Q: What is personality? Explain in context of consumer behavior?
Ans: “Personality is the supreme realization of the innate diosyncrasy of a living being. It is an act of high courage flung in the face of life, the absolute affirmation of all that constitutes the
individual, the most successful adaptation to the universal
condition of existence coupled with the greatest possible
freedom for self-determination.”
1. What is “personality”?
Usually we say,
“He has a wonderful personality.”
”She has no personality.”
”She has personality plus.”
”It’s just his personality.”
”She has her mother’s personality.”
Personality is derived from the Greek word “persona”,
meaning “mask”.
Dynamic Organization: suggests ongoing readjustments, adaptation to experience, continual upgrading and maintaining Personality doesn’t just lie there. It has process and it’s organised.
Inside the Person: suggests internal storage of patterns, supporting the notion that personality influences behaviour, etc.
Psychophysical systems: suggests that the physical is also involved in ‘who we are’ Characteristic Patterns: implies that consistency/ continuity which are uniquely identifying of an individual
Behaviors, Thoughts, and Feelings: indicates that personality includes a wide range of psychological experience/manifestation: that personality is displayed
Q: Explain The Nature of Personality?
Ans: Personality has three distinct properties of central importance:
a) Personality reflects individual differences.
b) Personality is consistent and enduring.
c) Personality can change.
Personality Reflects Individual Differences
1. An individual’s personality is a unique combination of
factors; no two individuals are exactly alike.
2. Personality is a useful concept because it enables us to categorize consumers into different groups on the basis of a single trait or a few traits.
Personality is Consistent and Enduring
1. Marketers learn about personality characteristics Influences on consumer responses and attempt to appeal to relevant traits of target group.
2. Even though an individual’s personality may be consistent, The behavior often varies because of psychological, sociocultural, and environmental factors.
Personality can Change
1. An individual’s personality may be altered by major life events, like the birth of a child, the death of a loved one, a divorce, or a major career change.
2. An individual’s personality also changes as part of a development process.
· Personality stereotypes may also change over time.
· There is a prediction.
Personality Perspectives
The different approaches or perspectives to personality are:
Biological
Psychoanalytic
Dispositional
Learning
Humanistic
Cognitive
Q: Explain Brand Personality?
Ans: When product differences are not perceived, the brand’s
personality becomes the major differentiator and often drives the emotional reason for purchase.
Q: What is Compliant Personality?
Ans: Compliant Personality is one who desires to be loved, wanted, and appreciated by others.
Q: What is Detached Personality
Ans: Detached Personality is the One who moves away from others in terms of desires independence, self-sufficiency, and
freedom from obligations etc.
