CB 3

PERSONALITY AND
CONSUMER BEHAVIOR
PERSONALITY:
The inner psychological characteristics that
both determine and reflect how a person
responds to his or her environment.
Personality & CB 1
PERSONALITY AND
CONSUMER BEHAVIOR
• The Nature of Personality
– Personality reflects individual differences
– Personality is consistent and enduring
– Personality can change
Personality & CB 2
PERSONALITY AND
CONSUMER BEHAVIOR
• Theories of Personality
– Freudian theory
• Unconscious needs or drives 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
Personality & CB 3
PERSONALITY AND
CONSUMER BEHAVIOR
• Freudian Theory
– Id
• Warehouse of primitive or instinctual needs for
which individual seeks immediate satisfaction
– Superego
• Individual’s internal expression of society’s moral
and ethical codes of conduct
– Ego
• Individual’s conscious control that balances the
demands of the id and superego
Personality & CB 4
PERSONALITY AND
CONSUMER BEHAVIOR
• Freudian Theory and “Product Personality”
– Consumer researchers using Freud’s
personality theory see consumer purchases as a
reflection and extension of the consumer’s own
personality
Personality & CB 5
PERSONALITY AND
CONSUMER BEHAVIOR
• Horney’s CAD Theory
– Using the context of child-parent relationships,
individuals can be classified into:
• Compliant individuals
• Aggressive individuals
• Detached individuals
Personality & CB 6
PERSONALITY AND
CONSUMER BEHAVIOR
• Compliant Personality
– One who desires to be loved, wanted, and
appreciated by others.
• Aggressive Personality
– One who moves against others (e.g., competes
with others, desires to excel and win
admiration).
Personality & CB 7
PERSONALITY AND
CONSUMER BEHAVIOR
• Detached Personality
– One who moves away from others (e.g., who
desires independence, self-sufficiency, and
freedom from obligations).
Personality & CB 8
PERSONALITY AND
CONSUMER BEHAVIOR
• Trait Theory
– Personality theory with a focus on
psychological characteristics
– Trait - any distinguishing, relatively enduring
way in which one individual differs from
another
– Personality is linked to how consumers make
their choices or to consumption of a broad
product category - not a specific brand
Personality & CB 9
PERSONALITY AND
CONSUMER BEHAVIOR
• Personality Traits and Consumer Innovators
– Innovativeness
– Dogmatism
– Social Character
– Need for uniqueness
– Optimum stimulation level
– Variety-novelty seeking
– Sensation seeking
Personality & CB 10
PERSONALITY AND
CONSUMER BEHAVIOR
• Consumer Innovativeness
– The degree to which consumers are receptive to
new products, new services or new practices.
Personality & CB 11
PERSONALITY AND
CONSUMER BEHAVIOR
• 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.
Personality & CB 12
PERSONALITY AND
CONSUMER BEHAVIOR
Dogmatism
– Consumers low in dogmatism (open-minded)
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
Personality & CB 13
PERSONALITY AND
CONSUMER BEHAVIOR
• Social Character
– Inner-Directed
• Consumers who tend to rely on their own inner
values
• More likely to be innovators
• Tend to prefer ads that stress product features and
benefits
Personality & CB 14
PERSONALITY AND
CONSUMER BEHAVIOR
• Social Character
– Other-Directed
• Consumers who tend to look to others for direction
• Less likely to be innovators
• Tend to prefer ads that feature social acceptance
Personality & CB 15
PERSONALITY AND
CONSUMER BEHAVIOR
• Need for Uniqueness
– Consumers who avoid appearing to conform to
expectations or standards of others.
Personality & CB 16
PERSONALITY AND
CONSUMER BEHAVIOR
• Optimum Stimulation Levels (OSL)
– 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.
Personality & CB 17
PERSONALITY AND
CONSUMER BEHAVIOR
• Sensation Seeking (SS)
– 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.
Personality & CB 18
PERSONALITY AND
CONSUMER BEHAVIOR
• Variety-Novelty Seeking
– A personality trait similar to OSL, which
measures a consumer’s degree to variety
seeking
Personality & CB 19
PERSONALITY AND
CONSUMER BEHAVIOR
• Cognitive Personality Factors
– Need for cognition
• A person’s craving for enjoyment of thinking
– Visualizers versus verbalizers
• A person’s preference for information presented
visually or verbally
Personality & CB 20
PERSONALITY AND
CONSUMER BEHAVIOR
• Need for Cognition (NC)
– Consumers high in NC are more likely to
respond to ads rich in product-related
information that is verbalizers.
– Consumers low in NC are more likely to be
attracted to background or peripheral aspects of
an ad that is visualizers.
Personality & CB 21
PERSONALITY AND
CONSUMER BEHAVIOR
• Different Self-Images
– Actual Self-Image
• How consumers in fact see themselves.
– Ideal Self-Image
• How consumers would like to see themselves.
– Social Self-Image
• How consumers feel others see themselves.
– Ideal Social Self-Image
• How consumers would like others to see themselves.
– Expected Self-Image
• How consumers expect to see themselves at some specified future
time
• Is somewhere between the ideal and actual self images.
Personality & CB 22

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PERSONALITY AND

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