Review article

The Social Cognitive Theory of Personality in the Context of Personal Marketing

Zvjezdana Penava Brekalo

Abstract

The starting point of personal marketing is an individual, i.e. a person. Personal marketing, in the sense
of the narrowest level of marketing, has a markedly interdisciplinary character, because it relies on the
knowledge of psychology - the science of psychological characteristics of a person. Psychological factors of
personal marketing, like personality, behaviour, emotions, temperament, character and intelligence are numerous,
but in this paper some of the psychological categories relevant for the implementation of personal
marketing are singled out and described. These are primarily the self, personal image, needs, desires, motives,
motivation, attitudes and behaviour seen from the viewpoint of social cognitive theory of personality in
the context of personal marketing.

Keywords

personal marketing; the self; personal image; needs; desires; motives; motivation; attitudes; behaviour

Hrčak ID:

59095

URI

https://hrcak.srce.hr/59095

Publication date:

5.7.2010.

Article data in other languages: croatian

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