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Influence of Personality and Self Concept On Buying

Personality is shaped by the id, ego, and superego according to Freudian theory. The id seeks instant gratification, the ego balances id desires with reality, and the superego provides moral standards. Self-concept includes self-image, ideal self, and self-esteem. The Big Five personality traits that influence buying behavior are openness to new experiences, conscientiousness in planning, extraversion in social settings, agreeableness in helping others, and neuroticism in emotional stability.

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Arun Mishra
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1K views19 pages

Influence of Personality and Self Concept On Buying

Personality is shaped by the id, ego, and superego according to Freudian theory. The id seeks instant gratification, the ego balances id desires with reality, and the superego provides moral standards. Self-concept includes self-image, ideal self, and self-esteem. The Big Five personality traits that influence buying behavior are openness to new experiences, conscientiousness in planning, extraversion in social settings, agreeableness in helping others, and neuroticism in emotional stability.

Uploaded by

Arun Mishra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Influence of Personality and Self

concept on Buying Behavior


By Rahul Kumar Vishwakarma
Meaning of Personality
 When we talk of personality, however, we do not just mean
that a person is charming, has a positive attitude towards life,
or a smiling face.
 Personality is a much more dynamic concept which describes
the growth and development of an individual's whole
psychological system. personality is the composite sum of
an individual's psychological traits, characteristics,
motives, habits, attitudes, beliefs and outlooks.
Types of personality
THE PSYCHOANALYTIC THEORY OF FREUD
 Freud proposed that every individual's personality is the
product of a struggle among three interacting forces:
 The Id
 the ego and
 The super ego
1. The ID
 According to Freud, the id is the source of strong, inborn,
basic, instinctive drives and urges which are at the heart of
a consumer's motivation and personality. The function of
the id is to discharge tension and it frequently does this by
demanding instant gratification even at the cost of
violating the norms of society.
 Psychologically, the id is the source of all desires and
wishes that exist in the form of unconscious images and
fantasies.
 For example, when an individual is hot and thirsty, the id
will urge him or her to grab something cold to drink.
2. The Ego
 The ego comes into being because of the limitations of
the id in dealing with reality and operates, therefore, on
what is called the reality principle. It seeks to achieve
the pleasurable demands of the id in as a realistic way
as possible. Since many of the id's demands may be
unrealistic, the ego develops ways to postpone, deflect
or substitute feasible alternatives to satisfy the id.
 Example, let us assume that an individual sees an
attractive object in a shop window and wants it
immediately. The ego recognizes the consequences such
as the financial constraints, a need for the product, and
accordingly restrains activity.
3.The Super Ego
� The superego holds the internalized moral standards
and ideals that we acquire from our parents and
society (our sense of right and wrong).
� The superego provides guidelines for making
judgments.
� Example -
� Id: I am hungry
� Ego: I want candy because I like it
� Super-Ego: I should eat vegetables because they are
good for me
THE THOEORY OF SELF-CONCEPT
Self-concept is how you perceive your behavior, abilities,
and unique characteristics.1 For example, beliefs such as "I
am a good friend" or "I am a kind person" are part of an
overall self-concept.

Self-concept tends to be more malleable when you're younger


and still going through the process of self-discovery and
identity formation.
1.Self-image
How you see yourself, including attributes like your
physical characteristics, personality traits, and social
roles.
2. Ideal Self
The ideal self, on the other hand, is how we want to be. It is
an idealized image that we have developed over time, based
on what we have learned and experienced. The ideal self
could include components of what our parents have taught
us, what we admire in others, what our society promotes, and
what we think is in our best interest.
3. Self-Esteem

How much you like, accept, or value yourself, which


can be impacted by a number of factors including how
others see you, how you think you compare to others,
and your role in society
For example, young persons who move in high-status
"crowds in the disco bars" have higher self-esteem than
their counterparts.
The Big Five Personality Traits
1.Openness

This trait features characteristics such as imagination and


insight. People who are high in this trait also tend to have
a broad range of interests. They are curious about the
world and other people and eager to learn new things and
enjoy new experiences.

1. Open to trying new things


2. Focused on tackling new challenges
3. Happy to think about abstract concepts
2. Conscientiousness
Standard features of this dimension include high levels of
thoughtfulness, good impulse control, and goal-directed behaviors.
Highly conscientious people tend to be organized and mindful of
details. They plan ahead, think about how their behavior affects others,
and are mindful of deadlines.

1. Spends time preparing

2. Finishes important tasks right away

3. Pays attention to detail

4. Enjoys having a set schedule


3. Extraversion

Extraversion (or extroversion) is characterized by excitability,


sociability, talkativeness, assertiveness, and high amounts of
emotional expressiveness. People who are high in extraversion
are outgoing and tend to gain energy in social situations. Being
around other people helps them feel energized and excited.

1.Likes to start conversations


2. Enjoys meeting new people
3. Finds it easy to make new friends
4. Feels energized when around other people
5. Say things before thinking about them
4. Agreeableness
This personality dimension includes attributes such as
trust, altruism, kindness, and affection. People who
are high in agreeableness tend to be more cooperative
while those low in this trait tend to be more
competitive and sometimes even manipulative.
1.Has a great deal of interest in other people
2. Cares about others
3. Feels empathy and concern for other people
4. Enjoys helping and contributing to the happiness of
other people
5. Assists others who are in need of help
5. Neuroticism
Neuroticism is a trait characterized by sadness, moodiness, and
emotional instability.1 Individuals who are high in this trait
tend to experience mood swings, anxiety, irritability, and
sadness. Those low in this trait tend to be more stable and
emotionally resilient.

1. Experiences a lot of stress


2.Worries about many different things
3.Gets upset easily
4. Experiences dramatic shifts in mood
5. Feels anxious
6. Struggles to bounce back after stressful events
 TH ANK S

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