Professional Documents
Culture Documents
SESSION: VIII
The Consumer As An Individual:
Psychological Influences on Consumer Decision
Making
PERSONALITY AND SELF IMAGE
-Influence on Buying Behavior
Instructor:
Dr. S. Sahney
Visiting Faculty, IIM Raipur
Source: Schiffman and , Kanuk, Wells and Prensky, Peter and
Olson, Loudon and Bitta
What is Personality?
The study of personality has been approached by
theorists in a variety of ways.
Some have emphasized the dual influence of heredity
and early childhood experiences on personality
development;
Others have stressed broader social and environmental
a)
A personality trait is a person's predisposition to
behave in a particular way when interacting with his or
her environment to achieve needs and desires in a
specific area of the person's life. In other words,
personality traits are the specific predispositions that
comprise the personality an individual exhibits.
b)
A personality type is a group of people that
share common personality traits and can therefore be
expected to act similarly.
THEORIES OF PERSONALITY:
(1)
Freudian theory
Trait theory.
8
1.
Freudian Theory:
A Brand Personality:
Consumers tend to ascribe various descriptive
"personality-like" traits or characteristics to different
brands in a wide variety of product categories.
Consumers not only ascribe personality traits to
products and services, but also they tend to associate
personality factors with specific colors.
10
11
2.
14
15
Sensing (S)
Intuiting (N)
Thinking (T)
Feeling (F)
Sensing-Thinking
(ST)
Intuiting-Thinking
(NT))
Sensing-Feeling(SF)
Intuiting-Feeling(NF)
16
17
3.
c)
Like Sullivan, Karen Horney was also interested in
anxiety.
She focused on the impact of child-parent relationships and especially on the
individual's desire to conquer feelings of anxiety.
4.
Trait Theory:
21
22
24
I
Consumer Innovativeness and Related
Personality Traits:
Marketers must learn about consumers who are likely to
try new products, services, or practices.
The market response of such innovators is often crucial
to the ultimate success of a new product or service.
Personality traits that have proved useful in
differentiating between consumer innovators and
27
a) Consumer Innovativeness:
-How receptive consumers are to new products, new
services, or new practices?
-Consumer researchers have endeavored to develop
measurement instruments to gauge the level of
consumer innovativeness.
-Why? Because such personality trait measures provide 28
b)
Dogmatism:
High Dogmatism
Low Dogmatism
29
High dogmatism:
-A person who is highly dogmatic approaches the unfamiliar
defensively and with considerable discomfort and uncertainty.
-Highly dogmatic (closed-minded) consumers are more likely to
choose established, rather than innovative, product alternatives.
Low dogmatism:
-A person who is low in dogmatism will readily consider unfamiliar
or opposing beliefs.
30
31
c) Social Character:
Social character is a personality trait that ranges on a
continuum from inner-directedness to otherdirectedness.
Inner-directedness:
Inner-directed consumers tend to rely on their own "inner" values or32
standards in evaluating new products and are likely to be consumer
35
e)
Variety-Novelty Seeking:
37
II
Consumer Susceptibility to Interpersonal
Influence:
-Consumer researchers are engaged in pinpointing the
traits of consumers who are likely to be responsive to
the influence of others - Consumer Susceptibility.
-Developed a twelve-item scale (called "SUSCEP")
designed to measure consumers' susceptibility to
interpersonal influence/social influence.
38
39
III
40
a)
b)
42
43
IV
Consumer Ethnocentrism: Responses to ForeignMade Products:
In an effort to distinguish between consumer segments that are likely to
be receptive to foreign-made products and those that are not,
researchers have developed and tested the consumer ethnocentrism
scale, called CETSCALE.
The CETSCALE results have been encouraging in terms of identifying
consumers with a predisposition to accept (or reject) foreign-made
products.
44
46
47
48