Personality

and
Consumer Behavior
Meaning of Personality
 Thoseinner Psychological
characteristics that both
determine and reflect how a
person responds to his or her
environment
Nature of Personality
 Personality reflects individual
differences.
 Personality is consistent and
enduring
 Personality can change
Theories of Personality

 Freudian Theory
 Neo- Freudian Theory
 Trait Theory
Freudian Theory

ID EGO

SUPEREGO
Freudian Theory and
“Product personality”
 Consumer’s appearance and
possessions- grooming, clothing,
jewelry and so forth-as reflection of
the Individual’s Personality
Neo- Freudian Theory
 Neo- Freudians believed that social
relationships are fundamental to the
formation and development of
personality
According to Horney
 Complaint
 Aggressive
 Detached
Trait Theory
 Measurement of personality in terms
of specific psychological
characteristics called traits such as
 Consumer innovativeness
 Consumer materialism
 Consumer ethnocentrism
Personality and understanding
Consumer diversity
 Consumer innovativeness and related
personality traits
 Cognitive personality factors
 From consumer materialism to
compulsive consumption
 Consumer ethnocentrism : responses
to foreign-made products
Consumer innovativeness and
related personality traits
 Consumer innovativeness
 Dogmatism
 Social character
 Need for uniqueness
 Optimum stimulation level
 Sensation seeking
 Variety-novelty seeking
Cognitive personality factors

 Need for cognition

 Visualizers versus verbalizers

From consumer materialism to compulsive

consumption
 Consumer materialism

 Fixated consumption behavior

 Compulsive consumption behavior

Brand Personality
 Brand personification
 Product Personality and Gender
 Product Personality and Geography
 Personality and color
Your Brand Persona

 If your brand were a person—or type

of person—who would it be?



Let me ask you some questions
about the picture, above:
Which one of these two gentlemen
drives a Lexus? Which one drives a
Mini Cooper?

Which on of these guys uses an IBM

computer? Which one uses an Apple
Self and self image
 One and multiple selves
 The extended self
 Altering the self