1 personality

Personality and Consumer Behavior

What Is Personality The inner psychological characteristics that

determine and reflect how a person responds to his or her environment.

Personality is a useful concept because it permit us to categorize consumers into different groups on the basis of one or even several traits/Qualities.

If each person were different in terms of all personality traits, it would be impossible to group consumers into segments,

and that would be very difficult to marketers to develop products and promotional campaigns for targeted to particular segments.

The Nature of Personality Personality reflects individual differences: No two

individuals are exactly similar. however, many individuals may be similar in terms of a single personality characteristic but not in terms of others. Like some have willing to accept the risk of buying new launch product on the other hand some are afraid to buy a recently introduced products.

Personality is dependable and continuing: Marketers cannot change consumers personalities to conform to their products, if they know which personality characteristics influence specific consumer responses, they can just attempt to appeal to the relevant traits inherent in their target group of consumers.

Personality can change: Under certain circumstance personalities change. Like an individuals personality may be altered by major life events, such as marriage, the birth of a child, the death of a parent, or a change of job/profession. Personality is changed also as part of a gradual maturing process of body or age.

Theories of Personality

Freudian theory Unconscious needs or drives are at the

heart of human motivation Neo-Freudian personality theory

Social relationships are essential to the formation and development of personality

Trait theory Quantitative approach to personality as

a set of psychological traits

1. Freudian Theory This theory was built on the basis of unconscious needs or force,

especially for sexual and other natural drives, are at the heart of human motivation and personality

. Freud constructed his theory on the basis of patients recollections of early childhood experiences, analysis of their dreams, and the specific nature of their mental and physical adjustment problems.

Human personality consists of three interacting systems the id, the superego, and the ego.

Id Warehouse of ancient needs for which individual seeks immediate

satisfaction(thirst, hunger etc)

Superego The superego role is to see that the individual satisfies needs in a

socially acceptable fashion or not.

Ego It is Individual’s conscious control that balances the unstructured

demands of the id and the sociocultural control of the superego.

Freudian Theory and “Product Personality” Consumer researchers using Freud’s

personality theory just to see consumer purchases/or consumption situations as a reflection and an extension of the consumers own personality.

In other words, they consider the consumers appearance through clothing, jewellary, and so forth –as these items reflect the individuals personality in terms of their paying capacity and requirement of variety of product.

2. Neo-Freudian Personality Theory

This theory believed that social relationships are basic to the formation and development of personality. Human beings as wants to achieve various rational goals, which he called style of life. He also place much emphasis on the individuals efforts to overcome feelings of inferiority.

According to proposed that individuals be classified into three personality groups:

1. Complaint individuals are those who move toward others(they desire to be loved, wanted and appreciated)

2. Aggressive individuals are those who move against others (they desire to do extremely well and win high regard)

3. Detached individuals are those who move away from others (they desire independence, self- sufficiency, and individualism or freedom from responsibility)

3. Trait Theory Trait theory concerned with the

construction of personality tests that allow them to pinpoint individual differences in terms of specific traits.

A trait is defined as any unique, comparatively continuing way in which one individual differs from another.

Some traits are consumer innovativeness (how interested a person is to new experiences), consumer materialism(the degree of the consumers attachment to mature possessions) and consumer ethnocentrism (the consumers likelihood to accept or reject foreign made products)

Trait Theory

Innovativeness Dogmatism Social character Variety-novelty

seeking

The degree to which consumers are interested to new products, new services, or new practices

Personality traits that have been useful in determine consumer innovators and noninnovators

Trait Theory


seeking

A personality trait that reflects the degree of strictness a person displays toward the unfamiliar product and information that is different to his or her own established beliefs


Trait Theory

Innovativeness Dogmatism Social character Variety-novelty seeking

Ranges on a variety for inner-directedness to other-directedness

Inner-directedness rely on own values when

evaluating products

Other-directedness look to others when

evaluating products


Trait Theory


seeking

Measures a consumer’s degree of variety seeking

Examples include: Exploratory Purchase Behavior( e.g.

switching brands to experience new, different, and possibly better alternatives)

Use Innovativeness( e.g. without securing information about a new or different alternative and directly considering the option)

Vicarious Exploration ( e.g. securing information about a new or different alternative and then consider the option)


Cognitive Personality Factors

Need for cognition (NC) Consumer who are high in NC are more likely to be

responsive to the part of an ad that is rich in product-related information or explanation; consumers who are relatively low in NC are more likely to be attracted to the background or peripheral aspects of an ad, such as an attractive model or well known celebrity.

Visualizers versus verbalizers Consumers who preference visual

information and products that stress the visual graphics and images.

Verbalizers prefer visual information written or verbal information

Consumer Ethnocentrism

Consumer who are highly ethnocentric are likely to feel that it is inappropriate or wrong to purchase foreign-made products because of the resulting economic impact on the domestic economy, whereas

Nonethnocentric consumers tend to evaluate foreign-made products- it seems that more objectively-for their extrinsic characteristics (e.g. how good are they?)

This ad is designed to

appeal to consumer

ethno-centrism.

Brand Personality

Personality-like traits associated with brands

Examples Nike and athlete BMW is performance driven Levi’s 501 jeans are reliable and rough

Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a best price

A Brand Personality FrameworkThat framework reflects, extensive consumer research designed to pinpoint the structure and nature of a brands personality. The framework suggests that there are five defining dimensions of a brands personality and 15 facets of personality that flow from the five dimensions. If we review these brand personality dimensions and facets, it appears that this framework ends to hold the brand personalities follow by many consumer product.

Marketers often use a

untrue location to help with

personality.

Commands respect, authority

•America’s favored color•IBM holds the title to blue•Associated with club soda•Men seek products packaged in blue•Houses painted blue are avoided•Low-calorie, skim milk

care, newness, temporary, heat

•Eyes register it faster•Coffee in yellow can perceived as “weak”•Stops traffic•Sells a house

Secure, natural, relaxed or easy- going, living things

•Good work environment•Associated with vegetables and chewing gum•Canada Dry ginger sales increased when it changed sugar-free package from red to green and white

BLUEBLUE

YELLOWYELLOW

GREENGREEN

The Personality-like Associations of Colors

Copyright 2007 by Prentice Hall

Human, exciting, hot, passionate, strong

•Makes food “smell” better•Coffee in a red can perceived as “rich”•Women have a preference for bluish red•Men have a preference for yellowish red•Coca-Cola “owns” red

Powerful, affordable, informal

•Draws attention quickly

Informal and relaxed, masculine, nature

•Coffee in a dark-brown can was “too strong”

•Men seek products packaged in brownGoodness, purity, chastity, cleanliness, delicacy, refinement, formality

•Suggests reduced calories•Pure and wholesome food•Clean, bath products, feminine

Sophistication, power, authority, mystery

•Powerful clothing•High-tech electronics

Regal, wealthy, stately

•Suggests premium price

REDRED

ORANGEORANGE

BROWNBROWN

WHITEWHITE

BLACKBLACK

SILVER, SILVER, GOLDGOLD

Self and Self-Image

A self-images, or perceptions of self, are very closely associated with personality in that individuals tend to buy products and services and support retailers whose images or personalities relate in some meaningful way to their own self-images.

In real meaning, consumers seek to represent themselves in their brand choices-they have a tendency to approach products with images that could enhance their self concept and avoid those products that do not.

This product appeals to

a man’s self-image.

The Marketing Concept

One or multiple selves

Makeup of the self-image

Extended self Altering the

self- image

A single consumer will act differently in different situations or with different people

We have a variety of social roles

Marketers can target products to a particular “self”

Issues Related to Self and Self-Image



Makeup of the self -image

Extended self Altering the self-

image

Contains traits, skills, habits, possessions, relationships and way of behavior

Developed through background, experience,and interaction with others

Consumers select products matching with this image


Different Self-Images

Actual Self-Image

Ideal Self-Image

Ideal SocialSelf-Image

Social Self-Image

ExpectedSelf-Image




Extended self Altering the

self- image

Possessions can extend self in a number of ways:

Actually Symbolically Conferring status or rank Bestowing feelings of

immortality Endowing with magical

powers





Extended self Altering the self

-image

Consumers use self-altering products to express individualism by

Creating new self Maintaining the

existing self Extending the self Conforming


1 personality

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