Professional Documents
Culture Documents
FIVE
Personality and
Consumer
Behavior
Outline
Theoretical foundations of Personality
Application in Marketing and its
implications
Innovativeness
Materialism
Compulsive
Ethnocentrism
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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
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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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Enthusiastic or Extremely
Involved Collectors
What is Personality?
The inner psychological
characteristics that both determine
and reflect how a person responds to
his or her environment
Theories of Personality
Freudian theory
Unconscious needs or drives are at the
heart of human motivation
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
Snack
Foods
Potato
chips
Tortilla
chips
Pretzels
Personality Traits
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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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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Vegetable/Minestrone
Soup Lovers
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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Dogmatism
Social
character
Need for
uniqueness
Optimum
stimulation
level
Sensation
seeking
Varietynovelty
seeking
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A Sole Person is
Experiencing the Joys and
Adventure of the
Wilderness
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Dimensions of Brand
Personality
Defined as set of human
characteristics associated with a
brand
Serves symbolic or self-expressive
function
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Measurement Construct of
B.P
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Generalized Dimensions of
B.P
Brand
Personality
Sincerity
(Hallmar
k cards)
Excitem
ent (MTV
Chanel)
Compete
nce (The
Wall
Street
Journal
newspap
er)
Sophistic
ation
(Guess
jeans)
Ruggedn
ess (Nike
tennis
shoes)
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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
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
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
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people do.
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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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
28
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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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
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.
33
Consumer Ethnocentrism
Vary by country and product
Products display different level of culture
uniqueness
Country effect
34
Brand Personality
Personality-like traits associated with
brands
Examples
Purdue and freshness
Nike and athlete
BMW is performance driven
A Brand Personality
Framework
36
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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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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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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