AMITY GLOBAL

BUSINESS SCHOOL

Chandigarh

Personality, Motivation
& Learning.
Module 2

AMITY GLOBAL
BUSINESS SCHOOL

Chandigarh

Personality: Definition
It is those inner psychological
characteristics that both
determine & reflect how a
person responds to his / her
environment.
It is the sum total of all traits,
experiences and behaviors
that make up a person.
They exhibit characteristics
like ambitious, extrovert,
introvert, authoritative,
outgoing, stubborn etc.
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Personality: Characteristics

Each person has a unique nature

It reflects individual differences
It is consistent and enduring in nature
It can change
It is exhibits certain distinctive traits.
It gets habitually associated to a particular
individual.
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Personality Theories:
1. Trait Theory
A trait is defined as an enduring attribute of a
person that appears constantly in variable of
situations.
Trait distinguishes ones personality from
another.
E.g. affiliation, achievement, anxiety,
aggression, dependency etc.
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Cartells 16 sets
of Personality Traits

Expedient Vs conservative
Group dependant Vs Self sufficient
Docile Vs aggressive
Unpretending Vs polished
Serious Vs happy go lucky
Unstable Vs stable
Trusting Vs suspicious
Conservative Vs experimentation
Practical Vs imaginative
Relaxed Vs tense
Undisciplined Vs controlled
Shy Vs uninhibited
Reserved Vs outgoing
Tough minded Vs tender minded
Self assured Vs Self respective
Dull Vs bright

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2. Freudian Psychoanalytic Theory

Sigmund Freud introduced personality as motivating
force in human behavior.
This theory states that man is motivated more by
unforeseen forces than is controlled by conscious
rational thought.
According to Freud human mind is composed of 3
elements a) Conscious state b) Unconscious state c)
Sub conscious state
The theory states that personality consists of 3
structures within human mind though interrelated but
often conflicting- the id, the ego & the super ego.
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The Id: This is the original & most basic system of human
personality. Its part of one psyche that leads to strong drives &
urges. The behavior is childish, irrational, never satisfied,
demanding & destructive for others. e.g. a student feeling very
hungry, though expecting his lunch box from home in next 30
minutes, rushes to a canteen of his institute & snatches a burger
from another student.
The Super Ego: It represents noblest thoughts, ideas , feelings
acquired from parents, teachers, friends, religion etc. Here the
individual acts in accordance with values & standards of society.
E.g. a student in a similar situation would wait for his lunch rather
than creating a scene at the canteen
The Ego: This acts as a control device maintaining the balance
between Id & Super ego. This avoids any situation of conflict. e.g. In
the similar case the hungry student would rush to the canteen &
request the student to share some portion of his burger and would
also give him back some portion of food when his lunch box reaches
institute.

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BUSINESS SCHOOL

Chandigarh

Self Concept/ Self Image

Individuals have specific perception & image of
themselves.
These are closely connected to the personality of the
products or services patronized by them.
Consumers tend to purchase goods or services which
according to them have symbolic image closely related
to their self image.
Self Concept can be described as how one perceives
himself & his behavior in the market place.

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Actual Self: This explains how an individual actually

perceives himself.
Ideal Self: This is concerned with how an individual
would like to ideally perceive himself.
Expected Self: This kind of image lies in between actual
& ideal self images.
Social Self: This is how a person thinks others perceive
him.
Ideal Social Self: This is how a person would like others
to perceive him.
Situational Self: This is a persons self image in a
specific situation.
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Motivation:

Motivation is a driving force within individuals that impels them to actions.

The term is derived from Latin word movere which means to move.

Unfulfilled needs,
wants

Tension

Drive

Behavior

Consumption
Tension
Reduction
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Maslow Need Hierarchy

There are five different levels in Maslows hierarchy of needs:

Physiological Needs
These include the most basic needs that are vital to
survival, such as the need for water, air, food and sleep.
Maslow believed that these needs are the most basic
and instinctive needs in the hierarchy because all needs
become secondary until these physiological needs are
met.
Security Needs
These include needs for safety and security. Security
needs are important for survival, but they are not as
demanding as the physiological needs. Examples of
security needs include a desire for steady employment,
health insurance, safe neighborhoods and shelter from
the environment.

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Maslows Hierarchy of Needs

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Social Needs
These include needs for belonging, love and affection. Maslow
considered these needs to be less basic than physiological and
security needs. Relationships such as friendships, romantic
attachments and families help fulfill this need for companionship and
acceptance, as does involvement in social, community or religious
groups.
Esteem Needs
After the first three needs have been satisfied, esteem needs
becomes increasingly important. These include the need for things
that reflect on self-esteem, personal worth, social recognition and
accomplishment.
Self-actualizing Needs
This is the highest level of Maslows hierarchy of needs. Selfactualizing people are self-aware, concerned with personal growth,
less concerned with the opinions of others and interested fulfilling
their potential.

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Maslows Hierarchy of Needs

All humans acquire a similar set of motives through
genetic endowment and social interaction.
Some motives are more basic or critical than others.
The more basic motives must be satisfied to a
minimum level before other motives are activated.
As the basic motives become satisfied, the more
advanced motives come into play.
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Consumer Motivation:
Key Characteristics

Consumers are driven by tension reduction

Consumers are motivated to achieve goals
Needs are never fully satisfied
Success & failure influence goals
Consumer motives are both overt & hidden.
New needs emerge as old ones get satisfied.
Needs & goals keep constantly changing.
Consumers have a thirst for variety
Consumer motivation reflects individual differences
Consumer motivation is dependant on the degree of
liking towards a product/ service.

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Consumer Learning:
Consumer Learning is the process by
which individuals acquire the
purchase and consumption
knowledge and experience they apply
to future related behavior.
Most of the learning is incidental.
Some of it is intentional.
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Learning as a Key to Consumer

Behaviour

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Why Marketers are Concerned about

How Consumers Learn
Marketers want to teach consumers about their
products
product attributes
where to buy them
how to use and dispose of them

They want to know how effective they have been

in communicating with the consumer
directly, through advertisements
Indirectly, through product appearance, packaging,
price and distribution channels
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Range of Learning Situations

Learning occurs at various levels of
consumer involvement
Low-level involvement: consumers have
little or no motivation to process the
information
High-involvement learning: consumers are
highly motivated to process the information
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Elements of Learning:

Motives
Motives arouse individuals and as a result they respond. This arousal function is
essential because it activates the energy needed to engage in learning activity.
By achieving the goal ,the arousal reduces, but have a greater tendency to occur
again, that is why marketers put their product in a way that when relevant
consumer motive arouse their products are their to satisfy the need.
This result that consumer will learn a connection b/w the product and motive .

Cues
Capable of providing direction i.e. it influences the manner in which respond to
motive. e.g. hungry man is guided by restaurant signs or aroma of food.

Response
Mental or physical activity in reaction to a stimulus satiation.

Reinforcement
Anything that follows the response and increase the tendency of response to reoccur
in a similar situation.
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BUSINESS SCHOOL

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Theories:
There are 2 theories on how Individuals
learn:
Behavioral Theory

Cognitive Theory

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BUSINESS SCHOOL

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BEHAVIORAL LEARNING THEORY

The behavioral learning theory is

represented as an S-R paradigm. The
organism is treated as a black box.
We only know what is going on inside
the box by the organisms overt
behavior.
Stimulus
(S)

Organism
(O)

Response
(R)

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Major Behavioral Theories:

Classical Conditioning : all organisms as
relatively passive entities that could be taught
certain behaviors through repetition (i.e.,
conditioning)
Instrumental Conditioning: Learning occurs
through Trial & Error process, with habits formed as
a result of rewards received for certain responses or
behaviors.
Observational Conditioning or Vicarious Learning:
the process through which individuals learn behavior
by observing the behavior of others and the
consequences of such behavior.

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Cognitive Learning:
It involves PROBLEM SOLVING.
It is concerned with how information is
processed by the human mind: how it is
stored, retained, and retrieved.
Involvement theory proposes that people
engage in limited information processing in
situations of low relevance to them and
people engage in extensive information
processing in situations of high relevance.
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AMITY GLOBAL
BUSINESS SCHOOL

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Major Cognitive
Learning Theory:
Discovery Learning: It says anybody can
learn anything at any age, provided it is
stated in terms they can understand

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Meaningful Learning Theory

New material is
presented in a
systematic way, and
is connected to
existing cognitive
structures in a
meaningful way.
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People learn from thinking and problem solving

situations.
People search for information to take purchase
decisions.

Cognitive theory involves complex mental

processing of information.

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AMITY GLOBAL
BUSINESS SCHOOL

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Comparison between Cognitive

& Behavioral Learning Theories:

BEHAVIORAL LEARNING
Behavioral learning is
defined as observable
responses to stimuli.

It is an action.
This results from
pleasant or unpleasant
experiences in life.

COGNITIVE LEARNING
Cognitive learning is a
function of mental
processing.
It is a thought.
This learning is based
upon mental processes.
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There exists three basic

assumptions in behavioral
theoryLearning is manifested by
a change in behavior.
The environment shapes
behavior.
The principles of
contiguity (how close in
time two events must be
for a bond to be formed)
and reinforcement (any
means of increasing the
likelihood that an event will
be repeated) are central to
explaining the learning
process.

Chandigarh

There exists two basic

assumptions in cognitive
theoryThe memory system is an
active organized processor
of information and
Prior knowledge plays an
important role in learning.
It look beyond behavior to
explain brain-based learning.

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Implications for Marketers

Marketers draw on both cognitive and operant
conditioning theories
Providing information about a product (e.g.,
eggs are OK to eat) draws on cognitive theory
Providing rewards (e.g., frequent flyer miles,
coupons, etc.) draws on classical conditioning
theory
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Brand Loyalty

A consumers consistent preference for and

purchase of a specific brand
1. In high-involvement purchases (e.g., a car) it
reduces risk and facilitates selection
2. In low-involvement purchases (e.g., tissues) it
saves time and effort
Brand loyalty generally results from consistent
positive experiences with a company and/or its
products

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There has been a recent decline in brand

loyalty
1. Boredom or dissatisfaction with the products
2. Variety-seeking
3. Increased concern with price
To counter these actions, marketers have
adopted a number of programs (e.g., frequent
flyer) that reward brand loyalty

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