Personality andConsumer Behavior

Meaning of Personality

Those inner Psychological characteristics that both determine and reflect how a person responds to his or her environment

Nature of Personality Personality reflects individual

differences. Personality is consistent and

enduring Personality can change

Theories of Personality

Freudian Theory Neo- Freudian Theory Trait Theory

Freudian Theory

EGO

SUPEREGO

ID

Freudian Theory and “Product personality” Consumer’s appearance and

possessions- grooming, clothing, jewelry and so forth-as reflection of the Individual’s Personality

Neo- Freudian Theory

Neo- Freudians believed that social relationships are fundamental to the formation and development of personality

According to Horney

Complaint Aggressive Detached

Trait Theory Measurement of personality in terms

of specific psychological characteristics called traits such as

Consumer innovativeness Consumer materialism Consumer ethnocentrism

Personality and understanding Consumer diversity

Consumer innovativeness and related personality traits

Cognitive personality factors From consumer materialism to

compulsive consumption Consumer ethnocentrism : responses

to foreign-made products

Consumer innovativeness and related personality traits

Consumer innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Sensation seeking Variety-novelty seeking

Cognitive personality factors

Need for cognition Visualizers versus verbalizers

From consumer materialism to compulsive consumption

Consumer materialism Fixated consumption behavior Compulsive consumption behavior

Brand Personality

Brand personification Product Personality and Gender Product Personality and Geography Personality and color

Your Brand Persona

If your brand were a person—or type of person—who would it be?

Let me ask you some questions about the picture, above:

Which one of these two gentlemen drives a Lexus? Which one drives a Mini Cooper?

Which on of these guys uses an IBM computer? Which one uses an Apple

Self and self image

One and multiple selves The extended self Altering the self