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Chapter 5Personality and Consumer Behavior

Presented By PRITESH PUROHIT-2009 CHINTAN PUROHIT-2012

JACKEY WILSON-2016

Copyright 2007 by Prentice Hall


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What Is Personality

The inner psychological characteristics thatboth determine and reflect how a personresponds to his or her environment


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The Nature of Personality

Personality reflects individual differences

Personality is consistent and enduring

Personality can change


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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


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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


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Figure 5.2 A Representation of the

Interrelationships Amongthe Id, Ego, and Superego


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Freudian Theory andProduct Personality

Consumer researchers using Freud spersonality theory see consumer purchases as

a reflection and extension of the consumer sown personality


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Table 5.1

Snack Food Personality TraitsPotato Chips:

Ambitious, successful, high achiever, impatient

T ortilla Chips:Perfectionist, high expectations, punctual, conservational

Pretzels:

Lively, easily bored, flirtatious, intuitive

Snack Crackers:Rational, logical, contemplative, shy, prefers time alone


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Neo-Freudian Personality Theory

We seek goals to overcome feelings of inferiorityWe continually attempt to establish relationshipswith others to reduce tensions

Karen Horney was interested in child-parentrelationships and desires to conquer feelings of anxiety. Proposed three personality groups Compliant move toward others, they desire to be loved,

wanted, and appreciated

Aggress iv e move against others D e tach ed move away from others


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Trait Theory

Personality theory with a focus onpsychological characteristicsTrait - any distinguishing, relatively enduringway in which one individual differs fromanotherPersonality is linked to how consumers make

their choices or to consumption of a broadproduct category - not a specific brand


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Trait Theory

Innovativeness

Dogmatism

Social character

Need for uniqueness

Optimum stimulationlevel

Variety-novelty seeking

The degree to whichconsumers arereceptive to newproducts, new services,

or new practices

Consumer Innovators And Noninnovators


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Trait Theory

Innovativeness

Dogmatism

Social character

Need for uniqueness



A personality trait thatreflects the degree of rigidity a person displaystoward the unfamiliar and

toward information that iscontrary to his or her ownestablished beliefs



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Trait Theory

Innovativeness

Dogmatism

Social character

Need for uniqueness

Optimum stimulation levelVariety-novelty seeking

Ranges on a continuum forinner-directedness to other-directedness

Inner-directedness rely on own values when

evaluating products Innovators

Other-directedness look to others

less likely to be innovators



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Trait Theory

InnovativenessDogmatism

Social character

Need for uniqueness



Consumers who avoidappearing to conform toexpectations orstandards of others



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Table 5.4 ExcerptA Sample Items from a Consumers Need for Uniqueness Scale

1. I collect unusual products as a way of telling people I mdifferent

2. When dressing, I have sometimes dared to be different inways that others are likely to disapprove

3. When products or brands I like become extremely popular, Ilose interest in them

4. As far as I m concerned, when it comes to the products I

buy and the situations in which I use them, custom andrules are made to be broken5. I have sometimes purchased unusual products or brands as

a way to create a more distinctive personal image


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Trait Theory


Social character

Need for uniqueness

Optimum stimulation levelVariety-novelty seeking

A personality trait thatmeasures the level or amountof novelty or complexity thatindividuals seek in theirpersonal experiences

High OSL consumers tend toaccept risky and novel productsmore readily than low OSLconsumers.



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Trait Theory


Social character

Need for uniqueness



Measures a consumer sdegree of variety seeking

Examples include: Exploratory Purchase

Behavior Use Innovativeness Vicarious Exploration



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Cognitive Personality Factors

Need for cognition (NC) A person s craving for enjoyment of thinking Individual with high NC more likely to respond to

ads rich in product informationVisualizers versus verbalizers A person s preference for information presented

visually or verbally Verbalizers prefer written information over

graphics and images.


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From Consumer Materialism toCompulsive Consumption

Consumer materialism The extent to which a person is considered

materialistic

Fixated consumption behavior Consumers fixated on certain products or

categories of products

Compulsive consumption behavior Addicted or out-of-control consumers


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T able 5.6 Sample Items to Measure

Compulsive Buying1. W hen I have money, I cannot help but spend

part or the whole of it .2. I am often impulsive in my buying behavior .

3. A s soon as I enter a shopping center, I have anirresistible urge to go into a shop to buysomething .

4. I am one of those people who often responds todirect mail offers .

5. I have often bought a product that I did notneed, while knowing I had very little moneyleft .


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Consumer Ethnocentrism

Ethnocentric consumers feel it is wrong to

purchase foreign-made productsThey can be targeted by stressing nationalisticthemes


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T his ad isdesigned to

appeal toconsumer ethno-

centrism.


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Table 5.7Items from the CETSCALE

1. A merican people should always buy A merican-madeproducts instead of imports .

2. O nly those products that are unavailable in the U .S. should be imported .

3. B uy A merican-made products . Keep A merica working .4. Purchasing foreign-made products is un- A merican .5. It is not right to purchase foreign products, because it puts

A mericans out of jobs .6. A real A merican should always buy A merican-made

products .7. W e should purchase products manufactured in A merica

instead of letting other countries get rich off us .8. It is always best to purchase A merican products .


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A Brand Personality FrameworkFigure 5.8


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Product Personality Issues

Gender Often used for brand personalities Some product perceived as masculine (coffee and toothpaste) while

others as feminine (bath soap and shampoo)

Geography Actual locations like Philadelphia cream cheese and Arizona iced tea Fictitious names also used such as Hidden Valley and Bear Creek

Color Color combinations in packaging and products denotes personality


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Marketersoften use a

fictitiouslocation tohelp with

personality.


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C ommandsrespect, authority

Americas favored color IBM holds the title to blue

Associated with club sodaMen seek products packaged in blueHouses painted blue are avoidedLow-calorie, skim milk

C offee in a blue can perceived as mild

C aution, novelty,temporary,warmth

Eyes register it faster C offee in yellow can perceived as weakStops trafficSells a house

Secure, natural,relaxed or easy-going, livingthings

Good work environmentAssociated with vegetables and chewing gum

C anada Dry ginger ale sales increased when itchanged sugar-free package from red to greenand white

BLUEBLUE

YELLOWYELLOW

GREENGREEN

Table 5.10 T he Personality-like Associations of Colors


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Copyright 2007 by Prentice Hall

Human, exciting,hot, passionate,strong

Makes food smell better C offee in a red can perceived as richWomen have a preference for bluish redMen have a preference for yellowish redC oca- C ola owns red

Powerful,affordable, informal

Draws attention quickly

Informal andrelaxed, masculine,nature

C offee in a dark-brown can was toostrongMen seek products packaged in brownGoodness, purity,

chastity, cleanliness,delicacy,refinement,formality

Suggests reduced caloriesPure and wholesome food

C lean, bath products, feminine

Sophistication, power, authority,mystery

Powerful clothingHigh-tech electronics

Regal, wealthy,stately

Suggests premium price

REDRED

ORANGEORANGE

BROWNBROWN

WHITEWHITE

BLA CK BLA CK

SILVER,SILVER,GOLDGOLD


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Financial Services Firms Often Feature Blue andGreen on Their Sites

w eblink


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Self and Self-Image

Consumers have a variety of enduring imagesof themselves

These images are associated with personalityin that individuals consumption relates to self-image


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T his productappeals to

a mansself-image.


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The Marketing Concept

One or multipleselves

Makeup of the self-image

Extended self Altering the self-image

A single consumer will actdifferently in differentsituations or with differentpeopleWe have a variety of socialrolesMarketers can targetproducts to a particular

self

Issues Related toSelf and Self-Image


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One or multiple selves

Makeup of the self -image

Extended self

Altering the self- image

Contains traits, skills, habits,possessions, relationships and wayof behaviorDeveloped through background,experience,and interaction with

othersConsumers select productscongruent with this image



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Different Self-Images

Actual Self-Image

Ideal Self-Image

Ideal SocialSelf-Image

Social Self-Image

ExpectedSelf-Image


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Extended self Altering the self-image

Possessions can extend self ina number of ways: Actually Symbolically Conferring status or rank

Bestowing feelings of immortality

Endowing with magical powers



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Extended self Altering the self -image

Consumers use self-altering products toexpress individualism by Creating new self Maintaining the existing self Extending the self Conforming


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