week 11 personality

7/29/2019 WEEK 11 Personality

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PERSONALITY


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Learning Objectives

Understand the nature personality in Consumer

Behaviour.

Understand the application of personality inmarketing.


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What is Personality?

Inner psychological characteristicsthat equallydetermine and reflect how an individual consumer respondsto his or her environment (S&K, 2010).

A persons unique psychologicalmakeup and how it

consistently influences the way he or she responds to his orher environment. (Blackwell et al., 2001)

Personality is an individuals characteristicresponse tendencies across similar situations (H&M,2012).

Unique combination of factors, qualities, habits,attributes, traits, and mannerisms.


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Personality reflects individual differences.

Personality is consistent and enduring.

But, Personality can change.

Question: What are the implications of the properties

of personality for marketing strategy?

Nature of Personality . . .


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Personality reflects individual differences

Personality is consistent and enduring

But, Personality can change

Question: What are the implications of the properties

of personality to Marketing

Nature of Personality . . .


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Theories are numerous. But, the focus will be on traittheory.

A trait is any distinguishing, relatively enduring way in which one

individual differs from one another

Five factor model of human personality: Extroversion: talkative, bold, aggressive, dominance

Emotional stability: moody, temperamental, touchy

Agreeableness: sympathetic, kind, polite, trust

Openness to experience: imaginative, appreciative of art,innovative, novelty conscious,

Conscientiousness: careful, precise, efficient, hard working.

Five traits are relevant in describing consumers

personality.

Trait Theory of Personality


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Trait Theory of Personality

Selected Consumer BehaviourRelated Traits

Explanation

Consumer Innovativeness The extent to which consumers arereceptive to new products

Consumer Ethnocentrism The tendency for consumers to be

biased towards/against foreignmade products.

Consumer materialism The extent to which consumersattach importance to material

goods (things, possessions).Value consciousness The tendency for consumers to

focus on benefits rather than thecosts.

Competitiveness The tendency for consumers to

strive to be better than others.


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Marketers believe that consumers Choose products that fit their personality traits (see table 1).

Use products to improve areas of their personality where theyfeel weak.

Assign human personality traits to different products, services,brands, colors and nations (brand personality).

The Use of Personality in Marketing

Practice


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Table 1: What Flavor is Your

Personality?Snack Food Personality Traits

Potato chips Ambitious, successful, high achiever

Snack Crackers Rational, logical, shy, contemplative,

Cheese Curls Principles, has great integrity, planahead

Nuts Easygoing, understanding, calmPopcorn Modest, self confidence but not a

show off

Meat snacks Generous, trustworthy, overly trusting


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Marketers

Segment markets on the basis of personality traits.

Develop products that match consumers personality

traits. Determine prices that match consumers personality.

Position their products and services as providingopportunities to improve ones personality or reflect

ones personality. Communicate and Build brand personality

a set of human characteristics that become associated with abrand and are a particular type of image that some brandsacquire.

The Use of Personality in MarketingPractice


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Fig. 1: A Brand Personality Dimensions

Brand

Personality

RuggednessSophisticationCompetenceExcitementSincerity

Down-to-

earth

Honest

Wholesome

Cheerful

Original

Friendly

Daring

Spirited

Imaginative

Up-to-date

Trendy

Cool

Young

Reliable

Intelligent

Successful

Hard

working

Confident

Upper class

Charming

Glamorous

Outdoorsy

Tough

Masculine

Brand personality createsexpectations about key brand

characteristics.Brand personality is a basis of along term relationship with thebrand/brand image.


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What is the personality of the following car brands?

BMW, Audi, Toyota, Honda, Hyundai

Discussion


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Figure 2: Personality and Car Brands


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What is the personality of the following

colors?

Black

White

Red

Green

Blue

OrangeYellow


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Figure 4: Personality and Color

Colour Personality

Black Sophisticated, power, authority

White Goodness, purity, formality

Red Human, exciting, passionate

Green Secure, relaxed, living

Blue Respect, authority

Orange Powerful, affordable

Yellow Caution, novelty


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The Nation as a Brand

Personality traits associated with differentcountries

Britain: proud, civilised, cultured, cold, arrogant,witty

Germany: efficient, industrious, rational, cold

Japan: efficient, industrious, competitive,innovative

USA: competitive, adventurous, sociable, fun-loving

Question: What personality traits are associatedwith Botswana brand.


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What is the personality ofthese brands?


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Communicating Brand Personality

through Advertising Tactics

Celebrity endorsers.

User Imagery

Executional Factors

week 11 personality

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