cb week 3 ppt-personality

7/30/2019 Cb Week 3 Ppt-personality

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WEEK 3

Personality and Consumer Behavior


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Learning Objectives

1. To Understand How Personality ReflectsConsumers Inner Differences.

2. To Understand How Freudian, Neo-

Freudian, and Trait Theories EachExplain the Influence of Personality onConsumers Attitudes and Behavior.

3. To Understand How Personality ReflectsConsumers Responses to Product andMarketing Messages.

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 2Chapter FiveSlide


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Learning Objectives (continued)

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

5. To Understand How the Products andServices That Consumers Use EnhanceTheir Self-Images.

6. To Understand How Consumers CanCreate Online Identities Reflecting aParticular Set of Personality Traits.



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Personality andThe Nature of Personality

The inner psychological characteristicsthat both determine and reflect how aperson 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


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Discussion Questions

How wouldyou describeyour personality?

How does itinfluenceproducts thatyoupurchase?



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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 setof psychological traits



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Freudian Theory

Id Warehouse of primitive or

instinctual needs for whichindividual seeks immediatesatisfaction

Superego Individuals internal

expression of societysmoral and ethical codes of conduct

Ego Individuals conscious control

that balances the demands of the id and superego

http://www.freudfile.org/


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Snack Foods and Personality TraitsTable 5.1 (excerpt)


SnackFoods Personality Traits

Potatochips

Ambitious, successful, high achiever, impatient withless than the best.

Tortillachips Perfectionist, high expectations, punctual,conservative, responsible.Pretzels Lively, easily bored with same old routine, flirtatious,

intuitive, may over commit to projects.

Snackcrackers Rational, logical, contemplative, shy, prefers timealone.Cheesecurls

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

order.


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How Does This Marketing Message Applythe Notion of the Id?



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It Captures Some of the Mystery and TheExcitement Associated With the Forces of Primitive Drives.



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Neo-Freudian Personality Theory

Social relationships are fundamental topersonality

Alfred Adler: Style of life Feelings of inferiority

Harry Stack Sullivan We establish relationships with others to reduce

tensions

Karen Horneys three personality groups Compliant: move toward others Aggressive: move against others Detached: move away from others

Copyright 2010 Pearson Education, Inc. publishingas Prentice Hall 11Chapter Five

Slide


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Why Is Appealing to an AggressiveConsumer a Logical Position for ThisProduct?



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Because its Consumer Seeksto Excel and Achieve Recognition



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Trait Theory

Focus on measurement of personality interms 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



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Soup and Soup Lovers Traits Table 5.2 (excerpt)

Chicken Noodle SoupLovers

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 Arent usually the life of the

party

Vegetable/MinestroneSoup Lovers

Enjoy the outdoors Usually game for trying new

things Spend more money than any

other group dining in fancyrestaurants

Likely to be physically fit

Gardening is often a favoritehobby



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Personality and UnderstandingConsumer Behavior

Consumer innovativeness Dogmatism

Socialcharacter

Need for uniqueness

Optimumstimulation

level

Sensationseeking

Variety-noveltyseeking



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



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A Sole Person is Experiencing the Joysand Adventure of the Wilderness



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Consumer Innovativeness

Willingness to innovate Further broken down for hi-tech products

Global innovativeness Domain-specific innovativeness Innovative behavior



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Consumer Motivation ScalesTable 5.3 (excerpt)

A GENERAL CONSUMER INNOVATIVENESS SCALE 1. 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

SCALE

1. Compared to my friends, I own few rock albums.2. In general, I am the last in my circle of friends to knowthe titles of the latest rock albums.



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Dogmatism

A personality trait that reflects the degreeof rigidity a person displays toward theunfamiliar and toward information that iscontrary to his or her own establishedbeliefs



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Personality and UnderstandingConsumer 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


Slide


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Need for Uniqueness

Consumers who avoid conforming toexpectations or standards of others


Slide


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Optimum Stimulation Level

A personality trait that measures the levelor amount of novelty or complexity thatindividuals seek in their personalexperiences

High OSL consumers tend to accept riskyand novel products more readily than lowOSL consumers.

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall24Chapter Five

Slide


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Sensation Seeking

The need for varied, novel, and complexsensations and experience. And thewillingness to take social and physical risksfor the sensations.



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Variety-Novelty Seeking

Measures a consumers degree of varietyseeking

Examples include: Exploratory Purchase Behavior Use Innovativeness Vicarious Exploration



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Cognitive Personality Factors

Need for cognition (NFC) A persons craving for enjoyment of thinking Individual with high NFC more likely to

respond to ads rich in product information.



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Cognitive Personality Factors

Visualizers Verbalizers


Slide


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Why Is This Ad Particularly Appealing toVisualizers?



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The Ad Stresses StrongVisual Dimensions



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Why Is This Ad ParticularlyAppealing to Verbalizers?



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It Features a Detailed Description



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Discussion Question

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

A Verbalizer



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From Consumer Materialism toCompulsive Consumption

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 34

Acquire and show off possessions

Self centered andselfish

Seek lifestyle full of possessions

Do not get greater personal satisfaction

from possessions

MaterialisticPeople

Chapter FiveSlide


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From Consumer Materialism toCompulsive 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



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Consumer Ethnocentrism andCosmopolitanism

Ethnocentric consumers feel it is wrong topurchase foreign-made products becauseof the impact on the economy

They can be targeted by stressingnationalistic themes

A cosmopolitan orientation would consider

the word to be their marketplace andwould be attracted to products from other cultures and countries.



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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 favorablewill strengthen a brand but not necessarilydemand a price premium



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In What Ways Do Max and Other BrandPersonifications Help Create VWs BrandImage?



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



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Discussion Questions

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

gender? What personality traits do theyhave?



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Product Anthropomorphism andBrand Personification

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

Brand Personification Consumers perception of brands attributes

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

efficient, intelligent and smart.



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A Brand Personality FrameworkFigure 5.12



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Product Personality Issues

Gender Some products perceived as masculine (coffee

and toothpaste) while others as feminine (bathsoap 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 produc tsdenotes personality

http://www.colormatters.com/http://www.colormatters.com/


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Self and Self-Image

Consumers have avariety of enduringimages of

themselves These images are

associated withpersonality in thatindividualsconsumption relatesto self-image



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One or Multiple Selves

A single consumer will act differently indifferent situations or with different people

We have a variety of social roles Marketers can target products to a

particular self



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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 withthis image



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


A t l lf i b it t ll iddl


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Actual self-image because it tells middle-agewomen who like their hair long to continuedoing so.



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Different Self-Images

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 49

How consumers see themselvesActual Self-Image

How consumer would like to seethemselvesIdeal Self-Image

How consumers feel others seethemSocial Self-Image

How consumers would like othersto see them

Ideal SocialSelf-Image

How consumers expect to seethemselves in the future

ExpectedSelf-Image

Traits an individual believes are inher duty to possessOut-to self

Chapter FiveSlide


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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



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Altering the Self-Image

Consumers use self-altering products toexpress individualism by: Creating new self Maintaining the existing self Extending the self Conforming



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Virtual Personality

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

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