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Personality Theorist

In: Philosophy and Psychology

Submitted By AditiSen
Words 371
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Personality Theorist- Carl Jung
“Every form of addiction is bad, no matter whether the narcotic be alcohol, morphine or idealism”- Carl Jung (a protégé of Sigmund Freud)
Psychology has been immensely impacted by Carl Jung. His introversion and extraversion concepts have significantly impacted the field of personality psychology and psychotherapy. He once advised a patient suffering from alcoholism and this led to the humble beginning of Alcoholics Anonymous, the very effective and popular group helping millions of people suffering from alcoholism.
Carl Jung introduced four dichotomies: sensing- intuiting, thinking-feeling, extroversion-introversion, and judging-perceiving. In the marketing perspective, this theory is deemed important as it provides phenomenal insights into the personality of a person that serve as a much-need premise in the advertising functions of marketing.
Persona, which in Latin means mask and is a mix of the words: person and personality, represents one’s public image. In general, the persona is the mask that every one puts on before one shows oneself to the outside world. This act of consciously-performed-false-portrayal tends to settle down in our sub-conscious; and before one knows it, it becomes a part of one’s personality.
At best, persona is just a "good impression" one wishes to present as one fills the roles society requires one to. But, of course, it can also be the "false impression" one uses to manipulate others opinions and behaviors. And worst, persona can be mistaken, even by ourselves, for one’s true nature: sometimes we believe we really are what we pretend to be!
The same thinking goes in marketing, brands are often perceived as having a distinct personality. For instance, positioning (a technique used to market a product) can be greatly optimized with Carl Jung’s theory to occupy a unique position within a consumer’s

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