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  • PersonalityandConsumerBehavior

    CHAPTERFIVE

    Copyright2010PearsonEducation,Inc.

  • LearningObjectives

    1. ToUnderstandHowPersonalityReflectsConsumersInnerDifferences.

    2. ToUnderstandHowFreudian,NeoFreudian,andTraitTheoriesEachExplaintheInfluenceofPersonalityonConsumers AttitudesandBehavior.

    3. ToUnderstandHowPersonalityReflectsConsumersResponsestoProductandMarketingMessages.

    2ChapterFiveSlide

  • LearningObjectives(continued)

    4. ToUnderstandHowMarketersSeektoCreateBrandPersonalitiesLikeTraits.

    5. ToUnderstandHowtheProductsandServicesThatConsumersUseEnhanceTheirSelfImages.

    6. ToUnderstandHowConsumersCanCreateOnlineIdentitiesReflectingaParticularSetofPersonalityTraits.

    3Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • WhatIsthePersonalityTraitCharacterizingtheConsumerstoWhomThisAdAppeals?

    ChapterFiveSlide 4

  • EnthusiasticorExtremelyInvolvedCollectors

    Copyright2010PearsonEducation,Inc. ChapterFiveSlide 5

  • PersonalityandTheNatureofPersonality

    Theinnerpsychologicalcharacteristicsthatbothdetermineandreflecthowapersonrespondstohisorherenvironment ChildhoodExperiences/SocialInfluenceetc..

    TheNatureofPersonality:No2personsareexactlythesame(eveniftheyaretwins) Personalityreflectsindividualdifferences

    grouping

    Personalityisconsistentandenduring Measurableovertime

    Personalitycanchange youngtoold/majorlifeevents

    6ChapterFiveSlide

  • DiscussionQuestions

    Howwouldyoudescribeyourpersonality?

    Howdoesitinfluenceproductsthatyoupurchase?

    7Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • TheoriesofPersonality

    Freudiantheory Unconsciousneedsordrivesareattheheartofhumanmotivation

    NeoFreudianpersonalitytheory Socialrelationshipsarefundamentaltotheformationand

    developmentofpersonality

    Traittheory Quantitativeapproachtopersonalityasasetofpsychologicaltraits

    8ChapterFiveSlide

    relationship between personality and consumer behavior

  • FreudianTheory

    HumanPersonality 3systems:SigmundFreudtheory

    Id Warehouseofprimitiveor

    instinctualneedsforwhichindividualseeksimmediatesatisfaction

    Superego Individualsinternal

    expressionofsocietysmoralandethicalcodesofconduct

    Ego Individualsconscious

    controlthatbalancesthedemandsoftheidandsuperego

    9ChapterFiveSlide

  • SnackFoodsandPersonalityTraitsTable5.1(excerpt)

    10ChapterFiveSlide

    SnackFoods

    PersonalityTraits

    Potatochips

    Ambitious,successful,highachiever,impatientwithlessthanthebest.

    Tortillachips

    Perfectionist,highexpectations,punctual,conservative,responsible.

    Pretzels Lively,easilyboredwithsameoldroutine,flirtatious,intuitive,mayovercommittoprojects.

    Snackcrackers

    Rational,logical,contemplative,shy,preferstimealone.

    Cheesecurls

    Conscientious,principled,proper,fair,mayappearrigidbuthasgreatintegrity,plansahead,lovesorder.

    You Are What You eat 19000 consumers test

  • HowDoesThisMarketingMessageApplytheNotionoftheId?

    11Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • ItCapturesSomeoftheMysteryandTheExcitementAssociatedWiththeForces ofPrimitiveDrives.

    12Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • NeoFreudianPersonalityTheory

    Socialrelationshipsarefundamentaltopersonality AlfredAdler:

    Styleoflife Feelingsofinferiority

    HarryStackSullivan Weestablishrelationshipswithotherstoreducetensions

    KarenHorneysthreepersonalitygroups Compliant:movetowardothers Aggressive:moveagainstothers Detached:moveawayfromothers

    Copyright2010PearsonEducation,Inc. 13ChapterFiveSlide

  • WhyIsAppealingtoanAggressiveConsumeraLogicalPositionforThisProduct?

    14Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • BecauseitsConsumerSeekstoExcelandAchieveRecognition

    15Copyright2010PearsonEducation,Inc ChapterFiveSlide

  • TraitTheory

    Focusonmeasurementofpersonalityintermsoftraits Trait anydistinguishing,relativelyenduringwayin

    whichoneindividualdiffersfromanother Personalityislinkedtobroadproductcategoriesand

    NOTspecificbrands

    16Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • SoupandSoupLoversTraitsTable5.2(excerpt)

    ChickenNoodleSoupLovers WatchalotofTV Arefamilyoriented Haveagreatsenseofhumor Areoutgoingandloyal Likedaytimetalkshows Mostlikelytogotochurch

    TomatoSoupLovers Passionateaboutreading Lovepets Likemeetingpeopleforcoffee Arentusuallythelifeoftheparty

    Vegetable/MinestroneSoupLovers

    Enjoytheoutdoors Usuallygamefortryingnewthings Spendmoremoneythananyother

    groupdininginfancyrestaurants

    Likelytobephysicallyfit Gardeningisoftenafavoritehobby

    17ChapterFiveSlideCopyright2010PearsonEducation,Inc.

  • PersonalityandUnderstandingConsumerBehavior

    18ChapterFiveSlide

  • HowDoesThisAdTargettheInnerDirectedOutdoorsPerson?

    19ChapterFiveSlide

  • ASolePersonisExperiencingtheJoysandAdventureoftheWilderness

    20ChapterFiveSlide

  • ConsumerInnovativeness

    Willingnesstoinnovate veryopentonewideasandareusuallythefirsttopurchaseproducts

    3levels brokendownforhitechproducts Globalinnovativeness

    Overallinnovativeness

    Domainspecificinnovativeness Withparticularcategory

    Innovativebehavior Actualpurchaseofnewproduct

    21ChapterFiveSlide

  • ConsumerMotivationScalesTable5.3(excerpt)

    AGENERAL CONSUMERINNOVATIVENESSSCALE

    1. IwouldrathersticktoabrandIusuallybuythantrysomething Iamnotverysureof.

    2. WhenIgotoarestaurant,IfeelitissafertoorderdishesIamfamiliarwith.

    ADOMAINSPECIFICCONSUMERINNOVATIVENESSSCALE

    1. Comparedtomyfriends,Iownfewrockalbums.

    2. Ingeneral,Iamthelastinmycircleoffriendstoknowthetitlesofthelatestrockalbums.

    22ChapterFiveSlide

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

  • Dogmatism

    Apersonalitytraitthatreflectsthedegreeofrigidityapersondisplaystowardtheunfamiliarandtowardinformationthatiscontrarytohisorherownestablishedbeliefs

    Apersonwhoishighlydogmaticapproachestheunfamiliardefensivelyandwithdiscomfort

    Theywillrarelyconsidertheunfamiliarandtendtobeverycloseminded..Characterizedbytheirownstrongopinionsasiftheywerefacts

    thistypeofcustomerappreciatesadvertisingappealswithcelebritiesandotherexperts.

    23ChapterFiveSlide

  • PersonalityandUnderstandingConsumerBehavior

    Rangesonacontinuumforinnerdirectedness

    tootherdirectedness

    Innerdirectedness relyonownvalueswhenevaluatingproducts

    preferadsthatstressproductfeatures Innovators

    Otherdirectedness Gravitatetoadsthatthatshowapprovingsocialenvironmentratherthan

    productinformation wanttolooktootherstounderstandhowtoactorbeaccepted lesslikelytobeinnovators

    24ChapterFiveSlide

  • NeedforUniqueness

    Consumerswhoavoidconformingtoexpectationsorstandardsofothers Inattire Hairdos Tattoosetc..

    25ChapterFiveSlide

  • OptimumStimulationLevel

    Apersonalitytraitthatmeasurestheleveloramountofnoveltyorcomplexitythatindividualsseekintheirpersonalexperiences

    HighOSLconsumerstendtoacceptriskyandnewproductsmorereadilythanlowOSLconsumers.

    26ChapterFiveSlide

    Similarities to person with high Innovativeness

  • SensationSeeking

    Theneedforvaried,novel,andcomplexsensationsandexperience.

    Willingnesstotakesocialandphysicalrisksforthesensations.

    27ChapterFiveSlide

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

  • VarietyNoveltySeeking

    Measuresaconsumersdegreeofvarietyseeking Examplesinclude:

    ExploratoryPurchaseBehavior UseInnovativeness VicariousExploration

    29ChapterFiveSlideCopyright2010PearsonEducation,Inc

  • CognitivePersonalityFactors

    Needforcognition(NFC) Apersonscravingforenjoymentofthinking IndividualwithhighNFCmorelikelytorespondtoadsrichinproductinformation

    .

    30Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • CognitivePersonalityFactors

    Visualizers Verbalizers

    Copyright2010PearsonEducation,Inc 31ChapterFiveSlide

  • WhyIsThisAdParticularlyAppealingtoVisualizers?

    32Copyright2010PearsonEducation,Inc ChapterFiveSlide

  • TheAdStressesStrongVisualDimensions

    33Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • WhyIsThisAdParticularlyAppealingtoVerbalizers?

    34Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • ItFeaturesaDetailedDescription

    35Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • DiscussionQuestion

    Whatadvertisingmedia(print,television,Internet,salesperson,POPdisplay,newspaper,radio)isgoodforapersonwithahighNFD?

    AVerbalizer

    36Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • FromConsumerMaterialismtoCompulsiveConsumption

    37Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • FromConsumerMaterialismtoCompulsiveConsumption

    Fixatedconsumptionbehavior Consumersfixatedoncertainproductsorcategoriesofproducts

    Characteristics Passionateinterestinaproductcategory Willingnesstogotogreatlengthstosecureobjects Dedicationoftimeandmoneytocollecting

    Compulsiveconsumptionbehavior Addicted oroutofcontrol consumers

    38Copyright2010PearsonEducation,Inc ChapterFiveSlide

  • ConsumerEthnocentrismandCosmopolitanism

    Ethnocentricconsumersfeelitiswrongtopurchaseforeignmadeproductsbecauseoftheimpactontheeconomy

    Theycanbetargetedbystressingnationalisticthemes Acosmopolitanorientationwouldconsiderthewordtobetheir

    marketplaceandwouldbeattractedtoproductsfromotherculturesandcountries.

    39Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • BrandPersonality

    Personalityliketraitsassociatedwithbrands Examples

    Purdueandfreshness Nikeandathlete BMWisperformancedriven

    Brandpersonalitywhichisstrongandfavorablewillstrengthenabrandbutnotnecessarilydemandapricepremium

    40Copyright2010PearsonEducation,Inc ChapterFiveSlide

  • InWhatWaysDoMaxandOtherBrandPersonificationsHelpCreate VWsBrandImage?

    41ChapterFiveSlideCopyright2010PearsonEducation,Inc.

  • SpeaksEnglish,isinterviewedaboutVWproducts,andisafriend

    42ChapterFiveSlideCopyright2010PearsonEducation,Inc.

  • DiscussionQuestions

    Pickthreeofyourfavoritefoodbrands. Describetheirpersonality.Dotheyhaveagender?What

    personalitytraitsdotheyhave?

    43Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • ProductAnthropomorphismandBrandPersonification

    ProductAnthropomorphism Attributinghumancharacteristicstoobjects TonytheTigerandMr.Peanut

    BrandPersonification Consumersperceptionofbrandsattributesforahumanlikecharacter

    Mr.Coffeeisseenasdependable,friendly,efficient,intelligentandsmart.

    4444Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • ABrandPersonalityFrameworkFigure5.12

    45ChapterFiveSlideCopyright2010PearsonEducation,Inc.

  • ProductPersonalityIssues

    Gender Someproductsperceivedasmasculine(coffeeandtoothpaste)

    whileothersasfeminine(bathsoapandshampoo) Geography

    Actuallocations,likePhiladelphiacreamcheeseandArizonaicedtea

    Fictitiousnamesalsoused,suchasHiddenValleyandBearCreek

    Color Colorcombinationsinpackagingandproductsdenotes

    personality

    46Copyright2010PearsonEducation,Inc. ChapterFiveSlide

    http://www.colormatters.com/

  • SelfandSelfImage

    Consumershaveavarietyofenduringimagesofthemselves

    Theseimagesareassociatedwithpersonalityinthatindividuals consumptionrelatestoselfimage

    47Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • OneorMultipleSelves

    Asingleconsumerwillactdifferentlyindifferentsituationsorwithdifferentpeople

    Wehaveavarietyofsocialroles Marketerscantargetproductstoaparticularself

    4848Copyright2010PearsonEducation,Inc. ChapterFiveSlide

  • MakeupoftheSelfImage

    Containstraits,skills,habits,possessions,relationships,andwayofbehavior

    Developedthroughbackground,experience,andinteractionwithothers

    Consumersselectproductscongruentwiththisimage

    4949ChapterFiveSlide

  • WhichConsumerSelfImageDoesThisAdTarget,andWhy?

    50ChapterFiveSlideCopyright2010PearsonEducation,Inc.

  • Actualselfimagebecauseittellsmiddleagewomenwholiketheirhairlongtocontinuedoingso.

    51ChapterFiveSlideCopyright2010PearsonEducation,Inc.

  • WhichConsumerSelfImageDoesThisAdTarget,andWhy?

  • DifferentSelfImages

    53ChapterFiveSlideCopyright2010PearsonEducation,Inc.

  • ExtendedSelf

    Possessionscanextendselfinanumberofways: Actually Symbolically Conferringstatusorrank Bestowingfeelingsofimmortality Endowingwithmagicalpowers

    5454ChapterFiveSlide

  • AlteringtheSelfImage

    Consumersuseselfalteringproductstoexpressindividualismby:

    Creatingnewself Maintainingtheexistingself Extendingtheself Conforming

    55ChapterFiveSlide

  • VirtualPersonality

    Youcanbeanyone pickingidentitiesthatareverydifferentthentheirtrueselves.

    Genderswapping Agedifferences Mildmanneredtoaggressive

    5656Copyright2010PearsonEducation,Inc. ChapterFiveSlide

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

    Personality and Consumer BehaviorLearning ObjectivesLearning Objectives (continued)What Is the Personality Trait Characterizing the Consumers to Whom This Ad Appeals?Enthusiastic or ExtremelyInvolved CollectorsPersonality and The Nature of PersonalityDiscussion QuestionsTheories of PersonalityFreudian TheorySnack Foods and Personality Traits Table 5.1 (excerpt)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 TheoryWhy Is Appealing to an Aggressive Consumer a Logical Position for This Product?Because its Consumer Seeksto Excel and Achieve RecognitionTrait TheorySoup and Soup Lovers TraitsTable 5.2 (excerpt)Personality and Understanding Consumer BehaviorHow Does This Ad Target the Inner-Directed Outdoors Person?A Sole Person is Experiencing the Joys and Adventure of the WildernessConsumer InnovativenessConsumer Motivation ScalesTable 5.3 (excerpt)DogmatismPersonality and Understanding Consumer BehaviorNeed for UniquenessOptimum Stimulation LevelSensation SeekingVariety-Novelty SeekingCognitive Personality FactorsCognitive Personality FactorsWhy Is This Ad Particularly Appealing to Visualizers?The Ad Stresses Strong Visual DimensionsWhy Is This Ad Particularly Appealing to Verbalizers?It Features a Detailed DescriptionDiscussion QuestionFrom Consumer Materialism to Compulsive ConsumptionFrom Consumer Materialism to Compulsive ConsumptionConsumer Ethnocentrism and Cosmopolitanism Brand PersonalityIn What Ways Do Max and Other Brand Personifications Help Create VWs Brand Image?Speaks English, is interviewedabout VW products, and is a friendDiscussion QuestionsProduct Anthropomorphism andBrand PersonificationA Brand Personality FrameworkFigure 5.12Product Personality IssuesSelf and Self-ImageOne or Multiple SelvesMakeup of the Self-ImageWhich 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-ImagesExtended SelfAltering the Self-Image Virtual Personality