Module 2

Personality

Definition Personality can be defined as those inner psychological

characteristics that both determine and reflect how a person responds to his or her environment.

Inner characteristics includes specific qualities attributes Traits factors and mannerisms

(that distinguish one individual from other individuals)

Nature of Personality

Personality reflects individual differences

Personality is consistent and enduring

Personality can change

Theories of Personality

FREUDIAN Theory Sigmund Freud’s psychoanalytic theory of personality

Id, Superego, and Ego

Freudian Theory and “Product Personality” Unconscious vs. Conscious

Theories of Personality

NEO – FREUDIAN Personality Theory Theory given by Freud’s colleagues

‘Social Relationships’ -> Personality

Alfred Adler: feelings of inferiority

Harry Stack Sullivan: reduce tension

Karen Horney: ‘CAD’ individuals

1. Compliant – move towards others

2. Aggressive – move against others

3. Detached – move away from others

Theories of Personality TRAIT Theory

Trait: any distinguishing, relatively enduring way in which one individual differs from another.

Focus on – measurement of personality i.e., quantitative or empirical approach

“Single-trait personality tests”

1. Consumer innovativeness: how receptive a person is to new experience?

2. Consumer materialism: attachment to ‘worldly possessions’

3. Consumer ethnocentrism: likelihood towards ‘foreign-made products’

Personality is linked to purchase of broad product category

Personality & Consumer Behavior

Consumer Innovativeness & Personality Traits Consumer innovativeness: first to try new products, services or practices

Dogmatism: measures degree of rigidity (may be toward the unfamiliar or contrary to their beliefs)

1. Low in Dogmatism (open-minded): prefer innovative products

2. High in Dogmatism (close-minded): established choice

Social Character:

1. Inner-directedness: ‘inner’ values & stds – innovators – stress on product features & personal benefits

2. Other-directedness: other’s advice – non-innovators – social acceptance

Personality & Consumer Behavior

Consumer Innovativeness & Personality Traits (Contd…) Optimal stimulation Level: High OSLs are innovators

1. Lifestyles = OSL scores: consumers are satisfied

2. Lifestyles > OSL scores (understimulated): consumers are bored

3. Lifestyles < OSL scores (overstimulated): consumers seek relief or rest.

Variety-Novelty Seeking: Variety seeking scores (high vs. low)

1. Exploratory purchase behavior: switching brands to experience new and possibly better alternatives

2. Vicarious exploration: securing information about a new or different alternative & then day dreaming

3. Use innovativeness: using an already adopted products in a new or novel way

Personality & Consumer Behavior

Cognitive Personality Factors:

Need for Cognition (NC): person’s craving for or enjoyment of thinking.

Visualizers vs. Verbalizers:

1. Visualizers: visual info

2. Verbalizers: verbal / written info

1. High NC: responsive towards descriptive ads

2. Low NC: attractive towards background & peripheral aspects of an ad, such as, models / celebrities

Personality & Consumer Behavior From Consumer Materialism to Compulsive

Consumption Consumer Materialism

1. Value acquiring & showing-off possessions

2. Self-centered & selfish

3. Lifestyles full of possessions i.e., desire to have lots of things

4. Many possessions don’t give greater personal satisfaction

Fixated Consumption Behavior (collectors / hobbyists)

1. A deep interest in a particular object / category

2. A willingness to secure additional examples

3. Considerable amt. of discretionary time & money to search out the objects / product

4. Involvement not only in product, also in process of acquiring Compulsive Consumption Behavior (addicted, eg., drugs)

1. The act of buying may alter a negative mood to a more positive one

Brand Personality Brand personification

- Tries to recast consumer’s perception of the attributes of a product or service into a ‘human-like character’.

Product Personality & Gender

Product & Color

Dimensions of a Brand’s personality

1. Sincerity – like honest, cheerful…

2. Excitement – like daring, spirited…

3. Competence – like reliable, intelligent…

4. Sophistication – like upper class, charming…

5. Ruggedness – like tough, strong…

Self & Self-Image One or Multiple Selves

- Individual is likely to act differently with different people & in different situations.

- Acting exactly the same in all situations or roles – a sign of abnormal or unhealthy person.

- Self images are unique

Types of Self-Image

1. Actual self-image: how consumers see themselves?

2. Ideal self-image: how consumers would like to see themselves

3. Social self-image: how consumers feel others see them?

4. Ideal social self-image: how consumers would like others to see them?

5. Expected self-image: how consumers expect to see themselves at some specified future time?

Self & Self-Image Extended Self

- A gift from parents / grand parents

Altering the Self- To become different or improves self

- Self altering products