Personality &

Consumer Behavior
Personality & Consumer
Behavior
Optimal Stimulation level excitement &
innovativeness
Dogmatism open & close mindedness,
resistance to new things
Need for cognition Low / High thinking
Susceptibility to influence desire to be
influenced / lower social confidence
Self monitoring behavior - high / low influence

Marketing Applications of
Personality
Positioning brand to enhance appeal that
matches consumer personality type
Target less known brands and technological
innovations to consumers with high level of self
esteem & self confidence
Avoid targeting innovative products to rigid
customers
Identify the consumers of product category are
prune to discount and how value conscious they
are ; then market accordingly.
Brand Personality

Identity
Name / Logo
Design elements : Colors, fonts, symbols, images, words, tone

Attributes
Functional - (e.g. BMW as Performance driven)
Emotional - LIC
Symbolic - (e.g. Nike as The athlete in all of us)

Personality

Character

Associations


What is a Brand?
Stamp of ownership

Assurance of quality

Package of attributes

Badge of belonging
What is a Brand?
Attributes
Benefits
Values
Culture
Personality
User
Levels of Meaning
Brand Key Visions

Root Strengths
Competitive Environment
Target segment
Consumer Insight
Benefits offered
Reason to Believe
Values and Personality
Discriminator
Brand Essence

the set of human characteristics associated
with a brand.
What is Brand Personality?

What you are

Sensitive
Idealistic
Optimistic
Assertive
Resourceful

What you are not

Sentimental
Nave (immature)
Strident(Loud, harsh)
Unprofessional

Where do I see you?
How often?
How do you sound?
Brand Personality

Functional [dependable, rugged-Levis]


Symbolic [the athlete in all of us-Nike]
Personality
Types
Personality Check

Cool

Hip

Contemporary

25-year old
Personality Check

Youthful

Party loving

Exuberant
Personality Check


Creative

Friendly

Passionate
Brand Personification
It refers to recasting consumers perception of the
attributes of a product into a human character.
* Reliable
* Intelligent
* Successful
Competence
* Down to earth
* Honest
*Wholesome
*Cheerful
Sincerity
* Daring
* Spirited
* Imaginative
* Up-to-date
Excitement
* Outdoorsy
* Tough
Ruggedness
* Upper class
* Charming
Sophistication
Brand Personality
A Brand Personality Framework
Down-to-earth, family oriented, genuine, old-
fashioned





Relationship might be similar to one that exists
with a well-liked and respected member of the
family
Sincerity
Spirited, young, up-to-date, outgoing






Like an enjoyable friend

Excitement
Accomplished, influential, competent





A person whom you respect for their
accomplishments
Competence
Pretentious, wealthy, condescending





Relationship could be similar to one with a
powerful boss or a rich relative
Sophistication
Athletic and outdoorsy





A friend with outdoorsy interests
Ruggedness
Product Personality and Gender
Assigning of gender as part of a products personality
description.
e.g.
Coffee/ Some Alcohols are given a masculine personality.
Bath soaps and shampoos are seen as feminine products.

Armed with knowledge of the perceived gender of a
product or specific brand, marketers are in a better
position to select visuals and text copy for various
marketing messages.
Product Personality and
Geography
Creating a geographic personality for the product by
using geographic location in the products name.
e.g.
Darjeeling Tea
Himalaya mineral water for purity.
Australian/ Dutch Butter
Japanese Car/Electronic goods
Philadelphia cream cheese

This association leads to geographic equity for the
brand.

In consumers memory, the knowledge of the brand
reflects a strong geographic association.

Personality and Colour
Personality factors are also associated to specific
colours by consumers.
e.g.
Coca Cola is associated with red, which connotes excitement.
The Personality-like Associations of selected colours
Blue Commands respect, Authority
Yellow Caution, Novelty, Temporary, Warmth
Green Secure, Natural, Relaxed, living things
Red Exciting, Hot, Passionate, Strong
White Goodness, Purity, Cleanliness, Formality
Black Sophistication, Power, Mystery
Silver/ Gold Regal, Wealthy, Stately
The totality of an individuals thoughts and
feelings having reference to him/herself as an
object.
It is the personal or internal basis for lifestyle
the consumer faces several possible selves

eg. Many consumers who are dangerously
thin may think they are fat
Self Concept
Self-concept: -- buy a product because its me!

Ex: cars, clothing

Ex: Rich people in East Africa who drive a
Mercedes Benz are called WaBenzi
members of the Mercedes Benz tribe

Ideal self-concept: A self that a person would like
to have but does not in fact have

E.g.. Dove ad uses this idea subversively
The Relationship between Self-Concept and Brand
Image Influence
Product
Brand Image
Consumer
Self-concept
Relationship
Between self-concept
and brand image
Behavior
Seek products
and brands
that improve
or maintain
self-concept
Satisfaction

Purchase
contributes to
desired self-
concept
One or Multiple Selves
Different personality
in different social roles
77 % (F) Vs 64% feel brand they select reflect their
personalities

Ideal Social
Self Image

Ideal
Self - Image

Social
Self - Image

Ideal Social
Self Image