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Personality and Consumer Behavior
CHAPTERFIVE
Learning Objectives
1. To Understand How Personality Reflects Consumers’ Inner Differences.
2. To Understand How Freudian, Neo-Freudian, and Trait Theories Each Explain the Influence of Personality on Consumers’ Attitudes and Behavior.
3. To Understand How Personality Reflects Consumers’ Responses to Product and Marketing Messages.
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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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What Is the Personality Trait Characterizing the Consumers to Whom This Ad Appeals?
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Enthusiastic or ExtremelyInvolved Collectors
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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
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Discussion Questions
• How would you describe your personality?
• How does it influence products that you purchase?
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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
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Freudian Theory
• Id– Warehouse of primitive or
instinctual needs for which individual seeks immediate satisfaction
• Superego– Individual’s internal
expression of society’s moral and ethical codes of conduct
• Ego– Individual’s conscious control
that balances the demands of the id and superego
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Snack Foods and Personality Traits Table 5.1 (excerpt)
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Snack Foods
Personality Traits
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 crackers
Rational, logical, contemplative, shy, prefers time alone.
Cheese curls
Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order.
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How Does This Marketing Message Apply the Notion of the Id?
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It Captures Some of the Mystery and The Excitement Associated With the “Forces” of
Primitive Drives.
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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 Horney’s three personality groups– Compliant: move toward others– Aggressive: move against others– Detached: move away from others
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Why Is Appealing to an Aggressive Consumer a Logical Position for This Product?
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Because its Consumer Seeksto Excel and Achieve Recognition
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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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Soup and Soup Lover’s TraitsTable 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
• Tomato Soup Lovers– Passionate about reading– Love pets– Like meeting people for coffee– Aren’t usually the life of the
party
• 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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Personality and Understanding Consumer Behavior
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How Does This Ad Target the Inner-Directed Outdoors Person?
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A Sole Person is Experiencing the Joys and Adventure of the Wilderness
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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 Motivation ScalesTable 5.3 (excerpt)
A “GENERAL” CONSUMER INNOVATIVENESS SCALE1. 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 SCALE1. 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.
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Dogmatism
• A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs
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Personality and Understanding Consumer Behavior
• Ranges on a continuum for inner-directedness to other-directedness
• Inner-directedness – rely on own values when evaluating products– Innovators
• Other-directedness– look to others– less likely to be innovators
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Need for Uniqueness
• Consumers who avoid conforming to expectations or standards of others
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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.
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Sensation Seeking
• The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations.
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Variety-Novelty Seeking
• Measures a consumer’s degree of variety seeking
• Examples include:– Exploratory Purchase Behavior– Use Innovativeness– Vicarious Exploration
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Cognitive Personality Factors
• Need for cognition (NFC)– A person’s craving for enjoyment of thinking– Individual with high NFC more likely to respond to
ads rich in product information.
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Cognitive Personality Factors
• Visualizers• Verbalizers
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Why Is This Ad Particularly Appealing to Visualizers?
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The Ad Stresses Strong Visual Dimensions
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Why Is This Ad Particularly Appealing to Verbalizers?
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It Features a Detailed Description
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Discussion Question
• What advertising media (print, television, Internet, salesperson, POP display, newspaper, radio) is good for a person with a high NFD?
• A Verbalizer
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From Consumer Materialism to Compulsive Consumption
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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
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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 word to be their marketplace and would be attracted to products from other cultures and countries.
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Brand Personality
• Personality-like traits associated with brands• Examples– Purdue 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
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In What Ways Do Max and Other Brand Personifications Help Create VW’s Brand Image?
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Speaks English, is “interviewed”about VW products, and is a friend
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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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Product Anthropomorphism andBrand Personification
• Product Anthropomorphism – Attributing human characteristics to objects– Tony the Tiger and Mr. Peanut
• Brand Personification – Consumer’s perception of brand’s attributes for a
human-like character– Mr. Coffee is seen as dependable, friendly,
efficient, intelligent and smart.
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A Brand Personality FrameworkFigure 5.12
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Product Personality Issues
• Gender– Some products perceived as masculine (coffee and
toothpaste) while others as feminine (bath soap and shampoo)
• Geography– Actual locations, like Philadelphia cream cheese and
Arizona iced tea– Fictitious names also used, such as Hidden Valley and
Bear Creek• Color– Color combinations in packaging and products
denotes personality
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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 self-image
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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”
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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 products congruent with this
image
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Which ConsumerSelf-Image Does This Ad Target, and Why?
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Actual self-image because it tells middle-age women who like their hair long to continue doing so.
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Different Self-Images
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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
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Altering the Self-Image
• Consumers use self-altering products to express individualism by:– Creating new self– Maintaining the existing self– Extending the self– Conforming
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Virtual Personality
• You can be anyone…– Gender swapping– Age differences– Mild-mannered to aggressive
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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
55Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide
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