personality does matter to marketing practitioners

8/11/2019 Personality Does Matter to Marketing Practitioners

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Personality does matter to marketing practitioners. Marketers have been trying to adhere to

the personality traits of the consumer in the past as well as today. This stems from their

intuition that whatever actions consumers take are influenced by their personality traits in one

way or the other. This has led to marketers and advertisers frequently using such messages

which appeal to the personality traits of consumers.

Some of the adverts that are focused on consumer personality are:



These advertisements focus on one or the personality types. Marketers are always on the look

for cues that give them a peek into what goes on in consumer’s mind when he or she makes a

choice. They are trying to understand various personality types and then customize their

campaigns accordingly. If a marketer has an insight into customer’s personality, then he or shecan successfully leverage on that information and create more value out of his endeavors.

Personality is defined as the inner psychological characteristics that determine and reflect how

a person responds to his or her environment (Schiffman, 2010). Marketers closely observe and

examine psychological charateristics on consumers and design their campaign intelligently to

reap benefits from this knowledge. By the way of various communication channels, such type of

consumer focused products and brands have found a niche market for themselves and a place

in the heart of consumers. They can emotionally relate to such campaigns. The indivisualistic

charaterisitics that a person possesses which define his/her personality, also direct the way

he/she will respond to the message in the advertisement.

We can attach three important dimesnions while studying personality types:

a. It reflects individual differences

b. It is consistent and enduring

c. It can change.



It reflects individual differences

No two persons are equally alike. An individual’s personality is a result of combination of a

unique set of characteristics. There may be certain similar characterisitcs between two

individuals but it rarely happens that all of their characteristics are similar. This helps

marketers to categorize consumers based on different set of traits.

Personality is Consistent and Enduring

Advertisers realize which personality attributes impact particular consumer responses and

they endeavor to appeal to traits which are inherent to their target group. An individual’s

personality may be enduring but it is influenced by several socio-cultural factors

Personality can Change

Certain life events may change one’s personality. Maturity has an impact on a person’s personality.

Stereotypes may be broken over time. There can be convergence of certain personality types as

well.

Theories of personality:

Freudian theory:

ID – intense emotions, urges, excitements, pleasure principle, newborns

SUPEREGO

EGO

ID



EGO – rationality principle, children learn to control their urges to get what they want

SUPEREGO – right/wrong, punishments, guilt, feeling good

non freudian theory of personality

A few of Freud's partners couldn't help contradicting his dispute that identity is basically

instinctual and sexual in nature. They contended that social relations are major to identity

advancement. Alfred Adler saw individuals as looking to achieve different level headed

objectives, which he called style of life, setting accentuation on the singular's exertions to

overcome sentiments of second rate quality. Harry Stack Sullivan focused on that

individuals constantly endeavor to make huge what's more remunerating associations with

others, setting attention on deliberations to diminish pressures.

Karen Horney concentrated on the effect of kid guardian connections, particularly the

singular's yearning to overcome sentiments of nervousness. She proposed three identitybunches: agreeable, forceful, and isolates. Consistent people are the individuals who move

to others—they longing to be cherished, needed, and increased in value. Forceful people

move against others—they longing to exceed expectations also win deference. Withdrew

people move far from others—they crave autonomy, independence, and opportunity from

commitments.

Trait theory:

This focuses on quantitative measures

A trait is defined as any distinguishing, relatively enduring way in which one individual

differs from another. Selected single-trait personality tests increasingly are being developed

specifically for use in consumer behavior studies

personality does matter to marketing practitioners

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