PERSONALITY

LIAQAT ALI
BBA 3rd sem
Consumer behavior
January ,9
2009
MUSLIM
EDUCATIONAL
GOALS
 PERSONALITY
 FREUDIAN THEORY
 NEO FREUDIAN THEORY
 PERSONALITY
Those inner psychological characteristics
that both determines and reflect how a
person respond to his/her environments .

ATTRIBUTE ( Bodily posture )

MANNERISM ( Habitual style )

TRAIT ( Genetically quality )

Personality comes from Greek word "persona",

meaning "mask"
The word ‘personality’ derives from Greek word ‘persona’ means ‘mask’. The
study of personality can be understood as the study of ‘masks’ that people
wear. These are the personas that people project and display, but also
includes the inner parts of psychological experience .
These characteristics distinguish
one individual from other , which
affect the consumer , respond to
purchasing and useful in MARKET
SEGMENTATION STRATEGY.
 THE NATURE OF
PERSONALITY
1) Personality reflect individual
differences
High

Willing to
accept
adventure Low Afrai
d

i.e. Mountain climbing/Buy new product etc .

 It enable us to categorize consumer into
various groups on the basis of one or
even several traits .
 2) Personality is consistent and
enduring
The internal inherited or genital
characteristic of emotion, habit
and desire remain the same that
left from parent to individual ,
but get dominate upon up to
some extend .
 3) Personality can change
Major life events

Marriage

Birth of child

Death of parent

Change of job

She's growing up, she is much calmer’’ says an auntie after

not seeing his niece for five years .
PERSONALITY & SEX
 Man personality
has generally
remained constant
over the past 50
years.
 Woman personality
approach to be
masculine over
next 50 years .
1st GOAL COMPLETED

NEXT
 FREUDIAN THEORY
 Victorian era 19th
Sigmund Freud century .
1896 - 1939
 Freud spent most of
his life in Vienna,
Austria .
 Trained as a
physiologist and
neurologist .
What’s the big deal about
Freud ???
 Freud is the name most
associated with Psychology

 Freud has had the greatest

impact on literature and pop
culture of any psychologist
PSYCHOANALYTIC THEORY
OF PERSONALITY

 Freudian proposed that human

personality has three structure .
 ID
 SUPER EGO
 EGO
Three Revolutions in Human
Thought
(… according to Freud himself)
Nicolaus Copernicus (1473-1543)
 the earth is not the centre of the universe

Charles Darwin (1809-1882)

 Humans are not special, they are just a
species like any other animals

Sigmund Freud (1856-1939)

 humans are not motivated only by their
conscious thoughts but largely by
unconscious (and often unpleasant) motives
 The Essence of Freud
“Every man has reminiscences which
he would not tell to everyone but
only to his friends. He has other
matters in his mind which he would
not reveal even to his friends, but
only to himself, and that in secret.
But there are other things, which a
man is afraid to yell even to himself,
and every decent man has a number
of such things stored away in his
mind.”
Notes from
FREUD CONSTRUCTED HIS THEORY
ON THE BASIS OF :
 Patient's recollections of early
childhood experience
SWEET+BAD EVENT.

 Analysis of their dream .

 Nature of their mental &

physical adjustment problems.
HOW MUCH DO YOU ONLY 10% OF ANY ICEBERG IS
SEE OF AN VISIBLE, THE REMAINING 90% IS
ICEBERG? BELOW SEA LEVEL.

10 %

90 %

The Iceberg phenomena is also applicable to human

beings …
Structures of the Mind
KNOWN TO
KNOWLEDGE & OTHERS
SKILLS

10 %

UNKNOWN TO
OTHERS

VALUES – STANDARDS – JUDGMENTS 90 %

MOTIVES – ETHICS - BELIEFS
 PSYCHOANALYTIC THEORY
OF PERSONALITY
 Freud believed that
personality has three
structures: the id, the
ego, and the superego.

ID SUPER EGO EGO

 ID
 Source of psychic energy
 Totally unconscious
 Contains the libido( Sexual drive)
 Pleasure principle :obtain immediate gratification
of desires (thirst, hunger and sex)
 No contact with reality

 “The dark, inaccessible part of our personality… We

approach the id with analogies: we call it a chaos, a
cauldron full of seething excitations…. It is filled
with energy reaching it from the instincts, but it has
no organization, produces no collective will, but
only a striving to bring about the satisfaction of the
instinctual needs subject to the observance of the
pleasure principle”
-- Sigmund Freud, 1933
 Superego
 Acts as our moral guide
 Adopt the beliefs, values, and attitudes
of others, consciously
 Makes us feel guilty for doing or
thinking the wrong things
 Works contradictory to the id. The
Super-ego strives to act socially
appropriate, whereas the id just wants
instant satisfaction
 Both the id and the superego make life
rough for the ego
 EGO
As children experience the demands and constraints of
reality, a new structure of personality emerges- the ego .
 Gets energy from the id
 Thinking, planning, protective self
 Reality principle: tendency to satisfy the id’s demands
realistically by compromising between the demands of
the id and superego
 These compromises can have psychological effects
 As children experience the demands and
constraints of reality, a new structure of
personality emerges- the ego, that deals with
the demands of reality. It uses reasoning to
make decisions. The id and the ego have no
morality.
 The superego is the Freudian structure of
personality that is the moral branch of
personality. The superego see whether
something is right or wrong. Think of the
superego as what we often refer to as our
“conscience.”
 You probably are beginning to sense that both
the id and the superego make life rough for the
ego. Your ego might say, “I will have sex only
occasionally and be sure to take the proper
precautions because I don’t want the intrusion
 In Freud’s view, the conflicting
demands of the personality
structures produce anxiety. For
example, when the ego blocks the
pleasurable pursuits of the id,
inner anxiety is felt. This diffuse,
distressed state develops when the
ego senses that the id is going to
cause harm to the individual.
The anxiety alerts the ego to
resolve the conflict by means of
defense mechanisms.
 Five stages of development
(psychoanalytic theory)
 Freud emphasized that an
individual's personality is
formed as he/she passes
through a number of
distinct stages of infant & Genital ( puberty on
childhood development .
 An adult personality is Latency 6 to 11 years
determined by how well
he/she deals with the crisis Phallic 3 to 6 years
that are experienced while
Anal 1 to 3 years
passing through each of
these stages ( particularly
Oral birth to 1 years
the first three )
Freudian theory and ‘product personality’
 Researchers have find out the result of
19,000 consumers

SNACK FOODS PERSONALITY TRAITS

Potato chips Ambitious , successful , high
achiever , impatient .
Nuts Easy going , empathetic , calm
, understanding .
Popcorn Takes charge , modest , self
Meat snacks confident
Gregarious. , generous,
trustworthy .
2nd GOAL COMPLETED

NEXT
 Neo - Freudian approach
 One of several neo-
Freudians
 Initially Freud called
Jung his adopted
Alfred Adler (1870-1937) eldest son, his crown
prince and successor
Pupil of  Jung challenged
Pupils ofSigmund
Sigmund Freud Freud’s ideas
Freud  Freud got peeved and
they never talked
Carl Jung (1875-1961) again after 1913

FOUNDER OF NEO-FREUDIAN THEORY

Karen Horney (1885-1952 )

 NEO – FREUDIAN THEORY
Social relationships are
fundamental to the formation
and development of personality .
 Human beings They classified individuals into three personality group
always tries to form
benefit social
relationships
 Human being as Compliant individuals Detached individuals
seeking to attain
various rational goals
Aggressive individuals
 An individual always
tries to overcome the
feeling of anxiety .
 INDIVIDUALS PERSONALITY

 COMPLIANT INDIVIDUALS
Who move toward other ( they desired to be
loved , wanted and appreciated ) .

 AGGRESSIVE INDIVIDUALS
Who move against other ( they desire to do
well and win admiration ) .

 DETACHED INDIVIDUALS
Who move away from other ( they desire
independence , self reliance , self
sufficiency and individualism or freedom
from obligation ).
 hht

THANK YOU