Personality Theory Essay
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 Sigmund Freud.
The trait theory suggests that “personality is composed of the characteristics that describe and differentiate individuals” (Hoyer, Pieters, & MacInnis, 2013). This theory digs deep into personality types and is derived from the studies of psychologist Carl Jung. It divides personality types into two basic traits: introverted and extroverted. Through these traits, it is believed that personality can be measured based upon their levels of introversion and …show more content…
As such, we are able to identify several different traits that seem to be more closely related to consumer behavior. These traits include “optimal stimulation level, dogmatism, need for uniqueness, creativity, need for cognition, susceptibility to influence, frugality, self-monitoring behavior, national character, and competitiveness” (Hoyer, Pieters, & MacInnis, 2013). Dogmatism typically refers to more closed minded consumers. It refers to those consumers who are apprehensive to change and who are not open to trying new products. In terms of consumer behavior, the competitive trait eludes to an individual who is focused on doing better than others through consumption or acquisition. These individuals are likely to try to purchase new and/or exclusive items before