Application of personality theories in consumer behaviour

History of marketing thought In the s and 50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods. At the end of the s, two important reports criticised marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioural science research methods. From the s, marketing began to shift is reliance away from economics and towards other disciplines, notably the behavioural sciences, including sociology, anthropology and clinical psychology. This resulted in a new emphasis on the customer as a unit of analysis.

Application of personality theories in consumer behaviour

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.

Theories of Exposure

The trait theories can be of two broad categories, viz. 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. The Psychoanalytic Theory of Freud Sigmund Freud, the father of psychology, became famous with his psychoanalytic theory of personality.

Personality of Consumer: Nature, Theories and Life Style Concept

In fact, the theory is regarded as the cornerstone of modern psychology. 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. The id is the personality component made up of unconscious psychic energy which satisfies basic urges, needs, and desires. 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.

Application of personality theories in consumer behaviour

It is the aspect of personality that holds all our moral standards and ideals that we acquire from both parents and society. 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.

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. Marketers also tend to use Neo-Freudian theories while segmenting markets and positioning their products.

Self Concept Self concept is defined as the way, in which we think, our preferences, our beliefs, our attitudes, our opinions arranged in a systematic manner and also how we should behave and react in various roles of life.

Consumers buy and use products and services and patronize retailers whose personalities or images relate in some way or other to their own self-images Traditionally, individuals are considered to be having a single self-image which they normally exhibit.

Such type of consumers are interested in those products and services which match or satisfy these single selves. However, as the world became more and more complex, it has become more appropriate to think of consumers as having multiple selves. The below are some of the major aspects of Self-concept Self-Concept is Organized We all have various views about ourselves.

Consumer behaviour - Wikipedia

We all may think we are kind, calm, patient, selfish, rude and what not. When a person believes in something that matches his self concept he sticks to his view and does not agree to change the same and even if does, it takes a lot of time.

Self Concept is Learned It is believed that self concept is learned and no person is born with a self concept.Personality Trait Theory and Consumer Behaviour Ruby Roy Dholakia An empirical study was conducted to test the relevance of personality trait theory in the Indian context.

To determine consumer behavior, marketers use numerous consumer behavior models. Theory of Reasoned Action. Created by Martin Fishbein and Icek Ajzen in the late s, the Theory of Reasoned Action centers its analysis on the importance of pre-existing attitudes in the decision-making process.

Personality. To understand a buyer needs and convert them into customers is the main purpose of the consumer behavior study. To understand the buyer habits and his priorities, it is required to understand and know the personality of the buyer.

Application of personality theories in consumer behaviour

Consumer researchers have been increasingly interested in how cognitive personality factors influence various aspects of consumer behavior. In particular, two cognitive personality traits i.e. need for cognition and visualizers versus verbalizers —have been useful in .

Application Of Personality Theories In Consumer Behaviour Case Study – Personality and the Self-Concept in relation to mobile phones: What your phone say about you. Case Summary Consumers are faced with a large array of choice during their visits to phone outlets or even phone websites.

Read this article to learn about the nature, theories, personal values and life style concept of personality of a consumer. Personality has many meanings. In consumer studies, personality is defined as consistent responses to environmental stimuli or we can also say patterns of behaviour that are.

Consumer Behaviour: Personality