Personality

and Consumer
Behavior

BASRAH SAIDANI,

FE-UNJ

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PERSONALITY AND CONSUMER BEHAVIOR

PERSONALITY AND CONSUMER BEHAVIOR

WHAT IS PERSONALITY ?
Persons unique psychological makeup and how it
consistently influences the way a person responds
to his/her environment (Solomon, 2007)
The inner psychological characteristics that both
determine and reflect how a person responds to his
or her environment (Schiffman & Kanuk, 2007)
An individuals characteristics response tendencies
across similar situation (Hawkins et al, 2007)

THE NATURE OF PERSONALITY

Personality reflects individual
differences
Personality is consistent and enduring
Personality can change

THEORIES OF PERSONALITY
Freudian Theory
Psychoanalytic Theory of Personality
Unconscious needs or drives (sexual & other
biological drives) are the heart of human
motivation and personality
Id: warehouse of primitive and impulsive drives (unconscious)
- gas
Superego: individuals internal expression of societys moral
and ethical codes of conduct - rem
Ego: individuals conscious control - pengemudi

THEORIES OF PERSONALITY
Freudian Theory (cont)
Individuals personality is formed as he or
she passes through a number of distinct
stages of infant and childhood development
(oral - anal - phallic - latent - genital)
If a childs oral needs are not adequately
satisfied personality: dependence &
excessive oral activity such as gum chewing
and smoking

THEORIES OF PERSONALITY

Ad
Portraying
the Forces
of the Id

THEORIES OF PERSONALITY

Ad
Portraying
the Forces
of the Id

THEORIES OF PERSONALITY
Freudian Theory & Product
Personality
Consumer researchers using Freuds
personality theory see consumer
purchases as a reflection and extension
of the consumers own personality

THEORIES OF PERSONALITY
Freudian Theory & Product Personality
Potato Chips:
Ambitious, successful, high achiever, impatient
Tortilla Chips:
Perfectionist, high expectations, punctual, conservational
Pretzels:
Lively, easily bored, flirtatious, intuitive
Snack Crackers:
Rational, logical, contemplative, shy, prefers time alone

THEORIES OF PERSONALITY
Neo-Freudian Theories
Individuals personality was more
influenced by how he or she handled
relationships with others than by
unresolved sexual conflict (social
relationship)
Alfred Adler, Harry Stack Sullivan, Karen
Horney, Carl Jung, etc

THEORIES OF PERSONALITY
Trait Theory
Trait: identifiable characteristics that define a
person (in which one individual differs from
another)
Orientation: quantitative or empirical
Personality is linked to how consumers make
their choices or to consumption of a broad
product category - not a specific brand
Consumer innovativeness
Consumer materialism
Consumer ethnocentrism

BRAND PERSONALITY
The set of traits people attribute to a product as if
it were a person
A brand personality is a statement about how the
brand is positioned

Levis 501 - dependable and rugged

Marlboro - .?
Intel - ..?
Teh Botol - .?
K Sutra - ..?
How to Measure BP ?

BRAND/PRODUCT PERSONALITY
PRODUCT PERSONALITY AND GENDER
Mr. Coffee: masculine personality
Coffee & toothpaste: masculine; bath soap &
shampoo: feminine

PRODUCT PERSONALITY AND

GEOGRAPHY
Barbeque Texas
Batik Jogja ?
Rencong, clurit, koteka, gudeg, empal gentong, ..?

BRAND PERSONIFICATION
Specific personality-type traits or
characteristics ascribed by consumers to
different brands
Celestial Seasonings, Inc (specialty tea maker)
Tracy Jones : female, upscale, well
educated, & highly involved in in life in every
way
Automatic-drip coffee makers Mr. Coffee
= John Banting ?
UI = .?
How to measure/identify?

Figure 5.7 A Brand Personality

Framework
Brand
Personality

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Down-toearth
Honest
Wholesome
Cheerful

Daring
Spirited
Imaginative
Up-to-date

Reliable
Intelligent
Successful

Upper class
Charming

Outdoorsy
Tough

The Personality-like Associations of

Selected Colors
Commands respect,
authority

Americas favored color

IBM holds the title to blue
Associated with club soda
Men seek products packaged in blue
Houses painted blue are avoided
Low-calorie, skim milk
Coffee in a blue can be perceived as mild

Caution, novelty,
temporary, warmth

Eyes register it faster

Coffee in yellow can be perceived as weak
Stops traffic
Sells a house

Secure, natural,
relaxed or easy
going, living things

Good work environment

Associated with vegetables and chewing gum
Canada Dry ginger ale sales increased when it
changed sugar-free package from red to green
and white

BLUE

YELLOW

GREEN

continued
Human, exciting, hot,
passionate, strong

Makes food smell better

Coffee in a red can be perceived as rich
Women have a preference for bluish red
Men have a preference for yellowish red
Coca-Cola owns red

ORANGE

Powerful, affordable,
informal

Draws attention quickly

BROWN

Informal and relaxed,

masculine, nature

Coffee in a dark-brown can was too strong

Men seek products packaged in brown

WHITE

Goodness, purity,
chastity, cleanliness,
delicacy, refinement,
formality

Suggests reduced calories

Pure and wholesome food
Clean, bath products, feminine

BLACK

Sophistication, power,
authority, mystery

Powerful clothing
High-tech electronics

Regal, wealthy, stately

Suggests premium price

RED

SILVER,
GOLD

LIFESTYLES & PSYCHOGRAPHICS

LIFESTYLE
A pattern of consumption reflecting a persons
choices of how he or she spends time and money
Lifestyles as group identities: people sort
themselves into groups on the basis of the things
they like to do, how they like to spend their
leisure time, how they choose spend their
disposable income
Products are the building blocks of lifestyles

LIFESTYLES & PSYCHOGRAPHICS

Lifestyle and Consumption Process

LIFESTYLES

LIFESTYLES

LIFESTYLES

LIFESTYLES AND PSYCHOGRAPHICS

PSYCHOGRAPHICS
The use of psychological, sociological, and
anthropological factors to construct market
segments
Psychographics Segmentation Typologies
VALS
Global MOSAIC
RISC

VALS

ACTUALIZERS

High Resources

Principle Oriented Status Oriented Action Oriented

FULFILLEDS

BELIEVERS

ACHIEVERS EXPERIENCERS

STRIVERS

STRUGGLERS

MAKERS

Low Resources

VALS 2 Segments and Participation in

Selected Sports

Size of VALS Segment as Percent of

U.S. Population
VALS

TM

Actualizer
Fulfilled
Believer
Achiever
Striver
Experiencer
Maker
Struggler

SEGMENT

PERCENT OF
POPULATION
11.7%
10.5
17.0
14.7
11.8
12.9
12.0
9.5

LIFESTYLES AND PSYCHOGRAPHICS

Geodemography
Based on the premise that lifestyle, and thus
consumption, is largely driven by geographic
and demographic factors
Every neighborhood in the U.S. can be profiled
Total of 62 lifestyle clusters

In Indonesia (or Jakarta ?)

PERSPECTIVES ON THE SELF

SELF CONCEPT
The beliefs a person holds about his or
her own attributes, and how he or she
evaluates these qualities (Solomon, 2007)
The totality of the individuals thoughts
and feelings having reference to him- or
herself as an object individuals
perception of and feeling toward him- or
herself (Hawkins et al, 2007)

PERSPECTIVES ON THE SELF

SELF ESTEEM
Positivity of a person self-concept
Low: try to avoid embarrassment, failure
or rejection
High: will take more risks, and more
willing to be the center of attention
Social Comparison: individual tends to
compare his- or herself with others

PERSPECTIVES ON THE SELF

SELF ESTEEM
Self-esteem advertising
Attempts to change product attitudes by
stimulating positive feelings about the self
Challenge the consumers self-esteem
If you have what it takes..
Kalau Anda memang berani, cobalah.

Outright flattery
Youve come a long way, baby
Anda Layak Dapat Bintang

PERSPECTIVES ON THE SELF

REAL/ACTUAL AND IDEAL SELVES
The Ideal Self: a persons conception of how he
or she would like to be
The Actual Self: our more realistic appraisal of
the qualities we have and dont have
Buying products: consistent with our actual self or
help us to reach the standard set by the ideal self
If the gap between the real and ideal selves is
large fantasy appeal

PERSPECTIVES ON THE SELF

REAL/ACTUAL AND IDEAL SELVES

PERSPECTIVES ON THE SELF

MULTIPLE SELVES
We have as many selves as we do
different social roles
Acting exactly the same in all situations
or roles and not adapting to the situation
at hand maybe considered a sign of an
abnormal or unhealthy person!!

PERSPECTIVES ON THE SELF

MULTIPLE SELVES
Symbolic Interactionism: the relationship
with other people play a large part in
forming the self you are whatever
other people tell you, you are
The Looking Glass Self: the process of
imagining the reactions of others toward
us

PERSPECTIVES ON THE SELF

The Self-Consciousness and The SelfMonitoring
High public self consciousness more
interested in clothing and are heavier users
of cosmetic
High self monitor more likely to evaluate
products consumed in public in terms of the
impressions they make on others

CONSUMPTION AND SELF-CONCEPT

YOU ARE WHAT YOU CONSUME
Consumption as indicator of persons
social identity/personality
leisure activities
Food preferences
Car
Home decorating
..etc

CONSUMPTION AND SELF-CONCEPT

YOU ARE WHAT YOU CONSUME
You are what you drive ?
SUV Driver
The nations most self-centered people
Nervous about their marriage and uncomfortable
about parenthood
Lack confidence in their driving skills
Little interest in their neighbors and communities
Seldom go to church and have limited interest in
doing volunteer work to help others

CONSUMPTION AND SELF-CONCEPT

YOU ARE WHAT YOU CONSUME
(Cont)
Symbolic self-completion theory
People who have an incomplete self-definition
tend to complete this identity by acquiring and
displaying symbols associated with it
Macho Marlboro cigarette
.?

CONSUMPTION AND SELF-CONCEPT

YOU ARE WHAT YOU CONSUME
(Cont)
Self-image congruence models
Products will be chosen when their attributes
match some aspect of the self
Highly expressive social product the ideal
self
Everyday functional products the actual self

CONSUMPTION AND SELF-CONCEPT

The Extended Self
The definition of self created by the
external objects with which one surrounds
oneself
We consider these external objects as a
part of us
Business card as an extension of the self for
Japanese businesspeople (should be treated
respectfully)

CONSUMPTION AND SELF-CONCEPT

Interaction of Self-Concept and Brand Image

CONSUMPTION AND SELF-CONCEPT

Ad
Contemplate
s Consumer
Self-Image

SEX ROLES
People often conform to their cultures
expectations about how those of their
gender should act, dress, or speak
Female Sex Roles
Male Sex Roles
Sex-Typed Products
Boys and girls bicycles
Color-coded diapers
?

BODY IMAGE
Consumers subjective evaluation of his or
her physical self
Body Cathexis: a persons feelings about his or
her body
Dark or light skin, thin
ABS, etc

People who exposed to beautiful women in

advertisements afterwards expressed lowered
satisfaction with their own appearance

BODY IMAGE
IDEALS OF BEAUTY
Physical features
Clothing styles
Cosmetics
Hairstyles
Skin tone
Body type
.?

Culture and Cohort

(time) ?

BODY IMAGE
IDEALS OF BEAUTY
Greater facial symmetry means .

BODY IMAGE
IS BEAUTY UNIVERSAL ?
The Western Ideal

Big round eyes

Tiny waist
Large breast
Blond hair
Blue eyes
..(skin, etc?)

The African Ideal ?

The Indonesian Ideal ?

BODY IMAGE
IS BEAUTY UNIVERSAL ?
The Indonesian Ideal ?

Model: Amelia

Agency: Trosco
Modelling

Photographer:
Widarto Adi, IPO

BODY IMAGE
Ideals of Beauty Over Time
Playboy centerfolds
1958: Marilyn Monroe = 37-23-36
1978: = 35-20-34

Ming (?) Dynasty

Millennium edition ?
Barbie doll: 38-18-34 !!!!

BODY IMAGE
Working on The Body
A new self or more ideal self
Some evidence:
Women tend to prefer men with less muscle mass
than men themselves strive to attain
Women rate the figure they think is most attractive to
men thinner than their actual figures, the fact is
men prefer .?

BODY IMAGE
Working on The Body
Cosmetic Surgery
More than 6 % of the US adult population
has had cosmetic surgery
Men account for as many as 20 % of plastic
surgery patients, include implantation of
silicon pectoral muscles for the cest

BODY IMAGE
Working on The Body
Breast Augmentation
Equate breast size with sex appeal
Surgical alterations
Nonsurgical alterations
cleavage enhancement the illusion of a
larger cleavage
WonderBra

BODY IMAGE
Working on The Body
Body Decoration and Mutilation
Tattoos
Body Piercing
.?

BODY IMAGE