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Personality
and ConsumerBehavior
BASRAH SAIDANI, FE-UN
C
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SU
"E
R
B
EH
A#
I!
R
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R R PERS!NA$I%& AND C!NSU"ER BEHA#I!R
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PERS!NA$I%& AND C!NSU"ER BEHA#I!R
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'HA% IS PERS!NA$I%& (
• Person’s unique psychological makeup and how it
consistently influences the way a person responds
to his/her environment (Solomon, 2!"
• #he inner psychological characteristics that $othdetermine and reflect how a person responds to his
or her environment (Schiffman % &anuk, 2!"
• 'n individual’s characteristics response tendencies
across similar situation (awkins et al, 2!"
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%HE NA%URE !F PERS!NA$I%&
• Personality reflects individual
differences
• Personality is consistent and enduring• Personality can change
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%HE!RIES !F PERS!NA$I%&
• )reudian #heory
* Psychoanalytic #heory of Personality
+nconscious needs or drives (seual % other$iological drives" are the heart of humanmotivation and personality
• Id - .warehouse of primitive and impulsive drives (unconscious"
0 gas• Superego- individual’s internal epression of society’s moral
and ethical codes of conduct 0 rem
• Ego- individual’s conscious control 0 pengemudi
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%HE!RIES !F PERS!NA$I%&
• )reudian #heory (cont"• 1ndividual’s personality is formed as he or
she passes through a num$er of distinct
stages of infant and childhood development
(oral 0 anal 0 phallic 0 latent 0 genital"
• 1f a child’s oral needs are not adequately
satisfied personality- dependence %ecessive oral activity such as gum chewing
and smoking
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%HE!RIES !F PERS!NA$I%&
Ad
Portrayin)
the For*eso+ the Id
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%HE!RIES !F PERS!NA$I%&
Ad
Portrayin)
the For*eso+ the Id
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%HE!RIES !F PERS!NA$I%&
• )reudian #heory % .Product
Personality
* onsumer researchers using )reud’spersonality theory see consumer
purchases as a reflection and etension
of the consumer’s own personality
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%HE!RIES !F PERS!NA$I%&
• )reudian #heory % .Product PersonalityPotato Chips:
Ambitious, successful, high achiever, impatient
Tortilla Chips:Perfectionist, high expectations, punctual, conservational
Pretzels:
Lively, easily bored, flirtatious, intuitive
Snack Crackers:
Rational, logical, contemplative, shy, prefers time alone
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%HE!RIES !F PERS!NA$I%&
• 3eo0)reudian #heories
* 1ndividual’s personality was more
influenced $y how he or she handledrelationships with others than $y
unresolved seual conflict (social
relationship"
* 'lfred 'dler, arry Stack Sullivan, &aren
orney, arl 4ung, etc
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%HE!RIES !F PERS!NA$I%&
• #rait #heory * #rait- identifia$le characteristics that define a
person (in which one individual differs from
another" * 5rientation- quantitative or empirical * Personality is linked to how consumers make
their choices or to consumption of a $roadproduct category 0 not a specific $rand
* onsumer innovativeness * onsumer materialism * onsumer ethnocentrism
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BRAND PERS!NA$I%&
• #he set of traits people attri$ute to a product as ifit were a person
• ' $rand personality is a statement a$out how the
$rand is positioned
* 6evi’s 78 0 dependa$le and rugged
* 9arl$oro 0 ::;<
* 1ntel 0 :;;<
* #eh =otol 0 ::;< * & Sutra 0 :;;<
• ow to 9easure =P <
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BRANDPR!DUC% PERS!NA$I%&
• P>5?+# P@>S53'61#A '3? B@3?@> * 9r; offee- masculine personality
* offee % toothpaste- masculineC $ath soap %
shampoo- feminine• P>5?+# P@>S53'61#A '3?
B@5B>'PA
* =ar$eque #eas
* =atik 4ogDa <
* >encong, clurit, koteka, gudeg, empal gentong, ;;<
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BRAND PERS!NIFICA%I!N
• Specific .personality0type traits orcharacteristics ascri$ed $y consumers todifferent $rands * elestial Seasonings, 1nc (specialty tea maker"
.#racy 4ones - female, upscale, welleducated, % highly involved in in life in everyway
* 'utomatic0drip coffee makers 9r; offee
* :: E 4ohn =anting < * +1 E :::::;<
* ow to measure/identify<
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Fi)ure ./ A Brand Personality
Frame0or1Brand
Personality
RuggednessSophisticationCompetenceExcitementSincerity
!o"n#to#
earth$onest%holesomeCheerful
!aring
Spirited&maginative'p#to#date
Reliable
&ntelligentSuccessful
'pper class
Charming
(utdoorsy
)ough
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%he Personality-li1e Asso*iations o+
Sele*ted Colors
Commands respect,authority
America*s favored color &B+ holds the title to blue Associated "ith club soda +en see products pacaged in blue
$ouses painted blue are avoided
Lo"#calorie, sim mil
Coffee in a blue can be perceived as -mild.
Caution, novelty,
temporary, "armth
Eyes register it faster
Coffee in yello" can be perceived as -"ea. Stops traffic Sells a house
Secure, natural,relaxed or easy
going, living things
/ood "or environment Associated "ith vegetables and che"ing gum Canada !ry ginger ale sales increased "hen it
changed sugar#free pacage from red to green
and "hite
BL'EBL'E
0ELL(%0ELL(%
/REE1/REE1
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*ontinued$uman, exciting, hot,
passionate, strong
+aes food -smell. better
Coffee in a red can be perceived as -rich. %omen have a preference for bluish red +en have a preference for yello"ish red
Coca#Cola -o"ns. red
Po"erful, affordable,
informal
!ra"s attention 2uicly
&nformal and relaxed,
masculine, nature
Coffee in a dar#bro"n can "as -too strong.
+en see products pacaged in bro"n
/oodness, purity,
chastity, cleanliness,
delicacy, refinement,
formality
Suggests reduced calories Pure and "holesome food Clean, bath products, feminine
Sophistication, po"er,
authority, mystery
Po"erful clothing
$igh#tech electronics
Regal, "ealthy, stately Suggests premium price
RE!RE!
(RA1/E(RA1/E
BR(%1BR(%1
%$&)E%$&)E
BLAC3 BLAC3
S&L4ER,S&L4ER,
/(L!/(L!
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$IFES%&$ES 2 PS&CH!3RAPHICS
• 61)@S#A6@ * ' pattern of consumption reflecting a person’s
choices of how he or she spends time and money
* 6ifestyles as group identities- people sortthemselves into groups on the $asis of the things
they like to do, how they like to spend their
leisure time, how they choose spend their
disposa$le income * Products are the $uilding $locks of lifestyles
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$IFES%&$ES 2 PS&CH!3RAPHICS
• 6ifestyle and onsumption Process
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$IFES%&$ES
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$IFES%&$ES
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$IFES%&$ES
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$IFES%&$ES AND PS&CH!3RAPHICS
• PSA5B>'P1S * #he use of psychological, sociological, and
anthropological factors to construct market
segments * Psychographics Segmentation #ypologies
• F'6S
• Blo$al 95S'1
• >1S
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STRUGGLERS
FULFILLEDS
BELIEVERS
ACIEVERS E!PERIE"CERS
STRIVERS #A$ERS
$o0 Resour*es
Hi)h Resour*es
A*tion !rientedStatus !rientedPrin*i4le !riented
ACTUALI%ERS
F'6S
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#A$S 5 Se)ments and Parti*i4ation in
Sele*ted S4orts
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Si6e o+ #A$S Se)ment as Per*ent o+
U.S. Po4ulation
VALSVALST#T# SEG#E"TSEG#E"TPERCE"T &FPERCE"T &F
P&PULATI&"P&PULATI&"
Actuali5er
6789
668:;
Struggler
+aer
Experiencer Striver
Achiever
Believer
87
6>8=668?
6@8:
6:87
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$IFES%&$ES AND PS&CH!3RAPHICS
• Beodemography * =ased on the premise that lifestyle, and thus
consumption, is largely driven $y geographic
and demographic factors * @very neigh$orhood in the +;S; can $e profiled
• #otal of G2 lifestyle clusters
* 1n 1ndonesia (or 4akarta
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PERSPEC%I#ES !N %HE SE$F
• S@6) 53@P# * #he $eliefs a person holds a$out his or
her own attri$utes, and how he or she
evaluates these qualities (Solomon, 2!" * #he totality of the individual’s thoughts
and feelings having reference to him0 orherself as an o$Dect individual’sperception of and feeling toward him0 orherself (awkins et al, 2!"
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PERSPEC%I#ES !N %HE SE$F
• S@6) @S#@@9 * Positivity of a person self0concept
* 6ow- try to avoid em$arrassment, failure
or reDection
* igh- will take more risks, and more
willing to $e the center of attention
* Social omparison- individual tends to
compare his0 or herself with others
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PERSPEC%I#ES !N %HE SE$F
• S@6) @S#@@9 * Self0esteem advertising
• 'ttempts to change product attitudes $y
stimulating positive feelings a$out the self • hallenge the consumer’s self0esteem
* .1f you have what it takes:;;
* .&alau 'nda memang $erani, co$alah:;
• 5utright flattery * .Aou’ve come a long way, $a$y
* .'nda 6ayak ?apat =intang
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PERSPEC%I#ES !N %HE SE$F
• >@'6/'#+'6 '3? 1?@'6 S@6F@S * The Ideal Self - a person’s conception of how he
or she would like to $e
* The Actual Self - our more realistic appraisal ofthe qualities we have and don’t have
* =uying products- consistent with our actual self or
help us to reach the standard set $y the ideal self
* 1f the gap $etween the real and ideal selves islarge fantasy appeal
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PERSPEC%I#ES !N %HE SE$F
• >@'6/'#+'6 '3? 1?@'6 S@6F@S
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PERSPEC%I#ES !N %HE SE$F
• 9+6#1P6@ S@6F@S * He have as many selves as we do
different social roles
* 'cting eactly the same in all situationsor roles and not adapting to the situation
at hand may$e considered a sign of an
a$normal or unhealthy personII
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PERSPEC%I#ES !N %HE SE$F
• 9+6#1P6@ S@6F@S * Symbolic Interactionism- the relationship
with other people play a large part in
forming the self you are whateverother people tell you, you are
* The Looking Glass Self - the process of
imagining the reactions of others towardus
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PERSPEC%I#ES !N %HE SE$F
• #he Self0onsciousness and #he Self09onitoring
* igh pu$lic self consciousness more
interested in clothing and are heavier usersof cosmetic
* igh self monitor more likely to evaluate
products consumed in pu$lic in terms of theimpressions they make on others
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C!NSU"P%I!N AND SE$F-C!NCEP%
• A5+ '>@ H'# A5+ 53S+9@ * onsumption as indicator of person’s
social identity/personality
• leisure activities
• )ood preferences
• ar
• ome decorating• :;;etc
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C!NSU"P%I!N AND SE$F-C!NCEP%
• A5+ '>@ H'# A5+ 53S+9@ * Aou are what you drive <
* S+F ?river
• #he nation’s most self0centered people• 3ervous a$out their marriage and uncomforta$le
a$out parenthood
• 6ack confidence in their driving skills
• 6ittle interest in their neigh$ors and communities• Seldom go to church and have limited interest in
doing volunteer work to help others
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C!NSU"P%I!N AND SE$F-C!NCEP%
• A5+ '>@ H'# A5+ 53S+9@(ont"
* Symbolic self-completion theory
• People who have an incomplete self0definitiontend to complete this identity $y acquiring and
displaying sym$ols associated with it
• 9acho
9arl$oro cigarette• :::: ::::;<
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C!NSU"P%I!N AND SE$F-C!NCEP%
• A5+ '>@ H'# A5+ 53S+9@(ont"
* Self-image congruence models
• Products will $e chosen when their attri$utesmatch some aspect of the self
• ighly epressive social product the ideal
self
• @veryday functional products the actual self
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C!NSU"P%I!N AND SE$F-C!NCEP%
• #he @tended Self * #he definition of self created $y the
eternal o$Dects with which one surrounds
oneself * He consider these eternal o$Dects as a
part of us
• =usiness card as an etension of the self for4apanese $usinesspeople (should $e treated
respectfully"
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C!NSU"P%I!N AND SE$F-C!NCEP%
1nteraction of Self0oncept and =rand 1mage
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AdContem4late
s Consumer
Sel+-Ima)e
C&"SU#PTI&" A"D SELF'C&"CEPT
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SE! R&LES
• People often conform to their culture’sepectations a$out how those of their
gender should act, dress, or speak
• )emale Se >oles• 9ale Se >oles
• Se0#yped Products
* =oys’ and girls’ $icycles * olor0coded diapers * ::<
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B&D( I#AGE
• onsumer’s su$Dective evaluation of his orher physical self
* Body Catheis- a person’s feelings a$out his or
her $ody• ?ark or light skin, thin
• '=S, etc
* People who eposed to $eautiful women in
advertisements afterwards epressed loweredsatisfaction with their own appearance
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B&D( I#AGE
• 1?@'6S 5) =@'+#A * Physical features
* lothing styles
* osmetics * airstyles
* Skin tone
* =ody type * :;<
Culture and Cohorttime
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B&D( I#AGE
• 1?@'6S 5) =@'+#A * Breater facial symmetry means :;
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B&D( I#AGE
• 1S =@'+#A +31F@>S'6 < * #he Hestern 1deal
• =ig round eyes
•#iny waist
• 6arge $reast
• =lond hair
• =lue eyes
• :;;(skin, etc
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B&D( I#AGE
• 1S =@'+#A +31F@>S'6
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B&D( I#AGE
• 1deals of =eauty 5ver #ime * !layboy centerfolds
• 8J7K- 9arilyn 9onroe E L!02L0LG
•8J!K- :::::E L7020LM
* 9ing (
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B&D( I#AGE
• Horking on #he =ody * ' new self or more ideal self
* Some evidence-
• Homen tend to prefer men with less muscle massthan men themselves strive to attain
• Homen rate the figure they think is most attractive to
men thinner than their actual figures, the fact is
men prefer :;<
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B&D( I#AGE
• Horking on #he =ody * osmetic Surgery
• 9ore than G N of the +S adult population
has had cosmetic surgery• 9en account for as many as 2 N of plastic
surgery patients, include implantation of
silicon pectoral muscles for the cest
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B&D( I#AGE
• Horking on #he =ody * =reast 'ugmentation
• @quate $reast siOe with se appeal
• Surgical alterations• 3onsurgical alterations
* .cleavage enhancement the illusion of a
larger cleavage
* Honder=ra
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B&D( I#AGE
• Horking on #he =ody * =ody ?ecoration and 9utilation
• #attoos
• =ody Piercing• :::;<
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B&D( I#AGE
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