Copyright 2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb

Slides prepared by Sarah Fletcher and Morena Dobrowolski
7
PERSONALITY
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-2
Personality
At the end of this session, you should understand:
The nature of personality
The different approaches to personality theory and their
relevance to consumer behaviour
The self-concept and its influence on consumer behaviour
The concept of brand personality and its importance in
marketing
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-3
Personality - defined
The characteristic patterns of behaviour and
thought that are a reflection of a consumers
psychological systems

Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-4
Compare these advertisements
See EXHIBIT 7.1 and EXHIBIT 7.2, page 191.

PowerPoint slides supplied on the Instructor
Resource CD to accompany Consumer
Behaviour include advertisement images.

Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-5
Personality theories
The following are approaches to personality theory:

Psychoanalytical theory

Social/environment theories

Trait theory

Self concept theory
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-6
Psychoanalytic personality theory
Based on the idea that adult behaviour
is a reflection of childhood experiences

Sigmund Freud believed that unconscious thoughts
controlled the conscious mind and this plays
a significant role in developing our personalities

This is very much linked to the concepts of human
motivation and drives (Chapter 8)

Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-7
Five key stages of childhood development that
Freud believed influenced personality
development:
Oral
Anal
Phallic
Latent
Genital

Psychoanalytic personality theory
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-8
Psychoanalytic personality theory
Freud proposed that personality is made up of
three parts:
Id
Our primitive instincts or drives
Superego
Our urge to do what is right achieving perfection
Ego
The balance between the id and the superego
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-9
Which do these ads appeal to?
See EXHIBIT 7.3 Paradise biscuits , page 194.
See EXHIBIT 7.4 Advanced VO5 Leave-in Anti-Frizz
Conditioner, page 194.

See EXHIBIT 7.5 Heart Foundation, page 196.

PowerPoint slides supplied on the Instructor
Resource CD to accompany Consumer Behaviour
include advertisement images.

Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-10
Psychoanalytic personality theory
Application of Freuds ideas in marketing:
Appeal to underlying motivations and drives, e.g.:
Underlying sexual connotations in ads
Show glamorous people using the product - appealing
to social acceptance of the product rather than its
practical uses

Communicate message that anxiety may be reduced
with the use of a particular product/service

Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-11
Psychoanalytic personality theory
Neo-Freudians

Those who further developed Freuds ideas but presented
new ways of looking at personality

Many consider that although the unconscious mind is
important, other factors such as the conscious mind and
external factors are also important influences on
personality

One of the best known Neo-Freudians is Carl Jung

Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-12
Social/environment theories of
personality
Jungian personality types
Carl Jung believed that individuals engage in constant adaptation
and creative development, based on the environment
Suggested there are three components of personality:
The ego
Our current conscious thoughts
The personal unconscious
Where information is buried or stored day to day but can be
remembered when there is a trigger
The collective unconscious
Comprises memory traces from an individuals ancestral past
Believed the self came from a a mix of the conscious and
unconscious
Formed four classifications of psychological function personality
types
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-13
Jungs psychological types
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-14
Other contributors to personality
theory
Erik Erikson

Considered ego to be a
major motivating force in
human development and
personality
The stronger your self-
identity, the more confident
and assertive you are
Implications for marketing
are that people are more
likely to buy brands that
reflect their self image

See EXHIBIT 7.6 Advertisements reflect
the expression of a consumers
identity, page 200.

PowerPoint slides supplied on the
Instructor Resource CD to accompany
Consumer Behaviour include
advertisement images.

Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-15
Other contributors to personality
theory
Alfred Adler

Believed that people are born with an inbuilt sense
of inferiority
We strive for something better - express our
superiority
We are influenced by heredity, the environment
and intrinsic factors

Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-16
Other contributors to personality
theory
Argued that sociocultural
factors could explain
personality differences, not
just basic gender
differences
She believed that basic
anxiety leads to conflict and
an intense need for
approval and affection
Marketers commonly
appeal to needs for greater
self-improvement and
social standing
Karen Horneys basic anxiety theory
See EXHIBIT 7.7 Peugeot makes
you feel superior, page 201.

PowerPoint slides supplied on
the Instructor Resource CD to
accompany Consumer Behaviour
include advertisement images.

Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-17
Trait theories of personality
A trait is a personality characteristic, e.g. outgoing
or shy

Trait theories attempt to identify and categorise
personality characteristics

Marketers can use this information to identify
characteristics of a certain market segment
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-18
The big five personality traits
Openness to experience
Interest in new things
Conscientiousness
How methodical you are
Extroversion/introversion
Degree of sociability
Agreeableness
Extent of a persons social likeability
Neuroticism
Perceived emotional stability
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-19
Self-concept theory
Based on the set of attitudes a person holds about
themselves and is made up of self-images and the
evaluation of these images

Self-concept is made up of two elements
Self-image
Self-esteem

Our self-concept can vary across situations
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-20
Self-image and buying behaviour
The different aspects of self-image that influence
buying behaviour include:
Real self
How we perceive ourselves
Ideal self
How we think we are perceived by others
Social self
How others see us

Consumers purchase products that reflect their
sense of self
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-21
Self-image and fashion
A consumers choice of fashion is a reflection of
their personality - it is an outward presentation of
their self image

Highly materialistic consumers are more likely to
engage in indulgent purchasing behaviour
Their physical and material possessions convey status,
success and prestige
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-22
Brand personality
Brands are often perceived
as having a distinct
personality
Positioning is a technique
to market a product so that
it occupies a unique
position within a
consumers mindset
Appeals used within
advertisements and other
promotional materials help
establish this uniqueness
See EXHIBIT 7.13 Different brands have
different personalities. In the tea category,
Dilmah is unique, page 213.

PowerPoint slides supplied on the Instructor
Resource CD to accompany Consumer
Behaviour include advertisement images.

Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7-23
Marketing application of personality
theories
Using personality tests to gather information about
consumers personality types, e.g.:

Myers-Briggs-type personality type indicator test

Thematic Apperception Test (TAT)
Helps determine personality themes as well as unconscious
motivations