Personality and Consumer Behavior - Webster in china840145.72116.30la.com.cn/wenjian/Chapterr 5 for CB... · 2013-04-19 · relationship between personality and consumer behavior

Personality and Consumer Behavior

CHAPTERFIVE

Copyright 2010 Pearson Education, Inc.

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.

2Chapter Five Slide

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.

3Copyright 2010 Pearson Education, Inc. Chapter Five Slide

What Is the Personality Trait Characterizing the Consumers to Whom This Ad Appeals?

Chapter Five Slide 4

Enthusiastic or ExtremelyInvolved Collectors

Copyright 2010 Pearson Education, Inc. 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– Childhood Experiences/Social Influence etc..

• The Nature of Personality: No 2 persons are exactly the same (even if they are twins)

– Personality reflects individual differences• grouping

– Personality is consistent and enduring• Measurable over time

– Personality can change• young to old/major life events

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Discussion Questions

• How would you describe your personality?

• How does it influence products that you purchase?


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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relationship between personality and consumer behavior

Freudian Theory

Human Personality ‐ 3 systems : Sigmund Freud 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

9Chapter Five Slide

Snack Foods and Personality TraitsTable 5.1 (excerpt)

10Chapter Five Slide

Snack Foods

Personality Traits

Potato chips

Ambitious, successful, high achiever, impatient with less than the best.

Tortilla chips

Perfectionist, high expectations, punctual, conservative, responsible.

Pretzels Lively, easily bored with same old routine, flirtatious, intuitive, may over commit to projects.

Snack crackers

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

Cheese curls

Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order.

You Are What You eat 19000 consumers test

How Does This Marketing Message Apply the Notion of the Id?


It Captures Some of the Mystery and The Excitement Associated With the “Forces” of Primitive Drives.


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. 13Chapter Five Slide

Why Is Appealing to an Aggressive Consumer a Logical Position for This Product?


Because its Consumer Seeksto Excel and Achieve Recognition

15Copyright 2010 Pearson Education, Inc Chapter Five Slide

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


Soup and Soup Lover’s TraitsTable 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

– Aren’t 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

17Chapter Five SlideCopyright 2010 Pearson Education, Inc.

Personality and Understanding Consumer Behavior


How Does This Ad Target the Inner‐Directed Outdoors Person?


A Sole Person is Experiencing the Joys and Adventure of the Wilderness


Consumer Innovativeness

• Willingness to innovate – very open to new ideas and are usually the first to purchase products

• 3 levels ‐ broken down for hi‐tech products– Global innovativeness

• Overall innovativeness

– Domain‐specific innovativeness• With particular category

– Innovative behavior• Actual purchase of new product


Consumer Motivation ScalesTable 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.


Scales are used to try to understand the consumerScales are used to try to understand the consumer’’s general or global level of innovativenesss general or global level of innovativenessAgreed Disagreed

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

– 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.. Characterized by their own strong opinions as if they were facts …

– this type of customer appreciates advertising appeals with celebrities and other experts.


Personality and Understanding Consumer Behavior

Ranges on a continuum for inner‐directedness

to other‐directedness

• Inner‐directedness– rely on own values when evaluating products

• prefer ads that stress product features

– Innovators

• Other‐directedness– Gravitate to ads that that show approving social environment rather than

product information• want to look to others to understand how to act or be accepted

• less likely to be innovators


Need for Uniqueness

• Consumers who avoid conforming to expectations or standards of others– In attire

– Hairdo’s

– Tattoos etc..


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 new products more readily than low OSL consumers.


Similarities to person with high Innovativeness

Sensation Seeking

• The need for varied, novel, and complex sensations and experience.

• Willingness to take social and physical risks for the sensations.


Much research has been tied to the study of teenage males who often engage in this behavior.

Variety‐Novelty Seeking

• Measures a consumer’s degree of variety seeking

• Examples include:– Exploratory Purchase Behavior

– Use Innovativeness

– Vicarious Exploration

29Chapter Five SlideCopyright 2010 Pearson Education, Inc

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

.


Cognitive Personality Factors

• Visualizers

• Verbalizers

Copyright 2010 Pearson Education, Inc 31Chapter Five Slide

Why Is This Ad Particularly Appealing to Visualizers?


The Ad Stresses Strong Visual Dimensions


Why Is This Ad Particularly Appealing to Verbalizers?


It Features a Detailed Description


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 Compulsive Consumption


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


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.


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


In What Ways Do Max and Other Brand Personifications Help Create VW’s Brand Image?


Speaks English, is “interviewed”about VW products, and is a friend


Discussion Questions

• Pick three of your favorite food brands.

• Describe their personality. Do they have a gender? What personality traits do they have?


Product Anthropomorphism andBrand 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.


A Brand Personality FrameworkFigure 5.12


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


http://www.colormatters.com/

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


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”


Makeup of the Self‐Image

• Contains traits, skills, habits, possessions, relationships, andway of behavior

• Developed through background, experience, and interaction with others

• Consumers select products congruent with this image


Which ConsumerSelf‐Image Does This Ad Target, and Why?


Actual self‐image because it tells middle‐age women who like their hair long to continue doing so.


Which ConsumerSelf‐Image Does This Ad Target, and Why?

Different Self‐Images


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


Altering the Self‐Image

• Consumers use self‐altering products to express individualism by:

– Creating new self– Maintaining the existing self– Extending the self– Conforming


Virtual Personality

• You can be anyone…– picking identities that are very different then their true selves.

• Gender swapping

• Age differences

• Mild‐mannered to aggressive


As a result………..Online research data have to be screened thoroughly

Documents

Personality and Consumer Behavior - Webster in china840145.72116.30la.com.cn/wenjian/Chapterr 5 for CB... · 2013-04-19 · relationship between personality and consumer behavior