Buyer Behaviour Personality FINAL WORK[1]

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Describe the type of promotional messagethat would be most suitable for each of the

following personality market segments and

give an example of each:

(a) highly dogmatic consumers,(b) inner-directed consumers,

(c) consumers with high optimum stimulation

levels,

(d) consumers with a high need for cognition,

(e) consumers who are visualizers versus

consumers who are verbalizers



Consumer Personality Model

Personality Definition The Nature of Personality

Personality Theories

Traits Use to Marketers

Discussion Questions

Promotional Messages to

a. Highly Dogmatic Consumer

b. Inner-directed consumer

c. High Optimum Stimulation Level

d. High Need for Congnition

e. Verbalizers Versus Visualizers

Recommendations And Conclusions

Quiz

References



Personality

Trait Theory

ConsumerInnovativeness

Dogmatism

Inner-directed

Optimum Stimulation Level

Need for Cognition

Verbal V/S Visual

Materialism Ethnocentrism

Non ² FreudianTheory

FreudianTheory

ID

Ego

Superego

Questions



Personality can be defined as consistent

behavioural pattern and intrapersonal process

originating from within an individual [Jerry M.

Burger 2008]

Personality is an internal characteristic that

determines how an individual behave in different

situation [W. Hoyer, D. Macinnis, 2010]

Psychographic segmentation: A type of market

segmentation approach that divides buyers into

different groups on the basis of lifestyle and/or

personality.



Personality reflects individual differences

Personality is consistent and enduring

Personality can change



Freudian theory

Unconscious needs or drives are at the heart ofhuman motivation

Marketers who use this theory seeconsumer/buyer purchases as a reflection and

extension of the consumer·s personality

Neo-Freudian personality theory

Social relationships are fundamental to the

formation and development of personality

Trait theory

Quantitative approach to personality as a set of

psychological traits



Unconscious needs or drives are at the heart of

human motivation and personality.

ID System 1 Ego System 3

Super Ego

System 2Gratification

Leon G. Schiffman [2010]



According to Alfred Adler, he viewed human beings as

seeking to attain various rational goals, which hecalled as style of life

According to stack Sullivan, people continuouslyattempt to establish significant and rewarding

relationships with others.

Karen Horney developed a theory(Horney ¶ s CADTheory): individuals are classified in to 3 groups:-

Compliant Individuals: Aggressive Individuals:

Detached Individuals:

Leon G. Schiffman [2010]



It is concerned with the construction of personality

test that enable them to pin point individualdifferences.

Personality is linked to how consumers make their

choices to consume a broad product category - nota specific brand

Researchers have found different consumer traits.

But they concentrates on specific consumer traitswhich created more interested for them.

Consumer Innovativeness

Consumer Materialism

Consumer Ethnocentrism Leon G. Schiffman [2010]



Marketers are very keen in knowing how these personalitytraits influence the market.

It becomes useful for them to target and segment themarket. Personality traits may be used to help guidemarketing and creative strategies.

Market researchers try to learn more about consumerinnovators as they are the first to try the new productsand they also try to differentiate between innovators andnon-innovators; Personality traits that are useful for thisare Dogmatism, Inner-Directed consumers, optimumStimulation levels, need for cognition, Visualizers v/sverbalisers.



How do you define your personality?

Describe how a marketer should create apromotional message for you (according to your

personality)



The Dogmatic personality trait measures the degree ofrigidity that consumers display towards the unfamiliar andtowards information that is contrary to their beliefs.

Highly Dogmatic consumer approaches the unfamiliardefensively.

The highly dogmatic consumer is more receptive toadvertising messages.

Preference:

They prefer established products rather than innovative

product alternatives

The use of celebrities (celebrity endorsement) or experts tothe product or cause related marketing is what the highlydogmatic personality typically respond to



Promotional messages targeted towards the highly dogmatic consumer.Promotional messages targeted towards the highly dogmatic consumer.



This type of consumers tend to rely on their owninner values or standards in evaluating newproducts.

Leon G. [Schiffman, 2010]

They tend to prefer adverts or promotions thatstress product features, personal benefits, socialacceptance and satisfaction.

An example of a promotional message targeted atthe inner-directed consumer is the 2011 Lexusadvert:http://www.youtube.com/watch?v=m6as3uVo-eg



Are opened to risk taking

They are likely to be innovative

They try products with many novel features and

shop in new retail outlets.

They respond to messages stressing more ratherthan less risk, novelty or excitement

Example:

http://www.youtube.com/watch?v=w83UQkiuNZQ



This consumers crave to enjoy thinking

They respond to promotional messages that arerich in product related information or description

They are unresponsive to auxiliary or contextualaspects of an advert.

Marketers who target this consumers will adapt the

use of the central route to persuasion; since thistype of consumers focus more on the in-depthmeaning of a message.

Example:http://www.youtube.com/watch?v=bZ2EKswyTao&fe

ature=related



Visualizers prefer visual information, and

promotional messages of products and services that

stress the visual.

The peripheral route to persuasion should be

considered when making a promotional message for

consumers who are visualizers. Since this type ofconsumers focus more on simple communication

cues in deciding to accept a promotional message.



Example:



Examples:

http://www.youtube.com/watch?v=0X5x2j1lNeU



Verbalizers are consumers who prefer written and

verbal product information. They respond to

promotional messages with more descriptions and

explanations

Just like the consumers with high need for

cognition, the central route to persuasion is used

by marketers to create promotional messages for

consumers who are verbalizers.

The central route to persuasion involves beingpersuaded by the arguments or the content of the

message.

Petty and Cacioppo (1981)



Consumer Personality Trait Promotional Message

a. Dogmatic Consumer

b. Inner Directed

c. OSL

d. Need for Cognition

e. Verbalizer

f. Visualizer

1. Prefer more Product ²

related information

2. Use of celebrity helps

for promotions3. Promotional Message

with more description

4. promotional messages

of products services

that stress the visual5. Innovative and risk

takers.



Certain promotional messages can become counter-

productive if they create opposite arguments in the

psyche of consumers. Marketers should conduct properresearch to understand each personality before creating a

promotional message.

It is important for marketers to know that consumersmake purchase decision to satisfy their personality

Appealing to consumers personality could expand the

market of a particular product.

Trait theory does not explain personality change,

therefore marketers should consider such changes when

planning a marketing communication campaign.



Identifying personality traits can aid in the creativeexecution of a promotional message.

Marketers use personality factors to segment

markets by giving their products personalities thatmatch consumer personalities.

It is hard to measure personality traits with

marketing since these personality traits were

developed for clinical reasons and not for

marketing segmentation purpose



Foxal ,G.R, Ronald, E.G, Stephen, B. [1998]. Consumers Psychology for Marketing, 2nd edition. Thomas learning, London.

Jerry M Burger[2008], Personality, 7th edi., chp.1, pg 4

Majumdar, Consumer Behaviour: Insights of Indian Market by pg 108

Petty, R. E., & Cacioppo, J. T. (1981). Attitudes and persuasion: Classic and contemporary approaches.Dubuque, Iowa: Wm. C. Brown Company Publishers.

Raymond, L.H. [1984] Buyer Behavior: A decision making process.Charles E. Merill Publishing, Ohio.

Richard M. Perloff [2003]The dynamics of persuasion: communication andattitudes in the 21st century, 2nd edition, pg 129.

Rob, L., Sarah,T. [2002]Consumer Lifestyles: A Social Stratification

Perspective Volume 2(3): 295±307, Sage; London. Wayne D. Hoyer and Deborah J. Macinnis[2010], consumer behaviour, 5th

edi., pg 371, Cengage Learning, USA.

William M.P, Farell, O.C; (2010), Marketing: South-Wester Cengagelearning, USA.

Journal of Marketing research, volume 7, no 4, November 1970:

Dogmatism and acceptance of new products

Buyer Behaviour Personality FINAL WORK[1]

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