Personality is an important area that has been tackled by various psychologists. There is no single definite description of what personality is. However, the concept is generally described as a forceful and systematized set of features that an individual possess that exceptionally influences his or her emotions, cognitions, behaviors, and motivations under various circumstances. The concept can also be described as an array of feelings, thoughts, behaviors, and social adjustments constantly displayed with the course of time that stalwartly influences an individual’s values, expectations, attitudes, and self-perceptions (Myers, 2011).
The Big Five Personality theory was designed to explain to explain how the dimensions of personality that incorporate all other trivial traits of personality. This theory comes in handy in marketing, especially when it comes to brand recognition, in various ways. Most importantly, the theory helps marketers to understand their potentials and existing customers with regard to their tests and preferences, which is helpful when it comes to market segmentation. Particularly, the theory not only enhances an understanding of customers, but also helps marketers in establishing the appropriate marketing tools in the various market segments. Customers tend to identify to a given brand because of the perception they have towards the brand in question (Myers, 2011).
It is argued that brand personalities are consequential from The Big Five, although in an indirect manner. In most cases, individuals do not respond to brands as people, but rather react to brands in a measurable and consistent way, a concept that is commonly known as the Brand Five. The five dimensions of brand include: sincerity, excitement, competence, sophistication, and ruggedness (Myers, 2011). Through this dimensions, marketers can easily determine their customer and brand images. Therefore, it has transformed the manner in which marketers approach the target market.
Reference
Myers, D. G. (2011). Myers' psychology for AP. New York, NY: Worth Publishers.
