Personality can be described as the psychological characteristics that both determine and reflect how a person responds to his or her environment. Although mostly the personality tends to remain consistent and enduring, it may change abruptly in response to a major life events. Personality also change gradually over time.
3 theories of personality are prominent in the study of consume behaviour:
- Psychoanalytic Theory
- Neo-Freudian Theory and
- Trait Theory
Freud’s psychoanalytic theory provides the foundation for the study of motivational research, which operates on the premise that human drives are largely unconscious in nature and serve to motivate many consumer actions.
Non- freudian theory tends to emphasize th fundamental role of social relationships in the formation and development of the personality.
Alfred Adler viewed human beings as seeking to overcome feelings of inferiorty.
Harry Stack Sullivan believed that people attempt to establish significant and rewarding relationships with others.
Karen Horney saw inidividuals as trying to overcome feelings of anxiery and categorized them as compliant, aggresive or detached.
Trait Theory is a major departure from the qualitative or subjective approach to personality measurement. It postulates that individuals possess innate pyschological traits to a greater or lesser degree, and that traits can be measured by specifically designed scales or inventories.
Because they are simple to use and to score and can be self-administered, personality inventories are the preferred mehtod for many researchers in the assessment of consumer personality.
Product and brand personalities represent real opportunities for marketers to take advantage of consumers’ connections to various brands they offer.
Brands often have personalities- some include “humanlike” traits and even gender. These brand personalities help shape consumer responses, preferences and loyalities.
Each individual has a perceived self image or images as a certain kind of person with certain traits, possessions, relationships, habits, behaviours etc., Consumers frequently attempt to preserve, enhance, alter or extend their self images by purchasing products or services and shopping at stores they percieve as consistent with their relevant self image and by avoiding products and stores they percieve as not consistent to their self image.
What are the personalities of your target consumers?
What is your company’s brand image? What is your product/services image?
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