Essay on Personality Is A Complex Concept

816 Words 4 Pages
Personality is a complex concept; everyone has one, but often times it is quite difficult to truly describe just what it is. Even analysts have struggled to come to a general consensus on the definition of personality; however, our text defines personality as “an internal characteristic that determines how individuals behave in various situations” (Hoyer, Pieters, & MacInnis, 2013). It can be affected and molded by several factors, which is why it becomes such an intricate thing. In fact, personality “consist of the distinctive patterns of behaviors, tendencies, qualities or personal dispositions that make an individual different from another” (Hoyer, Pieters, & MacInnis, 2013). Taking a close look at these tendencies and behavioral personality patterns can be important and very beneficial for marketers. In fact, the study of personality can help marketers “understand why people behave differently in different situations” (Hoyer, Pieters, & MacInnis, 2013).
When it comes to the study of personality, there have been several different theoretical approaches. These approaches include the psychoanalytic approach, the trait theory, the phenomenological approach, the social-psychological theory, and the behavioral approach. The psychoanalytic approach asserts that “personality arises from a set of dynamic, unconscious internal struggles within the mind” (Hoyer, Pieters, & MacInnis, 2013). This approach was drawn from the research of a well-known psychoanalyst by the name of…

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