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Introduction to Personality
MAR 3503
March 22, 2012
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How do we know who someone is?
• The psychoanalytic approach– Freud pioneered this view of personality– Personality composed of:
• Id: Unconscious psychic energy, strives to satisfy base needs (sex, food, aggression); operates on the pleasure principle
• Ego: Conscious mind, mediates between id, superego, and reality; operates on reality principle
• Superego: Both conscious and unconscious, represents internalized ideals; serves as one’s conscience
• But…• Thus, the trait approach
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Humors
Type Appearance Temperament
Sanguine Hot and moist; blood
More fleshy than proper, hairy, and hot to the touch
Courageous, hopeful, amorous
Phlegmatic Cold and moist; phlegm
Gross, fat, and lax, soft white skin, hair tawny and not abundant; limbs and muscles weak; veins invisible
Timid, spiritless, and inactive
Choleric Warm and dry; yellow bile
Abundant dark hair; large & prominent veins, dark skin, muscular body
Irritable, easily angered and bad tempered
Melancholic Cold and dry; black bile
Hard, slender, white bodies, fine muscles, small joints, little hair
Depressed, despondent, and sleepless
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Myers-Briggs Types
Sensing Types Intuitive Types
Introverts
ISTJ ISFJ INFJ INTJ
ISTP ISFP INFP INTP
Extraverts
ESTP ESFP ENFP ENTP
ESTJ ESFJ ENFJ ENTJ
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Myers-Briggs Types• DO YOU PREFER:• Extraversion versus introversion– Outer world of people versus inner world of
experience• Sensing versus intuition– Observant of data versus imagining new possibilities
• Thinking versus feeling– Logic versus empathy
• Judging versus perceiving– Planning versus flexibility
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Myers-Briggs
• Does seem to reflect something about a person• But…– Measures preferences rather than actual traits– Dichotomous nature of types may not reflect actual
standing—forces people to be one or the other• Can’t we be somewhere in the middle? Or judging
sometimes and perceiving others?
– Low test-retest reliability– Are the types the best way to divide up personality?
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The Big Five
• Openness• Conscientious• Extraversion• Agreeableness• Neuroticism
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The Big Five
Trait Calculate:
Openness = (8 – your score on item 10) + Your score on item 5
Conscientiousness = (8 – your score on item 8 + Your score on item 3
Extraversion = (8 – your score on item 6) + Your score on item 1
Agreeableness = (8 – your score on item 2) + Your score on item 7
Neuroticism = (8 – your score on item 9) + Your score on item 4
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The Big Five
Big Five Domain Females Males
Openness 10.8 10.7
Conscientiousness 11.0 10.4
Extraversion 9.1 8.5
Agreeableness 10.6 10.1
Neuroticism 6.7 5.7
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Openness • People high on openness
tend to be…– Creative, imaginative,
abstract, curious, deep thinkers, inventive, and value arts and aesthetic experiences
• People low on openness tend to be… – Conventional, concrete,
traditional, preferring the known to the unknown
• High scorers tend to…– Engage in fantasy to create a
more interesting world– Appreciate beauty in art &
nature and are involved and absorbed in aesthetics
– Have good access to and awareness of their feelings
– Be eager to try new activities, travel to foreign lands, and have different experiences
– Be open-minded to new and unusual ideas, and enjoy debating intellectual issues
– Be ready to challenge authority, convention, and traditional values
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Conscientiousness• People high on
conscientiousness tend to be…– Thorough, dependable,
reliable, hardworking, task focused, efficient, good planners
• People low on conscientiousness tend to be… – Disorganized, late,
careless, impulsive
• High scorers tend to…– Believe they have the
intelligence, drive, and self-control necessary for achieving success
– Keep lists and make plans– Have a strong sense of moral
obligation– Have a strong sense of
direction– Have the ability to persist at
difficult or unpleasant tasks until they are completed
– Take their time when making decisions
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Extraversion
• People high on extraversion tend to be…– Talkative, energetic,
enthusiastic, assertive, outgoing, sociable
• People low on extraversion tend to be… – Reserved, quiet, shy
• High scorers tend to…– Genuinely like other
people and make friends quickly
– Enjoy the excitement of crowds
– Like to speak out, take charge, and direct the activities of others
– Lead fast-paced, busy lives– Be easily bored without
high levels of stimulation– Experience a range of
positive feelings
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Agreeableness
• People high on agreeableness tend to be…– Helpful, selfless,
sympathetic, kind, forgiving, trusting, considerate, cooperative
• People low on agreeableness tend to be… – Fault finding,
quarrelsome, critical, harsh, aloof
• High scorers tend to…– Assume that most people are
fair, honest and have good intentions
– Be candid, frank, and sincere– Find that doing things for
others is self-fulfillment rather than self-sacrifice
– Be willing to make compromises
– Not like to claim they are better than other people
– Be tenderhearted and compassionate
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Neuroticism
• People high on neuroticism tend to be…– Anxious, easily ruffled
or upset, worried, moody
• People low on neuroticism tend to be… – Calm, relaxed, able to
handle stress well, emotionally stable
• High scorers tend to…– Feel as if something
dangerous were about to happen
– Feel resentful and bitter when they feel they are cheated
– Lack energy and have difficulty initiating activities
– Be easily embarrassed or ashamed
– Be oriented toward shorter pleasures
– Experience panic and helplessness under stress
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The Big Five
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The Big Five• …Are stable– Some changes post-college (OEN typically decrease,
CA increase), but for the most part, your standing will stay the same
• …Are heritable– Up to 50% or so for each dimension
• …Are largely cross-cultural• …Are predictive of other personal attributes and
activities– Morning doves versus night owls– Marital satisfaction
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The Big Five
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The Big Five• …Are stable– Some changes post-college (OEN typically decrease, CA
increase), but for the most part, your standing will stay the same
• …Are heritable– Up to 50% or so for each dimension
• …Are largely cross-cultural• …Are predictive of other personal attributes and
activities– Morning doves versus night owls– Marital satisfaction
• …Are found in both self- and peer-reports
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Secondary traits
• The five factors are composed of smaller, more specific traits
• We can use these traits to make more specific predictions about people’s behavior
• What are some traits that are particularly useful to know in consumer contexts?
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Maximizers & Satisficers
• Maximizers need to feel that each decision they make is the best decision they could make, that they choose the best option
• Satisficers set standards and choose what is “good enough” to meet them, without concern that there may be a better choice
• Can also vary by person and by decision• Maximizing appears to be related to increased
levels of regret, depression, and lower levels of subjective well-being
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Maximizers & Satisficers
• Maximizers tend to make better objective decisions but worse subjective ones– Which is better?
• Regret– Regret and maximizing go together– Maximizers tend to have higher levels of “buyer’s
remorse” when a decision goes poorly or not as well as hoped.
– They also have higher levels of anticipated regret
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Tightwads & Spendthrifts
• How much pain do you feel at the thought of spending money on something?– Tightwads feel lots of pain when they spend
money, and end up spending less than they might like
– Spendthrifts don’t feel enough pain when they spend money, and spend more than they would like
– Unconflicted people spend about as much as they would like
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Tightwads & Spendthrifts
• Some moderators– Men are more likely to be tightwads than women– Older people are more likely to be tightwads than
younger people– The more educated one is, the more likely one is to
be a tightwad• How to use this in a marketing context?– For spendthrifts, emphasize attributes of the
products and how much they’ll enjoy owning them– For tightwads, focus on reducing price and making
payment less painful
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Materialism
• Material Values Scale (MVS)• How important buying and owning material
goods is to achieving goals– How good are possessions in gauging a person’s
success in life?– How central are your possessions to your self-views?– Do possessions lead to happiness and satisfaction?
• Socially desirable responding?
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Materialism
• People who are high in materialism…– Tend to be less inclined to donate organs or give
money to charity– Are less inclined to save money and more open to
borrowing money– Tend to be less happy
• How might materialism interact with being a tightwad or a spendthrift?
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How useful is personality?• Walter Mischel– What matters more—the person or the situation?– Inconsistency in behavior more the rule than
consistency• People behave very differently in different situations
• Tim Wilson– Two parts to personality:
• Adaptive unconscious: below our mental awareness, this system evaluates, looks for patterns; fixed, stable, hard to change; created by genes and how you’re raised
• Constructed self: our conscious choices about how to think and behave
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Thin slices
• Short exposure can be just as good as extended exposure– “Thin slices” research has shown that people
exposed to a teacher’s lecture for 3 10-second clips are remarkably correlated with ratings of that teacher by students in the class for the whole semester. Even 2-second clips yielded similar ratings
– Other traits can be divined in similar manners—from still photographs, even outlines
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Brand personality
SinceritySincerity ExcitementExcitement CompetenceCompetence SophisticationSophistication RuggednessRuggedness
Down-to-earth
Down-to-earth HonestHonest WholesomeWholesome CheerfulCheerful
Down-to-earth
Family-oriented
Small-town
Down-to-earth
Family-oriented
Small-town
Honest
Sincere
Real
Honest
Sincere
Real
Wholesome
Original
Wholesome
Original
Cheerful
Sentimental
Friendly
Cheerful
Sentimental
Friendly
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Brand personality
SinceritySincerity ExcitementExcitement CompetenceCompetence SophisticationSophistication RuggednessRuggedness
DaringDaring SpiritedSpirited ImaginativeImaginative Up-to-dateUp-to-date
Daring
Trendy
Exciting
Daring
Trendy
Exciting
Spirited
Cool
Young
Spirited
Cool
Young
Imaginative
Unique
Imaginative
Unique
Up-to-date
Independent
Contemporary
Up-to-date
Independent
Contemporary
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Brand personality
SinceritySincerity ExcitementExcitement CompetenceCompetence SophisticationSophistication RuggednessRuggedness
ReliableReliable IntelligentIntelligent SuccessfulSuccessful
Reliable
Hardworking
Secure
Reliable
Hardworking
Secure
Intelligent
Technical
Corporate
Intelligent
Technical
Corporate
Successful
Leader
Confident
Successful
Leader
Confident
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Brand personality
SinceritySincerity ExcitementExcitement CompetenceCompetence SophisticationSophistication RuggednessRuggedness
Upper classUpper class CharmingCharming
Upper class
Glamorous
Good looking
Upper class
Glamorous
Good looking
Charming
Feminine
Smooth
Charming
Feminine
Smooth
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Brand personality
SinceritySincerity ExcitementExcitement CompetenceCompetence SophisticationSophistication RuggednessRuggedness
OutdoorsyOutdoorsy ToughTough
Outdoorsy
Masculine
Western
Outdoorsy
Masculine
Western
Tough
Rugged
Tough
Rugged
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Summary
• Personality can be measured many ways– The trait approach is the most common these days
• The Big Five capture the bulk of a person’s traits– Secondary traits can give a more specific look at who
a person is– Even brands are seen as having personality
– Next time: What does your stuff say about you?