"Personality" can be defined as a dynamic and organized set of characteristics possessed by a person that uniquely influences his or her

cognitions, emotions, motivations, and behaviours in various situations.

Personality

is a dynamic organisation, inside the person, of psychophysical systems that create the persons characteristic patterns of behaviour, thoughts and feelings, by G.W. Allport.

Definition by Schiffman & Kanuk, those inner psychological characteristics that both determine and reflects how a person responds to his or her environment.

Personality reflects individual differences.

Personality is constant and enduring.

Personality can change.

There are various theories related to personality, some of these are listed as under : Freudian theory Neo-Freudian Personality theory (CAD theory) Trait theory

Freud developed a number of hypothetical models to show how the mind (or what he called the psyche) works : a topographic model of the psyche or how the mind is organized; a structural model of the psyche or how personality works; a psychogenetic model of development or how personality develops.

Freud argued that the mind is divided into three categories : The conscious is the part of the mind that holds everything you are currently aware of. The preconscious contains everything you could become aware of but are not currently thinking about. The unconscious is the part of the mind that we cannot usually become aware of.

 Alongside

the three levels of consciousness, Freud developed a structural model of personality involving the id, the ego and the superego.

The ID functions in the unconscious and is closely tied to instinctual and biological processes. It is the primitive core from which the ego and the superego develop. The ID is directly linked to bodily experience and cannot deal effectively with reality. As it is limited to two forms of response reflex responses to simple stimuli (e.g. crying with pain), or primary process thinking.

The Ego, focuses on ensuring the ids impulses are expressed effectively in the context of the real world.

The

Ego, as a source of rationality, conforms to the reality principle delaying the discharge of energy from the id until an appropriate object or activity can be found.

 The

Ego engages in secondary process thinking. It takes executive action on the part of the ego to decide which actions are appropriate, which id impulses will be satisfied, how and when.

It is a third structure, the Super Ego, which, according to Freud, provides moral guidance, embodying parental and societal values. The Super Ego has two sub-systems: 1) conscience, or images of what is right and what deserves punishment this is the basis for guilt; 2) ego ideal, or images of what is rewarded or approved of this is the basis for pride.

Freud proposed that child development proceeds through a series of stages related to physical development, and that adult personality is influenced by how crises are resolved at each stage. Each stage is named after an erogenous zone, or area of the body that can experience pleasure from the environment.

 Various

stages are listed as under : 1) Oral stage (birth to 18 months) 2) Anal stage (18 months to three years) 3) Phallic stage (three to five years) 4) Latency stage (six to twelve years) 5) Genital stage (13 years to adult)

 Using

the context of child-parent relationships, individuals can be classified into: Compliant individuals Aggressive individuals Detached individuals

Compliant Personality One who desires to be loved, wanted, and appreciated by others. Aggressive Personality One who moves against others (e.g., competes with others, desires to excel and win admiration). Detached Personality One who moves away from others (e.g., who desires independence, self-sufficiency, and freedom from obligations).

Orientation is primarily Quantitative or Empirical Quantitative approach to personality as a measurement of set of psychological traits, Single-trait or multiple-trait theories Trait theorists concerned with the construction of Personality Tests that enable them to pinpoint individual differences

Personality tests measures traits such as : 1) Consumer Innovativeness(how receptive a person to new experiences) 2) Consumer Materialism(Degree of consumers attachment to worldly possessions) 3) Consumer Ethnocentrism(Consumers likelihood to accept or reject foreign made products)

Researchers expect that Personality to be linked to how consumers make their choices and to the purchase or consumption of broad product category rather than a specific brand.

Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking

The degree to which consumers are receptive to new products, new services, or new practices

Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking

A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs

Innovativeness Dogmatism Social character Need for uniqueness Optimum Stimulation level Variety-novelty seeking

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

Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking

Consumers who avoid appearing to conform to expectations or standards of others

Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking

A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.

 Measures a consumers Innovativeness degree of variety seeking Dogmatism Examples include: Social character Exploratory Purchase Need for uniqueness Behavior Optimum stimulation Use Innovativeness level Vicarious Exploration Variety-novelty seeking

 Consumer materialism The extent to which a person is considered materialistic Fixated consumption behavior Consumers fixated on certain products or categories of products Compulsive consumption behavior Addicted or out-of-control consumers

 Ethnocentric

consumers feel it is wrong to purchase foreign-made products.

can be targeted by stressing nationalistic themes.

They

Made by : Nitish Khurana Roll No : 2011-MGB-1-466