Socijalno-kognitivna teorija ličnosti u kontekstu osobnog marketinga
The Social Cognitive Theory of Personality in the Context of Personal Marketing

Summary/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 personalmarketing 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.

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