(Compliant personality, move towards others)

Karen Horney – she discusses 3 different kinds of needs – and kinds of personalities: compliant, aggressive, detached – these needs were used to measure personality. a. If compliant, move towards others – need to be loved, appreciated b. If aggressive, move against others – need to excel, be on top c. If detached, move away from others – self-sufficient, independent.

The Compliant Personality

The compliant personality displays attitudes and behaviors that reflect a desire to move toward other people: an intense and continuous need for affection and approvals, an urge to be loved, wanted, and protected. Compliant personalities display these needs toward everyone, although they usually have a need for one dominant person, such as a friend or spouse, who will take charge of their lives and offer protection and guidance.

For example: Facebook, Twitter, Google+ which help to draw attention of people who may not be seeing it regularly and it also promoted posts will give best results for forthcoming events and special promos.

(Aggressive personality, move against from others)

The Aggressive Personality

Aggressive personalities move against other people. In their world, everyone is hostile; only the fittest and most cunning survive. Life is a jungle in which supremacy, strength, and ferocity are the paramount virtues. Although their motivation is the same as that of the compliant type, to alleviate basic anxiety, aggressive personalities never display fear of rejection. They act tough and domineering and have no regard for others. To achieve the control and superiority so vital to their lives, they must consistently perform at a high level. By excelling and receiving recognition, they find satisfaction in having their superiority affirmed by others.

For example: Thums Up cola believes in aggressiveness. It encourages to never displaying fear of rejection. So that, consumer can performs at a high level.

(Detached Personality, move away from others)

The Detached Personality

People described as detached personalities are driven to move away from other people and to maintain an emotional distance. They must not love, hate, or cooperate with others or become involved in any way. To achieve this total detachment, they strive to become self sufficient. If they are to function as detached personalities, they must rely on their own resources, which must be well developed.

For example: Rolls Royce target market consists of multimillionaires or billionaires with high disposable income. Target customers must have means sufficient in order to purchase and insure the vehicle, what, in case of cheapest RR model in basic version - the Ghost - is 250k plus insurance. Typical RR customers are 50 year old millionaires with net worth of $20 million and annual income of $1 million. Whom are active or retired CEO, investor, in any case people who have reached pinnacle in their careers. But Rolls-Royce attracts also many aristocrats, top celebrities and even criminals and dictators. In any case, there is one thing that they have in common: lots of money. So, since RR customers can quite differ when it comes to many things, Rolls Royce target customers are, simply, people who have lots of money and high income.