Transcript Personality and Consumer Behavior

CHAPTE
R
FIVE
Personality and
Consumer
Behavior
Learning Objectives
1. To Understand How Personality Reflects
Consumers’ Inner Differences.
2. To Understand How Freudian, NeoFreudian, 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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Introduction
• Marketers have long tried to appeal to
consumers in terms of their personality
characteristics. They have intuitively felt
that what consumers purchase, and when
and how they consume, are likely to be
influenced by their personality factors.
What Is the Personality Trait
Characterizing the Consumers to
Whom This Ad Appeals?
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Enthusiastic or Extremely
Involved 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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Id, Superego and ego
• Freud proposed that the human
personality consists of three interacting
systems:
the id, the superego, and the ego.
• The id was conceptualized as a
“warehouse” of primitive and impulsive
drive- basic physiological needs such as
thirst, hunger and sex-for which the
individual seeks immediate satisfaction
without concern for the specific means of
satisfaction.
Superego
• In contrast to Id, the superego is
conceptualized as the individual’s internal
expression of society’s moral and ethical
code of conduct. The superego’s role is to
see that the individual satisfies needs in a
a socially acceptable fashion. Thus, the
superego is a kind of “brake” that restrains
or inhibits the impulsive forces of the id.
Ego
• The ego is the individual’s conscious
control. It functions as an internal monitor
that attempts to balance the impulsive
demands of the id and the sociocultural
constraints of the superego.
• Freud emphasized that an individual’s
personality is formed as he or she passes
through a number of distinct stages of
infant and childhood development.
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 Seeks
to 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 Traits
Table 5.2 (excerpt)
• Chicken Noodle Soup
Lovers
–
–
–
–
–
–
• Vegetable/Minestrone
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
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– 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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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 Scales
Table 5.3 (excerpt)
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.
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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 innerdirectedness 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
• Sample Item from a consumers Need for
Uniquensess Scale
1. I collect unusal products as a way of
telling people I’M different.
2. When dressing, I have sometimes dared
to be different in ways that others are
likely to disapprove.
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Conti…
• As far as I’M concerned, when it comes to
the products I buy and the situations in
Which I use them, Customs and rules are
made to be broken.
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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From Consumer Materialism to
Compulsive Consumption
Acquire and show off
possessions
Self centered and
selfish
Materialistic
People
Seek lifestyle full of
possessions
Do not get greater
personal satisfaction
from possessions
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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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Product Anthropomorphism and
Brand 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 Framework
Figure 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 selfimage
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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 Consumer
Self-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
Actual Self-Image
• How consumers see themselves
Ideal Self-Image
• How consumer would like to see
themselves
Social Self-Image
• How consumers feel others see them
Ideal Social
Self-Image
• How consumers would like others to
see them
Expected
Self-Image
• How consumers expect to see
themselves in the future
Out-to self
• Traits an individual believes are in her
duty to possess
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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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