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Personality and Consumer Behavior CHAPTER FIVE
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Page 1: Schiffman cb10 ppt_05

Personality and Consumer Behavior

CHAPTERFIVE

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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.

2Copyright 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.

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

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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 4

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Enthusiastic or ExtremelyInvolved Collectors

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 5

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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

6Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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Discussion Questions

• How would you describe your personality?

• How does it influence products that you purchase?

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

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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

8Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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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

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 9Chapter Five Slide

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Snack Foods and Personality Traits Table 5.1 (excerpt)

10Chapter 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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How Does This Marketing Message Apply the Notion of the Id?

11Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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It Captures Some of the Mystery and The Excitement Associated With the “Forces” of

Primitive Drives.

12Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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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 Horney’s three personality groups– Compliant: move toward others– Aggressive: move against others– Detached: move away from others

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 13Chapter Five Slide

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Why Is Appealing to an Aggressive Consumer a Logical Position for This Product?

14Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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Because its Consumer Seeksto Excel and Achieve Recognition

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

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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

16Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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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

17Chapter Five SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

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Personality and Understanding Consumer Behavior

18Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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

19Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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

20Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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Consumer Innovativeness

• Willingness to innovate • Further broken down for hi-tech products– Global innovativeness– Domain-specific innovativeness– Innovative behavior

21Chapter Five SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

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Consumer Motivation ScalesTable 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.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.

22Chapter Five SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

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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

23Chapter Five SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

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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

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 24Chapter Five Slide

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Need for Uniqueness

• Consumers who avoid conforming to expectations or standards of others

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 25Chapter Five Slide

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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.

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 26Chapter Five Slide

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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.

27Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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Variety-Novelty Seeking

• Measures a consumer’s degree of variety seeking

• Examples include:– Exploratory Purchase Behavior– Use Innovativeness– Vicarious Exploration

28Chapter Five SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

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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.

29Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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Cognitive Personality Factors

• Visualizers• Verbalizers

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 30Chapter Five Slide

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Why Is This Ad Particularly Appealing to Visualizers?

31Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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The Ad Stresses Strong Visual Dimensions

32Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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Why Is This Ad Particularly Appealing to Verbalizers?

33Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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It Features a Detailed Description

34Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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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

35Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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From Consumer Materialism to Compulsive Consumption

36Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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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

37Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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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.

38Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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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

39Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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In What Ways Do Max and Other Brand Personifications Help Create VW’s Brand Image?

40Chapter Five SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

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

41Chapter Five SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

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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?

42Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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Product Anthropomorphism andBrand Personification

• Product Anthropomorphism – Attributing human characteristics to objects– Tony the Tiger and Mr. Peanut

• Brand Personification – Consumer’s perception of brand’s attributes for a

human-like character– Mr. Coffee is seen as dependable, friendly,

efficient, intelligent and smart.

4343Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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A Brand Personality FrameworkFigure 5.12

44Chapter Five SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

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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

45Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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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

46Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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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”

4747Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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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

4848Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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Which ConsumerSelf-Image Does This Ad Target, and Why?

49Chapter Five SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

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Actual self-image because it tells middle-age women who like their hair long to continue doing so.

50Chapter Five SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

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Different Self-Images

51Chapter Five SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

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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

5252Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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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

53Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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Virtual Personality

• You can be anyone…– Gender swapping– Age differences– Mild-mannered to aggressive

5454Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

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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.

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

55Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide


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