Personality and Consumer Behavior CHAPTER FIVE. Outline Theoretical foundations of Personality...

Personality and Consumer Behavior

CHAPTERFIVE

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Outline

• Theoretical foundations of Personality

• Application in Marketing and its implications– Innovativeness– Materialism– Compulsive– Ethnocentrism

• Application paper: Brand Personality

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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.

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

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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 ExtremelyInvolved Collectors


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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

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The Nature of Personality

• Personality reflects individual differences• Personality is consistent and enduring• Personality can change


http://similarminds.com/personality_tests.html

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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– Individual’s internal

expression of society’s moral and ethical codes of conduct

• Ego– Individual’s conscious control

that balances the demands of the id and superego


http://www.freudfile.org/

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Freudian Theory and “Product Personality”

Chapter Five Slide

Snack Foods

Personality Traits

Potato chips

Ambitious, successful, high achiever, impatient with less than the best.

Tortilla chips

Perfectionist, high expectations, punctual, conservative, responsible.

Pretzels Lively, easily bored with same old routine, flirtatious, intuitive, may over commit to projects.

Snack crackers

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

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Neo-Freudian Personality Theory

• Believe that social relationships are fundamental to the formation and development of personality.

• Karen Horney’s three personality groups (CAD)– 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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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 Lover’s TraitsTable 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

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

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Personality and Understanding Consumer Behavior

Consumer innovativeness Dogmatism Social

character

Need for uniqueness

Optimum stimulation

level

Sensation seeking

Variety-novelty seeking


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How Does This Ad Target the Inner-Directed Outdoors Person?


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Dimensions of Brand Personality(Jennifer Aaker, 1997)

• Defined as “set of humann characteristics associated with a brand”

• Serves symbolic or self-expressive funtion

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Study Description

• Objective: to develop a framework of brand personality dimensions.

• 631 subjects rated a subset of 37 brands on 114 personality traits.

• Generalize five dimensions of brand personality

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Confirmatory Sample of Brands

• Marriot hotels• Macy’s stores• The Wallstreet Journal newspapers• Marlboro cigarettes• Maytag applainces• Holiday Inn hotels• Sear Stores• USA Today newsapers

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Measurement Construct of B.P

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Generalized Dimensions of B.P

Brand Personality

Sincerity (Hallmark

cards)

Excitement (MTV

Chanel)

Competence (The Wall

Street Journal

newspaper)

Sophistication (Guess

jeans)

Ruggedness (Nike tennis

shoes)

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A Sole Person is Experiencing the Joys and Adventure of the Wilderness


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Applications in Marketing

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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 Innovativeness ScaleTable 5.3 (excerpt)

A “GENERAL” CONSUMER INNOVATIVENESS SCALE1. 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.3. If I like a brand, I rarely switch from it just to try something

different. 4. I enjoy taking chances in buying unfamiliar brands just to get

some variety in my purchase. 5. When I see a new brand on the shelf, I am not afraid of giving

it a try.


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Consumer Innovativeness ScalesTable 5.3 (excerpt)

A DOMAIN-SPECIFIC CONSUMER INNOVATIVENESS SCALE1. 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.3. In general, I am among the first in my circle of friends to buy

a new rock album when it appears. 4. If I heard that a new rock album was available in the store, I

would be interested enough to buy it.5. I will buy a new rock album, even if I haven’t heard it yet.6. I know the names of new rock acts before other people do.


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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.


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Simplified NFC Scale

• I don’t like to do a lot of thinking• I try to avoid situations that require thinking in

depth about something• I prefer to do something that challenges my

thinking abilities rather than something that requires little thought.

• I prefer complex to simple problem• Thinking hard and for a long time about

something gives me little satisfaction

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Applications of NFC

• People who are low in NFC mare more likely to be attracted to the peripheral aspects of an advertisement (link to ELM)

• Preference of Cartoon message/written message

• Fill out online distractions

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Consumer Materialism

• They especially value acquiring and showing off possessions

• They are particularly self-centered and selfish• They seek lifestyles full of possessions• Their many possessions do not give them

greater personal satisfaction

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Table 5.5 Sample Items from a Materialism Scale

• Success– I admire people who own expensive homes, cars, and clothes.– I like to own things that impress people.– I don’t place much emphasis on the amount of material objects people own

as a sign of success.• Centrality

– I usually buy only the things I need– I try to keep my life simple, as far as possessions are concerned.– I like a lot of luxury in my life.

• Happiness– I have all the things I really need to enjoy life.– My life would be better if I owned certain things I don’t have– It sometimes bothers me quite a bit that I can’t afford to buy all the things I’d

like.

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Implications of Consumer Materialism

• Increasing emphasis on materialism in the print media

• Related to compulsive shopping behavior

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Compulsive Behavior

• Compulsive consumption behavior• “Addicted” or “out-of-control” consumers

• 17 million U.S consumers suffer from shopping addiction (shop till you drop)

• Majority are female


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PAGE 134. Figure 5.8

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Consumer Ethnocentrism

• CETSCALE – To identify consumers with a predisposition to accept

(or reject) foreign-made products, and has been shown to be a reliable measure in both the U.S and other nations.


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CETSCALE

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Consumer Ethnocentrism

• Vary by country and product– Products display different level of culture

uniqueness

– Country effect

• Managing possible negative effects

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Page 137, figure 5.9

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Case two discussion page 152.

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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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A Brand Personality FrameworkFigure 5.12


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Brand Personification

• Recast consumers’ perception of the attributes of a products or service into a human-like character.

• Consumes express their inner feelings about products or brands in terms of their association with known personalities.

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What image does VS express in this ad?

HelloI’ve been around the block a few million

times. And I’ve noticed something along the

way.The people want to find true love.And they want their true love to be

totally hot.The people want to lose a few extra

pounds. And they want an extra scoop of ice

cream.The people want to do something about

global warming. And they also want to get a nice tan.….


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Speaks English, is “interviewed”about VW products, and is a friend


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Colors in marketing

• Marketers carefully select color in corporate campaign, logo design and etc. Colors serve as symbols and carry different meanings in different cultures.

• Pick up your favorite color, and explain what the color stand for.

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Fragrance commercial: high purchase intention

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Fragrance commercial: with low purchase intention

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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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Personality and Consumer Behavior CHAPTER FIVE. Outline Theoretical foundations of Personality...

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