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PERSONALITY, Cattell identified two types:, DEFINITION OF PERSONALITY,…

- - - - Identification can be looked at as the child’s motives or desires to be like the model.
      - It can be viewed as the process through which the child actually takes on the attributes of the model.
      - Identification can be viewed as the similarity of behaviour including feelings and attitudes between child and model.
  - - - Brain
        
        The second biological approach is to concentrate on the role that the brain plays in personality. The psychologists are unable to prove empirically the contribution of the human brain in influencing personality.
        Preliminary results from the electrical stimulation of the brain (ESB) research give an indication that a better understanding of human personality and behaviour might come from the study of the brain.
      - Biofeedback
        
        Until recently, physiologists and psychologists felt that certain biological functions such as brainwave patterns, gastric and hormonal secretions, and fluctuations in blood pressure and skin temperature were beyond conscious control.
        Now some scientists believe that these involuntary functions can be consciously controlled through biofeedback techniques. The individual learns the internal rhythms of a particular body process through electronic signals that are feedback from equipment that is wired to the body.
      - Heredity
        
        Heredity refers to those factors that were determined at conception. Physical stature, facial attractiveness, sex, temperament, muscle composition and reflexes, energy level, and biological rhythms are characteristics that are considered to be inherent from one’s parents.
        The heredity approach argues that the ultimate explanation of an individual’s personality is the molecular structure of the genes, located in the chromosomes.
      - Physical Features
        
        A vital ingredient of the personality, an individual’s external appearance, is biologically determined. The fact that a person is tall or short, fat or skinny, black or white will influence the person’s effect on others and this in turn, will affect the self-concept.
- - - - The type theories represent an attempt to put some degree of order into the chaos of personality theory. The type theory represents an attempt to scientifically describe personality by classifying individuals into convenient categories. Two categories of type theories :
        
        Sheldon’s Physiognomy Theory
        
        :smiley: William Sheldon has presented a unique body-type temperamental model that represents a link between certain anatomical features and psychological traits with distinguishing characteristics of an individual and his behaviour.
        
        Carl Jung’s Extrovert-introvert Theory
        
        :smiley: The way to type personality is in terms of behavior or psychological factors. Jung’s introvert and extrovert types are an example.
    - - :anchor: According to trait theory, combining these traits into a group forms an individual’s personality. A personality trait can be defined as an “enduring attribute of a person that appears consistently in a variety of situations”. In combination, such traits distinguish one personality from another.
      - :anchor: Gordon Allport’s Personality Traits: Claims that personality traits are real entities, physically located somewhere in the brain. We each inherit our own unique set of raw material for given traits, which are then shaped by our experiences.
      - :anchor: Raymond Cattell’s 16 Personality Factors: Raymond Cattell considered personality to be a pattern of traits providing the key to understanding and predicting a person’s behaviour.
    - - The Psychoanalytic Theory of personality has held the interest of psychologists and psychiatrists for a long time. Sigmund Freud, its formulator, was quite an influence.
        It attends to emphasizes three main issues i.e. the id, the ego and the superego. Psychoanalysts say that all human personality is comprised of these closely integrated functions.
    - - The psychoanalytic, type and trait theories represent the more traditional approach to explaining the complex human personality.
        Carl Rogers is most closely associated with his approach of self-theory. Rogers and his associates have developed this personality theory that places emphasis on the individual as an initiating, creating, influential determinant of behaviour within the environmental framework.
        
        Self-concept
        
        :recycle: Self-concept is defined as “the organized, consistent set of perceptions and beliefs about oneself”.
        
        Self Actualization
        
        :recycle: Carl Rogers believed that humans have one basic motive that is the tendency to self-actualize – i.e. to fulfil one’s potential and achieve the highest level of ‘human-beingness’ we can.
- - - - :fire: Consumers are also likely to vary in terms of how open-minded or closed-minded they are . Dogmatism is a personality trait that indicates the degree of an individual’s rigidity toward anything that is contrary to her/his own established beliefs.
        
        Apparently, the person is resistant to change and new ideas. One would expect highly dogmatic consumers to be relatively resistant to new products, promotions or advertising.
    - - :fire: Consumers differ in terms of their proneness to persuasion attempts by others, especially when these attempts happen to be interpersonal or face-to-face.
        Consumers with lower social and information processing confidence show more proneness to be influenced by ads compared to those who have higher self-confidence.
    - - :fire: Need for cognition refers to the degree of an individual’s desire to think and enjoy getting engaged in information processing. Such individuals tend to seek information that requires thinking. Opposite to this would be those who shy away from such information and focus on peripheral information (ELM model).
        For instance, a consumer high in need for cognition and looking at an ad for Apple computer is more likely to study and concentrate on the information contained in the ad.
        On the other hand, a consumer low in need for cognition would be more inclined to look at the beautiful picture of iMac, ignoring the detailed information about the computer model.
    - - :fire: Individual consumers differ in the degree to which they look to others for indications on how to behave. Those persons who are high-self monitors tend to look to others for direction and accordingly guide their own behaviour. They are more sensitive and responsive to image-oriented ads and willing to try such products. They are less likely to be consumer innovators.
        On the other hand, individuals who are low self-monitors are guided by their own preferences or standards and are less likely to be influenced by others expectations. They pay more attention to ad messages that focus on product features, quality and benefits. Furthermore, they are also likely to try and pay extra for these products and are consumer innovators.
    - - :fire: Some activities have more potential to provide individuals with some sort of physiological arousal. There are others who prefer a calm, simple and uncluttered life, while some others prefer novel, complex, exciting existence.
        Research in this area indicates that high optimum stimulation levels are associated with more willingness to take risks; to be innovative, try new products and actively seek purchase-related information.