In the past, the field of psychology

was always classified under

philosophy. Psychology was
considered more of an art rather
than a science. Sigmund Freud was
able to charge people’s perception
of psychology with his revolutionary
theory of psychoanalysis.
Psychoanalysis is the study that
explains human behavior. In his
theory, Freud explained that there
are many conscious and
unconscious factors that can
influence behavior and emotions.
Despite criticisms, Freud still
continued to work on refining his
theory and in fact tried to explain
how psychoanalysis can be a
clinical method in treating some
mental disorders.
Soon enough, people were able to
understand the concepts of
psychoanalysis, which eventually
resulted in classifying psychology as
a science.
Personality
Some theorists prefer to view personality
as a unified whole.
Others focus on specific traits.
Definition
“Those inner psychological
characteristics that both determine and
reflects how a person responds to his or
her environment”.
Nature Of Personality

Personality reflects individual differences

Unique combination of inner
characteristics –
No two individuals are exactly alike
Nature Of Personality
Personality is Consistent & Enduring
Mother – “child has been impulsive from
the day he was born” – enduring &
consistent.
But understanding which specific
characteristics bring in required
responses, can help marketers to appeal to
these traits in their target audience.
Nature Of Personality
Personality Can Change
May be altered by major life events – birth
of a child, death of a loved one, personal
tragedies – accident, health problem,
divorce, significant career promotion.
Personality changes can also be part of
maturing process.
Theories of Personality
Freudian Theory
Neo – Freudian Theory
Trait Theory
Freudian Theory
 Personality consists of three interacting
systems.
 Id – related to physiological or impulsive needs
to which one seeks immediate satisfaction.
 Ego – The individuals conscious control.
Functions as an internal monitor that attempts
to balance the impulsive needs and socio
cultural constraints.
 Super Ego – individuals internal expression of
moral / ethical codes of conduct; socio–cultural
forces.
Although Ego is capable of resolving
many of the conflicts that arise between
the personality components, -- there are
certain occasions when no solutions
could be achieved, leading to tensions
within
Defense mechanisms are unconsciously
determined techniques for avoiding or
escaping from such high levels of tension.
 Defense Mechanisms
Repression: resolving conflict by
minimizing aspects of the conflicting
situation.
Projection: feelings generated by
individual’s id or super ego is ascribed
to another person or group;
Identification: the individual
unconsciously imitates the behavior of
another person who has successfully
handled a similar conflict.
Reaction Formation: unconscious feelings
held toward others are consciously
expressed as opposites. …
a partner who is unloyal might actually
purchase many gifts for that person.
Neo Freudian Personality Theory
Social relationships are
fundamental to formation of
personality (Freud - impulsive and
sexual in nature)
 Three personality Groups
1. Compliant Individuals – those who
move towards others (desire to be loved,
wanted and appreciated).
2. Aggressive Individuals – those who
move against others (desire to excel / win
admiration).
3. Detached Individuals- those who move
away from others (desire independence,
self reliance, self sufficiency - freedom
from obligation)