Consumer Behavior Liaqat Ali

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 

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Man personality has generally remained constant over the past 50 years. Woman personality approach to be masculine over next 50 years .

1st GOAL COMPLETED

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FREUDIAN THEORY Sigmund Freud 1896 - 1939

 Victorian era 19th century .  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

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Freud has had the greatest impact on literature and pop culture of any psychologist PSYCHOANALYTIC THEORY OF PERSONALITY

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Freudian proposed that human personality has three structure . ID SUPER EGO EGO

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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.

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Analysis of their dream .

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Nature of their mental & physical adjustment problems.

HOW MUCH DO YOU SEE OF AN ICEBERG?

ONLY 10% OF ANY ICEBERG IS VISIBLE, THE REMAINING 90% IS BELOW SEA LEVEL.

10 %

90 % The

Iceberg phenomena is also applicable to human beings …

Structures of the Mind KNOWLEDGE & SKILLS

KNOWN TO OTHERS

10 %

UNKNOWN TO OTHERS

VALUES – STANDARDS – JUDGMENTS MOTIVES – ETHICS - BELIEFS

90 %

PSYCHOANALYTIC THEORY OF PERSONALITY 

Freud believed that personality has three structures: the id, the ego, and the superego.

ID

SUPER EGO

EGO

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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    

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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

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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

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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) 

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Freud emphasized that an individual's personality is formed as he/she passes through a number of distinct stages of infant & childhood development . An adult personality is determined by how well he/she deals with the crisis that are experienced while passing through each of these stages ( particularly the first three )

Genital

( puberty on

Latency 6 to 11 years Phallic 3 to 6 years Anal

1 to 3 years

Oral birth to 1 years

Freudian theory and ‘product personality’ 

Researchers have find out the result of 19,000 consumers

SNACK FOODS Potato chips Nuts Popcorn Meat snacks

PERSONALITY TRAITS Ambitious , successful , high achiever , impatient . Easy going , empathetic , calm , understanding . Takes charge , modest , self confident Gregarious. , generous, trustworthy .

2nd GOAL COMPLETED

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Neo - Freudian approach  

Alfred Adler (1870-1937)

Pupil of Pupils ofSigmund Sigmund Freud Freud Carl Jung (1875-1961)

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One of several neoFreudians Initially Freud called Jung his adopted eldest son, his crown prince and successor Jung challenged Freud’s ideas Freud got peeved and they never talked 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 .

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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

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An individual always tries to overcome the feeling of anxiety .

INDIVIDUALS PERSONALITY

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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 ). 

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