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continuing with our module 6 on the psychologicalinfluences on consumer decision making, today we will be moving on to the third topic in this particular module, whichis personality, self concept and self image. in this particular topic which is topic 6.3,we shall be covering the following topics and sub topics - definition and meaning of consumer personality, consumer personalityand its nature, personality traits and personality types, theories of personality, the meaning of self concept and self image, andconsumer personality, self concept and self image and the implications for the

marketers. we shall be covering this module6.3 in a total of two hours. in the first session today or we will be coveringthe following topics, we will be talking about the definition and meaning of consumer personality, we will be discussinga consumer personality and its nature. and, we will talk about personality traits and personality types, and we will be talkingabout theories of personality, where we will touch upon just a few of the theories of personality. now, you know moving on to the definitionand meaning of consumer personality. personality

has been defined as a sum total of an individual, it is basically the sum totalof our physiological as well as our inner psychological characteristics, that determine and reflect how a person will behave in theenvironment. just as you know human beings or individuals have personality, similarly products also have personality,and herein lies the relevance of personality as a topic in the study of consumer behavior. as individuals we are supposed to be possessedwith certain traits, and people who share a certain traits are been said to be

belong to particular personality type. so,we will be talking about little more on personality, and moving on to disusing personality traits and personality types.so, coming back we just said that personality is the sum total of an individual’s outerphysiological as well as inner first psychological characteristics, that determinehow he would react into the environment. now, the emphasis here is on, inner psychologicalcharacteristics that is the qualities, the attributes, the traits, and the mannerisms, which differentiate one personfrom another, and make him unique in some form. the social environment also has a

role to play, it posits the social dimensionof a person’s psychological makeup; and because a person psychological makeup is toa great deal impacted by people around him,by his family, by his pears, by his friends, by his neighbors, by his culture, by his customs, and by his traditions, by the nationality,or by the type of environment in which he grows, so you know, if we look at it, we are going to talk about the physiologicalas well as inner psychological traits; also, the role played by the environment in terms of the social environment which it acts onthe grooving of a person, and on his building

up of his entire physiological as well as psychological makeup, that is going to havean impact how he behaves in the, you know, in the environment.so, schiffman has defined it very nicely and he says, at consumer personality refers tothe unique dimension, sorry, unique dynamic organization of characteristics ofa particular person, physical and psychological, which influence behavior and responses to the social and physical environment. now, moving on, we will see, why and how isthe study of personality important in consumer behavior. so, study of personality is

important as consumers generally reside onproduct or brand choices, based on their personality; as i just said, similar to individuals brands also have personality.and people have a tendency to choose or pickup brands of purchase brands, which they feel match their own personality. so, a person’sdecision with respect to the brand as well as the timing and place of purchase, the amount he buys, the manner in which he usesand disposal, all of it, is based in his personality. consumers buy those products, which match their own personality, and theybuy such products also which help them fight

their feelings of inferiority. so, study of consumer personality, of a consumer traits,personality types, you know, general and consumption specific personality traits is very important, and it holds great amountof relevance for marketer in terms of design, implementation of his marketing strategies.so, just a brief recap again; we are talking about personality; and personality here, youknow, why is it important for a marketer because just as brands, human beings havepersonality, just as individuals have personality, similarly, brands are also supposed to

have personality. in people preferred buyingthose brands which match their own personal makeup, or they buy brands which help them make up their feelings, or overcometheir feelings of inferiority. and the manner in which they buy, the manner in which they use or dispose of goods are goingto be based on their personal makeup and their personality types. a study of personality, personality traits, personalitytypes, whether they are general personality traits or consumption specific personality traits, is very important for a marketer.so, that he can design and implement at appropriate

marketing strategies. let us talk a little more about personalityand consumer personality. the term personality has been defined variedly; some researchers have stressed the impact of heredityon the makeup of one’s personality, others have tried to include the impact of childhood experiences; still there are otherresearchers who have laid emphasis on the sociological influences or on the environment influences across different periodsof a person’s life cycle, and they show how personality develops over a period of

time. so, the approach to study of personalityhas been very debatable; and while some researchers focus on personality has a whole, others, you know, speak about personalityin terms of certain personality traits. coming to consumer personality, it is definedas the characteristics that determine and reflect how consumers make choices with respect to buying patterns and consumptionbehavior. as will see in, subsequently in a discussion, a consumer purchase preferences, consumer purchase patterns arealways based on their personality traits. just as we consumers, have different

personal make ups of brands, you know, andthe decision choice with reference to different brands differs, especially with the assumption that people prefer buying suchproducts or such brands that actually match their own personality types and personality traits. so, such personality traitscould be either consumption specific traits or they could be general traits, which have an impact on final consumption.so, this basically tells us that what is personality, and how it is related to consumer personality,and how consumer personality has a bearing on consumer behavior; it will determinehow people reacts to the market place, how

they react to product and service offerings, how they react to the differentbrands, how they make product choices, and purchase patterns will always be affected by their personality traits. now, let us talk move further and talk aboutthe nature of consumer personality; we will talk in terms of, in terms of evolution, we will talk in terms of a certain propertiesof personality, so let us begin with the evolution. you know, how does personality evolved? again researchers have come up withvaried opinions; some argue that it is something

which is inborn, people are born with it, it is genetic, it is based on heredity;others stress the role of childhood experiences as well as other experiences in the lifespan; still others give emphasis on theenvironmental influences which have an impact and mould a person’s personality over a period of time.so, the very evolution of personality is something which is debatable. we will see, as when wespeak about different theories of personality, we will see how different howpsychologists and different sociologies and different researchers have tried to study

the evolution of personality, and there isno one point or no consensus on how it develops. there are works which proves that is inborn and genetic, based on heredity; thereis some other work which says it is based on experiences during childhood and over our lifespan; and still others say, it isinfluences from the environment, and generally sociological influences, which have an impact on, you know, making up of a person’spersonality. second, every person is unique in himselfand thus personality reflects individual differences. the inner characteristics that make

a personality a unique, they are different,they arise, as we said from heredity or from childhood experiences or incidents over lifetime or from the environment, thus notwo people will said to be same as far as our inner personality traits are concerned.so, no two people are alike, and each one of uswill actually illustrate different personal make up. yet, we may be similar to one another on basis of a trait or a quality,and thus we could constitute something what we call as a personality trait. we will talk about personality traits and personality types,a little later, but here, i will just like

to mention that if it is one quality, if itis one characteristic, we call it as a trait, andpeople who possess this trait or this characteristics are said to constitute together into personality types.so, we may, we are very different as for as our individual make up is concerned; we maybe similar on a particular trait or on a characteristic, and because of that we maybe clubbed together and grouped together to form as a personality type. this basically has an implication for a marketer who coulduse personality types, whether in terms of, you know, the general traits, or

consumption specific traits, he could basicallyuse the personality type to segment markets, he could use these types to identify segments, target them, and position his productand service offerings, you know, appropriately and accordingly. so, here we say that every person is unique and personalityreflects individual differences. the third characteristics of personality isthat a person’s personality remains consistent over a period of time and it is something enduring; it is enduring, it is long lasting,it is something which cannot be changed very quickly or very frequently or easily, and

this particular property also exhibits itselfin buying an consumption patterns; the consistency and stability with respect to buying and purchase patterns is something which marketerhas to deal with it, and marketers have to learn to basically overcome them.so, for example, the marketer needs to match his product or service offerings, or his brandpersonality with their consumer personality, it can be never work the otherway around; it is the marketer who will have to change the personality of his brand, he cannot change up personal make up of his segment.the marketer would again have to design his 4ps by keeping in mind the

personality type, whether it is with respectto the product, or the brand, or the price, or the promotion, even in the selling style.so, people will exhibit consistency and stability in patterns of their behavior; it will vary,it could vary, but over a period of time, but generally, especially consumption behaviorcould vary because of certain pressures like socio culture pressures or environmental pressures; nevertheless it issomething which will be static, it is something which could be consistent, and the endure over a period of time. so, this isanother characteristic of personality. while personality is enduring, it can changeunder circumstances, under very serious and

very strategic, or some kind of humble circumstances in life or on a lifespan. forexample, a person may react suddenly to, you know, to an age; they react suddenly to, you know, to certain events in life or certainincidents or certain situations, or he may also mature with gradual advancement of age. so, while we say that personality isconsistent in enduring, it could also change over a period of time, either because of maturing of age, or because of certain incidentsin life, it could be some tragic incidents or sudden incidents or very, you know,

certain kinds of situations which may bringabout changes in a person’s personal makeup. so, while discussing the nature of personality,we discussed how it is evolved, where views are diverse with respect to the origin, whether it is genetic and heredity and inborn,or whether it is as a result of grooming in the social environment, or is it because of childhood experiences and other experiencesover a period of time. we have also seen that the personality is something which is unique and people exhibit individual differenceswith respect to their personal makeup, or their personality. and while people are

different, they may be similar on a particulartrait; and they would constitute a personality type, which again has relevance for a marketer in terms of the target marketingor the stp, or in terms of designing implementation of his marketing strategy.also personality is something which is enduring, and long term does not change very quicklyor very frequently, people continue to have their preferences, people continueto have their choices with respect to brands which actually match their personality types. so, marketers must do a lot, to basicallytry to overcome such a consistency in personal makeup. and finally, he said that

while personality does not, you know, changefrequently, it could nevertheless change under certain circumstances, or certain life events, or may be due to gradual advancementof age. now, let us come to the next topic, whichis personality traits and personality types. now, as individuals we are very different,we possess different kinds of traits, differentkinds of attributes, different types of characteristics and qualities. however, each one of us may share with each other a quality ora trait or a characteristics or a attribute. so, when we share a trait or a few traitswith

another, or with other people, we are saidto be similar on that trait or that attribute or that characteristics or that quality, andthus we have put together with the other peoplein, what is said to be a personality type. so, a personality trait is a person’s inclinationto behave in a particular way while interacting with his external environment; and people sharing a particular personality traitare put together and clubbed as a personality type. so, many personality traits put together will make up a person’s personalmakeup and culminate into his personality. as i just said, group of certain people whowill share certain personality traits will

be called people will be referred to sharinga personality type. so, here for example, stubbornnessmay be a trait, and dogmatism could become a personality type. now, let us move further and talk about thevarious theories of personality. we will be talking about the theories of personality today, in this session as well as in the nextsession, because we have a couple of theories to cover and we will not be able to cover all of them in one session.so, we will see, what the various theories are, and then i will define which of thesewe will be discussing in this session, and

which of these, which would be discussingin the subsequent session. now, the study of personality as we have seen, has been debatable, it is a matter of discussion, evenwith respect to the definition or the meaning or the nature or the origin and the evolution, whatever contributions have beenmade by researchers or by sociologists or psychologists, have all been, they varied and debatable. major contribution has comefrom the father of psychology is freud or sigmund freud, and other contributions to the theories of personality have come fromother psychologists like carl jung and the

neo-freudians, adler, sullivan, and homey, as well as the trait theories or the traittheorists. so, when we talk of these theories, we canclassify them into two categories: the individual theories and the social learning theories. so, we would explain on these withoutsuch classification, as it is believed that combination of both, individual characteristics or traits, as well as sociallearning, impacts personality. so, we will not treat the two categories separately, wewill talk about them in conjunction, and we willexplain them in terms of the theories proposed

by freud, by the neo-freudians and by the other trait theorists. so, withoutgoing into this classification of individual and social learning theories, we will definethem in terms of the proponents who proposed them.this particular session we will talk of the freudian theory and the jungian theory, and also a little bit about the neo-freudiantheory, in next session we will be completing the neo-freudian theory, and also have a discussion on the traits theories. so, let us start with the freudian theory.now, sigmund freud as the father of psychology,

he became very famous with this, with this theory of personality, which is calledthe psychoanalytic theory of personality. and he based this theory on some assumptions, two basic assumptions: one, hesaid that the unconscious needs and drives lie at the heart of human motivation and personality. so, he spoke about the unconsciousor the sub conscious needs and drives, which lie at the heart of the human motivation and personality. and second, hespoke about the socialization process that takes place in a person’s social setup that

has impact on individual behavior. so, freudianexplained his theory based on these two assumptions: one, the subconscious which drives the heart of motivation and personality;and two, impact of the socialization process on the makeup of individual behavior.now freudian explained, how the human psyche or the mind operates, and he said that thehumans, much of the human psyche is beyond explanation, it operates beyond levelsof awareness and beyond any kind of explanation that can imparted to it. he says, much of the human behavior cannot be explainedas it lies within the subconscious; and he

said, personality can be viewed as the tip of an ice berg, just as the majority ofthe ice berg remains under water, and only the tip of the ice berg is seen. similarly,much of a personality exists in the subconscious,and something which is below the level of awareness or below the level of explanation; much of a personality existsin the subconscious or the unconscious, and it is the just a part of our psychology which emerges out and is seen as a part of consciousstate of the mind. so, based on his level of awareness, basedon the level of awareness, human mind can

be, comprises three parts: the conscious, the preconscious, and the unconscious or thesubconscious. so, much of the behavior as freud said was actually driven by the subconscious or the unconscious mind.the conscious mind is something what a person is aware of at a particular movement of time,and that reflects his thoughts, his feelings, his perceptions, his fantasies etc.it restricts itself to current thinking processes, and compares a major part his current awareness. the preconscious mind or is theavailable memory, it is something which can be retrieved and made conscious, and

brought to the mind instantly or very quickly;it is something we are aware of, but we are not giving much attention to it at a point of time; and it can definitely be broughtinto the conscious mind. the unconscious or the subconscious is something which remains hidden; it is something which cannotbe explained; it comprises the larger part of the human mind; and it is that which accounts for a major part of our reactions,major part of our behavior; it stays at the subconscious level and it comprises the unaware; or it is better known in the termsof our drives or our instance, our feelings,

and our memories and emotions related to traumas. so, it stays at the subconscious,and it comprises the unaware, or it is in terms of a drives or motives, or our feelings,or our emotions, related to trauma. it is becauseof this unconscious mind or because of this subconscious mind that we largely able to control many aspects of our behavior, especiallythose acts of our behavior which we want to avoid. so, freud basically spoke about these three levels of awareness in theconsumer, in a human beings mind. apart from this, freud also spoke about theid, the ego and the super ego. i will explain

what id, ego and super ego is? but he said, while the ego and super ego are partlyconscious and partly unconscious, it is the id which is totally unconscious. so, he, freud spoke about the id, the ego and thesuper ego, and he said while the ego and super ego are partly conscious and partly unconscious, the id is something which istotally and totally unconscious. so, what is this? we go into little detail.the id is basically, the, it consists of primitive drives that lack the real perception of reality. it operates on the pleasurable principlewith the object of seeking pleasure or avoiding

pain, and doing all those things which one wants to. the processes come intoplay when, in terms of primary processes like hunger, thirst, etc. the ego is aware of reality and operates by the reality principle,where it recognizes what is real, and understands behavior and its consequences. the processes that come into play are secondary,like learning and memory, or perception. and it also includes the impact of socialization on the life of an individual.and the super ego is the value system and the morels which enumerate from what an

individual learn, from his childhood or fromhis parents. so, it is contained in the conscious part of our memory, and it believes in doing or saying or doing things which thesociety says. so, freud said, while ego and super ego aresomething which will be partly conscious and partly unconscious, it is the id will be totally and totally unconscious. so, accordingto him it is the interplay between the id, the ego and the super ego, which actually determine our personality. so, personalityis basically based on the interplay between the conscious and the subconscious and the

unconscious, or between the id, the ego andthe super ego. little more about the id, ego and the superego; super ego counter balance the id. so, while is primitive and more to do with primary, you know, processes, it is the superego which actually tries to control, it act as a counter balance, and the super ego tries to restrict the pleasure seeking demands ofthe, of the id, and it is left for the ego to balance the demand of the id and superego with constraints of reality. so, this is,freud, he said it is basically disinter play between the id, the ego and the super ego,which

is going to determine ones personality; andpersonality makeup is basically result of this, derive of this inter relationship between the conscious and subconscious, as the ego,super ego and the id, and all of the various traits, the socialization process, the environment which a person faces and the certainkind of experiences which he goes through. so, moving further, freud basically said thatthere exists tension in the mind of an individual, this tension basically arises out of a mismatch between individual’s needs, anddesires viz a viz the norms setup by the society and the socialization process. so, the

manner in which a person sorts out this discrepancyor dilemma actually shapes up his personality. now, coming to the assessment of the theory,it is the first comprehensive theory that was proposed on the subject of personality and it basically describes the large numberof components that underline how personality emanates. so, it actually leads to better understanding of the process; how the theorieshave been, it is emerging piece of work. yet it has been criticized; it is pointed out that is very abstract and it lacks reliabilityand validity, it does not lend itself to any form of empirical testing, because the

hypothesis are not testable; also, freud madethis theory on a case study approach and it is regarded as inappropriate to make generalizations based on a case study; andthird, he only concentrated on the childhood experiences and ignored other experiences which people have across life.so, because of this, theory has come into criticism by researchers. but nevertheless it has implications for themarketer, and great relevance for a marketer. consumer reactions in the marketplace with respect to purchase decisions, and postpurchase outcomes or behavior, are a reflection

of individual personality. as we have said, just as people have personality, brandsalso have personality; people try to relate their personality like traits to different products and brands that they buy. so, theymatch their personality with the products or brads that they buy. so, marketers should accordingly identify segments, and positiontheir brands. for example, we see that there are variants of cars or of motorcycles, some are plain and seek, others trendy, andothers powerful, so each of this actually meant for a different segment.so, marketers could basically take clues and

segment consumers on the basis of, on thebasis of personality traits. based on the dominant personality system, the three elementsid, ego and super ego, can also be used to identify consumer segments. the dominance of either of these would lead todifferent personal makeups, and variation in decision making style. for example, where the id is dominant, person would bepleasure seeking of a irrational and he will parasite his consumption patterns very differently to how others who exhibits dominanceof ego or super ego. so, where id is dominance, person who would pleasure

seeking; on the other hand, where the persondominants in terms of ego, it is a rationality which will have a play, and when person dominates in terms of super ego, itwill be rationality plus social norms. so, based on the dominant personality system,the three states, id, ego and super ego, can also used to identify segments, because dominance of either of these will lead toa different makeup style, or different personality makeup style, and it actually will have implications on consumer decision making andconsumption patterns. the study of personality also holds good whenwe talk of colors, as personality factors

associated with, and the specific to certain colors: green denotes freshness; red- passionand anger; and black- power and sophistication; white- purity and cleanliness; golden and silver- regality and wealth. so,marketers basically keeps such associations in mind, when they are taking decisions with respect to the product, the packagingof the product, the labeling of the produc, or in terms of the advertisements. so, we have soaps, herbal soaps which are green incolor; or, we have motorcycles which are black or red; or, we have mouth wash

which is white; or we have, you know, designer,a parallel way which is golden and silver. so, the colors, you know, also have a role to play when we talk of personality andpersonal make up. another implication which the marketer candrop on is that human drives being unconscious, consumer be unaware of need or a want, and they totally unaware of why theyare purchasing a particular product or service offering or a brand. so, many a times consumers fail to provide an answer, why theybrought a red shirt and not the yellow one or we have seen how people react to

colors in the market place, and suddenly decideto buy a color which they actually do not wear, or decide to buy another color which is very different to watch they wear.so, human drives being unconscious, consumers may be totally unaware.much of the processes that come into play during purchase and consumption patterns isunexplainable. it is spontaneous, it is instant, it is much against, you know, marketforecast. for example, we have seen, we have studied the principle of stimulus generalization, where we spoke about family,you know, branding, or we spoke about product line extensions, and may be so that

because of product, brand is from a repetitivecompany, all other products which are offered also seem to get that benefit, that kind of conditioning that takes place. buthere, this could actually totally go absolutely, you know, absolutely it could be totally mismatched; and it could be totally unexplainablewhen we have a case were hrithik roshan movie is made by the rakesh roshan and the team have been huge hits, butkites made under the same banner was a disaster. so, why certain things happen and why they do not happen, why certain productare brought and why they do not get brought,

why stimulus generalization may work or why it may not be work, it may totallydue to reasons of personality. so, much of our behavior, much of our purchases, much of our decisions, purchase decisionsand patterns are totally unexplainable, and market behavior sometimes absolutely spontaneous and instant. now, let us come to the next theory whichis carl jung’s theory, the jungian theory to personality. jung was a contemporary of freud, and he proposed the very famous jungiantheory. he also elaborated on personality

types, and his, get a contribution, you know, is in terms of as we discussed personalitytypes, and how this is, you know, it has great relevance to the study of consumer behavior. he basically proposed typology basedon 4 bipolar dimensions, where each of the pole represents an opposite reference, and so there are 4 dichotomies.and he spoke about these bipolar, four bipolar dimensions in terms of the 4, you know, dichotomies: extraversion- introversion, sensing-intuition, thinking- feeling, judging and perceiving. now, if we go into the

permutations of these four pairs, we get about16 different personality types. so, the 16 different personality types are defined in terms of acronyms, and the combination ofthe four bipolar dimensions that they represent. so, the 16, you know, different personalitytypes could be in terms of extraverted sensing which is esfp, estp, introverted sensing which is istj, isfj, extraverted intuitionwhich is enfp, entp, or introverted intuition which is infj, intj, or extraverted thinking which is estj, entj,introverted thinking- istp, intp, extraverted feeling esfj, enfj, and introverted

feeling- infp and isfp. now, the various,if you see, these permutations of these 4 bipolar dimensions, they come out with 16in number. and these personality traits proposedby jung where basically developed and incorporated into a scale which came to be very famously known as the mbti or the myersbriggs type indicator. now, while this particular scale has beensuccessfully applied to number of studies, you know, we, recent research have tendedto focus on two bipolar dimensions or dichotomies.and these two bipolar dimensions are sensing- intuiting and thinking- feeling. so,

sensing and intuiting becomes, s and n, andthinking-feeling becomes t and f. now, the two dimensions sensing and intuiting will basically measure how a person gathersinformation as well as how he processes information. so, we have s category, where people prefer to gather information from theirsenses directly, or we have the n category which is, which is intuiting, where people rely on their feeling, they rely onthat, sorry am sorry, they rely on the understanding of things, based on that perception of the world.so, we have the first dimension which is sensing

and intuiting, which will show how peopleprefer in gather and process information. s category prefers gatheringinformation by their senses, and the n category or the intuition where the people rely upon the understanding of the world basedupon their perception of the world. so, we have these two dimensions, the sensing and the intuiting. so, we can perceive informationeither through our senses, or through our intuition. if it through senses, we call it sensing; if it through intuition, we callit intuiting. the other two dimensions are thinking andfeeling, how individuals take decisions. so,

we have thinking which is referred to as t, and feeling which is referred to as f. t categorypeople make decisions based on unbiased reasoning and logic; f category based on feelings and emotions. so, we have the,we have the other two dimensions in the form of thinking and feeling, and this is going to decide how people make decisions. so, peoplein t category make decisions based on reasoning, based on logic; and people in the f category will make decisions based onfeelings and emotions. so people can either base their decisions on logic, on

rationality, on objectivity, or it could beon feelings, emotions and subjectivity. so, we have these 4, you know, dimensions, sensing- intuiting, thinking and feeling.and sensing and intuiting will basically measure how people receive information and process information; and the other two, thinkingand feeling will say how people take decisions. now according to jung, we all use the s, n,t, f, or sensing, intuiting, thinking, and feeling, we all use these in our day to day lives; how each of us vary with respect tothe usage. and you know, the combination of our preferences basically depicts our

personality types. so, on a day today basis,we are either sensing or intuiting, or we are thinking, or we are feeling. and the kind of usage, you know, the kind of frequencywhich we use these types to make decisions, will actually define our personality type. and, at the same thing, in terms of the sensing,intuiting, thinking, and feeling, may be used to define or describe a day to day consumption patterns and consumer behavior.the s will tell us how people, the s and n will tell us how people gather information with respect to product or services,how they comprehended, how they elaborate

upon it, and how they, you know, retain this information. on the other hand,the thinking and feeling will tell us how people make purchase decisions. so, by, you know, by cross tabulating thesetwo psychological dimensions, we have 4 different personality types, s- t, s- f, n- t, and n f. so, it could be sensing- thinking,sensing-feeling, intuiting-thinking, and intuiting-feeling. each of these will basically reflect how varied we are in terms of purchasedecision and consumption patterns. and the marketer could benefit by gaining

insights into these 4 different personalitytypes, and design his marketing strategy accordingly. now, let us explain these types with an example.there are 4 different women, each with a different personality type, different type of combination s-t, s-f, n-t, and n-f.we have a lady whose is sensing-thinking, and other on sensing-feeling, another intuition and thinking, another on intuitionand feeling. now, all these have to go and buy gold jewellery. so, what would be the reaction, we talk of it in terms of the characteristicsof each of these personality types, and related to the example.

so, let us, first talk of the situation, wherethe lady is a first lady who is actually a sensing-thinking type. so, what are the characteristics of a person who is high onsensing and thinking? they will be a extensive search for information; they will be a very rational and logic in terms of decisionmaking; there is an economic orientation and price sensitivity would come into play; such a person who be propelled by materialism;it will reflect personal motives; it essentially very empirical in nature and a risk avoider.so, a person who is actually on this particular

sensing-thinking combination personality type,what would this lady do? she will collect information about dealers, about thedifferent shops which sell gold jewelry, and prevailing gold prices. she could evaluate and make comparison with respect to the gold,and the carat, the purity, the design and the making charges. after careful thought, after careful deliberation, she will finallytake a decision of what to buy, and from where to buy. and finally the decision choice basically will be based on the genuinity ofthe metal and the dealer; that is the purity or the carat or the gold as well as reputation

of the shop keeper, and the economics, economicsin terms of the price, in terms of again time to get the best value, in terms of purity of the gold, in terms of the chargeson making of the gold and silver, gold and diamond jewelry.so, here, a person who is on sensing-thinking would be very rational, would be very logicalin decision making; essentially price sensitive, very materialistic, try to avoidall kinds of risks; and in order to do that such a lady will collect all information, deliberate on it with respect to the product,with respect to dealer; and finally, take a call on what to buy and from where to buy;

decision making, essentially very genuinityand economic. now, we come to the second lady who is sensing-feelingtype, s-f. now, what are the characteristics, such people, they again search for information, but they like to considerothers opinion. so, the difference here is such people, they would search for information, but also take into mind or takeinto count other people’s opinions. they base their decisions on personal values, again they are propelled by materialism; theywant to, kind of reflect motivators; they again empirical; they are low in rationality;

they are risk takers, but like to share therisk with others. so, a lady here, who is of a sensing-feelingtype, would collect information about gold prices, carat purity, different dealers, etc. she would evaluate and make comparison withrespect to the purity or the carat, or the design and making charges; however, she will also like to take opinion of others,especially with reference to the appeal of the design. she will try to take advice alsofrom the dealer, from her friends, from her relatives,or people from her social class. and she will finally take a decision on what to buy

and where to buy, based on her informationas well as opinion of others. so, the decision choice is rational, but not as rational as the, as the sensing-thinking type is. andhere, suppose a person takes a decision based on what she feels is right, but also what other say is good. so, it is genuinity andopinion of others. so, this is second personality type, which is sensing and feeling. now, let us come to another lady who is theintuiting-thinking type. so, what does she do? here, in the intuiting-thinking or then t type, personality type, here the personis somebody who images a wide range of options;

weighs the pros and cons; basis decisions on intuition and imagination; yet,uses some logic while making decisions. so, essentially very speculative, they are risk takers. so, now, what is this kind of, a ladywith this personality type do? she will weigh out the various options, various alternatives, various brands that she is awareof; she would, her options would relate to carat, would relate to carat purity, design and making charges, gold prices available,and gold prices and the available dealers. so she would try and get all this information;

she will be very speculative in her approachand take her decisions on her own, based on intuition, she would be a risk taker. the decision would be based on intuition, imaginationand hunch. and she is primarily going to be a risk taker; she is going to gather all information, but she is going to weighthe pros and corns. but ultimately take her decisions based on her gut feeling, or onher imagination, or on her intuitions. so, sheis essentially very speculative in nature, and she is going to be a risk taker. now finally, we come to the fourth personalitytype, which is intuiting and feeling. so,

what does the person in this personality type do? she imagines the wide range of options;she bases her decisions on intuition and imagination; yet, she rely on others opinions as well. so, she is going to gatherinformation; weigh the pros and cons, but again she is, she is basically going to take her decisions on, you know, her intuitionsor imagination, and on what other people have to say. she is going to be less price sensitivity; she is going to be risk seekerand high on novelty seeking. so, what does this lady do? she would weighthe various alternatives or the options she

is aware of; she would, you know, her options would relate to carat purity, design,making charges, gold prices, available dealers; she would be very speculative in her approach, and take a decision on her own,but she would look to others, she would look for other people’s opinions. she would be less price sensitive; and her decision willbe based on intuition, or gut feeling, or imaginations. she is going to be speculative;and but nevertheless, she is going to ask otherpeople’s opinions; and base her, her decisions on not only her imagination and her

intuition, but also on people’s hearsay.she would be a risk taker; she will be a novelty seeker; she will be brand switcher; and she will be switching dealers and brands; shewill basically imagine and take her decision on intuition, but definitely on hearsay of others or on opinion of others.so, this is how we see that the 4 personality types, which is sensing-thinking, sensing-feeling,intuiting-thinking, and intuiting- feeling, have a role, how they, this fourpersonality types impact are elastic different personality characteristics and impact; consumer decision making in a purchase scenario.so, this takes us into theories further, where

jung proposed these 16 different personality types, which will later incorporatedinto the mbti or the myers briggs type indicator. now, what is the assessment of this theory?he was the first, jung was the first psychologists to speak about the personality types; he spoke about 4 bipolar dimensions whichhas been very successfully used and tested; and he also believed that behavior is shaped by past generations’ experience. it has a great relevance for a marketer. aftergaining an insight into the various personality types, marketer could design their

marketing strategies better, more effectively,so that they can satisfy the people from different personality types, leaving them happier and more satisfied. so, this bringsus to end of the jung theory. now, let us move to the third set of theorieswhich was proposed by the neo freudians. and they were a group of psychologists who believed in social interaction, and whobelieved that social interaction and resultant relationships have an impact on the growth of personality. here, they disagreedwith their contemporary freud, who said that personality was biological or genetic or

heredity and was groomed as a result of childhoodsocial, childhood experiences. so, this group of researcher who countered freud, and freudian’s theory of the unconsciousor the sub conscious are the personality being based on genetics and heredity or on childhood experiences. this particulargroup of theorists who countered freud’s opinions came to be known as the neo freudians. and they laid emphasis on the processof socialization; and noteworthy among them are alfred adler, harry stack sullivan and karen homey. so, let us talkabout talk about a few of the, few of them

right now. so, we will start with alfred adler. adleris regarded as a father of individual psychology. he was a disciple of freud. he broke away from the freudians theory due to his,due to, is, you know, disagreement over the importance freud gave to the unconscious. so, he also was the first psychologistto speak for, about inferiority complex. and he says that personality is something which emerges out of a person’s,you know, effort to overcome the feeling of inadequacy, or inferiority. so, he said

individuals try to overcome feelings of anxietyand feelings of inferiority; and he said that basic drive is strive from the state of inadequacy what we called as inferiority towardssome state of superiority, or self actualization. so, here, he said people try to overcome inferiority;they strive to move towards a style of life; and people basically, you know, according to adler’s theory people, individualsbuy the products to overcome feelings of inferiority. we have the next neo freudian who we willdiscuss is herbert harry stack sullivan. sullivan was a psychiatrist who extends freud’s theory of psychoanalysis, and heconcluded that failures in interpersonal relationships

were largely responsible for any kind of mental illnesses and disorders. so,according to him, social reactions are very important, and loneliness was something which was most painful. so, he, his approachesrefer to the interpersonal theory of psychiatry, he focuses on what goes on between people as opposed to what freud said,you know, when he said, what goes on inside people. so, you know, he instead of believing in freud’s philosophy of whatgoes on inside an individual, sullivan said we should focus more on what happens

between people, what happens amongst people,and he spoke about the socialization process. so, you know, personality basically manifestsand strives for avoidance and reduction of anxiety. people try to form social relationship with each other. so, such thatthese relationships are significant and rewarding, and human beings basically develop personality traits to reduce anxiety. now,this brings us to an end of our session today. we shall be talking about the other new freudian’s and the implications to the fieldof marketing in the next session. before we conclude this session, let us moveto the references: asseal, consumer behavior

and marketing action; loudon and della bitta, consumer behavior fourth edition,tata mcgraw hill; kotler and keller, marketing management, thirteenth edition, pearson; peter and olson, consumerbehavior and marketing strategy, mcgraw hill, seventh edition; shiffman and kanuk, consumer behavior, eighth edition,2004, prentice hall; and wells and prensky, consumer behavior, john wiley, 1996. frequently asked questions: define personality- differentiate between a personality trait and a personality type. so, you first

define what personality is, and then you showwhat is the difference between a trait and a type? question number two: explain the freudian theory of personality? how doesit relate to consumer behavior? so, talk about freud; talk about the unconscious, the sub conscious and the conscious; the id,the super ego, and the ego; and you talk about how it relates to consumer behavior, how much of consumer behavior is un explainable,why it is like that, why people behave, the way they behave so in a market place; so all a result of the unconsciousdrives.

a small quiz: we have section a true or false:individual’s personality remains consistent over a period of time and is enduring. is it a true or a false statement? this is atrue statement. fill in the blanks: the personality typesproposed by carl jung were developed and incorporated into a scale that came to be known and applied as the dash; it came tobe known and applied as the mbti or the mires and breaks type indicator. section three: multiple choice questions:question number 1: which of the following about the freudian theory is false? a,

unconscious needs or drives lie at the heartof human motivation and personality; b, the socialization process as a huge impact on individual behavior and personality; c, personalitytraits determines one’s personal make up; and d, none of the above. so, the false statement is c, which is personalitytraits determines one’s personal makeup; this is a false statement; and the other two statements are correct.question number 2: a majority of human drives being unconscious, consumer themselves areoften unaware of the true reasons for buying a particular product or brand.this statement find its roots in the works

of; a, carl jung; b, sigmund freud; c, honey; and d, none of the above. so, the answer tothis is b, which is sigmund freud. so, sigmund freud said that a majority of human drives being unconscious, consumers themselvesare unaware of the true reasons for buying a particular product or brand. short answers: question 1: carl jung’s proposeda typology based on four bipolar dimensions, where each pole represents an opposite preference and thus illustrates fourdichotomies. name them. so, the answer to this is extroversion- introversion,

sensing- intuiting, thinking-feeling, andjudging-perceiving. so, this brings us to conclusion of this sessionon personality. we shall be continuing with a neo freudian and neo freudian theories and the implications for a marketer;as well as we will talk about a general and consumption specific traits in the next session.thank you.