cb-5-personality and consumer behavior
TRANSCRIPT
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Personality andConsumer Behavior
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What isPersonality?
The inner
psychological
characteristics that both determine and
reflect how a person
responds to his or her
environment.
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The Nature of Personality
� Personality reflects individual differences
� Personality is consistent and enduring
� Personality can change
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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 theformation 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 (ancient) needs for
which individual seeks immediate satisfaction
� Superego
± Individual¶s internal expression of society¶smoral and ethical codes of conduct
� Ego
± Individual¶s conscious control that balances thedemands of the id and superego
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Figure 5.1
Ad
Portraying
the Forces
of the Id
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Figure 5.2 A Representation of the
Interrelationships among the Id, Ego, andSuperego
ID
System 1
SUPEREG
O
System 2
EGO System 3
Gratification
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Freudian Theory and
³Product Personality´
� Consumer researchers using Freud¶s personality theory see consumer purchases
as a reflection and extension of theconsumer¶s own personality
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Horney¶s CAD
Theory
� Using the context of child-parentrelationships, individuals can be classified
into: ± Compliant individuals
± Aggressive individuals
± Detached (separate) individuals
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Compliant (in
compliance)
Personality
One who desires to
be loved, wanted,and appreciated by
others.
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AggressivePersonality
One who moves
against others (e.g.,
competes withothers, desires to
excel and win
admiration).
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DetachedPersonality
One who moves
away from others
(e.g., who desires
independence, self-
sufficiency, and
freedom from
obligations).
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Figure 5.3
Ad Applying
Horney¶s
Detached
Personality
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Trait
Theory
� Personality theory with a focus on psychological characteristics
� Trait - any distinguishing, relativelyenduring way in which one individualdiffers from another
� Personality is linked to how consumers
make their choices or to consumption of a broad product category - not a specific brand
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Personality Traits and Consumer
Innovators
� Innovativeness
�dogmatism
� Social Character
� Need foruniqueness
� Optimum
stimulation level
� Variety-novelty
seeking
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ConsumerConsumerInnovativenessInnovativeness
The degree to which
consumers are
receptive to new products, new
services or new
practices.
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Dogmatism
A personality trait thatreflects 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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Dogmatism
� Consumers low in dogmatism (open-minded ) are more likely to prefer innovative
products to established or traditionalalternatives
� Highly dogmatic consumers tend to be morereceptive to ads for new products or services that contain an appeal from anauthoritative figure
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Figure 5.4
Ad
Encouraging
New Product
Acceptance
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Social CharacterInner-Directed
� Consumers who tend
to rely on their owninner values
� More likely to be
innovators
� Tend to prefer ads thatstress product features
and benefits
Other-Directed
� Consumers who tend
to look to others for direction
� Less likely to be
innovators
� Tend to prefer ads thatfeature social
acceptance
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Need forUniqueness
Consumers who avoid
appearing to
Conform (being conventional)to
expectations or
standards of others.
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OptimumOptimum
StimulationStimulationLevelsLevels
(OSL)(OSL)
A personality trait that
measures the level or
amount of novelty
(innovation) 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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SensationSensation
SeekingSeeking
(SS)(SS)
A personality traitcharacterized by the need
for varied, novel, and
complex sensations and
experience, and the
willingness to take
physical and social risks
for the sake of suchexperience.
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Cognitive PersonalityF
actors� Need for cognition
± A person¶s craving (passion) for enjoyment of
thinking to use a product.� Visualizes versus verbalizes
± A person¶s preference for information presented visually or verbally.
± i.e. TV, Internet
± R adio
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Need for Cognition (NC)
� Consumers hig h in NC are more likely torespond to ads rich in product-related
information� Consumers l ow in NC are more likely to be
attracted to background or peripheralaspects of an ad
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From Consumer Materialism to
Compulsive Consumption
� Consumer materialism
± The extent to which a person is considered
³materialistic´� Fixed consumption behavior
± Consumers fixated on certain products or categories of products
� Compulsive consumption behavior
± ³Addicted´ or ³out-of-control´ consumers
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Materialistic People
� Value acquiring and showing-off possessions
� Are particularly self-centered and selfish
� Seek lifestyles full of possessions
� Have many possessions that do not lead to
greater happiness
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Compulsive
Consumption
Behavior
Consumers who are
compulsive buyers
have an addiction; in
some respects, they
are out of controland their actions
may have damaging
consequences to
them and to those
around them.
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Consumer Ethnocentrism
� Ethnocentric consumers feel it is wrong to
purchase foreign-made products
� They can be targeted by stressingnationalistic themes
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Brand Personality
� Personality-like traits associated with brands
� Volvo - safety
� Nike - the athlete
� BMW - performance
� Levi¶s 501 - (rough, harsh)
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� HOME A NSSIGNMENT.
� COMMENTS ON A NY BR A ND
PER SONALITY OF YOU OW N
CHOICE
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Figure 5.7 A Brand Personality
FrameworkBrand
Personality
R uggednessSophisticationCompetenceExcitementSincerity
�Down-to-
earth
�Honest
�Wholesome
�Cheerful
�Daring
�Spirited
�Imaginative
�Up-to-date
�R eliable
�Intelligent
�Successful
�Upper class
�Charming
�Outdoorsy
�Tough
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Table 5.10 The Personality-like
Associations of Selected ColorsCommands respect,
authority
�America¶s favored color
� IBM holds the title to blue
�Associated with club soda
� Men seek products packaged in blue
� Houses painted blue are avoided
� Low-calorie, skim milk � Coffee in a blue can be perceived as ³mild´
Caution, novelty,
temporary, warmth
� Eyes register it faster
� Coffee in yellow can be perceived as ³weak´
� Stops traffic
� Sells a house
Secure, natural,
relaxed or easy
going, living things
� Good work environment
�Associated with vegetables and chewing gum
� Canada Dry ginger ale sales increased when it
changed sugar-free package from red to green
and white
BLUEBLUE
YELLOWYELLOW
GREENGREEN
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Table 5.10 continuedHuman, exciting, hot,
passionate, strong
� Makes food ³smell´ better
� Coffee in a red can be perceived as ³rich´� Women have a preference for bluish red
� Men have a preference for yellowish red
� Coca-Cola ³owns´ red
Powerful, affordable,
informal
� Draws attention quickly
Informal and relaxed,
masculine, nature
� Coffee in a dark-brown can was ³too strong´
� Men seek products packaged in brown
Goodness, purity,
chastity, cleanliness,
delicacy, refinement,
formality
� Suggests reduced calories
� Pure and wholesome food
� Clean, bath products, feminine
Sophistication, power,
authority, mystery
� Powerful clothing
� High-tech electronics
R egal, wealthy, stately � Suggests premium price
REDRED
OR A NGEOR A NGE
BROW NBROW N
WHITEWHITE
BLACK BLACK
SILVER ,SILVER ,
GOLDGOLD
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Different Self-ImagesActual Self-
ImageIdeal Self-Image
Ideal Social
Self-ImageSocial Self-Image
Expected
Self-Image
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Figure 5.9
Ad
ContemplatesConsumer
Self-Image
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Possessions Act as Self-Extensions
� By allowing the person to do things that
otherwise would be very difficult
� By making a person feel better
� By conferring status or rank
� By bestowing feelings of immortality
� By endowing with magical powers
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Table 5.6 Sample Items from an
Extended Self-Survey*
My ___ holds a special place in my life.
My ___ is central to my identity.
I feel emotionally attached to my ___.My ___ helps me narrow the gap between what I am
and try to be.
If my ___ was stolen from me I would feel as if part
of me is missing.I would be a different person without my___.
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Virtual Personality
� Online individuals
have an opportunity
to try on differentpersonalities
� Virtual personalities
may result in
different purchasebehavior
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Table 5.4 Sample Items - Materialism
SUCCESS
The things I own say a lot about how well I¶m doing in life.I don¶t place much emphasis on the amount of material objects
people own as a sign of success.a
I like to own things that impress people.
CENTRALITY I enjoy spending money on things that aren¶t practical.
I try to keep my life simple, as far as possessions are concerned.a
Buying things gives me a lot of pleasure.
HAPPINESS
I¶d be happier if I could afford to buy more things.
I have all the things I really need to enjoy life.a
It sometimes bothers me quite a bit that I can¶t afford to buy all the
things I¶d like.
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Table 5.6 Sample Items to Measure
Compulsive Buying1. When I have money, I cannot help but spend part
or the whole of it.
2. I am often impulsive in my buying behavior.
3.As soon as I enter a shopping center, I have anirresistible urge to go into a shop to buy something.
4. I am one of those people who often responds to
direct mail offers.
5. I have often bought a product that I did not need,while knowing I had very little money left.
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Table 5.6 Sample Items to Measure
Compulsive Buying1. When I have money, I cannot help but spend part
or the whole of it.
2. I am often impulsive in my buying behavior.
3.As soon as I enter a shopping center, I have anirresistible urge to go into a shop to buy something.
4. I am one of those people who often responds to
direct mail offers.
5. I have often bought a product that I did not need,while knowing I had very little money left.
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Table 5.6 Sample Items to Measure
Compulsive Buying1. When I have money, I cannot help but spend part
or the whole of it.
2. I am often impulsive in my buying behavior.
3.As soon as I enter a shopping center, I have anirresistible urge to go into a shop to buy something.
4. I am one of those people who often responds to
direct mail offers.
5. I have often bought a product that I did not need,while knowing I had very little money left.
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Table 5.7 Sample Items from the CETSCALE
1.American people should always buyAmerican-made productsinstead of imports.
2. Only those products that are unavailable in the U.S. should be
imported.
3. BuyAmerican-made products. K eepAmerica working.
4. Purchasing foreign-made products is un-American.
5. It is not right to purchase foreign products, because it puts
Americans out of jobs.
6.A realAmerican should always buyAmerican-made products.
7. We should purchase products manufactured inA
merica instead of letting other countries get rich off us.
8. It is always best to purchaseAmerican products.