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What is Personality?
The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
Theories of Personality
Freudian theory
Unconscious needs or drives are at the heart of human motivation
Trait theory
Quantitative approach to personality as a set of psychological traits
Freudian Theory
Id
Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction
Superego
Individuals internal expression of societys moral and ethical codes of conduct
Ego
Individuals conscious control that balances the demands of the id and superego
Trait Theory
Orientation is primarily quantitative or empirical Trait theorists concerned with the construction of personality tests that enable them to pinpoint individual differences
Dogmatism
Consumers low in dogmatism (open-minded) are more likely to prefer innovative products to established or traditional alternatives
Highly dogmatic consumers tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figure
Social Character
Inner-directed people seem to prefer ads that stress product features and personal benefits Other-directed people prefer ads that feature an approving social environment or social acceptance
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.
VarietyNovelty Seeking
A personality trait similar to OSL, which measures a consumers degree to variety seeking
Materialistic People
Value acquiring and showingoff possessions Are particularly self-centered and selfish Seek lifestyles full of possessions Have many possessions that do not lead to greater happiness
Fixated Consumers
Have a deep interest in a particular object or product category Have a willingness to go to considerable lengths to secure items in the category of interest Have the dedication of a considerable amount of discretionary time and money to searching out the product
Compulsive Consumption
Consumers who are compulsive buyers have an addiction; in some respects, they are out of control and their actions may have damaging consequences to them and to those around them.
Consumer Ethnocentrism
Ethnocentric consumers feel it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Outdoorsy Tough
Titan Sophistication (upper class) :Woodlands Ruggedness & outdoorsy :Mahindra Scorpio Love & Affection Brand : Britania little hearts Freshness :Liril softness: Dove Safety :Bisleri Style, elegance : Titan
Selection of an endorser is critical. Personality of the endorser can get transferred to the brand Sachin, Shahrukh Khan and Big 'B' endorse number of brands. Choice of right celebrity & levering their qualities is imperative
Sachin stands for style, power play, technique and excellence or performance. Sharukh Khan represents energy & entertainment and style. They cut across all demographic groups and have mass appeal
. Nirma's price & transparent package, Yellow colour of the detergent powder, symbolize 'Down to Earth' personality of Nirma
Slogans / Punchlines
Mahindra Scropio - Nothing else will do (Ruggedness) Bank of India - Bank that cares (empathy) Nike - Just do it (Motivation, excitement)
Different Self-Images
Actual SelfImage Ideal Self-Image
Social Self-Image
Consumers have actual and ideal self concept, which has bearing on buying behavior. Self concept is sort of individual perception on his/her characteristics, abilities etc and also what others opinion on him/her is there. The proximity between self image and brand's image, will determine the attitude towards the brand.
Consumers see brands and their associates, as means to express.. Marketers through ads try to activate self image / concept of consumer, which may be existing or aspirational through various elements such as Execution, celebrity, logos / symbols etc.
Sachin stands for style, power play, technique and excellence or performance. Sharukh Khan represents energy & entertainment and style. They cut across all demographic groups and have mass appeal. For 'Boost' Health beverage brand fit with Sachin is excellent. Similarly, King Khan is also played role in the success of 'Santro small car' Rahul Dravid was brand endorser for Max New York life insurance, as he stands for trust, reliability, Which can be transferred to the brand.
Extended Self
Modification or changing of the self by which consumers use self-altering products or services to conform to or take on the appearance of a particular types of person (e.g., a physician, a lawyer)
Role
A pattern of behavior expected of an individual in a specific social position, such as mother, daughter, teacher, lawyer. One person may have a number of different roles, each of which is relevant in the context of a specific social situation.