Chapter 5 Personality and Consumer Behavior

What is Personality?

The inner psychological characteristics that both determine and reflect how a person responds to his or her environment. Emphasis is on inner characteristics specific qualities, attributes, mannerisms etc. that are unique to a person Personality is likely to influence an individuals products choice (response to promotional efforts)
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The Nature of Personality Personality reflects individual differences Personality is consistent and enduring Personality can change

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 Psychoanalytic Theory

A theory of motivation and personality that postulates that unconscious needs and drives, particularly sexual and other biological drives, are the basis of human motivation and personality.
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NeoNeo-Freudian Personality Theory

A school of psychology that stresses the fundamental role of social relationships in the formation and development of personality.

Trait Theory

A theory of personality that focuses on the measurement of specific psychological characteristics.

Freudian Theory
Id
Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction

Superego
Individuals internal expression of societys moral and ethical codes of conduct

Ego
Individuals conscious control that balances the demands of the id and superego
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Ad portraying the forces of the ID

The ad for Mistic juice drinks captures the exciting forces associated with the primitive drives of the id when it declares Give in to the juice
Levis
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A Representation of the Interrelationships among the Id, Ego, and Superego

ID System 1

EGO System 3

Gratification
SUPEREG O System 2
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Freudian Theory and Product Personality

Consumer researchers using Freuds personality theory see consumer purchases as a reflection and extension of the consumers own personality

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Neo-Freudian Personality Theory (Alfred Adler)

Doesnt believe that personality is instinctual and sexual in nature Fundamental Belief : Social Relationships are fundamental to the formation and development of personality He viewed human beings as seeking to attain various rational goals, which he called STYLE OF LIFE He also emphasized on an individuals efforts to overcome feelings of inferiority (i.e. by striving12 for superiority)

Neo-Freudian Personality Theory (Stack Sullivan) He stressed that people continuously attempted to establish significant and rewarding relationships with others He was also concerned with the individuals efforts to reduce tensions, such as anxiety

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Horneys CAD Theory Using the context of child-parent relationships, individuals can be classified into: Compliant individuals Aggressive individuals Detached individuals

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Compliant Personality

The compliant person is one who moves toward others e.g., one who desires to be loved, wanted, and appreciated by others.

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Aggressive Personality

The aggressive person is one who moves against others (e.g., competes with others).

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Detached Personality

The detached person is one who moves away from others (e.g., who desires independence, selfsufficiency, and freedom from obligations).

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Ad portraying Horneys Detached Personality

The ad for Bonne Bell cosmetics captures a positive image of the detached personality.

The headline I HAVE MY OWN STYLE says it all

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Trait Theory
Primarily empirical & quantitative in nature Focuses on measurement of personality in terms of specific psychological characteristics called traits Definition : A trait is any distinguishing, relatively enduring way in which one individual differs from another Trait theorists are concerned with the construction of personality tests (or inventories) Selected single trait personality tests measure a single trait like self-confidence Most tests seek to measure: Consumer Innovativeness Consumer Materialism 19 Consumer Ethnocentrism

Consumer Innovativeness

The degree to which consumers are receptive to new products, new services or new practices.

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Consumer Materialism

A personality-like trait of individuals who regard possessions as particularly essential to their identities and lives.

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Consumer Ethnocentrism

A consumers predisposition to accept or reject foreign-made products.

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Personality and Consumer Diversity

Some specific consumer traits are of particular interest to marketers (for segmenting & targeting): Consumer Innovativeness Cognitive Personality Factors Consumer Materialism, Fixated Consumption Behavior, and Compulsive Consumption Consumer Ethnocentrism
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Those consumers who are likely to be first to try new products, services, or practices Consumer Innovators
For marketers, response of Consumer Innovators is critical because it serves as an indicator for eventual success or failure of a new product/brand
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Distinguishing Innovators from Non-Innovators

Some personality traits that have been useful in differentiating between these two are:
Consumer Innovativeness Dogmatism Social character Optimum stimulation level Variety-novelty seeking
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Distinguishing Innovators from Non-Innovators

Consumer Innovativeness Dogmatism Social character Optimum stimulation level Variety-novelty seeking

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Consumer Innovativeness
Researchers endeavor to develop measurement instruments to gauge the level of consumer innovativeness Such personality trait measures provide important insights into the nature and boundaries of a consumers willingness to innovate Consumer Innovativeness (CI) Scale is a type of such measurement devices

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A Consumer Innovativeness Scale

In general, I am among the last in my circle of friends to buy a new (rock albuma) when it appearsb. If I head that a (new rock album) was available in the store, I would be interested enough to buy it. Compared to my friends, I own few (rock albums).b In general, I am the last in my circle of friends to know the (titles of the latest rock albums).b I will buy a new(rock album), even if I havent heard it yet. I know the names of (new rock acts) before other people do.
Note: Measured on a 5-point agreement scale. aThe product category and related wording is altered to fit the purpose of the researcher. bItems with a (b) are negatively worded and are scored inversely.

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Consumer Innovativeness Dogmatism Social character Optimum stimulation level Variety-novelty seeking

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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.

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Dogmatism
Consumers low in dogmatism (open-minded) are more likely to prefer innovative products to established or traditional alternatives Highly dogmatic consumers (closed-minded) tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figure

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Example of Dogmatism

The ad uses a celebrity to help consumers accept a new product

Intended for closed-minded personalities

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Example of Dogmatism

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Example of Dogmatism

The ad stresses on factual information

Intended for openminded personalities

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Consumer Innovativeness Dogmatism Social character Optimum stimulation level Variety-novelty seeking

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Social Character
The personality trait called social character has its origins in sociological research which focuses on the identification and classification of individuals into distinct socio-cultural types Researchers have identified a continuum : Inner-directedness .Other-directedness

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Consumers who tend to rely on their own inner values or standards in evaluating new products InnerInnerDirected Consumers Likely to be consumer innovators. Prefer ads that stress product features / personal benefits (enabling them to use their own values & standards in evaluating 37 products)

Example of Inner-Directedness

The ad stresses on product features

Inner-Directed personalities enjoy using their own standards in evaluating this product
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Consumers who tend to look to others for direction on what is right and wrong. OtherOtherDirected Consumers They are less likely to be consumer innovators.
Prefer ads that feature an approving social environment / social acceptance (in keeping with their tendency to look to others for direction) 39

Example of Other-Directedness

The ad stresses on a social environment

Other-Directed personalities have the tendency to look to others for guidance

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Consumer Innovativeness Dogmatism Social character Optimum stimulation level Variety-novelty seeking

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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.
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OSL (contd.)
Some people prefer a simple and calm existence whereas some others prefer novel, complex and unusual experiences Research shows that OSL is linked with greater willingness to take risks to try new products The relationship between consumers lifestyles and their OSLs influences choice of products If Lifestyle = OSL Score => quite satisfied If Lifestyle < OSL Score => bored (trek in the forest) If Lifestyle > OSL Score => need for relief (relax by the seaside) 43

Consumer Innovativeness Dogmatism Social character Optimum stimulation level Variety-novelty seeking

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VarietyVarietyNovelty Seeking

A personality trait similar to OSL, which measures a consumers degree to variety seeking

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Forms of Variety-Novelty Seeking

Exploratory Purchase Behavior Vicarious Exploration

Use Innovativeness
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Cognitive Personality Factors

Two cognitive personality traits are important Need for cognition (NC) Measures a persons craving for enjoyment of thinking

Visualizers versus verbalizers A persons preference for information presented visually or verbally

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Need for Cognition (NC)

Consumers high in NC are more likely to respond to as rich in product-related information or description Consumers low in NC are more likely to be attracted to background or peripheral aspects of an ad
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Visualizers

Consumers who prefer visual information and products that stress the visual

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Verbalizers

Consumers who prefer verbal or written information and products,

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Consumer Ethnocentrism
Ethnocentric consumers feel it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes
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The Consumer Ethnocentrism Scale-CETSCALE

1. Indian

people should always buy Indian-made products instead of imports. 2. Only those products that are unavailable in India should be imported. 3. Buy Indian-made products. Keep India working. 4. Indian products, first, last, and foremost. 5. Purchasing foreign-made products is un-Indian. 6. It is not right to purchase foreign products, because it puts Indians out of jobs. 7. A real Indian should always buy Indian-made products. 8. We should purchase products manufactured in India instead of letting other countries get rich off us. 9. It is always best to purchase Indian products. 52

Table 5.4 continued

10. There should be very little trading or purchasing of goods from other countries unless out of necessity. 11. Indians should not buy foreign products, because this hurts Indian business and causes unemployment. 12. Curbs should be put on all imports. 13. It may cost me in the long run but I prefer to support Indian products. 14. Foreigners should not be allowed to put their products on our markets. 15. Foreign products should be taxed heavily to reduce their entry into the U.S. 16. We should buy from foreign countries only those products that we cannot obtain within our own country. 17.Indian consumers who purchase products made in other countries are responsible or putting their fellow Indians out of work.

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Attributing various descriptive personality-like traits or characteristics to brands E.g. VOLVO provides safety NIKE the athlete A brands personality can be either a functional aspect (provides safety) or a symbolic aspect (the athlete) 54

Brand Personality

Issues in Brand Personality

Brand personification Product personality and gender Personality and color

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Specific personality-type traits or characteristics ascribed by consumers to different brands An attempt to recast consumers perception of the attributes of a product or service into a human-like character E.g. SURF AD

Brand Personification

Surf personified as Lalithaji is a typical middle class Indian housewife

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A Brand Personality Framework

There are five dimensions of a brands personality From these five dimensions, fifteen facets of personality can be identified These facets are applicable to a wide range of consumer products

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A Brand Personality Framework

Brand Personality

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Down-toearth Honest Wholesome Cheerful

Daring Spirited Imaginative Up-to-date

Reliable Intelligent Successful

Upper class Charming

Outdoorsy Tough

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The Personality-like Associations of Selected Colors

Commands respect, authority BLUE Americas favored color IBM holds the title to blue Associated with club soda Men seek products packaged in blue Houses painted blue are avoided Low-calorie, skim milk Coffee in a blue can perceived a mild Eyes register it faster Coffee in yellow can tasted weak Stops traffic Sells a house Good work environment Associated with vegetables and chewing gum Canada Dry ginger ale sales increased when it changed sugar-free package from red to green and white
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Caution, novelty, YELLOW temporary, warmth Secure, natural, relaxed or easy going, living things

GREEN

Table continued
Human, exciting, hot, passionate, strong RED Makes food smell better Coffee in a red can perceived at rich Women have a preference for bluish red Men have a preference for yellowish red Coca-Cola owns red Draws attention quickly Coffee in a dark-brown can was too strong Men seek products packaged in brown Suggests reduced calories Pure and wholesome food Clean, bath products, feminine Powerful clothing High-tech electronics Suggests premium price
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ORANGE BROWN

Powerful, affordable, informal Informal and relaxed, masculine, nature Goodness, purity, chastity, cleanliness, delicacy, refinement, formality Sophistication, power, authority, mystery Regal, wealthy, stately

WHITE

BLACK SILVER, GOLD

Consumers have perceptions of self => they will buy products whose images correspond to the perceptions The concept of self-image has strategic implications for marketers: E.g. Segmenting markets on the basis of relevant consumer self-images and then positioning their products as symbols of such self-images
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Self & SelfSelf-Image

Example of Self-Image The ad for Patek Phillipe ladies wristwatch challenges the reader to contemplate for a moment what selfimage she would project in the next 24 hrs
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Different Self-Images
Actual SelfImage Ideal Self-Image

Ideal Social Self-Image Expected Self-Image

Social SelfImage

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Self & SelfSelfImage

Actual Self-image (how consumers see themselves) Ideal Self-image (how consumers would like to see themselves) Social Self-image (how consumers feel others see them) Ideal Social Self-image (how consumers would like others to see them) Expected Self-image (how consumers expect to see themselves at some specified future time) For everyday household use : actual self-image will prevail For socially conspicuous products : social selfimage will prevail Taking sarees as an example : A lady may buy an ordinary cotton saree for her everyday wear but may buy an expensive Kanjeevaram silk saree for wearing at wedding ceremonies 64

 The improved self or different self Altering the Self

Some self-altering products: cosmetics, cosmetic surgery, contact lenses etc.

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Example of Self-Altering

The ad suggests that the consumer Alter Herself

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