Personality and Consumer Behavior

CHAPTER
FIVE
Personality and Consumer Behavior

Personality and
The Nature of Personality
• The inner psychological characteristics that
both determine and reflect how a person
responds to his or her environment
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Chapter Five Slide 2

The Nature of Personality
• The Nature of Personality:

– Personality reflects individual differences
– Personality is consistent and enduring
– Personality can change
3
Theories of Personality
• Freud’s psychoanalytic theory

– Unconscious needs or drives (especially biogenic
needs) are at the heart of human motivation
• Neo-Freudian personality theory
– Social relationships are fundamental to the
formation and development of personality
• Trait theory
– Quantitative approach to personality as a set of
psychological traits

Freudian Theory
• Freud proposed that human personality

consists of three interacting systems: the id,
the superego, and the ego.
5
Freudian Theory
• The Id
– Warehouse of primitive or instinctual needs (physiological
needs) for which individual seeks immediate satisfaction
or avoiding pain
– Party Animal of the mind
– Operates according to pleasure principle
– Selfish and illogical
– Directs energy towards immediate pleasure, rather than
thinking about consequences

Freudian Theory
• The Superego
– Individual s internal expression of society s moral and
ethical codes of conduct
– fulfill their needs in a socially acceptable function
– Internalizes social rules (what our parents teach)
– A kind of “brake” that restraints or inhibits the impulsive
forces of the id
7
Freudian Theory
• The Ego
– Individual s conscious control
– Functions as an internal monitor that attempts to
balance the demands of the id and the
sociocultural constraints of the superego
– Fights between temptation and virtue
– Forces according to reality principle
– The conflicts are often internal/subconscious
8
Neo-Freudian Theory
Focus on social relationships and their

impact on people s behavior
– Factors to reduce feelings of inferiority
– Factors to reduce tensions
– CAD Theory
9
CAD Theory
Using the context of child-parent relationships,

Karen Horney classified individuals into:
– Compliant individuals
– Aggressive individuals
– Detached individuals
Trait Theory
• Personality theory with a focus on
psychological characteristics
• 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

Personality Traits and Consumer Innovators
Consumer Social
Dogmatism
innovativeness character
Optimum
Need for Sensation
stimulation
uniqueness seeking
level
Variety-novelty
seeking
Cognitive Personality Factors
• Need for cognition (NFC)
• Visualizers versus Verbalizers

From Consumer Materialism to
Compulsive Consumption
• Consumer materialism
– The degree of the consumer’s attachment to
worldly possessions
Acquire and show off Self centered and

possessions selfish
Materialistic
People
Do not get greater
Seek lifestyle full of
personal satisfaction
possessions
from possessions
14
From Consumer Materialism to
Compulsive Consumption
• Fixated consumption behavior

– Consumers fixated on certain products or
categories 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

Consumers who are
compulsive buyers
have an addiction; in
some respects, they
Compulsive
are out of control
Consumption
and their actions may
Behavior
have damaging
consequences to them
and to those around
them.
Consumer Ethnocentrism
• The consumer’s likelihood to accept or reject

foreign-made products
• Ethnocentric consumers feel it is wrong to purchase
foreign-made products because of the impact on
the economy
• They can be targeted by stressing nationalistic
themes

Brand Personality
• Personality-like traits associated with brands

• Examples
– Volvo - safety
– Nike - the athlete
– BMW – performance
• Brand personality which is strong and favorable will
strengthen a brand but not necessarily demand a
price premium

A Brand Personality Framework
This is a brand personality framework that shows
the five dimensions of a brands personality.

Product Personality Issues
• Gender
– Some products perceived as
masculine (coffee and toothpaste)
while others as feminine (bath
soap and shampoo)
• Geography
– “Bograr doi”
– Fictitious names also used, such as
Hidden Valley and Bear Creek
• Color
– Color combinations in packaging
and products denotes personality

The Personality-like Associations of Selected Colors
Human, exciting, hot, • Makes food smell better
passionate, strong • Coffee in a red can be perceived as rich
RED • Women have a preference for bluish red
• Men have a preference for yellowish red
• Coca-Cola owns red
Powerful, affordable, • Draws attention quickly

ORANGE informal
Informal and relaxed, • Coffee in a dark-brown can was too
BROWN masculine, nature strong
• Men seek products packaged in brown
Goodness, purity, • Suggests reduced calories
chastity, cleanliness, • Pure and wholesome food
WHITE delicacy, refinement, • Clean, bath products, feminine
formality
Sophistication, power, • Powerful clothing

BLACK authority, mystery • High-tech electronics
SILVER, Regal, wealthy, stately • Suggests premium price

GOLD
The Personality-like Associations of
Selected Colors
Commands respect, • America s favored color
authority • IBM holds the title to blue
• Associated with club soda
BLUE • Men seek products packaged in blue
• Houses painted blue are avoided
• Low-calorie, skim milk
• Coffee in a blue can be perceived as mild
Caution, novelty, • Eyes register it faster
YELLOW temporary, warmth • Coffee in yellow can be perceived as weak
• Stops traffic
• Sells a house
Secure, natural, • Good work environment
relaxed or easy • Associated with vegetables and chewing gum
GREEN going, living things • Canada Dry ginger ale sales increased when
it changed sugar-free package from red to
green and white
Self-Images
Actual Self-Image • How consumers see themselves
• How consumer would like to see

Ideal Self-Image
themselves
Social Self-Image • How consumers feel others see them
Ideal Social • How consumers would like others to

Self-Image see them
Expected • How consumers expect to see
Self-Image themselves in the future
• Traits an individual believes are in her

Ought-to self
duty to possess

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CHAPTER

Personality and Consumer Behavior

Chapter Five Slide 2

• The Nature of Personality:

• Freud’s psychoanalytic theory

Chapter Five Slide 4

• Freud proposed that human personality

Chapter Five Slide 6

Focus on social relationships and their

Using the context of child-parent relationships,

Chapter Five Slide 11

• Need for cognition (NFC)

• Visualizers versus Verbalizers

Chapter Five Slide 13

Acquire and show off Self centered and

• Fixated consumption behavior

Chapter Five Slide 15

• The consumer’s likelihood to accept or reject

Chapter Five Slide 17

• Personality-like traits associated with brands

Chapter Five Slide 18

Chapter Five Slide 19

Chapter Five Slide 20

Powerful, affordable, • Draws attention quickly

Sophistication, power, • Powerful clothing

SILVER, Regal, wealthy, stately • Suggests premium price

• How consumer would like to see

Social Self-Image • How consumers feel others see them

Ideal Social • How consumers would like others to

• Traits an individual believes are in her

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