TRINITY INSTITUTE OF PROFESSIONAL STUDIES

Sector – 9, Dwarka Institutional Area, New Delhi-75Affiliated Institution of G.G.S.IP.U, Delhi

Personality and AdvertisingDr. Jaspreet Kaur

Associate Professor

TRINITY INSTITUTE OF PROFESSIONAL STUDIESSector – 9, Dwarka Institutional Area, New Delhi-75

Learning Objectives

1. Effect of consumers on Consumers’ Inner Differences.

2. To explain the Freudian, Neo-Freudian, and Trait Theories of personality and understand their effect on Consumers’ Attitudes and Behavior.

3. To explain the effect of personality on Consumers’ Responses to advertising and Marketing Messages.

TRINITY INSTITUTE OF PROFESSIONAL STUDIESSector – 9, Dwarka Institutional Area, New Delhi-75

Personality

• Personality is the inner psychological characteristics which determine and reflect how a person responds to his or her environment

• The Nature of Personality:– Personality reflects individual differences– Personality is consistent– Personality is prone to change

TRINITY INSTITUTE OF PROFESSIONAL STUDIESSector – 9, Dwarka Institutional Area, New Delhi-75

Theories of Personality

• Freudian theory– Unconscious needs or drives will be the core of

human motivation• Neo-Freudian personality theory– Social relationships will be the basis of

development of personality• Trait theory– Quantitative approach to personality studied as a

set of psychological traits

Freudian Theory• Id

– The instinctual needs for which individual looks for an urgent satisfaction

• Superego– Individual’s internal

expression of society’s moral and ethical codes of conduct

• Ego– Individual’s conscious control

that balances the demands of the id and superego

TRINITY INSTITUTE OF PROFESSIONAL STUDIESSector – 9, Dwarka Institutional Area, New Delhi-75

This Advertisement explains Id which her is the Excitement of the

“Forces” of Primitive Drives?

TRINITY INSTITUTE OF PROFESSIONAL STUDIESSector – 9, Dwarka Institutional Area, New Delhi-75

Neo-Freudian Personality Theory

Social relationships are crucial to personality

• Alfred Adler: Explains the Style of life and Feelings of inferiority

• Harry Stack Sullivan explains that we establish relationships with others to reduce tensions

TRINITY INSTITUTE OF PROFESSIONAL STUDIESSector – 9, Dwarka Institutional Area, New Delhi-75

This advertisement shows the Aggressive Consumer who Seeks

to Excel and Achieve Recognition

TRINITY INSTITUTE OF PROFESSIONAL STUDIESSector – 9, Dwarka Institutional Area, New Delhi-75

Trait Theory

• Stresses on measurement of personality in terms of traits

• Trait - any distinguishing, relatively enduring way in which one individual differs from another

• Personality is linked to broad product categories and NOT specific brands

TRINITY INSTITUTE OF PROFESSIONAL STUDIESSector – 9, Dwarka Institutional Area, New Delhi-75

Soup and Soup Lover’s Traits

• Chicken Noodle Soup Lovers– Watch a lot of TV– Are family oriented– Have a great sense of humor– Are outgoing and loyal

• Tomato Soup Lovers– Passionate about reading– Like meeting people– Do not party– Love pets

• Vegetable Soup Lovers– Enjoy the outdoors– Try new things– Dine in fancy restaurants– Are physically fit

THANK YOU!!