personalit y

8/14/2019 Personalit y

1/23

Copyright 2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski

PERSONALIT

Y


2/23

Copyright 2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski

7-2

Personality

At the end of this session, you should understand: The nature of personality The different approaches to personality theory and their

relevance to consumer behaviour The self-concept and its influence on consumer behaviour The concept of brand personality and its importance in

marketing


3/23



7-3

Personality - defined

The characteristic patterns of behaviour andthought that are a reflection of a consumerspsychological systems


4/23



7-4

Compare these advertisements

See EXHIBIT 7.1 and EXHIBIT 7.2, page 191.

PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.


5/23


6/23



7-6

Psychoanalytic personalitytheory

Based on the idea that adult behaviour is a reflection of childhood experiences

Sigmund Freud believed that unconscious thoughtscontrolled the conscious mind and this playsa significant role in developing our personalities

This is very much linked to the concepts of humanmotivation and drives (Chapter 8)


7/23



7-7

Five key stages of childhood development thatFreud believed influenced personalitydevelopment: Oral Anal Phallic Latent Genital



8/23



7-8


Freud proposed that personality is made up of three parts: Id

Our primitive instincts or drives Superego

Our urge to do what is right achieving perfection Ego

The balance between the id and the superego


9/23



7-9

Which do these ads appeal to?

See EXHIBIT 7.3 Paradise biscuits , page 194.

See EXHIBIT 7.4 Advanced VO5 Leave-in Anti-Frizz Conditioner , page 194.

See EXHIBIT 7.5 Heart Foundation , page 196.



10/23


11/23



7-11


Neo-Freudians

Those who further developed Freuds ideas but presentednew ways of looking at personality

Many consider that although the unconscious mind isimportant, other factors such as the conscious mind andexternal factors are also important influences onpersonality

One of the best known Neo-Freudians is Carl Jung


12/23



7-12

Social/environment theories of personality

Jungian personality types Carl Jung believed that individuals engage in constant adaptation

and creative development, based on the environment Suggested there are three components of personality:

The ego

Our current conscious thoughts The personal unconsciousWhere information is buried or stored day to day but can beremembered when there is a trigger

The collective unconsciousComprises memory traces from an individuals ancestral past

Believed the self came from a a mix of the conscious andunconscious

Formed four classifications of psychological function personalitytypes


13/23



7-13

Jungs psychological types


14/23



7-14

Other contributors topersonality theory

Erik Erikson

Considered ego to be amajor motivating force inhuman development andpersonality

The stronger your self-identity, the more confidentand assertive you are

Implications for marketing

are that people are morelikely to buy brands thatreflect their self image

See EXHIBIT 7.6 Advertisements reflect the expression of a consumersidentity , page 200.

PowerPoint slides supplied on theInstructor Resource CD to accompanyConsumer Behaviour includeadvertisement images.


15/23



7-15

Other contributors topersonality theory

Alfred Adler

Believed that people are born with an inbuilt sense

of inferiority We strive for something better - express our

superiority We are influenced by heredity, the environment

and intrinsic factors


16/23


17/23



7-17

Trait theories of personality

A trait is a personality characteristic, e.g. outgoingor shy

Trait theories attempt to identify and categorisepersonality characteristics

Marketers can use this information to identify

characteristics of a certain market segment


18/23



7-18

The big five personality traits

Openness to experience Interest in new things

Conscientiousness How methodical you are

Extroversion/introversion Degree of sociability

Agreeableness Extent of a persons social likeability

Neuroticism Perceived emotional stability


19/23



7-19

Self-concept theory

Based on the set of attitudes a person holds aboutthemselves and is made up of self-images and theevaluation of these images

Self-concept is made up of two elements Self-image Self-esteem

Our self-concept can vary across situations


20/23



7-20

Self-image and buyingbehaviour

The different aspects of self-image that influencebuying behaviour include: Real self

How we perceive ourselves Ideal self

How we think we are perceived by others Social self

How others see us

Consumers purchase products that reflect their sense of self


21/23



7-21

Self-image and fashion

A consumers choice of fashion is a reflection of their personality - it is an outward presentation of their self image

Highly materialistic consumers are more likely toengage in indulgent purchasing behaviour Their physical and material possessions convey status,

success and prestige


22/23


PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski 7-22

Brand personality

Brands are often perceivedas having a distinctpersonality

Positioning is a technique

to market a product so thatit occupies a uniqueposition within aconsumers mindset

Appeals used withinadvertisements and other promotional materials helpestablish this uniqueness

See EXHIBIT 7.13 Different brands havedifferent personalities. In the tea category,Dilmah is unique , page 213.



23/23

personalit y

Documents