Personality does matter to marketing practitioners.

Marketers have been trying to adhere to

the personality traits of the consumer in the past as well as today. This stems from their
intuition that whatever actions consumers take are influenced by their personality traits in one
way or the other. This has led to marketers and advertisers frequently using such messages
which appeal to the personality traits of consumers.
Some of the adverts that are focused on consumer personality are:




These advertisements focus on one or the personality types. Marketers are always on the look
for cues that give them a peek into what goes on in consumers mind when he or she makes a
choice. They are trying to understand various personality types and then customize their
campaigns accordingly. If a marketer has an insight into customers personality, then he or she
can successfully leverage on that information and create more value out of his endeavors.
Personality is defined as the inner psychological characteristics that determine and reflect how
a person responds to his or her environment (Schiffman, 2010). Marketers closely observe and
examine psychological charateristics on consumers and design their campaign intelligently to
reap benefits from this knowledge. By the way of various communication channels, such type of
consumer focused products and brands have found a niche market for themselves and a place
in the heart of consumers. They can emotionally relate to such campaigns. The indivisualistic
charaterisitics that a person possesses which define his/her personality, also direct the way
he/she will respond to the message in the advertisement.
We can attach three important dimesnions while studying personality types:
a. It reflects individual differences
b. It is consistent and enduring
c. It can change.
It reflects individual differences
No two persons are equally alike. An individuals personality is a result of combination of a
unique set of characteristics. There may be certain similar characterisitcs between two
individuals but it rarely happens that all of their characteristics are similar. This helps
marketers to categorize consumers based on different set of traits.
Personality is Consistent and Enduring
Advertisers realize which personality attributes impact particular consumer responses and
they endeavor to appeal to traits which are inherent to their target group. An individuals
personality may be enduring but it is influenced by several socio-cultural factors

Personality can Change
Certain life events may change ones personality. Maturity has an impact on a persons personality.
Stereotypes may be broken over time. There can be convergence of certain personality types as
well.
Theories of personality:
Freudian theory:

ID intense emotions, urges, excitements, pleasure principle, newborns
SUPEREGO
EGO
ID
EGO rationality principle, children learn to control their urges to get what they want
SUPEREGO right/wrong, punishments, guilt, feeling good
non freudian theory of personality
A few of Freud's partners couldn't help contradicting his dispute that identity is basically
instinctual and sexual in nature. They contended that social relations are major to identity
advancement. Alfred Adler saw individuals as looking to achieve different level headed
objectives, which he called style of life, setting accentuation on the singular's exertions to
overcome sentiments of second rate quality. Harry Stack Sullivan focused on that
individuals constantly endeavor to make huge what's more remunerating associations with
others, setting attention on deliberations to diminish pressures.
Karen Horney concentrated on the effect of kid guardian connections, particularly the
singular's yearning to overcome sentiments of nervousness. She proposed three identity
bunches: agreeable, forceful, and isolates. Consistent people are the individuals who move
to othersthey longing to be cherished, needed, and increased in value. Forceful people
move against othersthey longing to exceed expectations also win deference. Withdrew
people move far from othersthey crave autonomy, independence, and opportunity from
commitments.
Trait theory:
This focuses on quantitative measures
A trait is defined as any distinguishing, relatively enduring way in which one individual
differs from another. Selected single-trait personality tests increasingly are being developed
specifically for use in consumer behavior studies