CHAPTER FIVE
Personality and Consumer Behavior
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.
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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.
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What Is the Personality Trait Characterizing the Consumers to Whom This Ad Appeals?
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Enthusiastic or Extremely Involved Collectors
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Personality and The Nature of 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
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Discussion Questions
How would you describe your personality? How does it influence products that you purchase?
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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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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
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Snack Foods and Personality Traits Table 5.1 (excerpt)
Snack Foods Personality Traits
Potato chips Tortilla chips Pretzels
Snack crackers Cheese curls
Ambitious, successful, high achiever, impatient with less than the best. Perfectionist, high expectations, punctual, conservative, responsible. Lively, easily bored with same old routine, flirtatious, intuitive, may over commit to projects. Rational, logical, contemplative, shy, prefers time alone.
Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order.
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How Does This Marketing Message Apply the Notion of the Id?
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It Captures Some of the Mystery and The Excitement Associated With the Forces of Primitive Drives.
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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 Horneys three personality groups
Compliant: move toward others Aggressive: move against others Detached: move away from others
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Why Is Appealing to an Aggressive Consumer a Logical Position for This Product?
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Because its Consumer Seeks to Excel and Achieve Recognition
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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
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Soup and Soup Lovers Traits Table 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
Passionate about reading Love pets Like meeting people for coffee Arent 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
Tomato Soup Lovers
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Personality and Understanding Consumer Behavior
Consumer innovativeness Dogmatism Social character
Need for uniqueness
Optimum stimulation level Varietynovelty seeking
Sensation seeking
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How Does This Ad Target the InnerDirected Outdoors Person?
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A Sole Person is Experiencing the Joys and Adventure of the Wilderness
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Consumer Innovativeness
Willingness to innovate Further broken down for hi-tech products
Global innovativeness Domain-specific innovativeness Innovative behavior
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Consumer Motivation Scales Table 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.
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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
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Personality and Understanding Consumer Behavior
Ranges on a continuum for inner-directedness to other-directedness Inner-directedness
rely on own values when evaluating products Innovators
Other-directedness
look to others less likely to be innovators
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Need for Uniqueness
Consumers who avoid conforming to expectations or standards of others
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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 novel products more readily than low OSL consumers.
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Sensation Seeking
The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations.
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Variety-Novelty Seeking
Measures a consumers degree of variety seeking Examples include:
Exploratory Purchase Behavior Use Innovativeness Vicarious Exploration
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Cognitive Personality Factors
Need for cognition (NFC)
A persons craving for enjoyment of thinking Individual with high NFC more likely to respond to ads rich in product information
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Cognitive Personality Factors
Visualizers Verbalizers
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Why Is This Ad Particularly Appealing to Visualizers?
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The Ad Stresses Strong Visual Dimensions
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Why Is This Ad Particularly Appealing to Verbalizers?
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It Features a Detailed Description
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Discussion Question
What advertising media (print, television, Internet, salesperson, POP display, newspaper, radio) is good for a person with a high NFD? A Verbalizer
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From Consumer Materialism to Compulsive Consumption
Acquire and show off possessions Self centered and selfish
Materialistic People Seek lifestyle full of possessions
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Do not get greater personal satisfaction from possessions
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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
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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.
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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
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In What Ways Do Max and Other Brand Personifications Help Create VWs Brand Image?
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Speaks English, is interviewed about VW products, and is a friend
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Discussion Questions
Pick three of your favorite food brands. Describe their personality. Do they have a gender? What personality traits do they have?
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Product Anthropomorphism and Brand Personification
Product Anthropomorphism
Attributing human characteristics to objects Tony the Tiger and Mr. Peanut
Brand Personification
Consumers perception of brands attributes for a human-like character Mr. Coffee is seen as dependable, friendly, efficient, intelligent and smart.
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A Brand Personality Framework Figure 5.12
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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
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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
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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
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Makeup of the Self-Image
Contains traits, skills, habits, possessions, relationships, and way of behavior Developed through background, experience, and interaction with others Consumers select products congruent with this image
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Which Consumer Self-Image Does This Ad Target, and Why?
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Actual self-image because it tells middle-age women who like their hair long to continue doing so.
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Different Self-Images
Actual Self-Image
How consumers see themselves
Ideal Self-Image Social Self-Image
Ideal Social Self-Image Expected Self-Image
How consumer would like to see themselves
How consumers feel others see them
How consumers would like others to see them How consumers expect to see themselves in the future Traits an individual believes are in her duty to possess
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Out-to self
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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
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Altering the Self-Image
Consumers use self-altering products to express individualism by:
Creating new self Maintaining the existing self Extending the self Conforming
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Virtual Personality
You can be anyone
Gender swapping Age differences Mild-mannered to aggressive
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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
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