Ajay Kumar
2/8/2012
Dual influence of heredity and early childhood experience Broader social and environmental influences Is a unified whole Specific traits Personality are those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
Ajay Kumar
2/8/2012
Defining Personality
Personality are those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
Ajay Kumar
2/8/2012
Personality reflects individual differences Personality is consistent and enduring Can personality change?
Yes!
Ajay Kumar
2/8/2012
Theories of Personality
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2/8/2012
Psychoanalytic Perspective
(1856-1939)
Specialized in Nervous Disorders Some patients disorders had no physical cause!
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2/8/2012
Psychoanalytic Perspective
Unconscious Psychoanalysis
Free Association
2/8/2012
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Freudian theory
Epitome of modern psychology Unconscious needs or drives, especially sexual and biological drives are at heart of human motivation and personality ID Superego Ego
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2/8/2012
ID
Thirst, Hunger and Sex Immediate satisfaction Without considering mean and aftermath of satisfaction
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2/8/2012
Ajay Kumar
2/8/2012
Superego
Superego
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2/8/2012
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2/8/2012
EGO
Individuals conscious control Balances the impulsive demands of the ID and socio-cultural constraints of the superego
Ajay Kumar
2/8/2012
Ajay Kumar
2/8/2012
Ajay Kumar
2/8/2012
Ego
Interacting Systems
ID
Personalit y
Superego
Personality arises from conflict between aggressive, pleasure-seeking impulses and social restraints
Ajay Kumar 2/8/2012
Ajay Kumar
2/8/2012
Neo-Freudian Theory
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2/8/2012
Neo-Freudian Theory
Personality is primarily instinctual and sexual in nature Social relationships are fundamental to formation and development of personality. Honrney Individuals can be classified in three personality groups
Complaint Move towards others Aggressive Move against others Detached Move away from others
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2/8/2012
Trait Theory
Qualitative
Quantitative
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2/8/2012
Trait Theory
Quantitative Trait: Any distinguishing, relatively enduring way in which one individual differ from others Consumer Innovativeness Consumer Materialism Consumer Ethnocentrism
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2/8/2012
Personality can be linked to consumption of broad product category rather than specific brand.
Brand Personality
Product-Personality Congruence Congruence
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Brand-Personality
2/8/2012
Brand-Personality Congruence
Woodland Rough and Tough Thums up For grow up man Lux Story Brand Gendering
Bajaj Pulsar Definitely Male Hero Honda Pleasure Why should boys have all the fun Fair and Handsome Ladkon ki fairness cream
Ajay Kumar
2/8/2012