CHAPTER FIVE Personality and Consumer Behavior
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 Behaviour. 3. To Understand How Personality Reflects Consumers’ Responses to Product and Marketing Messages. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 2
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. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 3
What Is the Personality Trait Characterizing the Consumers to Whom This Ad Appeals? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 4
Enthusiastic or Extremely Involved Collectors Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 5
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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 6
Discussion Questions • How would you describe your personality? • How does it influence products that you purchase? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 7
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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 8
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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 9
Snack Foods and Personality Traits Table 5. 1 (excerpt) Snack Foods Potato chips Tortilla chips Pretzels Snack crackers Cheese curls Personality Traits Ambitious, successful, high achiever, impatient with less than the best. Perfectionist, high expectations, punctual, conservative, responsible. Lively, easily bored with same old routine, flirtatious, intuitive, may over commit to projects. Rational, logical, contemplative, shy, prefers time alone. Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 10
How Does This Marketing Message Apply the Notion of the Id? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 11
It Captures Some of the Mystery and The Excitement Associated With the “Forces” of Primitive Drives. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 12
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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 13
Why Is Appealing to an Aggressive Consumer a Logical Position for This Product? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 14
Because its Consumer Seeks to Excel and Achieve Recognition Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 15
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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 16
Soup and Soup Lover’s 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 • Vegetable/Minestrone Soup Lovers • Tomato Soup Lovers – – Passionate about reading Love pets Like meeting people for coffee Aren’t usually the life of the party Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall – 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 Chapter Five Slide 17
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Personality and Understanding Consumer Behavior Consumer innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Sensation seeking Varietynovelty seeking Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 19
How Does This Ad Target the Inner. Directed Outdoors Person? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 20
A Sole Person is Experiencing the Joys and Adventure of the Wilderness Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 21
Consumer Innovativeness • Willingness to innovate • Further broken down for hi-tech products – Global innovativeness – Domain-specific innovativeness – Innovative behavior Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 22
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. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 23
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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 24
Personality and Understanding Consumer Behavior • 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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 25
Need for Uniqueness • Consumers who avoid conforming to expectations or standards of others Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 26
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. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 27
Sensation Seeking • The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 28
Variety-Novelty Seeking • Measures a consumer’s degree of variety seeking • Examples include: – Exploratory Purchase Behavior – Use Innovativeness – Vicarious Exploration Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 29
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 . Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 30
Cognitive Personality Factors • Visualizers • Verbalizers Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 31
Why Is This Ad Particularly Appealing to Visualizers? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 32
The Ad Stresses Strong Visual Dimensions Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 33
Why Is This Ad Particularly Appealing to Verbalizers? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 34
It Features a Detailed Description Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 35
Discussion Question • What advertising media (print, television, Internet, salesperson, POP display, newspaper, radio) is good for a person with a high NFC? • A Verbalizer Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 36
From Consumer Materialism to Compulsive Consumption Acquire and show off possessions Self centered and selfish Materialistic People Seek lifestyle full of possessions Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Do not get greater personal satisfaction from possessions Chapter Five Slide 37
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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 38
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 world to be their marketplace and would be attracted to products from other cultures and countries. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 39
Brand Personality • Personality-like traits associated with brands • Examples – Nam Chicken 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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 40
In What Ways Do Max and Other Brand Personifications Help Create VW’s Brand Image? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 41
Speaks English, is “interviewed” about VW products, and is a friend Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 42
Discussion Questions • Pick three of your favorite food brands. • Describe their personality. Do they have a gender? What personality traits do they have? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 43
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. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 44
A Brand Personality Framework Figure 5. 12 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 45
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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 46
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 self-image Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 47
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” Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 48
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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 49
Which Consumer Self-Image Does This Ad Target, and Why? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 50
Actual self-image because it tells middle-age women who like their hair long to continue doing so. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 51
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 • How consumers would like others to see them Self-Image Expected Self-Image Ought-to self • How consumers expect to see themselves in the future • Traits an individual believes are in her duty to possess Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 52
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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 53
Altering the Self-Image • Consumers use self-altering products to express individualism by: – Creating new self – Maintaining the existing self – Extending the self – Conforming Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 54
Virtual Personality • You can be anyone… – Gender swapping – Age differences – Mild-mannered to aggressive Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 55
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 56
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