Personality and Consumer Behavior
Personality and Consumer Behavior
Personality and Consumer Behavior
What Is the Personality Trait Characterizing the Consumers to Whom This Ad Appeals?
Discussion Questions
How would you describe your personality? How does it influence products that you purchase?
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 5
Theories of Personality
Freudian theory
Unconscious needs or drives are at the heart of human motivation
Trait theory
Quantitative approach to personality as a set of psychological traits
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 6
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
Ambitious, successful, high achiever, impatient with less than the best. Perfectionist, high expectations, punctual, conservative, responsible. Lively, easily bored with same old routine, flirtatious, intuitive, may over commit to projects. Rational, logical, contemplative, shy, prefers time alone.
Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order.
Chapter Five Slide 8
How Does This Marketing Message Apply the Notion of the Id?
It Captures Some of the Mystery and The Excitement Associated With the Forces of Primitive Drives.
Trait Theory
Focus on measurement of personality in terms of traits Trait - any distinguishing, relatively enduring way in which one individual differs from another Personality is linked to broad product categories and NOT specific brands
Watch a lot of TV Are family oriented Have a great sense of humor Are outgoing and loyal Like daytime talk shows Most likely to go to church
Passionate about reading Love pets Like meeting people for coffee Arent usually the life of the party
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Sensation seeking
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Consumer Innovativeness
Willingness to innovate Further broken down for hi-tech products
Global innovativeness Domain-specific innovativeness Innovative behavior
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Dogmatism
A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs
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Other-directedness
look to others less likely to be innovators
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 20
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Sensation Seeking
The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations.
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Variety-Novelty Seeking
Measures a consumers degree of variety seeking Examples include:
Exploratory Purchase Behavior Use Innovativeness Vicarious Exploration
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Discussion Question
What advertising media (print, television, Internet, salesperson, POP display, newspaper, radio) is good for a person with a high NFD?
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Brand Personality
Personality-like traits associated with brands Examples
Liril and freshness Nike and athlete BMW is performance driven
Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium
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In What Ways Do Max and Other Brand Personifications Help Create VWs Brand Image?
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Discussion Questions
Pick three of your favorite food brands. Describe their personality. Do they have a gender? What personality traits do they have?
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Brand Personification
Consumers perception of brands attributes for a human-like character is seen as dependable, friendly, efficient, intelligent and smart.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 41
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Part II
C5
Consumer Personality
Factors Facets Down-to-earth Traits Down- to-earth, Family-oriented, Small town. Honest, Sincere, Real. Wholesome, Original. Cheerful, Sentimental, Friendly. Daring, Trendy, Exciting. Spirited, Cool, Young. Imaginative, Unique. Up-to-date, Independent, Contemporary. Reliable, Hard working, Secure. Intelligent, Technical, Corporate. Successful, Leader, Confident. Upper class, Glamorous, Good-looking. Charming, Feminine, Smooth. Outdoorsy, Masculine, Western. Tough, Rugged.
Copyright 2008, Satish K Bhatra, S H H Kazmi
Brand Personality
The concept of brand
personality is believed to be an important element in building brand equity.
Honest 1. Sincerity Wholesome Cheerful Daring Spirited 2. Excitement Imaginative Up-to-date Reliable 3. Competence Intelligent Successful Upper class 4. Sophistication Charming Outdoorsy 5. Ruggedness Tough Cont.
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Consumer Behaviour
(2nd Edition)
Excel Books
Part II
C5
Consumer Personality
Ext. Rugged Excitable Uncomfortable Dominating Thrifty Pleasant Contemporary Organised Rational Youthful Formal Orthodox Complex Colourless Modest Ver. Som. Nei-nor Som. Ver. Ext. Delicate Calm Comfortable Submissive Indulgent Unpleasant Non-contemporary Unorganised Emotional Mature Informal Liberal Simple Colourful Vain
Consumer Behaviour
(2nd Edition)
Excel Books
Geography
Actual locations, like Philadelphia cream cheese and Arizona iced tea Fictitious names also used, such as Hidden Valley and Bear Creek
Color
Color combinations in packaging and products denotes personality
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 45
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Different Self-Images
Actual Self-Image
How consumers would like others to see them How consumers expect to see themselves in the future Traits an individual believes are in her duty to possess
Chapter Five Slide 49
Out-to self
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Actual self-image because it tells middle-age women who like their hair long to continue doing so.
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Extended Self
Possessions can extend self in a number of ways:
Actually Symbolically Conferring status or rank Bestowing feelings of immortality Endowing with magical powers
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Virtual Personality
You can be anyone
Gender swapping Age differences Mild-mannered to aggressive
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