21 oct consumer chapter 5

7/24/2019 21 oct Consumer chapter 5

1/42

Personality andConsumerBehavior

CHAPTER

FIVE


2/42

Outline

Theoretical foundations of Personality

Application in Marketing and itsimplications

Innovativeness

Materialism

Compulsive

Ethnocentrism

Application paper: Brand Personality 2


3/42

Learning Obe!tives

! To "nderstand #o$ Personality %e&ectsConsumers' Inner (i)erences!

2! To "nderstand #o$ *reudian+ ,eo-*reudian+ and Trait Theories EachE.plain the In&uence of Personality onConsumers' Attitudes and Behavior!

/! To "nderstand #o$ Personality %e&ectsConsumers' %esponses to Product andMarketing Messages!

/Copyright 200 Pearson Education+ Inc! pu1lishing as Prentice #all Chapter *ive


4/42

Learning Obe!tives"!ontinued#

3! To "nderstand #o$ Marketers eek toCreate Brand Personalities-4ike Traits!

5! To "nderstand #o$ the Products andervices That Consumers "seEnhance Their elf-Images!

6! To "nderstand #o$ Consumers CanCreate 7nline Identities %e&ecting aParticular et of Personality Traits!

3Copyright 200 Pearson Education+ Inc! pu1lishing as Prentice #all Chapter *ive


5/42

$hat Is the Personality TraitChara!teri%ing the Consumers to

$hom This Ad A&&eals'

Copyright 200 Pearson Education+ Inc! pu1lishing as Prentice #all Chapter *ive 5


6/42

Enthusiasti! or E(tremelyInvolved Colle!tors

Copyright 200 Pearson Education+ Inc! pu1lishing as Prentice #all Chapter *ive 6


7/42

$hat is Personality'

The inner psychologicalcharacteristics that 1oth determine

and re&ect ho$ a person responds tohis or her environment

8


8/42

The )ature o* Personality

Personality re&ects individualdi)erences

Personality is consistent andenduring

Personality can change

http://similarminds.com/personality_tests.html


9/42

Theories o* Personality

*reudian theory "nconscious needs or drives are at the

heart of human motivation

,eo-*reudian personality theory ocial relationships are fundamental to the

formation and development of personality

Trait theory uantitative approach to personality as a

set of psychological traits

;Copyright 200 Pearson Education+ Inc! pu1lishing as Prentice #all Chapter *ive


10/42

Freudian Theory

Id


11/42

Freudian Theory and+Produ!t Personality,

Chapter *ive

-na!.Foods

Personality Traits

Potatochips

Am1itious+ successful+ high achiever+impatient $ith less than the 1est!

Tortillachips Perfectionist+ high e.pectations+ punctual+conservative+ responsi1le!

Pret=els 4ively+ easily 1ored $ith same old routine+&irtatious+ intuitive+ may over commit topro>ects!

nackcrackers

%ational+ logical+ contemplative+ shy+ preferstime alone!

Cheesecurls Conscientious+ principled+ proper+ fair+ mayappear rigid 1ut has great integrity+ plansCopyright 200 Pearson Education+ Inc! pu1lishing as Prentice #all


12/42

)eo/Freudian PersonalityTheory

Believe that social relationships arefundamental to the formation anddevelopment of personality!

?aren #orney's three personality groups@CA( Compliant: move to$ard others

Aggressive: move against others (etached: move a$ay from others

Copyright 200 Pearson Education+ Inc! pu1lishing as Prentice#all

2Chapter *ive


13/42

$hy Is A&&ealing to an AggressiveConsumer a Logi!al Position *or

This Produ!t'



14/42

Trait Theory

*ocus on measurement of personalityin terms of traits

Trait - any distinguishing, relativelyenduring way in which one individualdifers rom another

Personality is linked to 1road product

categories and ,7T specic 1rands


- d - L 0


15/42

-ou& and -ou& Lover0sTraits

Table 123 "e(!er&t# Chicken ,oodle oup4overs


16/42

Personality and 4nderstanding

Consumer Behavior


H 6 Thi Ad T t


17/42

Ho5 6oes This Ad Targetthe Inner/6ire!ted

Outdoors Person'


6i i * B d


18/42

6imensions o* BrandPersonality

"7enni*er Aa.er8 9::;# (ened as Fset of humann

characteristics associated $ith a

1randG

erves sym1olic or self-e.pressive

funtion

9


19/42


20/42

E(&erien!ing the 7oys and

Adventure o* the

$ilderness



21/42

A&&li!ations in =ar.eting

2


22/42

Consumer Innovativeness


23/42

Consumer Innovativeness-!ale

Table 12> "e(!er&t#A +oy taking chances in 1uying unfamiliar 1rands>ust to get some variety in my purchase!

5!


24/42

Consumer Innovativeness-!ales

Table 12> "e(!er&t#A 6O=AI)/-PECIFIC CO)-4=ER I))OVATIVE)E---CALE

! Compared to my friends+ I o$n fe$ rock al1ums!

2! In general+ I am the last in my circle of friends to kno$ the

titles of the latest rock al1ums!

/! In general+ I am among the rst in my circle of friends to1uy a ne$ rock al1um $hen it appears!

3! If I heard that a ne$ rock al1um $as availa1le in the store+

I $ould 1e interested enough to 1uy it!5! I $ill 1uy a ne$ rock al1um+ even if I haven't heard it yet!

6! I kno$ the names of ne$ rock acts 1efore other people do!

23Chapter *iveCopyright 200 Pearson Education+ Inc! pu1lishing as Prentice #all


25/42

Cognitive PersonalityFa!tors

,eed for cognition @,*C A person's craving for en>oyment of

thinking

Individual $ith high ,*C more likely torespond to ads rich in productinformation

!



26/42

-im&li?ed )FC -!ale

I don't like to do a lot of thinking

I try to avoid situations that reHuirethinking in depth a1out something

I prefer to do something that challengesmy thinking a1ilities rather than somethingthat reHuires little thought!

I prefer comple. to simple pro1lem Thinking hard and for a long time a1out

something gives me little satisfaction

26


27/42

A&&li!ations o* )FC

People $ho are lo$ in ,*C mare morelikely to 1e attracted to the peripheralaspects of an advertisement @link to E4M

Preference of Cartoon messageD$rittenmessage

*ill out online distractions

28


28/42

Consumer =aterialism

They especially value acHuiring andsho$ing o) possessions

They are particularly self-centeredand selsh

They seek lifestyles full of

possessions Their many possessions do not give

them greater personal satisfaction

29


29/42

Table 121 -am&le Items*rom a =aterialism -!ale

uccess I admire people $ho o$n e.pensive homes+ cars+ and clothes! I like to o$n things that impress people! I don't place much emphasis on the amount of material

o1>ects people o$n as a sign of success! Centrality

I usually 1uy only the things I need I try to keep my life simple+ as far as possessions are

concerned! I like a lot of lu.ury in my life!

#appiness I have all the things I really need to en>oy life! My life $ould 1e 1etter if I o$ned certain things I don't have It sometimes 1others me Huite a 1it that I can't a)ord to 1uy

all the things I'd like!

2;


30/42

Im&li!ations o* Consumer=aterialism

Increasing emphasis on materialismin the print media

%elated to compulsive shopping1ehavior

/0


31/42

Com&ulsive Behavior

Compulsive consumption 1ehavior FAddictedG or Fout-of-controlG consumers

8 million "! consumers su)er fromshopping addiction @shop till you

drop

Ma>ority are female



32/42

Consumer Ethno!entrism

CETCA4ETo identify consumers $ith a predisposition

to accept @or re>ect foreign-made products+

and has 1een sho$n to 1e a relia1lemeasure in 1oth the "! and other nations!

/2Copyright 200 Pearson Education+ Inc! pu1lishing as Prentice #all Chapter *ive


33/42

Consumer Ethno!entrism

ary 1y country and product

Products display di)erent level of cultureuniHueness

Country e)ect

Managing possi1le negative e)ects

//


34/42

Brand Personality

Personality-like traits associated $ith1rands

E.amples

Purdue and freshness

,ike and athlete

BM< is performance driven

Brand personality $hich is strong andfavora1le $ill strengthen a 1rand 1ut notnecessarily demand a price premium

/3Copyright 200 Pearson Education+ Inc! pu1lishing as Prentice #all Chapter *ive

A Brand Personality


35/42

A Brand PersonalityFrame5or.

Figure 1293

/5Chapter *iveCopyright 200 Pearson Education+ Inc! pu1lishing as Prentice #all


36/42

Brand Personi?!ation

%ecast consumers' perception of theattri1utes of a products or serviceinto a human-like character!

Consumes e.press their inner

feelings a1out products or 1rands interms of their association $ith kno$npersonalities!

/6


37/42

$hat image does V- e(&ress in this ad'

#ello

I've 1een around the 1lock a fe$million times!

And I've noticed something alongthe $ay!

The people $ant to nd true love!And they $ant their true love to 1e

totally hot!

The people $ant to lose a fe$ e.trapounds!

And they $ant an e.tra scoop of ice

cream!The people $ant to do something

a1out glo1al $arming!

And they also $ant to get a nice tan!

!

Copyright 200 Pearson Education+ /8Chapter *ive


38/42

+intervie5ed,about V$ &rodu!ts8 and is

a *riend

/9Chapter *iveCopyright 200 Pearson Education+ Inc! pu1lishing as Prentice #all


39/42

Colors in mar.eting

Marketers carefully select color incorporate campaign+ logo design andetc! Colors serve as sym1ols andcarry di)erent meanings in di)erentcultures!

Pick up your favorite color+ ande.plain $hat the color stand for!

/;


40/42

30


41/42

Fragran!e !ommer!ial@ high&ur!hase intention

3


42/42

6is!ussion uestions

Pick three of your favorite food1rands!

(escri1e their personality! (o theyhave a genderJ

21 oct consumer chapter 5

Documents