CHAPTE

R
FIVE and
Personality
Consumer
Behavior

Outline
Theoretical foundations of Personality
Application in Marketing and its
implications
Innovativeness
Materialism
Compulsive
Ethnocentrism

Application paper: Brand Personality

Learning Objectives
1. To Understand How Personality Reflects
Consumers Inner Differences.
2. To Understand How Freudian, NeoFreudian, and Trait Theories Each
Explain the Influence of Personality on
Consumers Attitudes and Behavior.
3. To Understand How Personality Reflects
Consumers Responses to Product and
Marketing Messages.
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Learning Objectives
(continued)
4. To Understand How Marketers Seek to
Create Brand Personalities-Like Traits.
5. To Understand How the Products and
Services That Consumers Use
Enhance Their Self-Images.
6. To Understand How Consumers Can
Create Online Identities Reflecting a
Particular Set of Personality Traits.
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What Is the Personality Trait

Characterizing the Consumers to
Whom This Ad Appeals?

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Enthusiastic or Extremely
Involved Collectors

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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

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

Neo-Freudian personality theory

Social relationships are fundamental to the
formation and development of personality

Trait theory
Quantitative approach to personality as a
set of psychological traits
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Freudian Theory
Id
Warehouse of primitive or
instinctual needs for which
individual seeks immediate
satisfaction

Superego
Individuals internal
expression of societys
moral and ethical codes of
conduct

Ego
Individuals conscious
control that balances the
demands of the id and
superego
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Snack
Foods

Freudian Theory and

Product Personality
Personality Traits

Potato
chips

Ambitious, successful, high achiever,

impatient with less than the best.

Tortilla
chips

Perfectionist, high expectations, punctual,

conservative, responsible.

Pretzels Lively, easily bored with same old routine,

flirtatious, intuitive, may over commit to
projects.
Snack
Rational, logical, contemplative, shy, prefers
cracker time alone.
s
Cheese Conscientious, principled, proper, fair, may
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11

Neo-Freudian Personality
Theory
Believe that social relationships are
fundamental to the formation and
development of personality.
Karen Horneys three personality groups
(CAD)
Compliant: move toward others
Aggressive: move against others
Detached: move away from others

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Hall

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Why Is Appealing to an Aggressive

Consumer a Logical Position for
This Product?

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Trait Theory
Focus on measurement of personality
in terms of traits
Trait - any distinguishing, relatively
enduring way in which one individual
differs from another
Personality is linked to broad product
categories and NOT specific brands

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Soup and Soup Lovers

Traits
Table 5.2 (excerpt)

Chicken Noodle Soup

Lovers

Watch a lot of TV
Are family oriented
Have a great sense of humor
Are outgoing and loyal
Like daytime talk shows
Most likely to go to church

Vegetable/Minestrone
Soup Lovers

Tomato Soup Lovers

Passionate about reading
Love pets
Like meeting people for coffee
Arent usually the life of the
party

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Enjoy the outdoors

Usually game for trying
new things
Spend more money than
any other group dining in
fancy restaurants
Likely to be physically fit
Gardening is often a
favorite hobby

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Personality and Understanding

Consumer Behavior

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How Does This Ad Target

the Inner-Directed
Outdoors Person?

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Dimensions of Brand
Personality
(Jennifer Aaker, 1997)
Defined as set of humann
characteristics associated with a
brand
Serves symbolic or self-expressive
funtion

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Generalized Dimensions of
B.P

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A Sole Person is
Experiencing the Joys and
Adventure of the
Wilderness

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Applications in Marketing

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Consumer Innovativeness
Willingness to innovate
Further broken down for hi-tech
products
Global innovativeness
Domain-specific innovativeness
Innovative behavior

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Consumer Innovativeness
Scale
Table 5.3 (excerpt)
A GENERAL CONSUMER INNOVATIVENESS SCALE
1. I would rather stick to a brand I usually buy than try
something I am not very sure of.
2. When I go to a restaurant, I feel it is safer to order
dishes I am familiar with.
3. If I like a brand, I rarely switch from it just to try
something different.
4. I enjoy taking chances in buying unfamiliar brands
just to get some variety in my purchase.
5. When I see a new brand on the shelf, I am not afraid
of giving it a try.
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Consumer Innovativeness
Scales
Table 5.3 (excerpt)
A DOMAIN-SPECIFIC CONSUMER INNOVATIVENESS
SCALE
1. Compared to my friends, I own few rock albums.
2. In general, I am the last in my circle of friends to know the
titles of the latest rock albums.
3. In general, I am among the first in my circle of friends to
buy a new rock album when it appears.
4. If I heard that a new rock album was available in the store,
I would be interested enough to buy it.
5. I will buy a new rock album, even if I havent heard it yet.
6. I know the names of new rock acts before other people do.

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Cognitive Personality
Factors
Need for cognition (NFC)
A persons craving for enjoyment of
thinking
Individual with high NFC more likely to
respond to ads rich in product
information

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Simplified NFC Scale

I dont like to do a lot of thinking
I try to avoid situations that require
thinking in depth about something
I prefer to do something that challenges
my thinking abilities rather than something
that requires little thought.
I prefer complex to simple problem
Thinking hard and for a long time about
something gives me little satisfaction
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Applications of NFC
People who are low in NFC mare more
likely to be attracted to the peripheral
aspects of an advertisement (link to ELM)
Preference of Cartoon message/written
message
Fill out online distractions

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Consumer Materialism
They especially value acquiring and
showing off possessions
They are particularly self-centered
and selfish
They seek lifestyles full of
possessions
Their many possessions do not give
them greater personal satisfaction
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Table 5.5 Sample Items

from a Materialism Scale
Success
I admire people who own expensive homes, cars, and clothes.
I like to own things that impress people.
I dont place much emphasis on the amount of material
objects people own as a sign of success.

Centrality
I usually buy only the things I need
I try to keep my life simple, as far as possessions are
concerned.
I like a lot of luxury in my life.

Happiness
I have all the things I really need to enjoy life.
My life would be better if I owned certain things I dont have
It sometimes bothers me quite a bit that I cant afford to buy
all the things Id like.
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Implications of Consumer
Materialism
Increasing emphasis on materialism
in the print media
Related to compulsive shopping
behavior

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Compulsive Behavior
Compulsive consumption behavior
Addicted or out-of-control consumers

17 million U.S consumers suffer from

shopping addiction (shop till you
drop)
Majority are female
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Consumer Ethnocentrism
CETSCALE
To identify consumers with a predisposition
to accept (or reject) foreign-made products,
and has been shown to be a reliable
measure in both the U.S and other nations.

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Consumer Ethnocentrism
Vary by country and product
Products display different level of culture
uniqueness
Country effect

Managing possible negative effects

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Brand Personality
Personality-like traits associated with
brands
Examples
Purdue and freshness
Nike and athlete
BMW is performance driven

Brand personality which is strong and

favorable will strengthen a brand but not
necessarily demand a price premium
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A Brand Personality
Framework
Figure 5.12

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Brand Personification
Recast consumers perception of the
attributes of a products or service
into a human-like character.
Consumes express their inner
feelings about products or brands in
terms of their association with known
personalities.
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What image does VS express in this ad?

Hello
Ive been around the block a few
million times.
And Ive noticed something along
the way.
The people want to find true love.
And they want their true love to be
totally hot.
The people want to lose a few extra
pounds.
And they want an extra scoop of ice
cream.
The people want to do something
about global warming.
And they also want to get a nice tan.
.
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Speaks English, is
interviewed
about VW products, and is
a friend

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Colors in marketing
Marketers carefully select color in
corporate campaign, logo design and
etc. Colors serve as symbols and
carry different meanings in different
cultures.
Pick up your favorite color, and
explain what the color stand for.

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40

Fragrance commercial: high

purchase intention

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Discussion Questions
Pick three of your favorite food
brands.
Describe their personality. Do they
have a gender? What personality
traits do they have?

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