Personality and Consumer Behavior - UNJ

8/17/2019 Personality and Consumer Behavior - UNJ

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Personality

and ConsumerBehavior

BASRAH SAIDANI, FE-UN

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R R PERS!NA$I%& AND C!NSU"ER BEHA#I!R


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PERS!NA$I%& AND C!NSU"ER BEHA#I!R


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'HA% IS PERS!NA$I%& (

• Person’s unique psychological makeup and how it

consistently influences the way a person responds

to his/her environment (Solomon, 2!"

• #he inner psychological characteristics that $othdetermine and reflect how a person responds to his

or her environment (Schiffman % &anuk, 2!"

• 'n individual’s characteristics response tendencies

across similar situation (awkins et al, 2!"


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%HE NA%URE !F PERS!NA$I%&

• Personality reflects individual

differences

• Personality is consistent and enduring• Personality can change


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%HE!RIES !F PERS!NA$I%&

• )reudian #heory

* Psychoanalytic #heory of Personality

+nconscious needs or drives (seual % other$iological drives" are the heart of humanmotivation and personality

• Id - .warehouse of primitive and impulsive drives (unconscious"

0 gas• Superego- individual’s internal epression of society’s moral

and ethical codes of conduct 0 rem

• Ego- individual’s conscious control 0 pengemudi


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• )reudian #heory (cont"• 1ndividual’s personality is formed as he or

she passes through a num$er of distinct

stages of infant and childhood development

(oral 0 anal 0 phallic 0 latent 0 genital"

• 1f a child’s oral needs are not adequately

satisfied personality- dependence %ecessive oral activity such as gum chewing

and smoking


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Ad

Portrayin)

the For*eso+ the Id


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Ad

Portrayin)

the For*eso+ the Id


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• )reudian #heory % .Product

Personality

* onsumer researchers using )reud’spersonality theory see consumer

purchases as a reflection and etension

of the consumer’s own personality


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• )reudian #heory % .Product PersonalityPotato Chips:

Ambitious, successful, high achiever, impatient

Tortilla Chips:Perfectionist, high expectations, punctual, conservational

Pretzels:

Lively, easily bored, flirtatious, intuitive

Snack Crackers:

Rational, logical, contemplative, shy, prefers time alone


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• 3eo0)reudian #heories

* 1ndividual’s personality was more

influenced $y how he or she handledrelationships with others than $y

unresolved seual conflict (social

relationship"

* 'lfred 'dler, arry Stack Sullivan, &aren

orney, arl 4ung, etc


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• #rait #heory * #rait- identifia$le characteristics that define a

person (in which one individual differs from

another" * 5rientation- quantitative or empirical * Personality is linked to how consumers make

their choices or to consumption of a $roadproduct category 0 not a specific $rand

* onsumer innovativeness * onsumer materialism * onsumer ethnocentrism


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BRAND PERS!NA$I%&

• #he set of traits people attri$ute to a product as ifit were a person

• ' $rand personality is a statement a$out how the

$rand is positioned

* 6evi’s 78 0 dependa$le and rugged

* 9arl$oro 0 ::;<

* 1ntel 0 :;;<

* #eh =otol 0 ::;< * & Sutra 0 :;;<

• ow to 9easure =P <


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BRANDPR!DUC% PERS!NA$I%&

• P>5?+# P@>S53'61#A '3? B@3?@> * 9r; offee- masculine personality

* offee % toothpaste- masculineC $ath soap %

shampoo- feminine• P>5?+# P@>S53'61#A '3?

B@5B>'PA

* =ar$eque #eas

* =atik 4ogDa <

* >encong, clurit, koteka, gudeg, empal gentong, ;;<


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BRAND PERS!NIFICA%I!N

• Specific .personality0type traits orcharacteristics ascri$ed $y consumers todifferent $rands * elestial Seasonings, 1nc (specialty tea maker"

.#racy 4ones - female, upscale, welleducated, % highly involved in in life in everyway

* 'utomatic0drip coffee makers 9r; offee

* :: E 4ohn =anting < * +1 E :::::;<

* ow to measure/identify<


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Fi)ure ./ A Brand Personality

Frame0or1Brand

Personality

RuggednessSophisticationCompetenceExcitementSincerity

!o"n#to#

earth$onest%holesomeCheerful

!aring

Spirited&maginative'p#to#date

Reliable

&ntelligentSuccessful

'pper class

Charming

(utdoorsy

)ough


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%he Personality-li1e Asso*iations o+

Sele*ted Colors

Commands respect,authority

America*s favored color &B+ holds the title to blue Associated "ith club soda +en see products pacaged in blue

$ouses painted blue are avoided

Lo"#calorie, sim mil

Coffee in a blue can be perceived as -mild.

Caution, novelty,

temporary, "armth

Eyes register it faster

Coffee in yello" can be perceived as -"ea. Stops traffic Sells a house

Secure, natural,relaxed or easy

going, living things

/ood "or environment Associated "ith vegetables and che"ing gum Canada !ry ginger ale sales increased "hen it

changed sugar#free pacage from red to green

and "hite

BL'EBL'E

0ELL(%0ELL(%

/REE1/REE1


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*ontinued$uman, exciting, hot,

passionate, strong

+aes food -smell. better

Coffee in a red can be perceived as -rich. %omen have a preference for bluish red +en have a preference for yello"ish red

Coca#Cola -o"ns. red

Po"erful, affordable,

informal

!ra"s attention 2uicly

&nformal and relaxed,

masculine, nature

Coffee in a dar#bro"n can "as -too strong.

+en see products pacaged in bro"n

/oodness, purity,

chastity, cleanliness,

delicacy, refinement,

formality

Suggests reduced calories Pure and "holesome food Clean, bath products, feminine

Sophistication, po"er,

authority, mystery

Po"erful clothing

$igh#tech electronics

Regal, "ealthy, stately Suggests premium price

RE!RE!

(RA1/E(RA1/E

BR(%1BR(%1

%$&)E%$&)E

BLAC3 BLAC3

S&L4ER,S&L4ER,

/(L!/(L!


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$IFES%&$ES 2 PS&CH!3RAPHICS

• 61)@S#A6@ * ' pattern of consumption reflecting a person’s

choices of how he or she spends time and money

* 6ifestyles as group identities- people sortthemselves into groups on the $asis of the things

they like to do, how they like to spend their

leisure time, how they choose spend their

disposa$le income * Products are the $uilding $locks of lifestyles


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$IFES%&$ES 2 PS&CH!3RAPHICS

• 6ifestyle and onsumption Process


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$IFES%&$ES


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$IFES%&$ES


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$IFES%&$ES


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$IFES%&$ES AND PS&CH!3RAPHICS

• PSA5B>'P1S * #he use of psychological, sociological, and

anthropological factors to construct market

segments * Psychographics Segmentation #ypologies

• F'6S

• Blo$al 95S'1

• >1S


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STRUGGLERS

FULFILLEDS

BELIEVERS

ACIEVERS E!PERIE"CERS

STRIVERS #A$ERS

$o0 Resour*es

Hi)h Resour*es

A*tion !rientedStatus !rientedPrin*i4le !riented

ACTUALI%ERS

F'6S


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#A$S 5 Se)ments and Parti*i4ation in

Sele*ted S4orts


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Si6e o+ #A$S Se)ment as Per*ent o+

U.S. Po4ulation

VALSVALST#T# SEG#E"TSEG#E"TPERCE"T &FPERCE"T &F

P&PULATI&"P&PULATI&"

Actuali5er

6789

668:;

Struggler

+aer

Experiencer Striver

Achiever

Believer

87

6>8=668?

6@8:

6:87


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$IFES%&$ES AND PS&CH!3RAPHICS

• Beodemography * =ased on the premise that lifestyle, and thus

consumption, is largely driven $y geographic

and demographic factors * @very neigh$orhood in the +;S; can $e profiled

• #otal of G2 lifestyle clusters

* 1n 1ndonesia (or 4akarta


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PERSPEC%I#ES !N %HE SE$F

• S@6) 53@P# * #he $eliefs a person holds a$out his or

her own attri$utes, and how he or she

evaluates these qualities (Solomon, 2!" * #he totality of the individual’s thoughts

and feelings having reference to him0 orherself as an o$Dect individual’sperception of and feeling toward him0 orherself (awkins et al, 2!"


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• S@6) @S#@@9 * Positivity of a person self0concept

* 6ow- try to avoid em$arrassment, failure

or reDection

* igh- will take more risks, and more

willing to $e the center of attention

* Social omparison- individual tends to

compare his0 or herself with others


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• S@6) @S#@@9 * Self0esteem advertising

• 'ttempts to change product attitudes $y

stimulating positive feelings a$out the self • hallenge the consumer’s self0esteem

* .1f you have what it takes:;;

* .&alau 'nda memang $erani, co$alah:;

• 5utright flattery * .Aou’ve come a long way, $a$y

* .'nda 6ayak ?apat =intang


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• >@'6/'#+'6 '3? 1?@'6 S@6F@S * The Ideal Self - a person’s conception of how he

or she would like to $e

* The Actual Self - our more realistic appraisal ofthe qualities we have and don’t have

* =uying products- consistent with our actual self or

help us to reach the standard set $y the ideal self

* 1f the gap $etween the real and ideal selves islarge fantasy appeal


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• >@'6/'#+'6 '3? 1?@'6 S@6F@S


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• 9+6#1P6@ S@6F@S * He have as many selves as we do

different social roles

* 'cting eactly the same in all situationsor roles and not adapting to the situation

at hand may$e considered a sign of an

a$normal or unhealthy personII


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• 9+6#1P6@ S@6F@S * Symbolic Interactionism- the relationship

with other people play a large part in

forming the self you are whateverother people tell you, you are

* The Looking Glass Self - the process of

imagining the reactions of others towardus


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• #he Self0onsciousness and #he Self09onitoring

* igh pu$lic self consciousness more

interested in clothing and are heavier usersof cosmetic

* igh self monitor more likely to evaluate

products consumed in pu$lic in terms of theimpressions they make on others


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C!NSU"P%I!N AND SE$F-C!NCEP%

• A5+ '>@ H'# A5+ 53S+9@ * onsumption as indicator of person’s

social identity/personality

• leisure activities

• )ood preferences

• ar

• ome decorating• :;;etc


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• A5+ '>@ H'# A5+ 53S+9@ * Aou are what you drive <

* S+F ?river

• #he nation’s most self0centered people• 3ervous a$out their marriage and uncomforta$le

a$out parenthood

• 6ack confidence in their driving skills

• 6ittle interest in their neigh$ors and communities• Seldom go to church and have limited interest in

doing volunteer work to help others


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• A5+ '>@ H'# A5+ 53S+9@(ont"

* Symbolic self-completion theory

• People who have an incomplete self0definitiontend to complete this identity $y acquiring and

displaying sym$ols associated with it

• 9acho

9arl$oro cigarette• :::: ::::;<


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• A5+ '>@ H'# A5+ 53S+9@(ont"

* Self-image congruence models

• Products will $e chosen when their attri$utesmatch some aspect of the self

• ighly epressive social product the ideal

self

• @veryday functional products the actual self


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• #he @tended Self * #he definition of self created $y the

eternal o$Dects with which one surrounds

oneself * He consider these eternal o$Dects as a

part of us

• =usiness card as an etension of the self for4apanese $usinesspeople (should $e treated

respectfully"


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1nteraction of Self0oncept and =rand 1mage


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AdContem4late

s Consumer

Sel+-Ima)e

C&"SU#PTI&" A"D SELF'C&"CEPT


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SE! R&LES

• People often conform to their culture’sepectations a$out how those of their

gender should act, dress, or speak

• )emale Se >oles• 9ale Se >oles

• Se0#yped Products

* =oys’ and girls’ $icycles * olor0coded diapers * ::<


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B&D( I#AGE

• onsumer’s su$Dective evaluation of his orher physical self

* Body Catheis- a person’s feelings a$out his or

her $ody• ?ark or light skin, thin

• '=S, etc

* People who eposed to $eautiful women in

advertisements afterwards epressed loweredsatisfaction with their own appearance


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B&D( I#AGE

• 1?@'6S 5) =@'+#A * Physical features

* lothing styles

* osmetics * airstyles

* Skin tone

* =ody type * :;<

Culture and Cohorttime


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B&D( I#AGE

• 1?@'6S 5) =@'+#A * Breater facial symmetry means :;


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B&D( I#AGE

• 1S =@'+#A +31F@>S'6 < * #he Hestern 1deal

• =ig round eyes

•#iny waist

• 6arge $reast

• =lond hair

• =lue eyes

• :;;(skin, etc


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B&D( I#AGE

• 1S =@'+#A +31F@>S'6


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B&D( I#AGE

• 1deals of =eauty 5ver #ime * !layboy centerfolds

• 8J7K- 9arilyn 9onroe E L!02L0LG

•8J!K- :::::E L7020LM

* 9ing (


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B&D( I#AGE

• Horking on #he =ody * ' new self or more ideal self

* Some evidence-

• Homen tend to prefer men with less muscle massthan men themselves strive to attain

• Homen rate the figure they think is most attractive to

men thinner than their actual figures, the fact is

men prefer :;<


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B&D( I#AGE

• Horking on #he =ody * osmetic Surgery

• 9ore than G N of the +S adult population

has had cosmetic surgery• 9en account for as many as 2 N of plastic

surgery patients, include implantation of

silicon pectoral muscles for the cest


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B&D( I#AGE

• Horking on #he =ody * =reast 'ugmentation

• @quate $reast siOe with se appeal

• Surgical alterations• 3onsurgical alterations

* .cleavage enhancement the illusion of a

larger cleavage

* Honder=ra


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B&D( I#AGE

• Horking on #he =ody * =ody ?ecoration and 9utilation

• #attoos

• =ody Piercing• :::;<


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B&D( I#AGE

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Personality and Consumer Behavior - UNJ