Consumer Personality

Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das

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What Is Personality?
The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.

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The Nature of Personality

Personality

reflects individual

differences Personality is consistent and enduring Personality can change

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Theories of Personality

Freudian theory
Unconscious needs or drives are at the heart of human motivation Three interacting systems Id: primitive and impulsive drives Superego: Individuals internal expression of societys moral and ethical codes of conduct Ego: Individuals conscious control
continued
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Theories of Personality
Neo-Freudian

personality theory

Social relationships are fundamental to the formation and development of personality e.g., CAD theory

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Horneys CAD Theory

Using

the context of child-parent relationships, individuals can be classified into:

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 win admiration).

Detached Personality
One who moves away from others (e.g., who desires independence, self-sufficiency, and freedom from obligations).
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Theories of Personality Contd

Cognitive

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 of thinking 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 get information
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Visualizers Vs Verbalizers
A

persons preference for information presented visually or verbally Visualizers require strong visual elements in ads Verbalizers prefer written information, print ads, question-answer format
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Theories of Personality Contd

Trait

theory

Quantitative approach to personality as a set of psychological traits Single-trait or multiple-trait theories

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Trait Theories Contd

Consumer materialism
The extent to which a person is considered materialistic

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 are receptive to new products, new services or new practices.

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Consumer Materialism
Possessions

seen as for ones identity

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Consumer Ethnocentrism
Ethnocentric

consumers feel it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes

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Brand Personality
Personality-like

traits associated with

brands Volvo - safety Perdue - freshness Nike - the athlete BMW - performance Levis 501 - dependable and rugged
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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 traits Develop promotional messages that appeal to consumers with specific personality 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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Different Self-Images
Actual SelfImage Ideal Self-Image

Ideal Social Self-Image

Social Self-Image

Expected Self-Image
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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 Self

How you expect to be in the future

Ought-to

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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The End

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