Personality and Consumer Behavior
Personality and Consumer Behavior
Personality and Consumer Behavior
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What is Personality?
The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
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Personality reflects individual differences - No two individuals are exactly alike, Ex-Some are high risk taker and
some are low risk taker
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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
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Freudian Theory
Id
Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction
Ex- Thirst, hunger and sex, (Pleasure Principle)
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(Reality Principle)
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Psychoanalytic Approach
Unconscious Id
Thoughts, feelings, urges, and other information that is difficult to bring to conscious awareness
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Compliant Personality
One who desires to be loved, wanted, and appreciated by others. Ex- Going for Brand name products and use more mouthwash and toilet soaps and other FMCG products
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Aggressive Personality
One who moves against others (e.g., competes with others, desires to excel and win admiration).Ex-Old spice deodorant over other brand(Masculine), Denim after shave
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Detached Personality
One who moves away from others (e.g., who desires independence, selfsufficiency, and freedom from obligations).
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Trait Theory
TRAIT:A Trait is defined as any distinguishing, relatively enduring way in which one individual differs from another Personality theory with a focus on psychological characteristics
Personality is linked to how consumers make their choices or to consumption of a broad product category - not a specific brand
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Personality Traits and Consumer Innovators Innovativeness Dogmatism Social Character Need for uniqueness Optimum stimulation level Variety-novelty seeking
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Consumer Innovativeness
The degree to which consumers are receptive to new products, new services or new practices.
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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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Dogmatism
Consumers low in dogmatism (openminded) are more likely to prefer innovative products to established or traditional alternatives Highly dogmatic consumers tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figure
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A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences. High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.
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A personality trait characterized by the need for varied, novel, and complex sensations and experience, and the willingness to take physical and social risks for the sake of such experience.
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VarietyNovelty Seeking
A personality trait similar to OSL, which measures a consumers degree to variety seeking
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Consumers who are compulsive buyers have an addiction; in some respects, they are out of control and their actions may have damaging consequences to them and to those around them.
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Consumer Ethnocentrism
Ethnocentric consumers feel it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes
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Brand Personality
Personality-like traits associated with brands Volvo - safety Perdue - freshness Nike - the athlete BMW - performance Levis 501 - dependable and rugged
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Sincerity
Excitement
Competence
Sophistication
Ruggedness
Outdoorsy Tough
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GREEN
Eyes register it faster Coffee in yellow can be perceived as weak Stops traffic Sells a house Good work environment Associated with vegetables and chewing gum Canada Dry ginger ale sales increased when it changed sugar-free package from red to green and white
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ORANGE BROWN
Powerful, affordable, informal Informal and relaxed, masculine, nature Goodness, purity, chastity, cleanliness, delicacy, refinement, formality Sophistication, power, authority, mystery Regal, wealthy, stately
WHITE
Different Self-Images
Actual SelfImage Ideal Self-Image
Social Self-Image
Expected Self-Image
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