes of a
products or service into a human-like character.
 Consumes express their inner feelings about products
or brands in terms of their association with known
personalities.

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

32. SELF AND SELF-IMAGE
 Consumers have a variety
of enduring images of
themselves.
 These images are
associated with personality
in that individuals’
consumption relates to
self-image.

33. • How consumers see themselvesActual Self-Image
• How consumer would like to see
themselves
Ideal Self-Image
• How consumers feel others see
them
Social Self-Image
• How consumers would like others
to see them
Ideal Social
Self-Image
• How consumers expect to see
themselves in the future
Expected
Self-Image
• Traits an individual believes are in
her duty to possess
Out-to self
DIFFERENT SELF-IMAGES

34. VIRTUAL PERSONALITY
 There are many opportunities to create online “selves.”
 For example:
 whether it is a chat room,
 Whether it is a character in an online role-playing game,
 In a virtual world – people often pick identities that are
very different then their true selves.

35. THANK YOU