Chapter 3: Personality and Lifestyles (Personality and understanding…
Chapter 3: Personality and Lifestyles
Personality is the inner characteristics that are being displayed by an individual.
Examples of personality characteristics: playful,happy, extrovert/introvert, shrewdness, tenacity, short-temperedness, outspoken
Characteristics of Personality
Personality Reflects Differences Amongst Individuals
No two or more individuals are similar, as each individual's personality is a combination of unique inner characteristics, each different from the other.
Personality should be Stable and Lasting
Personality is not volatile or temperamental in nature. It should be consistent and enduring over a period of time.
Personalities can Change
Personalities can also change over time.
Theories On Personality
Psychoanalytic (Freudian) Theory
Personality is formed as a result of the conflict of three forces: id, superego, ego
The extent to which how well an individual deals with the crises experienced over the years since childhood is determine by this personality.
Neo-Freudian Personality Theory
Humans' inherent psychological drives.
Focus on measurement of personality
Personality and understanding Consumer Behavior
Dogmatism in Consumers
Consumers' Social Character
Visualizers Vs Verbalizers
Brand Personality:Various descriptive personalities, such as traits or characteristics attached to different brands in a wide variety of product categories.
Emotional Brand: encourages consumers to respond with feelings and emotions towards the brand.
Self and Self-image
Individuals thoughts and feelings based on identifying himself/ herself as an object for reference.