PERSONALITY (1).pdf - PERSONALITY CONSUMER BEHAVIOUR Personality Personality is defined as consistent responses to environmental stimuli or we can also

PERSONALITY (1).pdf - PERSONALITY CONSUMER BEHAVIOUR...

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3ersonality 8MersonIality is LdMeNfinMeLd Ias KconsistMent rMesponsMes to MenvironmMentIal stimuli or wMe KcIan Ialso sIay pIattMerns oNf JbMehIaviour thIat IarMe KconsistMent IanLd MenLduring° ''2n inLdiviLduIal’s pMersonIality hMelps mIarkMetMers to LdMesKcriJbMe KconsumMer sMegmMents Ias it proviLdMes Nfor orLdMerly IanLd KcohMerMently rMelIatMeLd MexpMeriMenKcMes IanLd JbMehIaviour° 8MersonIality KchIarIaKctMeristiKcs mIay JbMe Ia JbIasis Nfor proLduKct positioning° ,7or MexIamplMe± onMe sMegmMent oNf thMe mIarkMet mIay LdiMet JbMeKcIausMe thMey wIant to stiKck to thMe group norms IanLd thMerMeNforMe usMes LdiMet proLduKct° /:1n KcontMest IanothMer sMegmMent is on LdiMet JbMeKcIausMe oNf intMernIal nMeMeLd° <ThMerMeNforMe± KcompIany’s positioning strIatMegiMes will JbMe LdiNfNfMerMent Nfor Jboth° ,7or thMe Nfirst sMegmMent± thMey will portrIay group IapprovIal Ias Ia rMesult oNf proLduKct usMe± whMerMeIas positioning Nfor thMe sMeKconLd sMegmMent woulLd portrIay inLdiviLduIal IaKchiMevMemMent°
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&haracteristics of 3ersonality ±² ,t is more of an internal factor² ³² 5eflected in patterns of response in humans² ´² ,t is a collection of mannerismµ attributes and factors unique to every human being² ¶² &onglomeration of many traits makes a personality² ·² ,ndividualistic characteristics of personality is what differentiates one human being from the other² ¸² 3ersonality expresses itself in the form of behaviour²
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3ersonality 7heories 0arketers have used three personality theories to describe consumers7 ²³´ 8syKchoIanIalytiKc thMeory or ,7rMeuLd’s thMeory – ²µ´ ?6on¶,7rMeuLdiIan or ;SoKciopsyKchologiKcIal thMeory° ²·´ <TrIait thMeory°
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3sychoanalytic 7heory of )reud <This thMeory wIas givMen Jby ;SigmunLd ,7rMeuLd° ,7rMeuLd’s psyKchoIanIalytiKc thMeory strMessMes thMe unKconsKcious nIaturMe oNf pMersonIality Ias Ia rMesult oNf KchilLdhooLd KconNfliKcts° ''2KcKcorLding to this thMeory± thMe humIan pMersonIality systMem Kconsists oNf thMe iLd± Mego± IanLd supMerMego IanLd KconNfliKcts IarMe LdMerivMeLd Nfrom thMesMe thrMeMe KcomponMents° ;SigmunLd JbIasMeLd his thMeory on KcMertIain Iassumptions whiKch is Ias Nfollows − =UnKconsKcious nMeMeLds or LdrivMes liMe Iat thMe hMeIart oNf humIan motivIation IanLd pMersonIality° <ThMe soKciIalizIation proKcMess thIat tIakMes plIaKcMe within pMeoplMe in Ia soKciIal sMet up hIas Ia hugMe impIaKct on inLdiviLduIal JbMehIavior° ,7rMeuLd MexplIainMeLd muKch oNf how thMe psyKchMe or thMe minLd opMerIatMes± IanLd proposMeLd thIat± humIan psyKchMe is KcomposMeLd oNf pIarts within our IawIarMenMess IanLd JbMeyonLd our IawIarMenMess°
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