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Unit 4: Consumer Personality

Different types of self-concepts have been proposed. Actual self refers to what an individual Notes
believes who she/he is. What an individual would like to be represents ideal self, how the
individual feels others see her/him is the social self, and how the individual would like
others to her/him is the idea social self. Expected self-image refers to how individuals
expect to see themselves sometime in future.
4.6 Keywords

Ego: Individual's conscious control.
Id: It is unconscious and not capable of dealing with object realty.
Ideal Self: What we would like to be.

Personality: The complex of all the attributes - behavioral, temperamental, emotional and
mental-that characterize a unique individual.
Self-image: How an individual perceives himself.
Super-ego: Moral part of one's personality.

Traits: Characteristics that define your personality.

4.7 Self Assessment

Fill in the blanks:
1. You want to become a marketing manager of a MNC firm. This shows your ………….. self.

2. You want to look fair so that people from opposite sex are attracted to you. This relates to
………………………. according to Freud.
3. You believe in ethics and would not do any wrong activities even if it is profitable. You
belong to …………………….. personality type.
4. ……………………. believed that people try to achieve rational goals.
5. A personality test was conducted to test your self-confidence. Such a test is known as
………………….. personality test.
6. You have high level of dogmatism. You will be …………………….. to adopt a new product.
7. Extended self consists of self plus……………
8. Every individual sees herself/himself as having certain attributes and qualities and values
them. This is known as their………………..
9. According to CAD Theory, ………………… individuals need more love and affection than
others.
10. According to …………………………., a considerable size of human mind can be
unconsciously motivated.

4.8 Review Questions

1. Mention three examples of how personality traits can influence consumer research.
2. What are the implications for the marketers in creating a personality for their brands?

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