Personality and Consumer Behavior
Transcript of Personality and Consumer Behavior
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