PERSONALITY AND SELF-CONCEPT

PERSONALITY refers to the unique psychological characteristics that lead torelatively consistent and lasting responses to one’s own environment. Personality can be useful in analyzing consumer behavior for certain product or brand choices. A brand personality is the specific mix of human traits that may be attributed to a particular brand. For example, Mountain Dew is attributed with thrill and ruggedness. Then there is a person’s self-concept or self-image. Its basic premise is that people’s possessions contribute to and reflect their identities, that is, “ We are what we have”.

Some of the Components of personality are as follows:

1.Consistency - There is generally a recognizable order and regularity to behaviors. Essentially, people act in the same ways or similar ways in a variety of situations.

2.Psychological and physiological - Personality is a psychological construct, but research suggests that it is also influenced by biological processes and needs.

3.Impact behaviors and actions - Personality does not just influence how we move and respond in our environment; it also causes us to act in certain ways.

4.Multiple expressions - Personality is displayed in more than just behavior. It can also be seen in out thoughts, feelings, close relationships and other social interactions.

                                                       
Many videos can be found on personality of many different types of people
in terms of how they are presenting themselves in the videos and how they
are explaining the purpose of making the video.

SELF CONCEPT  is a multi-dimensional construct that refers to an individual's perception of "self" in relation to any number of characteristics, such as academics (and nonacademics) gender roles and sexuality, racial identity,and

 many others.Self-concept does not appear to be instinctive, but is a

social product developed through experience, it possesses relatively

boundless potential for development and actualization. Because of previous experiences and present perceptions, individuals may perceive themselves in ways different from the ways others see them.Any experience which is inconsistent with one's self-concept may be perceived as a threat, and the more of these experiences there are, the more rigidly self-concept is organized to maintain and protect itself. When a person is unable to get rid of perceived inconsistencies, emotional problems arise.

Self-concept requires consistency, stability, and tends to resist change. If self-concept changed readily, the individual would lack a consistent and dependable personality. The more central a particular belief is to one's self-concept, the more resistant one is to changing that belief. At the heart of self-concept is the self-as-doer, the "I," which is distinct from the self-as-object, the various "me's." This allows the person to reflect on past events, analyze present perceptions, and shape future experiences.

The video below tell about the self-concept

 

Syed Jafri

Business and Marketing Student

Bucks