2nd personality
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Consumer Personality
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The inner psychological characteristics that both
determine and reflect how a person responds to his or
her environment.
Personality refers to a persons consistent ways of
responding to the environment in which he or she lives
Customer personality is a function of two factors:
Genetic makeup
Environmental conditioning
Personality = Genetics x Environment
Personality
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The Nature of Personality A person develops a pattern of behavioral responses
because of the rewards and punishments offered by
his or her environment .
Personality reflects individual differences.
Personality is consistent and enduring.
Personality can change.
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Freudian Theory Given by Sigmund Freud.
Human personality is driven by both conscious andunconscious motives
Three divisions of the human psyche:
id
the basic source of inner energy directed at avoidingpain and obtaining pleasure and represents theunconscious drives and urges
ego
between the unconscious and impulsive desires of the idand the societal ideals internalized by the superego
superego
the moral side of the psyche, reflecting societal ideals
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Neo-Freudian Theories
Carl Jung: Analytical psychology Theory
Disciple of Freud but did not accept Freuds emphasis onsexual aspects of personality
Collective unconscious: A storehouse of memoriesinherited from our ancestral past
Believed people are shaped by cumulative experiences ofpast generations
Archetypes: Universally shared ideas and behaviorpatterns created by shared memories. For eg: EarthMother, Harry Potter
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Trait TheoryTrait Theory:
An approach to personality that focuses on thequantitative measurement of personality traits
Personality Traits:
Identifiable characteristics that define a person.
Extroversion: Trait of being socially outgoing
Extrovert: A person that possesses the trait of
extroversion Introversion: Trait of being quiet and reserved
Introvert: A person that possesses the trait ofintroversion
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Traits Specific to Consumer Behavior
Innovativeness (Need For Uniqueness):
The degree to which a person likes to try new things
Material ism:
Amount of emphasis placed on acquiring and owning products Self-consciousness:
The degree to which a person deliberately monitors and controlsthe image of the self that is projected to others
Need for cogni t ion:
The degree to which a person likes to think about things (i.e.,expend the necessary effort to process brand information)
Frugal i ty:
Deny short-term purchasing whims and resourcefully use what onealready owns
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InnovativenessNeed for
Uniqueness
Consumers who avoid
appearing to
conform to
expectations or
standards of others.
th
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OptimumStimulation
Levels
(OSL)
A personality trait thatmeasures the level or
amount of novelty or
complexity that
individuals seek in their
personal experiences.
High OSL consumers
tend to accept risky andnovel products more
readily than low OSL
consumers.
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Experimentation with appearance.
Enhancement of individuality.
Eg choices of vacations, FMCG
Categories in biscuits, chocolates, etc.
Sensation Seeking
A 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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Variety-Novelty
Seeking
A personality trait similar to
OSL, which measures a
consumers degree to variety
seeking
Examples:
Exploratory PurchaseBehavior (switching brands to
experience new, different and
better alternative.)
Use Innovativeness
Vicarious Exploration
(securing information about a
new alternative and then day
dreaming about the option)
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Cognitive Personality Factors Need for cognition
A persons craving for enjoyment ofthinking
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 ads rich in product-related information
Consumers low in NC are more likely tobe attracted to background or
peripheral aspects of an ad
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Idiocentrism or Allocentrism
Idiocentrics: Individuals who have an individualist orientation
Allocentrics: Individuals who have a group orientation
Differences between idiocentrics andallocentrics: Contentment: Idiocentrics tend to be more content
with life and their financial situation
Health Consciousness: Allocentrics are more likely
to avoid unhealthy foods Food preparation: Allocentrics spend more time
preparing food
Travel and Entertainment: Idiocentrics are moreinterested in traveling. Allocentrics are more likely
to work on crafts.
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Social CharacterInner-Directed
Consumers who tend
to rely on their owninner values
More likely to be
innovators
Tend to prefer adsthat stress product
features and benefits
Other-Directed
Consumers who tend to
look to others for
direction.
Less likely to be
innovators.
Tend to prefer ads that
feature social
acceptance.
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Trait or CAD Theory (Karen Horney) Personality theory with a focus on psychological
characteristics. Described people as moving toward others(compliant), away from others (detached), or against others(aggressive).
Trait - any distinguishing, relatively enduring way in whichone individual differs from another.
Personality is linked to how consumers make their choicesorto consumption of a broad product category- not a specific
brand. Using the context of child-parent relationships, individuals
can be classified into:
Compliant individuals Aggressive individuals
Detached individuals
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Compliant
Personality
One who desires tobe loved, wanted,
and appreciated by
others.
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Aggressive
Personality
One who moves
against others (e.g.,competes with
others, desires to
excel and winadmiration).
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Detached
Personality
One who moves
away from others
(e.g., who desires
independence, self-
sufficiency, and
freedom fromobligations).
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Amity Business SchoolClassification of Personality Into Social
Styles
Analytical
Slow reaction
Maximum effort to organize
Minimum concern for
relationships
Historical time frame Cautious action
Tends to reject involvement
Driving
Swift reaction
Maximum effort to control
Minimum concern for caution
in relationships
Present time frame Direct action
Tends to reject inaction
Amiable
Unhurried reaction
Maximum effort to relate
Minimum concern foreffecting change
Present time frame
Supportive action
Tends to reject conflict
Expressive
Rapid reaction
Maximum effort to involve
Minimum concern for routine Future time frame
Impulsive action
Tends to reject isolation
RESPONSIVENESS
ASSERTIVENESS
LOW HIGH
HIGH
LOW
RESPONSIVENESS
ASSERTIVENESS
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Problems with Trait Theory in CB Explanations for the inability of traits to predict
consumer behaviors in research:
Scales which are not valid or reliable.
Only describes enduring pattern of personality.
Focus is on apparent behavior than typical behavior.
Ad hoc changes to the measures dilute the validity of
the measures Generalized trait measures used to make predictions
about specific behaviors
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From Consumer Materialism toCompulsive Consumption Consumer materialism
The extent to which a person is consideredmaterialistic
Fixed consumption behavior Consumers fixated on certain products or
categories of products Compulsive consumption behavior
Addicted or out-of-control consumers
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Fixated Consumption Behavior
Consumers have
a deep interest in a particular object orproduct category
a willingness to go to considerable lengthsto secure items in the category of interest
the dedication of a considerable amountof discretionary time and money tosearching out the product
Examples: collectors, hobbyists
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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
damagingconsequences to
them and to those
around them