chapter consumer personality - prospect of e-marketing in...

10Consumer Personality

Chapter

Prepared By: Mr. Afjal HossainLecturer

Department of MarketingPatuakhali Science & Technology University

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 01

Welcome to

Learning Objectives

• Nature of Personality

• How Personalities can be used in different environment?


Personality

• How a person responds?

• It is the inner psychological characteristics that bothdetermine and reflect how a person responds to his orher environment.

• In terms selling, personality means how consumersresponds to the seller’s products, advertisement orpromotional efforts.


Nature of Personality

Three properties of personality:

• It reflects individual difference

• It is consistent & enduring

• It can be change


• Personality reflects individual difference

May similar single trait but not all

Many individuals may have similar single personalitycharacteristic but not in terms of all characteristics.

Nature of Personality (continued)


• Personality is consistent & enduring

personality is consistent when the service is still same or improving

But is it is not always be the same as the marketercannot keep their strategy & promotional efforts are notthe desire of the consumer.



• Personality can change

Personality is major changed by their life events

Personality is changed by their maturity process i.e.birth of child, be a young one, loved one and the deathof a loved one.



Theories of Personality

Three major theories of personality are:

• Freudian Theory

• Neo-Freudian theory

• Trait theory


• Freudian Theory

– Sigmund Freud developed this theory

– It is psychoanalytic theory

– This theory premises that:

Unconscious needs or drives are the heart of personality

(Sexual or biological drives i.e. Id, Superego and Ego)

Theories of Personality (continued)


Freudian Theory ------

• Id: is the basic physiological needs that a person seeks immediate satisfaction without concern for the specific means of satisfaction.

Example: Thirst, Hunger, Sex etc.

It is the conceptualized as a warehouse of primitive andimpulsive drives.




• Superego: is the social acceptable fashion.

Example: prestigious car, fashionable dress etc.

It is also the conceptualized as the individuals internalexpression of society’s moral and ethical codes ofconduct.




• Ego: is the individual conscious control.

It functions as an internal monitor that attempts tobalance the impulsive demands of the id and the socio-cultural constraints of the superego.

Example: safety & security of the job withoutundertaking any bribe etc.



Freudian Theory ------ A special case of productpersonality

The theorist suggests that consumers are primarily unaware of

their true reasons for buying their products. They don’t considera single cause they consider a lot of causes.

Examples:

1. Car: Convenience, Speed, prestigious etc.2. Toothpaste: capacity to decay, clean, strong teeth etc.



• Neo-Freudian Theory

– The colleagues of Sigmund Freud think that for theformation & development of personality it is necessary tosocial relationship.

– They think that personality is primarily instinctual & sexual innature but not for all time.

– Three theorists suggest this theory:

1. Alfred Adler “individuals efforts are used to overcomefeelings of inferiority”. He termed it as slice of life i.e.striving for superiority.




– Three theorists suggest this theory:2. Harry Stack Sullivan “individuals tries to reduce the

tensions”. They try to rewarding relationship with othersi.e. free from anxiety.

3. Karen Horney “child-parent relationship & tries to conqueranxiety”. Individuals can be classified into 3 major groups:

a. Compliant Individuals

b. Aggressive Individuals

c. Detached Individuals




3. Karen Horney “child-parent relationship & tries toconquer anxiety”. Individuals can be classified into3 major groups:

a. Compliant Individuals: They move towards with othersi.e. love, appreciated etc.

b. Aggressive Individuals: They move against others i.e. win,place himself as only one etc.

c. Detached Individuals: They move away from others i.e.self-reliance, self-sufficiency, independence etc.



• Trait Theory

– This theory is based on quantitative figures.

– The information is converted into quantitative figures and thenanalysis is completed.

– The information should be the different traits of the individual’srelated to the product.

– The test may be on:

1. Consumer materialism

2. Consumer innovativeness

3. Consumer ethnocentrism



• Trait Theory

– The test may be on:

1. Consumer materialism: The degree of the consumer’sattachment to “worldly possessions”

2. Consumer innovativeness: The chance to receive a newexperience

3. Consumer ethnocentrism: To accept or reject foreign madeproducts.



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Ch. 10 Personality

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Ch. 10 Personality

chapter consumer personality - prospect of e-marketing in...

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