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Personality and advertising

Management- Personality and Advertising
Learning Objectives
Personality
Personality is consistent
Personality is prone to change
Theories of Personality
Freudian Theory
Neo-Freudian Personality Theory
Trait Theory
Soup and Soup Lover’s Traits

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Personality and advertising

  1. 1. TRINITY INSTITUTE OF PROFESSIONAL STUDIESSector – 9, DwarkaInstitutional Area, New Delhi-75 Affiliated Institution of G.G.S.IP.U, Delhi Personality and Advertising Dr. Jaspreet Kaur AssociateProfessor
  2. 2. TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, DwarkaInstitutional Area, New Delhi-75 Learning Objectives 1. Effect of consumers on Consumers’ Inner Differences. 2. To explain the Freudian, Neo-Freudian, and Trait Theories of personality and understand their effect on Consumers’ Attitudes and Behavior. 3. To explain the effect of personality on Consumers’ Responses to advertising and Marketing Messages.
  3. 3. TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, DwarkaInstitutional Area, New Delhi-75 Personality • Personality is the inner psychological characteristics which determine and reflect how a person responds to his or her environment • The Nature of Personality: – Personality reflects individual differences – Personality is consistent – Personality is prone to change
  4. 4. TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, DwarkaInstitutional Area, New Delhi-75 Theories of Personality • Freudian theory – Unconscious needs or drives will be the core of human motivation • Neo-Freudian personality theory – Social relationships will be the basis of development of personality • Trait theory – Quantitative approach to personality studied as a set of psychological traits
  5. 5. Freudian Theory • Id – The instinctual needs for which individual looks for an urgent satisfaction • Superego – Individual’s internal expression of society’s moral and ethical codes of conduct • Ego – Individual’s conscious control that balances the demands of the id and superego
  6. 6. TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, DwarkaInstitutional Area, New Delhi-75 This Advertisement explains Id which her is the Excitement of the “Forces” of Primitive Drives?
  7. 7. TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, DwarkaInstitutional Area, New Delhi-75 Neo-Freudian Personality Theory Social relationships are crucial to personality • Alfred Adler: Explains the Style of life and Feelings of inferiority • Harry Stack Sullivan explains that we establish relationships with others to reduce tensions
  8. 8. TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, DwarkaInstitutional Area, New Delhi-75 This advertisement shows the Aggressive Consumer who Seeks to Excel and Achieve Recognition
  9. 9. TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, DwarkaInstitutional Area, New Delhi-75 Trait Theory • Stresses on measurement of personality in terms of traits • Trait - any distinguishing, relatively enduring way in which one individual differs from another • Personality is linked to broad product categories and NOT specific brands
  10. 10. TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, DwarkaInstitutional Area, New Delhi-75 Soup and Soup Lover’s Traits • Chicken Noodle Soup Lovers – Watch a lot of TV – Are family oriented – Have a great sense of humor – Are outgoing and loyal • Tomato Soup Lovers – Passionate about reading – Like meeting people – Do not party – Love pets • Vegetable Soup Lovers – Enjoy the outdoors – Try new things – Dine in fancy restaurants – Are physically fit
  11. 11. THANK YOU!!

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