43753190-schiffman-cb10-ppt-05

Personality and Consumer Behavior

CHAPTERFIVE

Learning Objectives

1. To Understand How Personality Reflects Consumers’ Inner Differences.

2. To Understand How Freudian, Neo-Freudian, and Trait Theories Each Explain the Influence of Personality on Consumers’ Attitudes and Behavior.

3. To Understand How Personality Reflects Consumers’ Responses to Product and Marketing Messages.

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Learning Objectives (continued)

4. To Understand How Marketers Seek to Create Brand Personalities-Like Traits.

5. To Understand How the Products and Services That Consumers Use Enhance Their Self-Images.

6. To Understand How Consumers Can Create Online Identities Reflecting a Particular Set of Personality Traits.


What Is the Personality Trait Characterizing the Consumers to Whom This Ad Appeals?

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Enthusiastic or ExtremelyInvolved Collectors

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Personality and The Nature of Personality

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

• The Nature of Personality:– Personality reflects individual differences– Personality is consistent and enduring– Personality can change


http://similarminds.com/personality_tests.html

Discussion Questions

• How would you describe your personality?

• How does it influence products that you purchase?


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


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

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 9Chapter Five Slide

http://www.freudfile.org/

Snack Foods and Personality Traits Table 5.1 (excerpt)

10Chapter Five Slide

Snack Foods

Personality Traits

Potato chips

Ambitious, successful, high achiever, impatient with less than the best.

Tortilla chips

Perfectionist, high expectations, punctual, conservative, responsible.

Pretzels Lively, easily bored with same old routine, flirtatious, intuitive, may over commit to projects.

Snack crackers

Rational, logical, contemplative, shy, prefers time alone.

Cheese curls

Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order.

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How Does This Marketing Message Apply the Notion of the Id?


It Captures Some of the Mystery and The Excitement Associated With the “Forces” of

Primitive Drives.


Neo-Freudian Personality Theory

• Social relationships are fundamental to personality• Alfred Adler:– Style of life– Feelings of inferiority

• Harry Stack Sullivan– We establish relationships with others to reduce tensions

• Karen Horney’s three personality groups– Compliant: move toward others– Aggressive: move against others– Detached: move away from others


Why Is Appealing to an Aggressive Consumer a Logical Position for This Product?


Because its Consumer Seeksto Excel and Achieve Recognition


Trait Theory

• Focus on measurement of personality in terms of traits

• Trait - any distinguishing, relatively enduring way in which one individual differs from another

• Personality is linked to broad product categories and NOT specific brands


Soup and Soup Lover’s TraitsTable 5.2 (excerpt)

• Chicken Noodle Soup Lovers– Watch a lot of TV– Are family oriented– Have a great sense of humor– Are outgoing and loyal– Like daytime talk shows– Most likely to go to church

• Tomato Soup Lovers– Passionate about reading– Love pets– Like meeting people for coffee– Aren’t usually the life of the

party

• Vegetable/Minestrone Soup Lovers– Enjoy the outdoors– Usually game for trying new

things– Spend more money than any

other group dining in fancy restaurants

– Likely to be physically fit– Gardening is often a favorite

hobby

17Chapter Five SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Personality and Understanding Consumer Behavior

Consumer innovativeness Dogmatism Social

character

Need for uniqueness

Optimum stimulation

level

Sensation seeking

Variety-novelty seeking


How Does This Ad Target the Inner-Directed Outdoors Person?


A Sole Person is Experiencing the Joys and Adventure of the Wilderness


Consumer Innovativeness

• Willingness to innovate • Further broken down for hi-tech products– Global innovativeness– Domain-specific innovativeness– Innovative behavior


Consumer Motivation ScalesTable 5.3 (excerpt)

A “GENERAL” CONSUMER INNOVATIVENESS SCALE1. I would rather stick to a brand I usually buy than try

something I am not very sure of.2. When I go to a restaurant, I feel it is safer to order dishes I am

familiar with.A DOMAIN-SPECIFIC CONSUMER INNOVATIVENESS SCALE1. Compared to my friends, I own few rock albums.2. In general, I am the last in my circle of friends to know the

titles of the latest rock albums.


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


Personality and Understanding Consumer Behavior

• Ranges on a continuum for inner-directedness to other-directedness

• Inner-directedness – rely on own values when evaluating products– Innovators

• Other-directedness– look to others– less likely to be innovators


Need for Uniqueness

• Consumers who avoid conforming to expectations or standards of others


Optimum Stimulation Level

• 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.


Sensation Seeking

• The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations.


Variety-Novelty Seeking

• Measures a consumer’s degree of variety seeking

• Examples include:– Exploratory Purchase Behavior– Use Innovativeness– Vicarious Exploration


Cognitive Personality Factors

• Need for cognition (NFC)– A person’s craving for enjoyment of thinking– Individual with high NFC more likely to respond to

ads rich in product information.


Cognitive Personality Factors

• Visualizers• Verbalizers


Why Is This Ad Particularly Appealing to Visualizers?


The Ad Stresses Strong Visual Dimensions


Why Is This Ad Particularly Appealing to Verbalizers?


It Features a Detailed Description


Discussion Question

• What advertising media (print, television, Internet, salesperson, POP display, newspaper, radio) is good for a person with a high NFD?

• A Verbalizer


From Consumer Materialism to Compulsive Consumption

Acquire and

show off

possessions

Self centered and selfish

Seek lifestyle full of possessions

Do not get

greater persona

l satisfact

ion from

possessions

Materialistic People


From Consumer Materialism to Compulsive Consumption

• Fixated consumption behavior– Consumers fixated on certain products or

categories of products– Characteristics• Passionate interest in a product category• Willingness to go to great lengths to secure objects• Dedication of time and money to collecting

• Compulsive consumption behavior– “Addicted” or “out-of-control” consumers


Consumer Ethnocentrism and Cosmopolitanism

• Ethnocentric consumers feel it is wrong to purchase foreign-made products because of the impact on the economy

• They can be targeted by stressing nationalistic themes

• A cosmopolitan orientation would consider the word to be their marketplace and would be attracted to products from other cultures and countries.


Brand Personality

• Personality-like traits associated with brands• Examples– Purdue and freshness– Nike and athlete– BMW is performance driven

• Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium


In What Ways Do Max and Other Brand Personifications Help Create VW’s Brand Image?


Speaks English, is “interviewed”about VW products, and is a friend


Discussion Questions

• Pick three of your favorite food brands.• Describe their personality. Do they have a

gender? What personality traits do they have?


Product Anthropomorphism andBrand Personification

• Product Anthropomorphism – Attributing human characteristics to objects– Tony the Tiger and Mr. Peanut

• Brand Personification – Consumer’s perception of brand’s attributes for a

human-like character– Mr. Coffee is seen as dependable, friendly,

efficient, intelligent and smart.


A Brand Personality FrameworkFigure 5.12


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– Fictitious names also used, such as Hidden Valley and Bear

Creek• Color– Color combinations in packaging and products denotes

personality45Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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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


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”


Makeup of the Self-Image

• Contains traits, skills, habits, possessions, relationships, and way of behavior• Developed through background, experience,

and interaction with others• Consumers select products congruent with this

image


Which ConsumerSelf-Image Does This Ad Target, and Why?


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


Different Self-Images

51

•How consumers see themselves

Actual Self-Image

•How consumer would like to see themselves

Ideal Self-Image

•How consumers feel others see them

Social Self-Image

•How consumers would like others to see them

Ideal Social

Self-Image

•How consumers expect to see themselves in the future

Expected

Self-Image

•Traits an individual believes are in her duty to possess

Out-to self

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Extended Self

• Possessions can extend self in a number of ways:– Actually – Symbolically– Conferring status or rank– Bestowing feelings of immortality– Endowing with magical powers


Altering the Self-Image

• Consumers use self-altering products to express individualism by:– Creating new self– Maintaining the existing self– Extending the self– Conforming


Virtual Personality

• You can be anyone…– Gender swapping– Age differences– Mild-mannered to aggressive


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mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

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