Personality and Consumer Behavior

What is 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

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

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

Freudian Theory and Product Personality

Consumer researchers using Freuds personality theory see consumer purchases as a reflection and extension of the consumers own personality

Horneys CAD Theory

Using the context of child-parent relationships, individuals can be classified into:
Compliant individuals Aggressive individuals Detached individuals

Trait Theory
Orientation is primarily quantitative or empirical Trait theorists concerned with the construction of personality tests that enable them to pinpoint individual differences

Personality and Consumer Diversity

Some specific consumer traits are of particular interest to marketers:
Consumer Innovativeness Cognitive Personality Factors Consumer Materialism, Fixated Consumption Behavior, and Compulsive Consumption Consumer Ethnocentrism

Distinguishing Innovators from Non-Innovators

Some traits that have been useful are:
Consumer Innovativeness Dogmatism Social character Optimum stimulation level Variety-novelty seeking

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

Optimum Stimulation Levels (OSL)

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

Cognitive Personality Factors

Need for cognition
A persons craving for enjoyment of thinking

Visualizers versus verbalizers

A persons preference for information presented visually or verbally

Need for Cognition (NC)

Consumers high in NC are more likely to respond to as rich in product-related information or description Consumers low in NC are more likely to be attracted to background or peripheral aspects of an ad

From Consumer Materialism to Compulsive Consumption

Consumer materialism
The extent to which a person is considered materialistic

Fixed consumption behavior

Consumers fixated on certain products or categories of products

Compulsive consumption behavior

Addicted or out-of-control consumers

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

Issues in Brand Personality

Brand personification Product personality and gender Personality and color

A Brand Personality Framework

Brand Personality

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Down-toearth Honest Wholesome Cheerful

Daring Spirited Imaginative Up-to-date

Reliable Intelligent Successful

Upper class Charming

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

Ideal Social Self-Image Expected 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.

Ways Possessions Can Extend the Self

Actually Symbolically By Conferring Status