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8/22/2019 Schiffman_CB10_ Chapter 5 Slides Proper

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Personality and

Consumer Behavior

CHAPTER

FIVE


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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.2Copyright 2010 Pearson Education, Inc. Chapter Five Slide


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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 andServices That Consumers Use Enhance Their

Self-Images.

6. To Understand How Consumers Can CreateOnline Identities Reflecting a Particular Set of

Personality Traits.

3Copyright 2010 Pearson Education, Inc. Chapter Five Slide


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What Is the Personality Trait Characterizing the

Consumers to Whom This Ad Appeals?

Copyright 2010 Pearson Education, Inc. Chapter Five Slide 4


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Enthusiastic or Extremely

Involved Collectors

Copyright 2010 Pearson Education, Inc. Chapter Five Slide 5


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Personality and

The Nature of Personality

Personality is defined as those inner

psychological characteristics that both

determine and reflect how a person respondsto his or her environment.

http://similarminds.com/personality_tests.html


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The emphasis in this definition is on inner

characteristicsthose specific qualities, attributes,

traits, factors, and mannerisms that distinguish one

individual from other individuals.

The identification of specific personality

characteristics associated with consumer behavior

has proven to be highly useful in the development ofa firms market segmentation strategies.

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The Nature of Personality

In the study of personality, three distinct

properties are of central importance:

Personality reflects individual differences. Personality is consistent and enduring.

Personality can change.

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There are some interesting findings regarding the nature of

personality.

Personality Reflects Individual Differences

An individuals personality is a unique

combination of factors; no two individuals are

exactly alike.

Personality is a useful concept because it

enables us to categorize consumers into

different groups on the basis of a single trait

or a few traits.

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Personality is Consistent and Enduring

This helps marketers predict consumer behavior over

time in terms of personality.

Even though an individuals personality may be

consistent, consumption behavior often varies

considerably because of psychological, sociocultural,

situational and environmental factors that affectbehavior.

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Personality Can Change

An individuals personality may be altered by

major life events, such as the birth of a child,the death of a loved one, a divorce, or a major

career change.

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Theories of Personality

Freudian theory

Unconscious needs or drives are at the heart ofhuman 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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These are the three major theories of

personalities. There are many more but these

three have been chosen because they are

important to the relationship between

personality and consumer behavior. Each will

be discussed in detail on the next couple of

slides.

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Freudian Theory

Sigmund Freuds psychoanalytic theory of

personality is one of the cornerstones of

modern psychology.

This theory was built on the premise that

unconscious needs or drives, especially

biological and sexual drives, are at the heart of

human motivation and personality.

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Freudian Theory

Id Warehouse of primitive or

instinctual needs for whichindividual seeks immediatesatisfaction

Superego Individuals internal

expression of societysmoral and ethical codes ofconduct

Ego Individuals conscious control

that balances the demands ofthe id and superego

Copyright 2010 Pearson Education, Inc. 15Chapter Five Slide
http://www.freudfile.org/


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According to Freud, human personality consists of

these three systems, the id, super ego and the ego.

The Id is the warehouse of primitive drives, basic

physiological needs such as hunger, thirst, and sex.

The superego drives the individual to fulfill their

needs in a socially acceptable function. Finally, the

ego is the internal monitor that balances the needs

of the id and the superego.

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Freudian Theory and Product

Personality

Those stressing Freuds theories see that

human drives are largely unconscious, and

that consumers are primarily unaware of their

true reasons for buying what they buy.

These researchers focus on consumer

purchases and/or consumption situations,

treating them as an extension of the

consumers personality.

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Snack Foods and Personality Traits

Table 5.1 (excerpt)

18Chapter Five Slide

Snack

Foods

Personality Traits

Potato

chips

Ambitious, successful, high achiever, impatient with less

than the best.

Tortillachips Perfectionist, high expectations, punctual, conservative,responsible.

Pretzels Lively, easily bored with same old routine, flirtatious,

intuitive, may over commit to projects.

Snackcrackers

Rational, logical, contemplative, shy, prefers time alone.

Cheese

curls

Conscientious, principled, proper, fair, may appear rigid

but has great integrity, plans ahead, loves order.

Copyright 2010 Pearson Education, Inc.


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Can certain foods be a reflection of your

personality? This table shows the results of a

study of 19,000 consumers which examined

the link between snack food perceptions and

personality types. The table shows, for

example, that nuts are associated with a

personality that is take charge, pitches inoften, modest, self-confident but not a show-

off.

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How Does This Marketing Message

Apply the Notion of the Id?


It C t S f th M t d Th


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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 Horneys three personality groups

Compliant: move toward others Aggressive: move against others

Detached: move away from others



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Several of Freuds colleagues disagreed with his

contention that personality is primarily instinctual

and sexual in nature.

They argued that social relations are fundamental to

personality development.

Alfred Adler viewed human beings as seeking to

attain various rational goals, which he called style oflife, placing emphasis on the individuals efforts to

overcome feelings of inferiority.

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Harry Stack Sullivan stressed that people

continuously attempt to establish significant and

rewarding relationships with others, placing

emphasis on efforts to reduce tensions.

Karen Horney focused on the impact of child-parent

relationships, especially the individuals desire to

conquer feelings of anxiety. She proposed three

personality groups: compliant, aggressive, and

detached.

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Compliant individuals are those who move toward

othersthey desire to be loved, wanted, and

appreciated.

Aggressive individuals move against othersthey

desire to excel and win admiration.

Detached individuals move away from others

they desire independence, self-sufficiency, andfreedom from obligations.

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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

27Copyright 2010 Pearson Education, Inc Chapter Five Slide


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Trait Theory

Trait theory is a significant departure from the earlier

qualitative measures that are typical of Freudian and

neo-Freudian theory.

It is primarily quantitative or empirical, focusing on

the measurement of personality in terms of specific

psychological characteristics called traits.

A trait is defined as any distinguishing, relativelyenduring way in which one individual differs fromanother.

28Chapter Five Slide


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Selected single-trait personality tests increasingly are

being developed specifically for use in consumer

behavior studies. Types of traits measured include:

Consumer innovativenesshow receptive a

person is to new experiences

Consumer materialismthe degree of the

consumers attachment to worldly possessions Consumer ethnocentrismthe consumers

likelihood to accept or reject foreign-made

products

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Soup and Soup Lovers Traits

Table 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

Arent 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

30Chapter Five SlideCopyright 2010 Pearson Education, Inc.


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Researchers have found that traits are more

tied to general product categories then

specific brands. For instance, in this chart we

see the type of soup a consumer prefers but

not necessarily the brands they would

purchase.

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Personality and Understanding

Consumer Behavior

Consumerinnovativeness

DogmatismSocial

character

Need foruniqueness

Optimumstimulation

level

Sensationseeking

Variety-noveltyseeking



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Marketers are interested in understanding

how personality influences consumption

behavior because such knowledge enables

them to better understand consumers and to

segment and target those consumers who are

likely to respond positively to their product or

service communications.

These are seven topics which are examined on

the following slides

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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 and Related

Personality Traits

Marketing practitioners must learn all they

can about consumer innovatorsthose who

are open to new ideas and likely to try new

products, services, or practices. Those

innovators are often crucial to the success of

new products.

Personality traits have proved useful in

differentiating between consumer innovators

and noninnovators.

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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 innovators are the group of consumers

that are very open to new ideas and are usually the

first to purchase products.

Innovativeness is the underlying trait that describesa consumers willingness to try new products.

Companies have found this very important when

introducing brand extensions because it is a key

factor in the consumers likelihood to try the newproduct.

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For hi-tech products, we see that

innovativeness can be explained at three

levels. The first, global innovativeness, is the

overall innovative level of the consumer.

Drilling down further, domain-specific

innovativeness has to do with the particular

product category, and finally, the innovativebehavior is the actual purchase of the new

product

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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 amfamiliar 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 thetitles of the latest rock albums.



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This is an example of a consumer innovation

measurement scale that would be used by a

researcher. There are many scales that are

used to try to understand the consumers

general or global level of innovativeness. On

this scale, the respondent was asked to

answer the questions on a scale as to howmuch they AGREE or DISAGREE with the

statement.

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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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Dogmatic is a personality trait that describes

how rigid or open a person is to new and

unfamiliar ideas and products.

A person who is highly dogmatic approaches

the unfamiliar defensively and with

discomfort. They will rarely consider the

unfamiliar and tend to be very close minded..

A person who is low dogmatic will readily

consider the unfamiliar or opposing beliefs.43


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Consumers low in dogmatism (open-minded) are

more likely to prefer innovative products to

established ones and tend to be more receptive to

messages that stress factual differences, productbenefits, and other forms of product-usage

information.

Consumers high in dogmatism (closed-minded) are

more likely to choose established product

innovations and tend to be more receptive to ads for

new products or services that contain an appeal from

an authoritative figure. 44


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Social Character

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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Inner-directed consumers tend to rely on their own

inner values or standards in evaluating new

products and are likely to be consumer innovators.

people prefer ads that stress product features. Other-directed consumers tend to look to others for

direction and are not innovators. They prefer ads

that feature social environment and social

acceptance.

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Need for Uniqueness

Consumers who avoid conforming to

expectations or standards of others

You may be able to identify friends withgreater need for uniqueness. You can see it in

their clothes and hairstyles.



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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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Optimum stimulation levels are related to

how a consumer tends to like or dislike novel,

complex, and unusual experiences and

products. High optimum stimulation levels

lead consumers to take risks and try new

products. Similar to a person with high

innovativeness, these consumers areimportant to marketers of new products.

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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.

Sensation-seeking traits tie to the need to

take risks to fulfill the sensations of

experiences which are different and

extreme.50Copyright 2010 Pearson Education, Inc. Chapter Five Slide


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Variety-Novelty Seeking

Measures a consumers degree of variety

seeking

Examples include: Exploratory Purchase Behavior

Use Innovativeness

Vicarious Exploration

51Chapter Five SlideCopyright 2010 Pearson Education, Inc


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Consumers seek variety in many ways. Someexhibit exploratory purchase behavior where

they switch brands often to experience new

products. Other consumers display variety byuseinnovativeness, using an existing product

in a new way. Finally, vicarious exploration,

which often does not involve actual purchase

about the product, refers to daydreaming or

thinking often about a new product.

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Cognitive Personality Factors

Need for cognition (NFC)

A persons craving for enjoyment of thinking

Individual with high NFC more likely to respond to

ads rich in product information

.



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Researchers are aware that cognitive

personality factors influence consumer

behavior. In fact, it has been realized that thelevel of a consumers need for cognition

affects how they are likely to respond to

certain types of advertisements. Those thatare high in need for cognition tend to respond

to ads that supply product information as

opposed to those who are low in need for

cognition who tend to be attracted to the

background of the ad, attractive models, and

cartoon characters.

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Cognitive Personality Factors

Visualizers

Verbalizers

Another cognitive personality factor thatresearchers have isolated is whether a

consumer is a visualizer who prefers visual

information or a verbalizer who prefers

written or verbal information. This difference

in cognitive personality factors would affect

how they respond to a print ad.Copyright 2010 Pearson Education, Inc 55Chapter Five Slide

Wh I Thi Ad P ti l l A li


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Why Is This Ad Particularly Appealing

to Visualizers?


The Ad Stresses Strong


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The Ad Stresses Strong

Visual Dimensions


Why Is This Ad Particularly


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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


From Consumer Materialism to


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Compulsive Consumption

Acquire and showoff possessions

Self centered andselfish

Seek lifestyle full ofpossessions

Do not get greaterpersonal satisfaction

from possessions

MaterialisticPeople



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Consumer researchers are interested in

possession traits and their relationship to

consumption.

The first, consumer materialism, is a

personality-like trait that describes how

essential a person finds possessions in relation

to their identities and their lives.

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Compulsive Consumption

Fixated consumption behavior

Consumers fixated on certain products orcategories 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 researchers are interested in possession

traits and their relationship to consumption. Fixated

consumption behavior is displayed by a consumer

who seems fixated in consuming in a certainproduct category. For instance, people who collect

Star Trek memorabilia from the original television

series or comic books would display fixated

consumption behavior.

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Compulsive consumption behavior begins to

enter the area of abnormal behavior. These

individuals are somewhat out of control with

their purchasing and suffer from a shopping

addiction called oniomania.

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Consumer Ethnocentrism and


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Consumer Ethnocentrism and

Cosmopolitanism

Ethnocentric consumers feel it is wrong topurchase foreign-made products because of theimpact on the economy

They can be targeted by stressing nationalisticthemes

A cosmopolitan orientation would consider theword to be their marketplace and would be

attracted to products from other cultures andcountries.



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Consumer ethnocentrism has been found to differfrom country to country and to change over time.

In many ways, cosmopolitanism is the opposite of

ethnocentrism.

Consumers with a cosmopolitan orientation consider

the world to his or her marketplace and are attracted

to products, experiences, and places from othercultures.

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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 aprice premium



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A brand personality provides an emotional

identity for a brand, and encourages

consumers to respond with feelings and

emotions toward the brand.

There is common sense and research evidence

to conclude that any brand personality, as long

as it is strong and favorable, will strengthen abrand.

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Product Anthropomorphism and


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Product Anthropomorphism and

Brand Personification

Product Anthropomorphism

Attributing human characteristics to objects

Tony the Tiger and Mr. Peanut

Brand Personification

Consumers perception of brands attributes for a

human-like character

Mr. Coffee is seen as dependable, friendly,

efficient, intelligent and smart.



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Many marketers humanize their products.

Research has shown that this can be effective

but the product must have human attributes.

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A Brand Personality Framework


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A Brand Personality Framework

Figure 5.12



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This is a brand personality framework that

shows the five dimensions of a brands

personality. Consider one of your favorite

brands how does it map out on this

framework?

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Product Personality Issues

Gender Some products perceived as masculine (coffee and

toothpaste) while others as feminine (bath soap andshampoo)

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 productsdenotes personality

http://www.colormatters.com/


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Knowing the gender that consumers assign to yourbrand help form advertising and marketing decisions.

Who should be the spokesperson in your ad? How

should they interact with the brand?

In terms ofgeography, certain products have a

strong geographical association in consumers minds.

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Self and Self-Image

Consumers have avariety of enduringimages of themselves

These images areassociated withpersonality in thatindividualsconsumption relatesto self-image



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Consumers images of themselves is very

closely tied to personality and consumption

behavior. People tend to purchase products

that enhance their self-concept and relate to

their own self-images.

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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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To understand multiple selves,think of the

way you present yourself and think about

yourself at a formal university function (career

fair perhaps) vs. a party with good friends.

Next, think of the clothing you would

purchase for these events. It would likely be

very different as you are presenting a differentself at each event.

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f f


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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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We have an image of ourselves that has

developed over time. Consumers will tend to

purchase products that match their self

images or personalities they choose brands

that help them define themselves.

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Which Consumer


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Which Consumer

Self-Image Does This Ad Target, and Why?


Actual self-image because it tells middle-age women


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Actual self image because it tells middle age women

who like their hair long to continue doing so.


Different Self-Images


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Different Self Images

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How consumers see themselvesActual Self-Image

How consumer would like to seethemselves

Ideal Self-Image

How consumers feel others see themSocial Self-Image

How consumers would like others tosee them

Ideal Social

Self-Image

How consumers expect to seethemselves in the future

ExpectedSelf-Image

Traits an individual believes are in herduty to possess

Out-to self

Chapter Five SlideCopyright 2010 Pearson Education, Inc.


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There are different self-images that have been

recognized in consumer behavior. They all

deal with the actual image of an individual

and the ideal or expected image of that same

person. Many consumers will purchase

products to meet the gap between their

actual and ideal selves.

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E t d d S lf


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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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There is a strong relationship for many consumersbetween some of their possessions and their self. In

this instance, the objects are really part of the

consumers extended self. The object might have

specific meaning to them that goes beyond whatmost possessions can offer. It is many a student who

must wear a lucky shirt or bring a charm to an exam

to perform at their peak in this situation.

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Alt i th S lf I


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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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Often, a consumer wishes to change

themselves. Perhaps they want a new look or

to appear in a different way.

Clothing, cosmetics, jewelry, grooming aids,

and all kinds of accessories offer consumers

the opportunity to modify their appearance

and thereby to alter their selves

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Vi t l P lit


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Virtual Personality

You can be anyone

Gender swapping

Age differences

Mild-mannered to aggressive



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There are many opportunities to create online

selves. Whether it is a chat room, a

character in an online role-playing game, or a

virtual world people often pick identitiesthat are very different then their true selves.

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All rights reserved. No part of this publication may be reproduced, stored in aretrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior writtenpermission of the publisher. Printed in the United States of America.

Copyright 2010 Pearson Education, Inc.

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