1. By: Suvra Roy Nidhi Murdia Rajarshi Chakraborty Firoz Tharayil

2. Objective of the Presentation To Understand How Personality Reflects Consumers Inner Differences. To Understand How Freudian, Neo-Freudian, and Trait Theories Each Explain the Influence of Personality on Consumers Attitudes and Behavior. To Understand How Personality Reflects Consumers Responses to Product and Marketing Messages. To Understand How Marketers Seek to Create Brand Personalities-Like Traits. To Understand How the Products and Services That Consumers Use Enhance Their Self-Images. 3. WHAT IS PERSONALITY? The inner psychological characteristics that both determine and reflect how a person responds to his or her environment This definition focus on : Specific qualities Attributes Factors Mannerisms 4. NATURE OF PERSONALITY Personality reflects individual differences: Each individual has a special set of unique characteristics and is unique by himself. Some individual are highly sociable whereas some are low on sociability. Personality is a useful concept because it enables us to categorize individuals into different groups on the basis of one or even several traits. Personality is consistent and enduring: An individuals personality tend to be both consistent and enduring. Personality is only one of a combination of factors that influences how a consumer behaves. 5. Personality can Change: Under certain circumstances, personalities change. A mans personality changes as he matures slowly. For instance, our personality may have changed from how it was 5 years back. Often, we find aggressive man mellow down as they advance in years. An individuals personality may be altered by major events such as birth of a child, death of close one, career promotion, etc. 6. 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 7. FREUDIAN THEORY Freud believed that unconscious thoughts controlled the conscious mind and this plays a significant role in developing our personalities. As per Freud, Personality is made up of 3 parts: Id: Our primitive instincts or drives Superego: Our urge to do what is right achieving perfection Ego: The balance between the id and the superego 8. Superego - Internalize societys rules, morals, ethics - Restrains the impulsive forces of the id - Works contradictory to ID Ego -Balancing between Id and Superego - Tries to balance them according to reality principle Id - Warehouse of primitive desires - Hunger, thirst, etc -Immediate gratifications - No contact with reality Eg.: If you are thirsty At Id level, U would grab water from anybody having a water bottle. At Ego level, U may buy a water bottle or any other drink. At Superego level, U ask the person for water. 9. NEO-FREUDIAN PERSONALITY THEORY Neo Freudians are those who further developed Freuds ideas but presented new ways of looking at personality. Believed that individuals engage in constant adaption and creative development, based on the environment. Conscious mind and external factors are also important influences on personality. Social relationships are fundamental to the formation and development of personality. 10. NEO-FREUDIAN APPROACH Individuals efforts to overcome feelings of inferiority. Alfred Adler Individuals efforts to reduce tensions such as anxiety.Carl Jung Impact of Child Parent relationship. Individuals desire to conquer feelings of anxiety. Karen Horney 11. KAREN HORNEYS 3 PERSONALITY GROUPS Compliant Individuals Are those who move towards others (they desire to be loved, wanted and appreciated) Aggressive Individuals Are those who move against others (they desire to duel and win admiration) Detached Individuals Are those who move away from others (they desire independence, self-reliance, self-sufficiency, and individualism or freedom from obligation) 12. TRAIT THEORY This theory focuses on psychological characteristics. Trait is defined as Any distinguishing, relatively enduring way in which one individual differs from others. Focus on measurement of personality in terms of traits Personality is linked to broad product categories and NOT specific brands. 13. Personality and Understanding Consumer Behavior Ranges on a continuum for inner-directedness to other-directedness Inner-directedness rely on own values when evaluating products Innovators Other-directedness look to others less likely to be innovators 14. Personality and Understanding Consumer Behavior Consumer innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Sensation seeking Variety- novelty seeking 15. CONSUMER INNOVATIVENESS How receptive are consumers to new products,new services or new practises? Recent consumer research indicates a positive ralationship between innovative use of the internet and buying online. 16. DOGMATISM Dogmatism is a personality trait that measures the degree of rigidity that individual displays towards the unfamilier and towards information that is contrary to their established beliefs. Consumer low in dogmatism are more likely to prefer innovative products to established ones. Consumer high in dogmatism are more accepting of authority-based ads for new products. 17. SOCIAL CHARECTER Social character is a personality trait continuum from inner-directed to other-directed. 18. NEED FOR UNIQUENESS We all know people who seek to be unique avoid conformity. 19. OPTIMUM STIMULATION LEVEL Some people prefer a simple,uncluttered and calm existence,although and others seem to preffered an environment crammed with novel,complex and unusual experiences. Person with optimum stimulation levels are willing to take risks,to try new products,new innovativeness,to seek purchase related information and to accept new retail facilities. 20. VARIETY-NOVELTY SEEKING This is similar to OSL Primary types are variety and novelty seeking There appear to be many different types of variety seeking: Exploratory purchase behavior(e.g switching brands to experience new and better alternatives). Vicarious exploration(e.g where the consumer secures an information about a new or different alternative and then contempletes or even day dreams about the option) and use innovativeness(e.g where a consumer uses an already adopted product in a new and novel way). 21. The third form of variety in novelty seeking-use innovativeness is particularly relevant to technological. 22. Cognitive Personality Factors Need for cognition (NFC) It measures a persons interest in rational thinking. Individual with high NFC are more likely to respond to advertisements rich in product and description. Individual with low NFC are more likely to be attracted to background or peripheral aspects of an advertisement and are also more responsive to cool colours. Visualizers v/s Verbalizers Personality Factors A persons preference for information presented visually or verbally. 23. Visualizers v/s Verbalizers Visualizers v/s Verbalizers: Consumers who prefer visual information and products that stress the visual. Consumers who prefer written or verbal information and products that stress the verbal. It helps the marketers know whether to stress visual or verbal elements in their advertisements. 24. From consumer materialism to compulsive consumption Consumer Materialism: The extent to which a person is considered materialistic. Fixed Consumption Behavior: Consumers fixated on certain products or categories of products. Compulsive Consumption Behavior: Addicted or Out-of-control consumers. 25. MATERIALISTIC PEOPLE Value acquiring and showing-off possessions. Are particularly self-centered and selfish. Seek lifestyles full of possessions. Have many possessions that do not lead to greater happiness. 26. FIXATED CONSUMPTION BEHAVIOR Consumers have a deep interest in a particular object or category. They have a willingness to go to considerable lengths to secure items in the category of interest. Consumers have a dedication of a considerable amount of discretionary time and money to search out the product. 27. COMPULSIVE CONSUMPTION BEHAVIOR 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. Examples: If a person has some money, he cannot help but to spend part or the whole of it. A person often buys a product which he does not need it, even knowing that he has very little money left. 28. BRAND PERSONALITY Personality like traits associated with brands. Examples: Maruti Economical Lux beauty Nike Athelete BMW Performance driven Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium. 29. BRAND PERSONALITY FRAMEWORK Brand Personality Sincerity - Honest - Cheerful - Wholesome Excitement - Daring - Spirited - Imaginative Competence - Reliable - Intelligent - Successful Sophistication - Upper Class - Charming Ruggedness - Outdoorsy - Tough This brand personality framework shows five dimensions of a brand personality. Consider one of your favorite brands how does it map out on this framework? 30. BRAND PERSONIFICATION Recast consumers perception of the attributes of a products or service into a human-like character. Consumes express their inner feelings about products or brands in terms of their association with known personalities. 31. BRAND PERSONALITY ISSUES Gender Some products perceived as masculine (coffee and toothpaste) while others as feminine (bath soap and shampoo) Color Color combinations in packaging and products denotes personality 32. SELF AND SELF-IMAGE Consumers have a variety of enduring images of themselves. These images are associated with personality in that individuals consumption relates to self-image. 33. How consumers see themselvesActual Self-Image How consumer would like to see themselves Ideal Self-Image How consumers feel others see them Social Self-Image How consumers would like others to see them Ideal Social Self-Image How consumers expect to see themselves in the future Expected Self-Image Traits an individual believes are in her duty to possess Out-to self DIFFERENT SELF-IMAGES 34. VIRTUAL PERSONALITY There are many opportunities to create online selves. For example: whether it is a chat room, Whether it is a character in an online role-playing game, In a virtual world people often pick identities that are very different then their true selves. 35. THANK YOU