Personality and

Consumer
Behavior

Personality
Persons consistent ways of
responding to the environment
due to inner characteristics in
which he or she lives is called
personality.

Personality
Personality
Personality:
Personality:
Reflects
Reflects aa
persons
persons
consistent
consistent
response
response to
to his
his
or
or her
her
environment.
environment.

Personality
Personality traits
traits
related
related to
to consumer
consumer
behavior:
behavior:
Extroversion
Extroversion
self-esteem
self-esteem
dogmatism
dogmatism
(closed(closedmindedness)
mindedness)
aggressiveness
aggressiveness

What Is the Personality Trait

Characterizing the Consumers to
Whom This Ad Appeals?

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

Enthusiastic or Extremely
Involved Collectors

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

Factors Making Up Our

Personality
External Influences or social
environment
Genetic or Biological Traits

Personality and
The Nature of 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
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

PERSONALITY REFLECTS
INDIVIDUAL DIFFERENCES
The inner characteristics of every
individual differ from every other
individual.
Many individuals can be similar in one or
two characteristics but not in others.
Personality is useful to categorize
consumers into different groups on the
basis of several traits.
For example some people are risk averse
while some like to take risks, like they
try every new product in market.

PERSONALITY IS CONSISTENT AND

ENDURING
Indeed a sibling tries to differentiate
himself from his brother from the day
he is born. This shows that personality
has consistency and endurance.
Marketers cannot change consumers
personalities but can influence them by
making products appealing.
Personalities may be consistent but
consumption pattern is different. It
depends on socio, environmental and
cultural factors.
Needs, motives and reaction to new
brand may change person behavior.

PERSONALITY CAN CHANGE

Under certain events and situations
personality changes like marriage,
death of parents, birth of child,
change of job, occupation.
Other than events gradual
development also change the
personality.

Discussion Questions
How would
you
describe
your
personality
?
How does
it influence
Brands
that you
purchase?
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

11

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
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

12

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
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

13

Snack
Foods

Snack Foods and

Personality Traits
Table 5.1
Personality
Traits(excerpt)

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
Copyright
Education, Inc.
publishing
as Prentice
Five
curls2010 Pearson
appear
rigid
but
has Hall
great integrity, Chapter
plans

14

How Does This Marketing

Message Apply the Notion
of the Id?

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

15

It Captures Some of the Mystery and

The Excitement Associated With the
Forces of Primitive Drives.

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

16

Neo-Freudian Personality
Theory
Social relationships are fundamental to personality
Alfred Adler:
Style of life
Feelings of inferiority

Harry Stack Sullivan

We establish relationships with others to reduce
tensions

Karen Horneys three personality groups

Compliant: move toward others seeks attention
Aggressive: move against others seeks admirations
Detached: move away from others seeks
independence

Chapter Five

17

Why Is Appealing to an Aggressive

Consumer a Logical Position for
This Product?

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

18

Because its Consumer Seeks

to Excel and Achieve
Recognition

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

19

Trait Theory
Focus on measurement of personality
in terms of traits
Trait - any distinguishing, relatively
enduring way in which one individual
differs from another

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

20

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

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

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

Chapter Five

21

Personality and Understanding

Consumer Behavior

Chapter Five

22

Consumer Innovativeness
Willingness to innovate
Further broken down for hi-tech
products:
Global innovativeness overall innovative
level of consumers.
Domain-specific innovativeness to do
with particular product category.
Innovative behavior actual purchase of
the product.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

23

Consumer Motivation
Scales
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.
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.

Chapter Five

24

Continued
Personality traits used to understand
consumer behavior.
1.Dogmatism:
Personality trait that measures the
degree of rigidity that an individual
shows towards new product.
Highly dogmatic people are called close
minded
Low dogmatic people are called open
minded

Continued
A person who is highly dogmatic
approaches
the
new
or
unfamiliar
product
with
discomfort and uncertainty.
Low dogmatic persons like to
prefer innovative products and
always try to go for a change.

Continued
2. Social character:
Personality trait that ranges on
the
continuum
from
inner
directedness
to
other
directedness.

Personality and
Understanding Consumer
Behavior
Inner-directedness
rely on own values when evaluating
products
Innovators prefer ads that emphasize
on product features & personal benefits.

Other-directedness
look to others for conformity.
They prefer ads that show
acceptance.
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall

social

Chapter Five

28

How Does This Ad Target

the Inner-Directed
Outdoors Person?

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

29

A Sole Person is Experiencing

the Joys and Adventure of the
Wilderness

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

30

NEED OF UNIQUENESS

One of the factors that people want to seek.

Consumers who avoid appearing to conform
to expectations or standards of others.

Optimum Stimulation Level

A personality trait that measures
the level or amount of novelty or
complexity that individuals seek in
their personal experiences
High OSL consumers tend to accept
risky and novel products more
readily than low OSL consumers.

Chapter Five

32

OPTIMUM STIMULATION
LEVEL
It is the desired lifestyle that one
wants to achieve in his/her life.
High scorers of OSL are:
More riskier.
Try new products.
To be innovative.

Sensation Seeking
The need for varied, novel, and
complex sensations and
experience. And the willingness to
take social and physical risks for
the sensations.

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

34

Variety-Novelty Seeking
Measures a consumers degree
of variety seeking
Examples include:
Exploratory Purchase Behavior
Use Innovativeness
Vicarious Exploration

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

35

VARIETY NOVELTY SEEKING

Exploratory Purchase Behavior:
Switching brands to experience new
, different and better alternatives.
Use Innovativeness:
Using an already adapted produt in
a new and novel way.
Vicarious Exploration:
Securing information about new and
different products

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

Chapter Five

37

Cognitive Personality
Factors
Visualizers
Verbalizers

Copyright 2010 Pearson Education, Inc. publishing as Prentice

Hall

Chapter Five

38

Why Is This Ad Particularly

Appealing to Visualizers?

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

39

The Ad Stresses Strong

Visual Dimensions

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

40

Why Is This Ad Particularly

Appealing to Verbalizers?

Chapter Five

41

It Features a Detailed
Description

Chapter Five

42

Discussion Question
What advertising media (print,
television, Internet, salesperson, POP
display, newspaper, radio) is good for
a person with a high NFc?

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

43

R.R.Cattells
Personality Traits
Reserved

------------- Outgoing

Submissive

------------- Dominant

Serious

------------- Happy-go-lucky

Expedient

------------ Conscientious

Timid

------------ Venturesome

Tough minded

------------ Sensitive

Practical

------------ Imaginative

Self assured

------------- Apprehensive

Conservative

------------- Experimenting

Relaxed

------------- Tense
44

From Consumer Materialism

to Compulsive Consumption

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

45

From Consumer Materialism

to Compulsive Consumption
Fixated consumption behavior
Consumers fixated on certain products
or categories of products
Characteristics
Passionate interest in a product category
Willingness to go to great lengths to secure
objects
Dedication of time and money to collecting

Compulsive consumption behavior

Addicted or out-of-control
consumers
Chapter Five

46

Consumer Ethnocentrism
and Cosmopolitanism
Ethnocentric consumers feel it is wrong
to purchase foreign-made products
because of the impact on the economy
They can be targeted by stressing
nationalistic themes
A cosmopolitan orientation would
consider the world to be their
marketplace and would be attracted to
products from other cultures and
countries.
Chapter Five

47

Brand Personality
Personality-like traits associated with
brands
Examples
Liril 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
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

48

In What Ways Do Max and Other Brand

Personifications Help Create VWs
Brand Image?

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

49

Speaks English, is
interviewed
about VW products, and is
a friend

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

50

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

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

51

Product Anthropomorphism
and
Brand Personification
Product Anthropomorphism
Attributing human characteristics to
objects

Brand Personification
Consumers perception of brands
attributes for a human-like character

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

52

A Brand Personality
Framework
Figure 5.12

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

53

Part II
C5 Consumer Personality
Brand Personality
The

concept

of

Factors

brand

personality is believed to

Facets

Traits

Down-to-earth

Down- to-earth, Family-oriented,

Small town.

Honest

Honest, Sincere, Real.

Wholesome

Wholesome, Original.

Cheerful

Cheerful, Sentimental, Friendly.

Daring

Daring, Trendy, Exciting.

Spirited

Spirited, Cool, Young.

Imaginative

Imaginative, Unique.

Up-to-date

Up-to-date, Independent, Contemporary.

Reliable

Reliable, Hard working, Secure.

Intelligent

Intelligent, Technical, Corporate.

Successful

Successful, Leader, Confident.

Upper class

Upper class, Glamorous, Good-looking.

Charming

Charming, Feminine, Smooth.

Outdoorsy

Outdoorsy, Masculine, Western.

Tough

Tough, Rugged.

1. Sincerity

be an important element in
building brand equity.
2. Excitement

3. Competence

4. Sophistication

5. Ruggedness

Cont.

5 54

Consumer Behaviour

(2nd Edition)

Copyright 2008, Satish K Bhatra, S H H Kazmi

Satish K Batra / S H H Kazmi

Excel Books

Pepsi Atom.mp4

SaluThumbs Up 12.mp4

Coke-13-1.mpg

55

Product Personality Issues

Gender
Some products perceived as masculine
(coffee and toothpaste) while others as
feminine (bath soap and shampoo)

Geography
Actual locations, like Darjeeling Tea and
Assam tea,
Mysore Sandal soap.
Fictitious names also used

Color
Color combinations in packaging and
products denotes personality

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

56

PERSONALITY AND COLOR

Consumers not only ascribe personality
trait to products and services, but they
also tend to associate personality
factors with specific colors.
For example Coca cola is associated
with
red
color
which
connotes
excitement. Blue bottles are used to sell
wine because blue color appeals to
women.

Self and Self-Image

Consumers have a
variety of enduring
images of
themselves
These images are
associated with
personality in that
individuals
consumption
relates to selfimage
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

58

One or Multiple Selves

A single consumer will act
differently in different situations or
with different people
We have a variety of social roles
Marketers can target products to a
particular self

Chapter Five

59

Makeup of the Self-Image

Contains traits, skills, habits,
possessions, relationships, and
way of behavior
Developed through background,
experience, and interaction with
others
Consumers select Brands
congruent with this image
Chapter Five

60

Extended Self
Possessions can extend self in a
number of ways:
Actually
Symbolically
Conferring status or rank
Bestowing feelings of immortality
Endowing with magical powers

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

61

Altering the Self-Image

Consumers use self-altering
brands to express individualism
by:
Creating new self
Maintaining the existing self
Extending the self
Conforming

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

62

Different Self-Images

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

63

Part II
C5

Consumer Personality
Ext.

Ver.

Som.

Nei-nor

Som.

Ext.

Rugged

Delicate

Excitable

Calm

Uncomfortable

Comfortable

Dominating

Submissive

Thrifty

Indulgent

Pleasant

Unpleasant

Contemporary

Non-contemporary

Organised

Unorganised

Rational

Emotional

Youthful

Mature

Formal

Informal

Orthodox

Liberal

Complex

Simple

Colourless

Colourful

Modest

Vain

Measurement Scale of Self-concepts

5 64

Ver.

Consumer Behaviour

(2nd Edition)

Copyright 2008, Satish K Bhatra, S H H Kazmi

Satish K Batra / S H H Kazmi

Excel Books

Which Consumer
Self-Image Does This Ad Target, and
Why?

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

65

Actual self-image because it tells

middle-age women who like their hair
long to continue doing so.

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Five

66

Encourages Fantasying Dream Gir.l Me

67