PersonalityPersonality

PersonalityPersonality

Distinctive patterns of behavior, including thoughts and emotions that characterize each individual’s adaptation the situations of his/her life.

Personality behaviors are: Generally consistent Distinguishing Situation related

Personality is intriguing, Personality is intriguing, but...but...

Single measures of personality cannot predict specific brand-purchase behaviors.

CAD Theory Compliant Aggressive Detached

Psychoanalytic TheoryPsychoanalytic Theory

Freud Unconscious needs or drives are at

the heart of human motivation and personality.

Personality forms as a struggle between physiological drives and social pressures.

Cornerstone of Freudian Cornerstone of Freudian TheoryTheory

Personality is the product of three interacting forces: Id Superego Ego

Marketing ApplicationsMarketing Applications

Consumer purchases are a reflection and extension of the consumer’s own personality.

Offer packaging and promotions that appeal to impulsive behavior.

Fantasy appeals. Projective research techniques.

Non-Freudian TheoriesNon-Freudian Theories

Social relationships are fundamental to the formation and development of personality.

Personalities continue to develop as adults.

Several different theories: CAD theory Jung (Meyers-Briggs personality types)

Trait TheoryTrait Theory Approach personality as a set of

psychological traits. Trait is a relatively enduring

characteristic which differentiate people from each other.

When identified and measured, traits are useful in predicting brand or store preference and other types of consumer behavior.

Traits Associated with Traits Associated with the Likelihood to the Likelihood to Innovate or not to Innovate or not to InnovateInnovate Consumer innovativeness Dogmatism Social character Optimum stimulation level Variety-novelty seeking

Consumer MaterialismConsumer Materialism

Value acquiring and showing off possessions.

Are particularly self-centered and selfish.

Seek lifestyles full of possessions. Have many possessions that do

not lead to greater happiness.

Fixated Consumption Fixated Consumption BehaviorBehavior

Passionate interest in object or product category.

Willingness to go to great lengths to get object of interest.

Dedication of discretionary time and money to the object.

Compulsive Compulsive Consumption BehaviorConsumption Behavior

Abnormal behavior. Addicted to consumption. Out-of-control consumers.

Consumer Consumer EthnocentrismEthnocentrism

Ethnocentric consumers feel it is wrong to purchase foreign-made products.

CETSCALE. Marketers can target ethnocentric

consumers by stressing national themes.

Cognitive Personality Cognitive Personality TraitsTraits

Need for cognition Consumers who like lots of

information, enjoy thinking.

Visualizers vs. verbalizers Consumers’ preference for

information presented visually or verbally.

Self-Concept TheorySelf-Concept Theory

A consumer’s thoughts and feelings in reference to him or herself as an object.

Self-image.

We expect consumers’ behaviors to be consistent with their self-images.

Self-imagesSelf-images

Actual self-image Ideal self-image Social self-image Ideal social self-image Expected self-image

Self-imagesSelf-images

Actual self-image Ideal self-image Social self-image Ideal social self-image Expected self-image

The Extended SelfThe Extended Self

Human emotion is connected to possessions we value.

Possessions are considered to be extensions of the self Actually Symbolically Conferring status

My ______ holds a special place in my life.My ______ is central to my identity.I feel emotionally attached to my ______.My ______ helps me narrow the gap between what I

am and try to be.If my ______ was stolen, I would feel as if part of

me is missing.I would be a different person without my _____.I take good care of my ______.

The Altered SelfThe Altered Self

Consumers who are not satisfied with themselves will use self-altering products in an attempt to change their self-image.

Brand PersonalityBrand Personality

Brand personification--consumers transform perceptions of product characteristics into human-like character. Sincerity Excitement Competence Sophistication ruggedness

Brand GenderBrand Gender

Brands can take on gender. Generally associated with whether

or not males or females predominately use product.

Brand ColorBrand Color

Certain colors convey personality characteristics. RED SILVER, GOLD GREEN WHITE