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

Ishodišna točka osobnog marketinga jest pojedinac, odnosno osoba. Osobni marketing, u smislu najuže razine primjene marketinga, ima izrazito interdisciplinarni karakter jer se oslanja na znanja psihologije, znanosti o psihološkim karakteristikama čovjeka. Mnogobrojni su psihološki čimbenici osobnog marketinga poput ličnosti, ponašanja, emocija, temperamenta, karaktera i inteligencije, no u ovom se radu prije svega izlučuju i opisuju neke od psiholoških kategorija koje su relevantne za provođenje osobnog marketinga, a to su ponajprije vlastito «ja», osobni image, potrebe, želje, motivi, motivacija, stavovi i ponašanje s aspekta socijalno-kognitivne teorije ličnosti u kontekstu osobnog marketinga..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