MAL 17/17 MAL 17:17 MARKETING AFRICA | Page 32

Studying Personality
Perhaps the oldest known personality theory is contained in the writings of Greek philosopher and physiologist Empedocles and in related speculations of the physician Hippocrates . Empedocles ’ cosmic elements – air , earth , fire , and water were related to health and corresponded respectively to Hippocrates ’ physical humours ( fluids ): blood ( sanguine temperament ), black bile ( melancholic ), yellow bile ( choleric ), and phlegm ( phlegmatic ).
Hippocrates ’ theory , with its view that body chemistry determines temperament , has survived in various forms for more than 2,500 years . According to Hippocrates , emotional stability as well as general health depended on an appropriate balance of the four humours ; an excess of one producing a particular illness or an exaggerated personality trait .
Thus , a person with an excess of blood would be expected to have a sanguine temperament - that is , to be optimistic , enthusiastic , and excitable . Too much black bile ( dark blood perhaps mixed with other secretions ) was believed to produce a melancholic temperament . An oversupply of yellow bile ( secreted by the liver ) would result in anger , irritability , and a ‘ jaundiced ’ view of life . An abundance of phlegm ( secreted in the respiratory passages ) was thought to make people stolid , apathetic , and undemonstrative .
As biological science evolved , these ideas about body chemistry have been replaced by more complex ideas and contemporary studies of hormones , neurotransmitters , and levels of substances produced within the central nervous system , such as endorphins .
Temperaments are categorized into four main types , and everyone has their own , completely unique combination of the four , bringing out the richness and uniqueness of humanity . Over time , different descriptors are used for the 4 main personalities , such as Directors / Red for Cholerics , Socializers / Yellow for Sanguines , Relators / Green for Phlegmatics and Thinkers / Blue for Melancholics .
Studying personality increases selfawareness and awareness of others , minimizing conflict and improving relationships . As we consider the 4 main personalities – try to find out where you fall , remembering that there is no right or wrong personality .
Cholerics
CHOLERIC / REDS / DIRECTORS CONDIDENT
DECISIVE
SANGUINE / YELLOW / SOCIALIZERS
WARM ENTHUSIASTIC ENERGETIC
OPTIMISTIC LOVE PRAISE SPONTANEOUS
Cholerics are goal-oriented , bold , purposeful , decisive and confident risk takers . They like authority , enjoy challenges , and are problem solvers , coming across as adventurous , daring and persistent . A common catchphrase of cholerics is “ Let ’ s do it now !” Many entrepreneurs , leaders and directors of organizations fall in this category .
On the down side they can be highly competitive , blunt , pushy , insensitive , impatient , hot-tempered , and sarcastic . They could do better by being more patient , sensitive and relational . Donald Trump is a strong choleric .
Sanguines
Sanguines are warm , sunny personalities . They are enthusiastic , energetic and spontaneous . They enjoy popularity , like variety , are social and quite verbal . They are usually the ‘ life of the party ’ and love to do things the ‘ fun ’ way . Many marketers , entertainers , media presenters and sales people fall in this category .
Less positive aspects of sanguines include being emotional , prone to exaggerating , weak followthrough , difficulty focusing and keeping resolutions , forgetfulness ,
PHLEGMATIC / GREENS / RELATORS
DRY HUMOUR CALM LOYAL
DETAILED
people pleasing and neediness for affirmation . They could do better by being more organized and detailoriented . Richard Branson is a sanguine .
Phlegmatics
EASY GOING GOOD LISTENERS RELATIONAL
PERFECTIONIST ARTISTIC
LOVES INFORMATION
Phlegmatics are warm , loyal , dependable , calm , easy-going , humorous , kind , patient and tolerant . They are also good listeners and peacemakers . Many nurses , doctors , counselors , social workers and teachers fall in this category .
Weaknesses include procrastination , quiet stubbornness , resisting change , indecisiveness , avoidance of conflict , slowness , doing the minimum , fear
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