Personality Models Of Personality Psychologists - 1221 Words

Introduction Brand personality, which is defined as â€Å"set of human characteristics associated with a brand† (Aaker, 1997 p. 347), has been attracted a lot of interests due to its possible metaphor to investigate consumers’ brand perceptions. Meanwhile, it was found that the Big Five Model could successfully describe human personality by using five factors structure. Since the brands are usually described with adjectives as persons, a number of studies were trying to demonstrate that the five factors structure of personality could also fit on analysis of brand personality. The Big Five Model around personality psychologists has been already demonstrated as efficient tools for assessment and description of human personality. This model was†¦show more content†¦However, only three of these factors (Excitement-Extroversion, Competence-Conscientiousness, and Sincerity-Agreeableness) appear in both structures. The possible reasons of these differences between the structures of personality and brand personality are basically on two aspects. The first one may come from transferring the personality metaphor. To imagine the brands as human beings, the respondents need to get familiar with the as-evaluated brands as much as possible so that they could answer more dimensions of brand personality. Otherwise, the descriptions they made may be inaccurate and superficial. Moreover, the well-known brands may not be suitable for scale development because they are not necessarily used every day. Therefore a most frequently used brand should be employed in the survey. The other possible reason may due to different methods on factor analysis, which are between-brand, within-brand and brand Ãâ€" subject structure. The between-brand structure is based on the analysis of aggregated data from equally distributed across subjects. The within-brand structure analyzes the data from an individual level by using the same brand. The brand Ãâ€" subject structure treats the individual response of each brand separately. It has been reported that the brand Ãâ€" subject structure is more stable compared to the other two structures (Geuens, Weijters, De Wulf,Show MoreRelatedPersonality Theory And Personality Theories1441 Words   |  6 PagesIntroduction Personality can be defined in many ways due to the individual and unique aspects of personality, and there is yet to be a definitive answer for what personality is and how it comes into being. Generally personality can be defined as the relatively constant, individual and unique characteristics and traits which present themselves to others in different circumstances. Due to the many unknown factors of personality psychologists have suggested many ways in which personality is created,Read MoreThe Analysis of the Five Factor Model Essay examples1483 Words   |  6 PagesFive 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. â€Å"The Five Factor Model providesRead MoreDifferential Psychology : Cognitive Ability1723 Words   |  7 PagesThese domains include differences in behavior, personality, cognition, orientation and affect. Differential psychology focuses on these domains, by studying differences in our actions, emotions, intelligences, needs and activities. 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The trait approach focuses on the differences and the interaction of different personality traits that create an individuals personality;Read MorePersonality Theory Is A Complex Process That Can Be Influenced By Many Factors1746 Words   |  7 Pages Personality theory is a complex process that can be influenced by many factors. There are a few factors by which psychologist seem to measure how people adjust and adapt their personality. These factors are nature versus nurture, the unconscious, view of self, development, motivation, and maturation. Each one of these factors has their own distinguishable elements that when factored with personality can have different effects on personality development. These factors will be discussed in differentRead MoreComparing Eysenck s Theory Of Personality And Costa And Mcrae s Five Factor Model1511 Words   |  7 Pages(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 severalRead MoreThe Individual Differences Approach to Personality: Personality is a term that has largely been1100 Words   |  5 PagesIndividual Differences Approach to Personality: Personality is a term that has largely been considered an unproblematic concept and primarily refers to the varying kinds of characteristics of individuals. Despite this assumption, psychologists have constantly used the word in different ways. The varying views in the use of this concept or term are fueled by the fact that psychology usually makes generalizations regarding individuals. Generally, personality seeks to examine the many differencesRead More Five Factor Model of Costa and McCrae Essay1643 Words   |  7 Pagespsychology, the Big Five personality traits are five broad dimensions of an individual’s personality. The personality traits include openness, conscientiousness, extraversion, agreeableness, and neuroticism. The two psychologists who discovered this theory are Costa and McCrae. In this paper I will discuss the history of the five-factor model, each of the five different personality traits, and how this is significant in my own life and my behavior. In 1992, two psychologists by the name of CostaRead MoreFive Factor Theory1616 Words   |  7 Pagespsychology has been to establish a model that can conveniently describe human personality and disorders therein, with the intent to use this model in the remedying of personality disorders and improving general understanding of personality. Currently, a handful of models have risen to prominence, and have thus far stood the test of time. Some models are more generally accepted than others. Support for some models seems to come and go in cycles. One of the more prominent models in contemporary psychologyRead MoreHow Relevant Is Freud Today1559 Words   |  7 PagesSigmund Freud was arguably one of the most influential psychologists in the investigation of personality, and his work can still, to some extent, be considered relevant today. His methods allowed for the first time the investigation of phenomena that were previously difficult to tackle, such as dreams and sexual desires. â€Å"Yes and No† is a justified reply to the question of whether Freud is relevant today in that his ideas on personality were the first to investigate the role of childhood trauma,