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What??
Those inner psychological characteristics that
both determine and reflect how a person
responds to his / her environment
Inner characteristics – specific characteristics and
attributes that distinguish one individual from other
Nature of personality
Personality reflects individual differences
Visualizers Vs Verbalizers
Consumer Materialism
To assess the degree of
attachment to worldly possessions
Consumer ethnocentrism
Identifies consumer likeliness to
accept or reject foreign-made
products
Self Concept theory
This theory holds that individuals have a
concept of who they are ( actual self) and a
concept that who they think they would like
to be ( ideal self)
it is governed by the desire to attain self
consistency and desire to enhance ones self
esteem
Extended Self: certain products have
symbolic value and are considered to be an
extension of our personality
* Individual level
* Family Level
* Community Level
Brand Personality
Is the portion of the brands
overall image , understood perhaps
by many consumers but more
attractive to some consumers
than others
brands have 3 dimensions :
*Physical attributes
* Functional Attributes
* brand Characterization
Related Concept
Self Consciousness
self esteem
multiple selves
symbolic interactionism
Looking –glass self