THEORIES RELEVANT

TO CONSUMER
BEHAVIOR
DISCOVERING THE SELF:
THE MATERIAL/ECONOMIC
SELF
What is Personality?
● The specific qualities, attributes, factors and
mannerisms that distinguish one inidividual
from other individuals is known as personality.

● In other words, “Those inner psychological

characteristics that both determine reflect how
a person responds to his or her environment”.
What is Consumer Behavior?
● Consumer Behavior refers to the actions and the
decision process of the who purchase goods and
services for personal consumption
● Consumer Behavior refers to the mental and emotional
process and the physical activities of the people who
purchase and use goods and services to satisfy
particular needs and wants.
● Consumer and Customer.
FREUDIAN THEORY
 FREUDIAN THEORY

● Sigmund Frued built this theory on the

premise that unconcious needs or
derives, especially sexual and other
biological drives, are the heart of
human motivation and personality.
● Consumer reactions in the marketplace with
respect to purchase decisions and Post
purchase behavior are a reflection on
individual personality.
● Consumers tend to relate “Personality-like”
traits to different products and brands .

FIRST
THE THREE ELEMENTS
● The study of personality also hold true when
one speaks of colors , as personality factors
are associated with and reflective of specific
colors.
like , Green denotes freshness, nature ; Red
denotes Passion , Anger

SECOND
● Majority of human drives being
unconscious, consumers themselves
are often unaware of the true reasons
for buying a particular product or
brand.

THIRD
CARL JUNG
 CARL JUNG
● A contemporary of freud proposed the
famous Jungian Theory. He elaborated on
personality types, and his contribution has
great relevance to the study of CONSUMER
BEHAVIOR.
-This pair indicate how you prefer
to gather informations. TWO DIMENTIONS
Sensing (S)
● Prefers looking, listening, and
getting to know the world
through the senses.
Jung called this one of the
irrational functions, meaning
that it involved perception
rather than judging of
information.
● About 75% of the population
have a Sensing Functional
Type.
Intuiting (N)
● Prefers a kind of perception
that works outside of the usual
conscious processes.It is
irrational or perceptual, like
Sensing—but comes from the
complex integration of large
amounts of information, rather
than simple seeing or
hearing.Jung said it was like
seeing around corners.
● About 25% of the population
have an Intuiting Functional
Type.
 TWO DIMENTIONS
-This pair indicate how you prefer to make decisions.
Thinking (T) Feeling (F)
● Prefers evaluating information
● Prefers evaluating information
or ideas rationally,Logically.
by weighing one's overall,
Jung called this a rational
emotional response.Jung calls
function, meaning that it
it rational because, like
involves decision making or
Thinking, it involves decision
judging, rather than simple
making or judging, rather than
intake of information.
simply taking in information as
● About 1/3rd of women have a
with Sensing.
Thinking Functional Type.
● About 2/3rd of women have a
Feeling Functional Type.