session 5-personality & cb

8/10/2019 Session 5-Personality & CB

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Personality & ConsumerBehaviour

Prof. Aparna Kanchan


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Learning Objectives

Understand how Personality & self- Concept

influence Consumer Behaviour

To examine various Personality Theories


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What is Personality?


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The Approach

Dual influence of heredity & early

childhood experience

Social and Environment influences

Focus on specific traits


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Definition

The inner psychological characteristics thatboth determine and reflect how a person

responds to his or her environment.

Emphasis on inner characteristics qualities,

attributes, traits, factors & mannerisms that

distinguish one from the other


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The Nature of Personality

1. Personality reflects individual differences

2. Personality is consistent and enduring

3. Personality can change


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Personality Reflects Individual Differences

No two individuals are alike

Many individuals may be similar in terms of

a single personality trait Eg : High V/s Low


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Personality is Consistent & Enduring

Both qualities are essential if marketers are to

explain or predict Consumer Behaviour in terms

of Personality

While Marketers cannot change consumers

personalities to conform to their products, if they

know which personality characteristics influences

specific consumer responses, they can attempt to

appeal to those relevant traits


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Personality can change

Under certain circumstances personalities

can change eg: Marriage, birth of a child,

the death of a parent, or change ofjob/profession

Personality changes also a part of a gradual

maturing process


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Theories of Personality


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Freudian Theory

Sigmund Freuds Psychoanalytic theory of Personality Based on patients recollection of early childhood

experiences , analysis of their dreams etc.

Unconscious needs or drives are at the heart of humanmotivation

Three interacting systems

Id: primitive and impulsive drives- seeks immediatesatisfaction without concern for the specific means ofsatisfaction

Superego: Individuals internal expression ofsocietys moral and ethical codes of conduct-satisfies need in a socially acceptable fashion


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Freudian Theory

Ego: Individuals conscious control

Functions as an internal monitor that

attempts to balance the impulsive

demands of the Id and the socioculturalconstraints of the superego


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Neo-Freudian personality theory Social relationships are fundamental to the

formation and development of personalityAfred Adler

Viewed human being as seeking to attain various

rational goals Style of life

Placed much emphasis on the individuals efforts toovercome Feelings of inferiority

Hary Stack Sullivan

Concerned with individuals effort to reduce tensionssuch as anxiety


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Karen Horneys CAD Theory

Focused on the impact of child-parentrelationships,

Individuals can be classified into:(CAD) Compliant individuals

Aggressive individuals

Detached individuals


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CAD theory

Compliant Personality One who desires to be loved, wanted, and

appreciated by others.

Aggressive Personality One who moves against others (e.g., competes

with others, desires to excel and winadmiration).

Detached Personality One who moves away from others (e.g., who

desires independence, self-sufficiency, andfreedom from obligations).


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ContdCognitive Theories of Personality

Personality as differences in cognitive

processes (how consumers process and

react to information)


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Need for Cognition (NC)

A persons craving for enjoyment ofthinking

High NC consumers are likely to: Relate better to written messages

Want product-related information

Spend more time processing print ads

Enjoy using the internet to getinformation


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Visualizers Vs Verbalizers

A persons preference for information

presented visually or verbally

Visualizers require strong visualelements in ads

Verbalizers prefer written information,

print ads, question-answer format


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Contd Trait theory

Quantitative approach to personality as a set ofpsychological traits

It focuses on the measurement of Personality interms of specific psychological characteristicscalled Traits

Traits Any distinguishing, relativelyenduring way in which one individual differs

from another Single-trait or multiple-trait theories


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Trait Theories Contd

Consumer materialism

The extent to which a person is considered

materialistic- attached to worldly possession

Fixed consumption behaviour

Consumers fixated on certain products or

categories of products

Compulsive consumption behaviour

Addicted or out-of-control consumers


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Consumer Innovativeness

The degree to which consumers arereceptive to new products, new services ornew practices.

Consumer innovators are likely to:

Score lower on dogmatism ( measures degree ofrigidity V/S openness)

Score higher on need for uniqueness

Have higher optimum stimulation levels

Have higher need for sensation seeking andvariety seeking behaviours


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Consumer Materialism

Possessions seen as for ones identity

Materialistic People

Value acquiring and showing-off possessions Are particularly self-centered and selfish

Seek lifestyles full of possessions

Have many possessions that do not lead to

greater happiness


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Consumer Ethnocentrism

Ethnocentric consumers feel it iswrong to purchase foreign-made

productsThey can be targeted by stressing

nationalistic themes


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Research Insight: From Consumer

Materialism to Compulsive

Consumption Consumer materialism

The extent to which a person is consideredmaterialistic

Fixed consumption behaviour Consumers fixated on certain products or categories of

products

Compulsive consumption behaviour- (abnormalbehaviour)

Addicted or out-of-control consumers

Eg: Uncontrolled shopping, gambling, drug addiction,alcoholism, eating disorders)


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Sample Items to Measure Compulsive

Buying

1. When I have money, I cannot help but spend part

or the whole of it.

2. I am often impulsive in my buying behaviour.

3. As soon as I enter a shopping center, I have an

irresistible urge to go into a shop to buysomething.

4. I am one of those people who often responds to

direct mail offers.

5. I have often bought a product that I did not need,

while knowing I had very little money left.


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Brand Personality

Personality-like traits associated with brands

Volvo - safety

Godrej Chicken- freshness

Nike - the athlete BMW performance driven

Levis 501 - dependable and rugged

Brand Personality can either be functional

or symbolic


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Brand Personification

Product Personality & Gender

Product Personality & Geography

Personality & Colour


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(continued)


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Figure 4-11 (continued)


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Personality and Marketing

Strategy Identify relevant personality traits

Target consumers with the relevant

personality traitsDevelop promotional messages that

appeal to consumers with specificpersonality traits

Develop a personality for the brand


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Self and Self-Image

Self-image: A persons perceptions of

his/her self

People have multiple selves Different selves in different situations


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Actual Self-

ImageIdeal Self-Image

Ideal Social

Self-ImageSocial Self-Image

Expected

Self-Image

Different Self-Images


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Different Self-Images

Actual Self-Image How you see your self

Ideal Self-Image

How you would like to see yourself

Social Self-Image

How you think others see you

Ideal Social Self-Image

How you would like others to see you continued


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Different Self-Images- Contd

Expected Self-Image

How you expect to be in the future

Ought-to Self The qualities that you think you should

possess


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Possessions Act as Self-Extensions

By allowing the person to do things

that otherwise would be very difficult

By making a person feel better

By conferring status or rank

By bestowing feelings of immortality

By endowing with magical powers


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Altering Self Images

If actual and ideal self-images are

different, consumers may use products

to alter their selvesPersonality vanity: self interest or

admiration for ones own

appearance/achievements


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Internet Insight: Virtual Self

Online individuals have an opportunity

to try on different personalities

Virtual personalities may result indifferent purchase behaviour


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Self Concept and Marketing

StrategyUse self-concept for segmentation and

positioning

Market to consumers actual or idealself-images

Depends on the nature of the product

Promote products as ways of altering

or extending self-image


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Life Style and Psychographics

Psychographic Segmentation

Segmenting consumers on the basis of

their activities, interests and opinionsPsychographic-demographic profiles

Geodemographic segmentation


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Life Styles and Marketing

StrategyUse life styles for segmentation and

positioning

Develop media campaigns based onconsumer life styles


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THANK- YOU

session 5-personality & cb

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