₪ Highly dogmatic

₪ Inner-directed

₪ low optimum stimulation levels

₪ High need for cognition

₪ Visualizes

₪ High ethnocentric

Personality is an internal characteristic that determines how anindividual behave in different situation.

The Nature of Personality-‡ Personality reflects individual differences‡ Personality is consistent and enduring‡ Personality can change

Personality theories-Freudian theoryNeo-Freudian personality theory Trait theory

Ø They are more rigid and more close minded.Ø They can be motivated by high authorities to try the new product.Ø The use of celebrities (celebrity endorsement).Ø They prefer established products rather than innovative product

alternatives

Example of promotional message for this kind of personality is-I’m not polite, I’m proactive,

Sahara Q shop,Got milk,Polio awareness advertisement.

₪ This type of consumers tend to rely on their own inner values orstandards in evaluating new products.

₪ They tend to prefer adverts or promotions that stress product features, personal benefits, social acceptance and satisfaction.

Example of promotional message for this kind of personality is-ICICI bankLexusFevicol

€ Some people prefer a simple, uncluttered, and calm existence

€ No risks takers, not trying new products.

¥ They respond to promotional messages that are rich in product related information or description

¥ they are make decision to central route of information, since this type of consumers focus more on the in-depth meaning of a message.

Example of promotional message for this kind of personality is-Nokia Lumia,Panasonic TVHero Bike,Woman Horlicks

Visualizes prefer visual information, and promotional messages of products and services that stress the visual. Cognitive is less.Marketing strategy is give large Picture and less information.

Example of promotional message for this kind of personality is-Vodafone advisement of ZOZOHeinekerDolce and gabbanaTanishq jewellery

Consumers who are highly ethnocentric feel that it is wrong to purchase foreign-made products because it would hurt the domestic economy. Marketers can appeal to ethnocentric consumers by stressing nationalistic themes in their promotional efforts.

Example of promotional message for this kind of personality is-TATA Salt (Desh ka namak)

Hero Honda (Dhak dhak go)

Identifying personality traits can aid in the creative execution of apromotional message.

Marketers use personality factors to segment markets by givingtheir products personalities that match consumer personalities.

It is hard to measure personality traits with marketing since thesepersonality traits were developed for clinical reasons and not formarketing segmentation purpose