Personality and Consumer Behavior

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What is Personality?

The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.

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The Nature of Personality

Personality reflects individual differences - No two individuals are exactly alike, Ex-Some are high risk taker and
some are low risk taker

Personality is consistent and enduring,

Ex-an individual showing an outgoing, happy-go-lucky personality of himself is likely continue to behave in the same way to a new event or stimuli

Personality can change -Birth of a child

Death of a loved ones Divorce Significant career promotion Gradual maturing process

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Ad reflects the personality of femina-for the women of substance

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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
Ex- Thirst, hunger and sex, (Pleasure Principle)

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

Ex- Individual satisfies needs in a socially acceptable fashion

Ego
Individuals conscious control that balances the demands of the id and superego(Reality Principle)
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Psychoanalytic Approach

Rational, painful, mediating dimension of personality

Conscious Ego Superego Preconscious

Information in your immediate awareness

Moralistic, judgmental, perfectionist dimension of personality

Unconscious Id

Information which can easily be made conscious

Irrational, illogical, impulsive dimension of personality

Thoughts, feelings, urges, and other information that is difficult to bring to conscious awareness

Application of Psychoanalytic theory

Appeal to fantasy Ex-Mysore sandal wood, Perfume, sports foot ware(Nike),Jeans(levis) Triple appeal Ex-Play tex free spirit Bra ad Sexual and aggressive symbols Ex-Shape of container for various personal care products are clearly phallic

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Figure showing Ad Portraying the Forces of the Id

(DIVA-Every woman is one part Godiva, much to the dismay of every man)

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The Ad sandal wood encourages fantasizing "Dream girl, me

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Personality reflects on individual taste

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Ad represents the fun loving personality of an individual

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Sullivan Karen 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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A typical caring mother

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Compliant Personality

One who desires to be loved, wanted, and appreciated by others. Ex- Going for Brand name products and use more mouthwash, toilet soaps and other FMCG products

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Aggressive Personality

One who moves against others (e.g., competes with others, desires to excel and win admiration).Ex-Old spice deodorant over other brand(Masculine), Denim after shave

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Detached Personality

One who moves away from others (e.g., who desires independence, selfsufficiency, and freedom from obligations).

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Ad Applying Horneys Detached Personality

(Bonne Bell cosmetics)

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Trait Theory
TRAIT:A Trait is defined as any distinguishing, relatively enduring way in which one individual differs from another Personality theory with a focus on psychological characteristics

Personality is linked to how consumers make their choices or to consumption of a broad product category - not a specific brand

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Personality Traits and Consumer Innovators Innovativeness Dogmatism Social Character Need for uniqueness Optimum stimulation level Variety-novelty seeking

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Consumer Innovativeness

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

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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 (openminded) are more likely to prefer innovative products to established or traditional alternatives Highly dogmatic consumers tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figure
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Ad Encouraging New Product Acceptance

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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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Sensation Seeking (SS)

A personality trait characterized by the need for varied, novel, and complex sensations and experience, and the willingness to take physical and social risks for the sake of such experience.

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VarietyNovelty Seeking

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

Examples: Exploratory Purchase Behavior Use Innovativeness Vicarious Exploration

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Cognitive Personality Factors

Need for cognition
A persons craving for enjoyment of thinking

Visualizers versus verbalizers

A persons preference for information presented visually or verbally

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Personality traits showing self assurance and tenseness in two persons

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Need for Cognition (NC)

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

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Ad Targeting Visualizes

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Figure 5.6 Ad Targeting Verbalizers

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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.

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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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Brand Personality

Personality-like traits associated with brands

Volvo - safety
Perdue freshness Nike - the athlete BMW performance Levis 501 - dependable and rugged

MTV-Excitement
Revlon-Sophistication

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A Brand Personality Framework

Brand Personality

Sincerity

Excitement

Competence

Sophistication

Ruggedness

F a c e t s

Down-toearth Honest Wholesome Cheerful

Daring Spirited Imaginative Up-to-date

Reliable Intelligent Successful

Upper class Charming

Outdoorsy Tough

T r a i t s

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Product Personality Issues

Gender
Some products 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

Color
Color combinations in packaging and products denotes personality
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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 be perceived as mild

Caution, novelty, YELLOW temporary, warmth

Secure, natural, relaxed or easy going, living things

GREEN

Eyes register it faster Coffee in yellow can be perceived as 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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Continued
Human, exciting, hot, passionate, strong RED Makes food smell better Coffee in a red can be perceived as 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

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

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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
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One or Multiple Selves

A single consumer will act differently in different situations or with different people We have a variety of social roles Marketers can target products to a particular self

41 5-41 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five Slide 41

Which Consumer Self-Image Does This Ad Target, and Why?

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Chapter Five Slide

Actual self-image because it tells middle-age women who like their hair long to continue doing so.

43 5-43 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five Slide

Different Self-Images
Actual Self-Image Ideal Self Image Social Self-Image

How consumers see themselves How consumer would like to see themselves How consumers feel others see them How consumers would like others to see them How consumers expect to see themselves in the future Traits an individual believes are in her duty to possess
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Chapter Five Slide

Ideal Social Self-Image Expected Self-Image

Out-to self

5-44 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Extended Self Image &Altering the self image

Possessions can extend self in a number of ways.
Ex- buying a personal computer to add to the status, may force the housewife to learn to operate the PC (Ex- A sales person receiving Best sales man award of the year) (Ex- M.F. Husain being given a unique status by art lovers because of masterminding and possessing a unique master piece of painting)

Altering the Self-Image :

Consumers use self-altering products to express individualism by: Ex- Aviance from HLL

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Marketing Application
Self image concept stresses consumers self awareness at the conscious levels and tend to minimize the importance of sub conscious or unconscious levels of influence The concept has been used in market segmentation, advertising, packaging, personal selling, product development and retailing Self concept is used in the area of promotion, Ex- Grey hair model in ad, Camay bath soap etc

New brands can be created based on consumer self image profile

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Ad Contemplates Consumer Self-Image

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