Theories of Personality
We will discuss in this
chapter the various theories of personality.
1.
Trait Theory
Traits are the features of
an individual or tendency of an individual in a particular manner. Traits help
in defining the behavior of consumers. According to the Trait theorists, an
individual’s personality make-up stems out of the traits that he possesses, and
the identification of traits is important.
Following are the few of
the most common traits −
- Outgoing
- Sad
- Stable
- Serious
- Happy go lucky
- Relaxed
- Self assured
- Practical
- Imaginative
Trait theory is
representative of multi-personality theories. Trait theory is based on certain
assumptions, such as traits which are certainly stable in nature and a limited
number of traits are common to most of the people.
According to the Trait
theorists, an individual’s personality make-up stems out of the traits that he
possesses, and the identification of traits is important. The trait theories
can be of two broad categories, viz., Simple trait theories and general trait
theories.
Simple
Trait Theories
In simple trait theories, a
limited number of traits are identified, and people are categorized and
classified on the basis of these traits.
General
Trait Theories
In general trait theories,
a large variety of traits are identified.
2.
The Psychoanalytic
Theory of Freud
Sigmund Freud, the father
of psychology, became famous with his psychoanalytic theory of personality. In
fact, the theory is regarded as the cornerstone of modern psychology. Sigmund
based his theory on certain assumptions which is as follows −
Unconscious needs or drives
lie at the heart of human motivation and personality.
The socialization process
that takes place within people in a social set up has a huge impact on
individual behavior. Freud explained much of how the psyche or the mind
operates, and proposed that, human psyche is composed of parts within our
awareness and beyond our awareness.
He said that all behavior
within an individual cannot be explained, much lies in the subconscious.
·
Id − According to Freud’s psychoanalytic theory
of personality, the id operates based on the pleasure principle, which stresses
on immediate fulfillment of needs. The id is the personality component made up
of unconscious psychic energy which satisfies basic urges, needs, and desires.
·
Ego − Ego is that state of awareness which thinks
of you as separate from the other. It always thinks of the glories of the past
and hopes of the future and focuses on guiltiness. It always thinks of what was
and what could be.
·
Super Ego − The superego provides
guidelines for making judgments. It is the aspect of personality that holds all
our moral standards and ideals that we acquire from both parents and society.
3.
Neo-Freudian Theory
There were a group of
psychologists who believed that social interaction and resultant relationships
formed the basis for the growth and development of personality. Here, they
disagreed with their contemporary, Freud, who believed that personality was −
·
Biological
and rooted in genetics, and
·
Was
groomed as a result of early childhood experiences. This group of researchers
who laid emphasis on the process of socialization came to be known as the Neo.
To form a personality, social relationships are very important.
Based on this, consumers
are classified into three personality types −
·
Complaint Personalities − They prefer love and
affection and so they move towards them and so they prefer known brands.
·
Aggressive Personalities − They tend to move against
others and they show off their need for power, success etc which is quite
manipulative.
·
Detached Personalities − They are not much aware
of brands and are more self reliant and independent.
Marketers also tend to use
Neo-Freudian theories while segmenting markets and positioning their products.
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