Amity Global Business School

PERSONALITY AND
THEORIES OF
PERSONALITY

Presented by:
Aditi Goyal
 Personality

 Personality can be defined as those inner

characteristics that determines and reflects how an
individual responds to his or her environment.

 Those characteristics said are the attributes, traits,

qualities that distinguish one individual from the
other.
 Nature of Personality

 Personality reflects individual differences.

 Personality is consistent and enduring.

 Personality can change.

 Theories

 Freudian Theory : Unconscious needs or drives are at

the heart of human motivation

 Neo-freudian Personality Theory : Social

relationships are fundamental to the formation and
development of personality

 Trait Theory : Quantitative approach to personality

as a set of psychological traits
 Freudian Theory

 Sigmund Freud’s psychoanalytic theory of

personality.

 It comprises of
 Id,

 Ego, and

 Superego
•Id: Warehouse of primitive or instinctual needs for which individual seeks
immediate satisfaction
•Ego: Individual’s conscious control that balances the demands of the id and
superego
•Superego: Individual’s internal expression of society’s moral and ethical codes
of conduct
 Neo-Freudian Personality Theory

This theory is also called as socio-analytic theory. The researchers here

believed that social relationships are fundamental to the formation and
development of personality.

“Karen Horney” proposed 3 types of personality groups:-

a) Compliant individuals-who move towards others (desire to be loved
,wanted & appreciated)

b) Aggressive individuals-who move against others (desire to excel & win

admiration)

c) Detached individuals-who move away from others (desire

independence , self-sufficiency, and individualism or freedom)
 Trait Theory

• Personality theory with a focus on psychological

characteristics.
• Trait- any distinguishing, relatively enduring way in
which one individual differs from another.
• Personality is to linked to how consumers make their
choices or to consumption of a broad product
category-not a specific brand
Traits relevant to consumer behavior

• Innovativeness : Degree to which a person likes to try new things.

• Materialism : Amount of emphasis placed on acquiring and owning

products.

• Self-consciousness : The degree to which a person deliberately

monitors and controls the self-image that is projected to others.

• Need for cognition : The degree to which a person likes to think about a
thing and tries to seek the brand information.

• Frugality : Frugal people deny short term purchasing whims, choosing

resourcefully to use what they already own.