A personality is a combined form of characteristics that form an individual’s distinctive character. Your personality is not just what defines you, but how you define your outlook on life and your attitudes towards the outside world. It is essentially what makes you, you. Not only is personality exclusive to humans, in society we are increasingly seeing brands taking on this personified role. Brand personality speaks to our consumer needs and allows us to engage in relationship with the brand. Personality fascinates us, from reading our daily horoscopes to doing online tests to see what category of personality we fall into.
Throughout this paper I will discuss the following topics
What is personality?
Theories of Personality
Brand personality
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The most common of these personality types is the Myers-Briggs personality test. This was formulated by Isabel Briggs Myers and Katharine Cook Briggs. This mother and daughter duo became increasing interested in the typological theories of psychiatrist Carl Yung. They evolved Yung’s theories on coming up with a being able to summarize an individual 's personality based on 16 personality types. (Pittenger, 1993)
These types are derived from 4 features of personality and their opposites
Extrovert versus Introvert
Sensing versus Intuition
Think versus feeling
Judgement versus perception
From a series of questions your personality type is achieved. (see appendix for diagram)
This personality test has been proven to be fiercely successful in the working world with world renowned companies like Google and Heineken using these theories and adapting them to enable a seamless working environment.
“The merit of theory presented here is that it enables us to expect specific personality differences in particular people and to cope with the people in a constructive way. Briefly the theory is that much seemly chance variation in human behaviour is not due to chance; it is in fact the logical result of a few basic observational differences in mental functioning. (I Myers 1980, p.1)
Although proving successful, it is not without critique from some
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In an article published by Jennifer L. Laarker (1997) she discusses the importance of brand personality to the consumer. Brands increasingly give their product humanlike attributes in order to appeal to their target audience. Some brands have “product related attributes” and these have a solely utilitarian function whereas brand personality speaks to the consumer on another level concluding that the consumer buys this brand because it sees similar attributes of her/himself in the brand. Brand personality which is favourable and strong will strengthen the brand. Laarker (1997) goes on to discuss that Coca cola are cool, authentic and all american which the consumers of this brand would, unconsciously aspire to be.
We see Brand personality coming more to the forefront in our own media industries. The radio station logos I analysed were Spin 1038 and RTE. Spin 1038 is a station aimed at 18-30 year olds and this is can be seen through their imagery. The main colours are pink and black and convey the personified themes of being cool and trendy. On the other side of the spectrum we have RTE who through their imagery use the serene colours blue and green which suggest a calmer
Ashley Butera November 19th, 2015 PSYC-205 Theories of Personality Term Paper: Sigmund Freud Sigmund Freud was an Austrian neurologist who became known for inventing psychoanalysis. Freud earned his degree in medicine at the University of Vienna in 1881, and then did research on cerebral palsy, aphasia and microscopic neuroanatomy at the Vienna General Hospital. He then became a professor in 1902.
These became the basis for one of the most popular tools for non-psychiatric populations in the area of clinical, counseling, and personality assessment known as the Myers-Briggs Type Indicator. In this assessment, there are four different categories: extroversion or introversion, thinking or feeling, sensation or intuition, and lastly judgment or perception. Extroversion is when the psyche is focused on the outside world and how the person relates to the society, whereas introversion is when the psyche is focused on themselves. Thinking refers to a person using logic in a situation, but feeling is when a person uses their own personal values or beliefs. Sensation is when a person uses their five senses and real
HOLLAND’S OCCUPATIONAL SIX PERSONALITY TYPES THEORY According to John Holland, Ph.D., a psychologist who devoted his entire professional life to researching issues related to career choice and also a professor emeritus at Johns Hopkins University, if you can match your job personality type and your work environment; you can improve your success and satisfaction. To put it in a simple word from a job personality standpoint is just like the idea of “birds of the same feather, flock together,” we just need to replace the variable “bird” with “people;” and that people with the same personality type tend to enjoy working with each other. For example, sociable person enjoys working with other sociable people. Same personality type tends to create
The concept of personality has fascinated psychologists for years. Allport proposed the hierarchy of traits – cardinal, central, and secondary traits (Allport, 1945). Cattell also proposed his theory, the sixteen dimensions of human personality (Cattell, 1944). Jung developed a type-based theory of personality, with different dichotomous personality categories, which was further developed by Myers and Briggs in 1962 to produce the Myers-Briggs Type Indicator (Ford, 2013). Some psychologists have even argued that personality does not exist; that people change behaviour over time and across various situations.
Over the years, many theories have been developed to study the human personality. Some of the notable theories are psychoanalytic theory, trait theory, humanistic theory and behavioural theory. In this assignment, we have chosen to compare and contrast the psychoanalytic and humanistic theories. Psychoanalytic Theory
Personality defines a person. Due to personality humans are able to differentiate themselves among others. It’s an important concept and its origin should be questioned. Is personality an inborn concept or are humans predisposed to factors that form and shape their personality? In "Sex and Temperament," Margaret Mead explores this concept.
Big Five Personality Traits The five personality dimensions OCEAN are Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism. This were defined as follow, according to Crissy (2011), Openness is the capability of appreciating art, emotion, adventure, unusual ideas, imagination, curiosity, and variety of experience. The characteristics such as imagination and insight, and those high in this trait also tend to have a broad range of interests were the traits feature in this dimension. Next is Conscientiousness this is the persons tendency to show self-discipline, act dutifully, and aim for achievement; planned rather than spontaneous behavior..
Personality is the way one behaves, thinks and feels. Theorists are interested to learn what shapes personality, what causes one to behave, think and feel the way one does. Different theorists have different beliefs in what causes these individual differences. These individual differences can be split into two categories, nature and nurture. Nature would be environment while nature would be the brain and the genes, also known as genotype.
The Apple brand personality glamourizes this idea of lifestyle, imagination, freedom, innovation, passion, hopes, dreams and ambitions, and power-to-the-people through the technology in its products and it hugely does this in its visual advertisements that sometimes even exaggerate the amazing experience of using technology and gaining a sense of happiness. The Apple brand personality is also about simplicity and the removal of complexity from people 's lives, people-driven product design, and about being a really humanistic company with a heartfelt connection with its customers. The Apple brand is not just intimate with its customers, it 's loved, and there is a real sense of community among users of its main product
Personality is one of the main areas of psychology research. Over the years, researchers developed theories trying to explain how people are different and similar. Personality traits were grouped together to be determinants of more general traits such as Extraversion, Agreeableness or Neuroticism. The traits were tested for various correlations. All this to better understand why people behave the way they do and how big impact does the personality have on behaviour.
Behaviour is the way in which we act, speak and treat other people and our environment. Children and young people whose early social and emotional development is positive are more likely to make friends, settle well into school and understand how to behave appropriately in different situations. They have strong self- esteem and a sense of self- worth, but also have a feeling of empathy for others. They understand what the boundaries are, and why they are necessary. Behaviour has a significant impact on current and later success for children and young people, in terms of their social skill development, education and employment.
The Important people in your life can have a massive effect on your life and how you will live it. When I think of an important person in my life, my mind always wanders to my grandmother. She helps me and my family members whenever we need her. It could be a small favor like an extra couple dollars for lunch to a larger favor as in living with her for a couple years. My grandmother would also be my hero.
According to Kotler (1993, 1998), user and usage imagery can also be formed indirectly through brand advertising or by some other source of information such as word of mouth. User imagery is the brand imagery associations related to the type of person who uses the brand. Perceptions of a brand’s users may be based on demographic factors for example, sex, age, race and income, or psychographic factors such as attitudes toward career, possessions and social issues (Keller, 1993, 1998). Associations of a typical usage situation may be based on time of day, week and type of activity among other aspects. Consumers’ self-image can be inferred from the brands they use, their attitudes toward different brands and the meanings brands have for them.
Introduction The personality perspective has been described by many theorists in order to explain behaviors behind a functioning person. There has been legendary theorists’ underlying this perspective, with different views and observations of understanding personalities exceptionally well. Regardless of lack of prominence in some approaches, their terminology and ideas still influence psychology today (Meyer, 2008). Only the two theories of Carl Rogers and Victor Frankl have been applied in the case study of Thapelo and Lerato.
Personality is defined as the combination of characteristics or qualities that form an individual 's unique character. Personality theory is the approaches to understanding the “What”, “How” and “When” of characteristics and features that make up an individual 's personality. An insight into personality is important to understand the function of a person’s mind. By doing this you would be able to understand and observe your own psyche from an outside perspective, interact with others better and understand why they do what they do or predict how someone may react to something. My personality can be describe as Introverted since I am reserved, practical and quiet.