Personality Models Of Personality Psychologists

The brand image is the brand's total personality impression in the consumer’s mind (real and imaginary qualities and shortcomings). It is developed through advertising campaigns over time with a consistent theme. Talbot and his team conducted social media research and there objective was to: -

Guilford (1959) defines personality traits as being ‘any distinguishable, relatively enduring way in which one individual varies from another’. Subsequently, trait theory can be identified as an approach to the study of human personality. The aim of psychologists, specifically trait theorists, is to explain similarities and differences between individuals based on traits. Although numerous psychologists differ on the amount of traits that are significant, each theorist categorizes personality traits along several broad type spectrums. This assignment will focus on comparing and contrasting Eysenck’s Hierarchical Theory of Personality and Costa and McRae’s Five Factor Model (FFM), two different trait theories of personality.

One main goal of psychology has been established a model to describe and understand human personality. The five-factor model of personality is the most widely used model in describing personality types. The components of the Big Five are extraversion, openness, agreeableness, conscientiousness, and neuroticism.

the five personality factor theory, as well as the theories on which it is based.

The five-factor model (FFM) is a contemporary construct describing personality. It incorporates five traits – openness, conscientiousness, extraversion, agreeableness and neuroticism also referred to as OCEAN. Within each dimension, there are specific personality attributes, for example, openness includes subcategories of feelings and actions. The FFM was influenced by Cattell’s 16-factor model (1957) and shares traits with many other personality theories such as Eysenck’s PEN model. There has been an ongoing debate discussing how many factors appropriately represent the brain structure of personality, suggestions have varied from 2-7, recently Almagor et al. (1995) advocated that a 7-factor model unfolds when evaluative traits are involved. Costa & Mcrae (1992) claim that the FFM is the best theory of personality, however, the model has received much criticism. Through examining different aspects of the model its credibility can be explored.

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

found later on in the textbook is called the Five-Factor model of personality (Cervone & Pervin,

The Analysis of the Five Factor Model In this essay, first the Five Factor Model (FFM) will be described. Secondly, psychologists for and against the model will be looked at. Following this, the stability of traits will be looked at, both longitudinal and cross situational. Finally, the application of the model within and outside psychology will be evaluated to show support that the FFM provides a solid foundation for an adequate personality psychology.

Figure 3: Lush label states "Fresh Handmade Cosmetics" and "Bring back 5 Pots and Get a Fresh Face Mask Free"

We evaluated the brand personality using the five dimensions sophistication, competence, sincerity, excitement, and ruggedness on a scale of 1 to 5, 1 being the lowest score on that dimension. As we can see on the chart, sophistication and ruggedness have lower scores, while all other dimensions achieve high grades. Red Bull is especially perceived as exciting and competent through its sponsoring of events (see advertising B and C in Appendix 1). Red Bull does not emphasize associations to its history or the country in which it is produced.

Just like human beings, a brand soon assumes a personality. It is a set of characteristics associated with a brand. Drawing analogy with human personality, brand personality is unique, distinctive and enduring and provides the brand a differentiation from competitive offerings. It is built by the overall experience of the consumer with the brand , which inturn is affected by the expected value from the brand.

Brand personality allows the consumer to develop a meaningful attachment to the product. People do not develop meaningful, long lasting relationships with the thing itself, it is when the consumer is able see the product with a certain persona, with

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

However, although brand personality is designed to be comprehensive and easy-to-understand, it has been questioned on several major dimensions. From the conceptual level, how should brand personality be defined and conceptualized? Is there a clear definition that can indistinguish brand personality from other constructs such as brand image and brand identity? From the methodology level, how can brand personality be best measured? What kind of qualitative and quantitative methodologies can be utilized to articulate the conceptualization? From the substantive level, what

• A consumer’s personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts have met with mixed results.