1. CHAPTER FIVEPersonality andConsumer Behavior

2. Learning Objectives1. To Understand How Personality Reflects Consumers Inner Differences.2. To Understand How Freudian, Neo-Freudian, and Trait Theories Each Explain the Influence of Personality on Consumers Attitudes and Behavior.3. To Understand How Personality Reflects Consumers Responses to Product and Marketing Messages. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 2 3. Learning Objectives (continued)4. To Understand How Marketers Seek to Create Brand Personalities-Like Traits.5. To Understand How the Products and Services That Consumers Use Enhance Their Self-Images.6. To Understand How Consumers Can Create Online Identities Reflecting a Particular Set of Personality Traits. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 3 4. What Is the Personality Trait Characterizing the Consumers to Whom This Ad Appeals? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 4 5. Enthusiastic or Extremely Involved CollectorsCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 5 6. Personality andThe Nature of Personality The inner psychological characteristics thatboth determine and reflect how a personresponds to his or her environment The Nature of Personality: Personality reflects individual differences Personality is consistent and enduring Personality can change Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 6 7. Theories of Personality Freudian theory Unconscious needs or drives are at the heart ofhuman motivation Neo-Freudian personality theory Social relationships are fundamental to theformation and development of personality Trait theory Quantitative approach to personality as a set ofpsychological traits Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 7 8. Freudian Theory Id Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction Superego Individuals internal expression of societys moral and ethical codes of conduct Ego Individuals conscious control that balances the demands of the id and superego Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 8 9. Snack Foods and Personality Traits Table 5.1 (excerpt)Snack Personality TraitsFoodsPotatoAmbitious, successful, high achiever, impatient with lesschips than the best.TortillaPerfectionist, high expectations, punctual, conservative,chips responsible.PretzelsLively, easily bored with same old routine, flirtatious,intuitive, may over commit to projects.Snack Rational, logical, contemplative, shy, prefers time alone.crackersCheeseConscientious, principled, proper, fair, may appear rigidcurls but has great integrity, plans ahead, loves order. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 9 10. Neo-Freudian Personality Theory Social relationships are fundamental to personality Alfred Adler: Style of life Feelings of inferiority Harry Stack Sullivan We establish relationships with others to reduce tensions Karen Horneys three personality groups Compliant: move toward others Aggressive: move against others Detached: move away from others Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 10 11. Trait Theory Focus on measurement of personality in termsof traits Trait - any distinguishing, relatively enduringway in which one individual differs fromanother Personality is linked to broad productcategories and NOT specific brands Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 11 12. Soup and Soup Lovers Traits Table 5.2 (excerpt) Chicken Noodle Soup Lovers Vegetable/Minestrone SoupWatch a lot of TV LoversAre family oriented Enjoy the outdoors Have a great sense of humor Usually game for trying newAre outgoing and loyal thingsLike daytime talk shows Spend more money than anyMost likely to go to churchother group dining in fancyrestaurants Tomato Soup Lovers Likely to be physically fit Passionate about reading Gardening is often a favorite Love pets hobbyLike meeting people for coffee Arent usually the life of the party Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 12 13. Personality and Understanding Consumer Behavior ConsumerSocialDogmatism innovativenesscharacter OptimumNeed for Sensationstimulation uniqueness seekinglevelVariety-noveltyseekingCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 13 14. How Does This Ad Target the Inner-Directed Outdoors Person?Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 14 15. A Sole Person is Experiencing the Joysand Adventure of the WildernessCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 15 16. Consumer Innovativeness Willingness to innovate Further broken down for hi-tech products Global innovativeness Domain-specific innovativeness Innovative behavior Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 16 17. Consumer Motivation ScalesTable 5.3 (excerpt)A GENERAL CONSUMER INNOVATIVENESS SCALE1. I would rather stick to a brand I usually buy than try something I am not very sure of.2. When I go to a restaurant, I feel it is safer to order dishes I am familiar with.A DOMAIN-SPECIFIC CONSUMER INNOVATIVENESS SCALE1. Compared to my friends, I own few rock albums.2. In general, I am the last in my circle of friends to know the titles of the latest rock albums.Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 17 18. Dogmatism A personality trait that reflects the degree ofrigidity a person displays toward theunfamiliar and toward information that iscontrary to his or her own established beliefs Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 18 19. Personality and Understanding Consumer Behavior Ranges on a continuum for inner-directednessto other-directedness Inner-directedness rely on own values when evaluating products Innovators Other-directedness look to others less likely to be innovatorsCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 19 20. Need for Uniqueness Consumers who avoid conforming toexpectations or standards of othersCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 20 21. Optimum Stimulation Level A personality trait that measures the level oramount of novelty or complexity thatindividuals seek in their personal experiences High OSL consumers tend to accept risky andnovel products more readily than low OSLconsumers.Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 21 22. Sensation Seeking The need for varied, novel, and complexsensations and experience. And the willingness totake social and physical risks for the sensations.Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 22 23. Variety-Novelty Seeking Measures a consumers degree of varietyseeking Examples include: Exploratory Purchase Behavior Use Innovativeness Vicarious Exploration Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 23 24. Cognitive Personality Factors Need for cognition (NFC) A persons craving for enjoyment of thinking Individual with high NFC more likely to respond to ads rich in product information.Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 24 25. Cognitive Personality Factors Visualizers Verbalizers Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 25 26. Why Is This Ad Particularly Appealing to Visualizers?Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 26 27. The Ad Stresses StrongVisual DimensionsCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 27 28. Why Is This Ad ParticularlyAppealing to Verbalizers?Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 28 29. It Features a Detailed DescriptionCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 29 30. Discussion Question What advertising media(print, television, Internet, salesperson, POPdisplay, newspaper, radio) is good for a personwith a high NFD? A Verbalizer Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 30 31. From Consumer Materialism to Compulsive Consumption Acquire and show Self centered andoff possessions selfish Materialistic PeopleDo not get greater Seek lifestyle full of personal satisfactionpossessionsfrom possessionsCopyright 2010 Pearson Education, Inc. publishing as Prentice HallChapter Five Slide 31 32. From Consumer Materialism toCompulsive Consumption Fixated consumption behavior Consumers fixated on certain products orcategories of products Characteristics Passionate interest in a product category Willingness to go to great lengths to secure objects Dedication of time and money to collecting Compulsive consumption behavior Addicted or out-of-control consumers Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 32 33. Consumer Ethnocentrism andCosmopolitanism Ethnocentric consumers feel it is wrong topurchase foreign-made products because of theimpact on the economy They can be targeted by stressing nationalisticthemes A cosmopolitan orientation would consider theword to be their marketplace and would beattracted to products from other cultures andcountries. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 33 34. Brand Personality Personality-like traits associated with brands Examples Purdue and freshness Nike and athlete BMW is performance driven Brand personality which is strong and favorable willstrengthen a brand but not necessarily demand aprice premium Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 34 35. In What Ways Do Max and Other BrandPersonifications Help Create VWs Brand Image?Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 35 36. Speaks English, is interviewedabout VW products, and is a friendCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 36 37. Discussion Questions Pick three of your favorite food brands. Describe their personality. Do they have agender? What personality traits do theyhave? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 37 38. Product Anthropomorphism and Brand Personification Product Anthropomorphism Attributing human characteristics to objects Tony the Tiger and Mr. Peanut Brand Personification Consumers perception of brands attributes for ahuman-like character Mr. Coffee is seen asdependable, friendly, efficient, intelligent andsmart. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 38 39. A Brand Personality FrameworkFigure 5.12Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 39 40. Product Personality Issues Gender Some products perceived as masculine (coffee andtoothpaste) while others as feminine (bath soap andshampoo) Geography Actual locations, like Philadelphia cream cheese andArizona iced tea Fictitious names also used, such as Hidden Valley andBear Creek Color Color combinations in packaging and productsdenotes personality Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 40 41. Self and Self-Image Consumers have avariety of enduringimages of themselves These images areassociated withpersonality in thatindividualsconsumption relatesto self-image Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 41 42. One or Multiple Selves A single consumer will act differently indifferent situations or with different people We have a variety of social roles Marketers can target products to a particularself Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 42 43. Makeup of the Self-Image Containstraits, skills, habits, possessions, relationships,and way of behavior Developed throughbackground, experience, and interaction withothers Consumers select products congruent with thisimage Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 43 44. Which ConsumerSelf-Image Does This Ad Target, and Why?Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 44 45. Actual self-image because it tells middle-age womenwho like their hair long to continue doing so.Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 45 46. Different Self-ImagesActual Self-Image How consumers see themselves How consumer would like to see Ideal Self-Image themselvesSocial Self-Image How consumers feel others see themIdeal Social How consumers would like others toSelf-Image see them Expected How consumers expect to seeSelf-Image themselves in the future Traits an individual believes are in her Out-to self duty to possessCopyright 2010 Pearson Education, Inc. publishing as Prentice HallChapter Five Slide 46 47. Extended Self Possessions can extend self in a number ofways: Actually Symbolically Conferring status or rank Bestowing feelings of immortality Endowing with magical powers Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 47 48. Altering the Self-Image Consumers use self-altering products toexpress individualism by: Creating new self Maintaining the existing self Extending the self Conforming Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 48 49. Virtual Personality You can be anyone Gender swapping Age differences Mild-mannered to aggressive Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 49 50. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by anymeans, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed inthe United States of America.Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 50