Neo Freudan & Trait in consumer behaviour .pptx

Neo Freudan & Trait in consumer behaviou

1. NEO-FREUDIAN   PERSONALITY THEORY The Neo-Freudian theory refers to the ideas developed by psychologists and psychoanalysts who were originally followers of Sigmund Freud but later modified, expanded, or disagreed with certain aspects of his psychoanalytic theory. Some of Freud’s followers disagreed with him. They felt personality is shaped more by social relationships than by instincts and sexuality . They argued that social relations are fundamental to personality development.

2. Alfred Adler’s View People are motivated by goals , not just instincts. Everyone has feelings of inferiority (feeling less capable than others) at some point. To overcome this, people develop a “Style of Life” – their unique way of striving for success and self-improvement. Example: A child who is physically weak may feel inferior. To overcome this, they might study hard, develop leadership skills, or excel in another area like art or academics. This effort to turn weakness into strength becomes their style of life . Example: Beauty brands like Fair & Lovely or fitness brands like Gold’s Gym appeal to people’s desire to overcome feelings of inadequacy and become more confident.

3.  Harry Stack Sullivan stressed that people continuously attempt to establish significant and rewarding relationships with others, placing emphasis on efforts to reduce tensions. People’s personality develops through relationships with others. We always try to form meaningful and satisfying connections to feel secure. Good relationships help us reduce stress and emotional tension . Example: When someone feels lonely or anxious, they might call a close friend or join a social group. Building these connections gives comfort and lowers their tension. Example: Social media ads (Facebook, WhatsApp) focus on “connecting with loved ones” to reduce loneliness and create emotional bonds

4. Karen Horney Karen Horney focused on the impact of child-parent relationships, especially the individual’s desire to conquer feelings of anxiety. She proposed three personality groups: compliant, aggressive, and detached

5. Karen Horney’s View Personality is shaped by childhood relationships , especially with parents. If a child feels unloved or insecure, they develop anxiety . To cope, people adopt one of three personality types (CAD): Compliant (Moving Toward People): Seeks love, approval, and support. Example: Buys brands that show care and affection (Dove, Amul ). Aggressive (Moving Against People): Seeks power, success, and admiration. Example: Chooses bold, status brands (Nike, Mercedes). Detached (Moving Away from People): Seeks independence, self-sufficiency, and privacy. Example: Likes unique, non-mainstream brands (Apple, adventure gear)

6. A personality test based on the above (the CAD) has been developed and tested. a) It reveals a number of tentative relationships between scores and product and brand usage patterns. 6. It is likely that many marketers have used some of these neo-Freudian theories intuitively

7. TRAIT THEORY Trait theory says that personality is made up of a set of stable characteristics (traits) that influence how a person behaves. Traits are consistent across situations (e.g., if you are friendly, you’ll likely be friendly at work, school, or home).

8. Key Points: Traits are measurable: Personality can be studied scientifically through tests and questionnaires. Everyone has traits, but in different amounts: Example – Both you and your friend might be “outgoing,” but you may be more outgoing than them. Helps predict behavior: Knowing traits can help understand and predict how someone will act.

9. TRAIT THEORY – Overview Departure from Freudian Approaches Unlike Freudian and neo-Freudian theories, which are mostly qualitative and interpretive, trait theory is quantitative and empirical . It emphasizes measurable personality characteristics rather than unconscious motives or broad psychodynamic patterns.

10. Application in Consumer Behavior Researchers use single-trait personality tests specifically for studying consumer behavior. Key traits often measured include: Consumer Innovativeness: How open or receptive a person is to new experiences or products. Example: A tech-savvy consumer who is among the first to buy a new gadget. Consumer Materialism: The degree to which a consumer values or is attached to material possessions. Example: A person who equates personal success with owning luxury items. Consumer Ethnocentrism: The tendency to prefer domestic over foreign-made products. Example: A consumer who refuses to buy imported electronics despite their advanced features

11. Link Between Personality and Consumer Behavior Personality traits influence broad patterns of purchasing or consumption , rather than just brand choice. Understanding a consumer’s traits helps predict overall behavior in product categories , e.g., innovativeness can indicate early adoption across multiple tech products.

12. BRAND PERSONALITY Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as through advertising, packaging, etc . When brand image or brand identity is expressed in terms of human traits, it is called brand personality. For instance - Allen Solley brand speaks the personality and makes the individual who wears it stand apart from the crowd. Infosys represents uniqueness, value, and intellectualism. Brand Personality- Meaning and Concepts

13. Brand personality is nothing but personification of brand. A brand is expressed either as a personality who embodies these personality traits ( For instance - Shahrukh Khan and Airtel, John Abraham and Castrol) or distinct personality traits (For instance -  Dove  as honest, feminist and optimist;  Hewlett Packard  brand represents accomplishment, competency and influence).

14. Brands basically have three dimensions:  Physical attributes – such as color, price, ingredients, and so forth. Functional attributes – this means how the brand is functioning or we can say the consequences of using a brand .  Brands characterization – this means brands personality as perceived by consumers. Brands may be characterized as modern or old – fashioned, or lively or exotic, just the same way as people are characterized