Consu Persona

8/4/2019 Consu Persona

http://slidepdf.com/reader/full/consu-persona 1/55

Personality and

Consumer Behavior



What Is the Personality Trait Characterizing the

Consumers to Whom This Ad Appeals?

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 2



Enthusiastic or Extremely

Involved Collectors

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 3



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

4Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

http://similarminds.com/personality_tests.html



Discussion Questions

• How wouldyou describeyour

personality?

• How does itinfluence

productsthat youpurchase?




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 theformation 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 whichindividual seeks immediatesatisfaction

• Superego – Individual’s internal

expression of society’smoral and ethical codes of conduct

• Ego – Individual’s conscious control

that balances the demands of the id and superego

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 7Chapter Five Slide

http://www.freudfile.org/



Snack Foods and Personality Traits

Table 5.1 (excerpt)

8Chapter Five Slide

Snack

Foods

Personality Traits

Potato

chips

Ambitious, successful, high achiever, impatient with less

than the best.

Tortillachips Perfectionist, high expectations, punctual, conservative,responsible.

Pretzels Lively, easily bored with same old routine, flirtatious,

intuitive, may over commit to projects.

Snackcrackers

Rational, logical, contemplative, shy, prefers time alone.

Cheese

curls

Conscientious, principled, proper, fair, may appear rigid

but has great integrity, plans ahead, loves order.

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall



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 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 Horney’s three personality groups –

Compliant: move toward others – Aggressive: move against others

– Detached: move away from others




Why Is Appealing to an Aggressive Consumer a

Logical Position for This Product?




Because its Consumer Seeks

to Excel and Achieve Recognition




Trait Theory

• Focus on measurement of personality in termsof 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




Soup and Soup Lover’s 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

• Tomato Soup Lovers

– Passionate about reading

– Love pets

– Like meeting people for coffee

– Aren’t 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

15Chapter Five SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall



Personality and Understanding

Consumer Behavior

Consumerinnovativeness

DogmatismSocial

character

Need foruniqueness

Optimumstimulation

level

Sensationseeking

Variety-noveltyseeking




Consumer Innovativeness

• Willingness to innovate

• Further broken down for hi-tech products

–Global innovativeness

– Domain-specific innovativeness

– Innovative behavior




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 amfamiliar 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 thetitles of the latest rock albums.




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




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




How Does This Ad Target the Inner-

Directed Outdoors Person?




A Sole Person is Experiencing the Joys

and Adventure of the Wilderness




Need for Uniqueness

• Consumers who avoid conforming to

expectations or standards of others




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.




Sensation Seeking

• The need for varied, novel, and complex

sensations and experience. And the willingness to

take social and physical risks for the sensations.




Variety-Novelty Seeking

• Measures a consumer’s degree of variety

seeking

•

Examples include: – Exploratory Purchase Behavior

– Use Innovativeness

–

Vicarious Exploration




Cognitive Personality Factors

• Need for cognition (NFC)

– A person’s craving for enjoyment of thinking

– Individual with high NFC more likely to respond to

ads rich in product information

.




Cognitive Personality Factors

• Visualizers

• Verbalizers




Why Is This Ad Particularly Appealing

to Visualizers?




The Ad Stresses Strong

Visual Dimensions




Why Is This Ad Particularly

Appealing to Verbalizers?




It Features a Detailed Description




Discussion Question

• What advertising media (print, television,

Internet, salesperson, POP display, newspaper,

radio) is good for a person with a high NFD?




From Consumer Materialism to

Compulsive Consumption

Acquire and showoff possessions

Self centered andselfish

Seek lifestyle full of possessions

Do not get greaterpersonal satisfaction

from possessions

MaterialisticPeople




From Consumer Materialism to

Compulsive Consumption

• Fixated consumption behavior

– Consumers fixated on certain products orcategories 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




Consumer Ethnocentrism and

Cosmopolitanism

• Ethnocentric consumers feel it is wrong topurchase foreign-made products because of theimpact on the economy

• They can be targeted by stressing nationalisticthemes

• A cosmopolitan orientation would consider theword to be their marketplace and would beattracted to products from other cultures andcountries.




Brand Personality

• Personality-like traits associated with brands

• Examples

– Liril and freshness

– Nike and athlete

– BMW is performance driven

• Brand personality which is strong and favorable will

strengthen a brand but not necessarily demand aprice premium




In What Ways Do Max and Other Brand

Personifications Help Create VW’s Brand Image?




Speaks English, is “interviewed”

about VW products, and is a friend




Discussion Questions

• Pick three of your favorite food brands.

• Describe their personality. Do they have a

gender? What personality traits do theyhave?




Product Anthropomorphism and

Brand Personification

• Product Anthropomorphism

– Attributing human characteristics to objects

– Insurance.

• Brand Personification

– Consumer’s perception of brand’s attributes for a

human-like character

– is seen as dependable, friendly, efficient,

intelligent and smart.




A Brand Personality Framework

Figure 5.12


P t II



Excel Books5 – 43 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi

Part II

Consumer PersonalityC5

Copyright © 2008, Satish K Bhatra, S H H Kazmi

Brand Personality

The concept of brand

personality is believed to

be an important element in

building brand equity.

Factors Facets Traits

Down-to-earth Down - to-earth, Family -oriented,Small town.

Honest Honest, Sincere, Real.1. Sincerity

Wholesome Wholesome, Original.

Cheerful Cheerful, Sentimental, Friendly.

Daring Daring, Trendy, Exciting.

Spirited Spirited, Cool, Young.2. Excitement

Imaginative Imaginative, Unique.

Up-to-date Up-to-date, Independent, Contemporary.

Reliable Reliable, Hard working, Secure.

3. Competence Intelligent Intelligent, Technical, Corporate.

Successful Successful, Leader, Confident.

Upper class Upper class, Glamorous, Good-looking.4. Sophistication

Charming Charming, Feminine, Smooth.

Outdoorsy Outdoorsy, Masculine, Western.5. Ruggedness

Tough Tough, Rugged.

Cont….

P t II



Excel Books5 – 44 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi

Part II

Consumer PersonalityC5

Copyright © 2008, Satish K Bhatra, S H H Kazmi Measurement Scale of Self-concepts

Ext. Ver. Som. Nei-nor Som. Ver. Ext.Rugged Delicate

Excitable Calm

Uncomfortable Comfortable

Dominating Submissive

Thrifty Indulgent

Pleasant UnpleasantContemporary Non-contemporary

Organised Unorganised

Rational Emotional

Youthful Mature

Formal Informal

Orthodox LiberalComplex Simple

Colourless Colourful

Modest Vain



Product Personality Issues

• Gender – Some products perceived as masculine (coffee and

toothpaste) while others as feminine (bath soap andshampoo)

• 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 productsdenotes personality


http://www.colormatters.com/



Self and Self-Image

• Consumers have avariety of enduringimages of themselves

• These images areassociated withpersonality in that

individuals’consumption relatesto self-image




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”




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


ff lf



Different Self-Images

49

• How consumers see themselvesActual Self-Image

• How consumer would like to seethemselves

Ideal Self-Image

• How consumers feel others see themSocial Self-Image

• How consumers would like others tosee them

Ideal Social

Self-Image

• How consumers expect to seethemselves in the future

ExpectedSelf-Image

• Traits an individual believes are in herduty to possess

Out-to self

Chapter Five SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall



Which Consumer

Self-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.




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




Altering the Self-Image

• Consumers use self-altering products to

express individualism by: – Creating new self

– Maintaining the existing self – Extending the self

– Conforming




Virtual Personality

• You can be anyone…

– Gender swapping

– Age differences

– Mild-mannered to aggressive




Encourages Fantasying “Dream Gir.l Me”

Date post:	07-Apr-2018
Category:	Documents
Upload:	mihir-patil
View:	225 times
Download:	0 times

Consu Persona

Documents