PERSONALITY

Learning Objectives

Understand the nature personality in Consumer Behaviour. Understand the application of personality in marketing.

What is Personality?
Inner psychological characteristics that equally
determine and reflect how an individual consumer responds to his or her environment (S&K, 2010).

A persons unique psychological makeup and how it

consistently influences the way he or she responds to his or her environment. (Blackwell et al., 2001)

Personality is an individuals characteristic response tendencies across similar situations (H&M, 2012). Unique combination of factors, qualities, habits, attributes, traits, and mannerisms.
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Nature of Personality . . .

Personality reflects individual differences. Personality is consistent and enduring. But, Personality can change.

Question: What are the implications of the properties of personality for marketing strategy?

Nature of Personality . . .

Personality reflects individual differences Personality is consistent and enduring But, Personality can change

Question: What are the implications of the properties of personality to Marketing

Trait Theory of Personality

Theories are numerous. But, the focus will be on trait

theory.

A trait is any distinguishing, relatively enduring way in which one individual differs from one another

Five factor model of human personality:

Extroversion: talkative, bold, aggressive, dominance Emotional stability: moody, temperamental, touchy Agreeableness: sympathetic, kind, polite, trust Openness to experience: imaginative, appreciative of art, innovative, novelty conscious, Conscientiousness: careful, precise, efficient, hard working.

Five traits are relevant in describing consumers personality.

Trait Theory of Personality

Selected Consumer Behaviour Related Traits Explanation

Consumer Innovativeness
Consumer Ethnocentrism

The extent to which consumers are receptive to new products

The tendency for consumers to be biased towards/against foreign made products. The extent to which consumers attach importance to material goods (things, possessions). The tendency for consumers to focus on benefits rather than the costs. The tendency for consumers to strive to be better than others.
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Consumer materialism

Value consciousness

Competitiveness

The Use of Personality in Marketing Practice

Marketers believe that consumers

Choose products that fit their personality traits (see table 1). Use products to improve areas of their personality where they feel weak. Assign human personality traits to different products, services, brands, colors and nations (brand personality).

Table 1: What Flavor is Your Personality?

Snack Food
Potato chips

Personality Traits
Ambitious, successful, high achiever

Snack Crackers
Cheese Curls Nuts Popcorn Meat snacks

Rational, logical, shy, contemplative,

Principles, has great integrity, plan ahead Easygoing, understanding, calm Modest, self confidence but not a show off Generous, trustworthy, overly trusting

The Use of Personality in Marketing

Practice

Marketers

Segment markets on the basis of personality traits. Develop products that match consumers personality traits. Determine prices that match consumers personality. Position their products and services as providing opportunities to improve ones personality or reflect ones personality. Communicate and Build brand personality

a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire.

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Fig. 1: A Brand Personality Dimensions

Brand personality creates expectations about key brand characteristics. Brand personality is a basis of a long term relationship with the brand/brand image.

Brand Personality

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Down-toearth Honest Wholesome Cheerful Original Friendly

Daring Spirited Imaginative Up-to-date Trendy Cool Young

Reliable Intelligent Successful Hard working Confident

Upper class Charming Glamorous

Outdoorsy Tough Masculine

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Discussion
What is the personality of the following car brands? BMW, Audi, Toyota, Honda, Hyundai

Figure 2: Personality and Car Brands

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What is the personality of the following colors?

Black

White Red Green Blue Orange Yellow

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Figure 4: Personality and Color

Colour Black White Red Green
Blue

Personality Sophisticated, power, authority Goodness, purity, formality Human, exciting, passionate Secure, relaxed, living
Respect, authority

Orange Yellow

Powerful, affordable Caution, novelty

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The Nation as a Brand

Personality traits associated with different countries

Britain: proud, civilised, cultured, cold, arrogant, witty Germany: efficient, industrious, rational, cold Japan: efficient, industrious, competitive, innovative USA: competitive, adventurous, sociable, funloving Question: What personality traits are associated with Botswana brand.

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What is the personality of these brands?

Communicating Brand Personality through Advertising Tactics

Celebrity endorsers. User Imagery Executional Factors

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