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PE R S O NALITY

2014

CONSUMER BEHVIOUR PGDM


TERM V

Different views on personality


Inner Psychological Characteristics that both
determine & reflect how a person responds to his
or her environment.
Personality reflects individual differences
Personality is consistent and enduring

Personality can change

2014

CONSUMER BEHVIOUR PGDM


TERM V

1 2

PERSONALITY
DEFINITION:
The sum total of all the factors that make an
individual Human being both Individual and
Human; the thinking,feeling,and behaving
that all human beings have in common, and the
particular characteristic pattern of these
elements that makes every human being UNIQUE.

2014

CONSUMER BEHVIOUR PGDM


TERM V

1 3

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

Chapter Five
Slide

PERSONALITY contd
FREUDIAN PSYCHOANALYSIS.
Internal monitor to balance the impulsive demands
of the ID & sociocultural constraints of SUPEREGO

Rational conscious,thinking part


and contains self image

EGO

CONSCIOUS
UNCONSCIOUS
Deals with right & wrong; Morality;
proper way to behave, feel And think.

Composed of powerful drives;


Raw impulses of sex & aggression; that
demand to be satisfied immediately

ID

SUPEREGO

THE FREUDIAN ICEBERG

Consumer researchers see consumer purchases as a reflection


and extension of the consumers own personality
2014

CONSUMER BEHVIOUR PGDM


TERM V

1 5

PERSONALITY contd
NON-FREUDIAN PSYCHOANALYSIS:
De- emphasized the importance of ID in favor of more
ego related social issues.Inter personal relationships
particularly between parents and children are crucial.
Social Psychological Theory:Development of CAD
Personality scale( included Likert-type instrument of 35
items)-- The compliant person is one who moves toward others
The aggressive person is one who moves against others.
The detached person is one who moves away from
others.
2014

CONSUMER BEHVIOUR PGDM


TERM V

1 6

PERSONALITY contd
3. SELF THEORY:
1. Self concept is formed during interaction with
others.
2. Our concept of self image is never completely
formed.
3. Consumers influenced by different self images
(actual; ideal; social; & ideal social, expected) in
different situations.
4. Behavior based on self image is at conscious
level of awareness.
2014

CONSUMER BEHVIOUR PGDM


TERM V

1 7

Different Self-Images
Actual SelfImage

Ideal Social
Self-Image

Expected
Self-Image

Ideal SelfImage

Social SelfImage

Ought to
Self

Different Self-Images
Actual Self-Image
How you see your self

Ideal Self-Image
How you would like to see yourself

Social Self-Image
How you think others see you

Ideal Social Self-Image


How you would like others to see you

Different Self-Images- Contd


Expected Self-Image
How you expect to be in the future

Ought-to Self
The qualities that you think you should
possess

Possessions Act as SelfExtensions


By allowing the person to do things that
otherwise would be very difficult
By making a person feel better
By conferring status or rank
By bestowing feelings of immortality
By endowing with magical powers

Altering Self Images


If actual and ideal self-images are
different, consumers may use products to
alter their selves
Personality vanity: self interest or
admiration for ones own
appearance/achievements

Internet Insight: Virtual Self


Online individuals have an opportunity to
try on different personalities
Virtual personalities may result in different
purchase behaviour

Self Concept and Marketing


Strategy
Use self-concept for segmentation and
positioning
Market to consumers actual or ideal selfimages
Depends on the nature of the product

Promote products as ways of altering or


extending self-image

Life Style and Psychographics


Psychographic Segmentation
Segmenting consumers on the basis of their
activities, interests and opinions

Psychographic-demographic profiles
Geodemographic segmentation

Life Styles and Marketing


Strategy
Use life styles for segmentation and
positioning
Develop media campaigns based on
consumer life styles

PERSONALITY contd
4. TRAIT THEORY:
a.A trait is a distinguishing, relatively enduring way
in which one individual differs from another.
b. One needs to measure all the stable characteristics of
somebodys personality at any given time.
b.Orientation is primarily quantitative or empirical
and characteristics include..Physical ( Height,
weight)and Psychological ( Imagination,
intelligence..).
c. Trait theorists are concerned with the construction of
personality tests that enable them to pinpoint
individual differences.
2014

CONSUMER BEHVIOUR PGDM


TERM V

1 18

PERSONALITY contd
4. TRAIT THEORY contd:
a.Single trait theory- need for cognition.
-- romanticism/ classicism.
-- need for uniqueness.
b. Multi personality theory: 5- Factor model.useful
for understanding bargaining, complaining behaviour..
* extroversion.
* instability.
* agreeableness.
* openness to experience.
* conscientiousness.
2014

CONSUMER BEHVIOUR PGDM


TERM V

1 19

Personality and Consumer


Diversity
Some specific consumer traits are of
particular interest to marketers:

2014

Consumer Innovativeness
Consumer Materialism,
Fixated Consumption Behavior
Compulsive Consumption
Consumer Ethnocentrism.

CONSUMER BEHVIOUR PGDM


TERM
V only.
For Restricted
Circulation

CONSUMER / INDUSTRIAL BUYER BEHAVIOUR MOHAN.B.RAO

1 20

Consumer Innovativeness
The degree to which consumers are
receptive to new products, new services
or new practices.
Consumer innovators are likely to:
Score lower on dogmatism
Score higher on need for uniqueness
Have higher optimum stimulation levels
Have higher need for sensation seeking
and variety seeking behaviours

Consumer Materialism
Possessions seen as for ones identity
Materialistic People
Value acquiring and showing-off possessions
Are particularly self-centered and selfish
Seek lifestyles full of possessions
Have many possessions that do not lead to
greater happiness

Fixated Consumption
Behaviour
Consumers have
a deep interest in a particular object or
product category
a willingness to go to considerable lengths
to secure items in the category of interest
the dedication of a considerable amount of
discretionary time and money to searching
out the product

Examples: collectors, hobbyists

Compulsive Buying
1. When I have money, I cannot help but spend
part or the whole of it.
2. I am often impulsive in my buying behaviour.
3. As soon as I enter a shopping center, I have
an irresistible urge to go into a shop to buy
something.
4. I am one of those people who often responds
to direct mail offers.
5. I have often bought a product that I did not
need, while knowing I had very little money
left.

Consumer Ethnocentrism
Ethnocentric consumers feel it is wrong to
purchase foreign-made products
They can be targeted by stressing
nationalistic themes

Cattells Personality Traits*


10-4
Reserved: detached, critical, aloof, stiff

versus

Outgoing: warmhearted, easygoing,


participating

Affected by feeling: emotionally less


stable

versus

Emotionally stable: mature, faces reality,


calm

Humble: stable, mild, easily led, docile,


accommodating

versus

Assertive: aggressive, competitive, stubborn

Sober: taciturn, serious

versus

Happy-go-lucky: enthusiastic

Expedient:: disregards rules

versus

Conscientious: persistent, moralistic, staid

Shy: timid, threat-sensitive

versus

Venturesome: uninhibited, socially bold

Tough-minded: self-reliant, realistic

versus

Tender-minded: sensitive, clinging,


overprotected

Practical: down-to-earth

versus

Imaginative: bohemian, absentminded

* The source trait is in italics


Source: Adapted from R. B. Cattel, H. W. Eber, and M. M. Tasuoka, Handbook for the Sixteen Personality Factor Questionnaire (Champaign, IL: Institute for
2014 and Ability Testing, 1970), pp.16-17. Reprinted
CONSUMER
BEHVIOUR
PGDM
26
Personality
by permission of
the copyright owner.
All rights reserved.

TERM V

Cattells Personality Traits*


10-4 (II)
Forthright: unpretentious, genuine, but
socially clumsy

versus

Astute: polished, socially aware

Self-assured: placid, secure, complacent,


serene

versus

Apprehensive: self-reproaching, insecure,


worrying, troubled

Conservative: respecting traditional


ideas, conservatism of temperament

versus

Experimenting: liberal, freethinking,


radicalism

Group dependent: a joiner and sound


follower

versus

Self-sufficient: resourceful, prefers own


decisions

Undisciplined: lax, follows own urges,


careless of social rules

versus

Controlled: exacting will-power, socially


precise, compulsive, following self-image

Relaxed: tranquil, torpid, unfrustrated,


composed

versus

Tense: frustrated, driven, overwrought

Source: Adapted from R. B. Cattell, H. W. Eber, and M. M. Tasuoka, Handbook for the Sixteen Personality Factor Questionnaire (Champaign, IL: Institute for
2014 and Ability Testing, 1970), pp.16-17. Reprinted
CONSUMER
BEHVIOUR
PGDM
27
Personality
by permission of
the copyright owner.
All rights reserved.

TERM V

Personality and Understanding


Consumer diversity
Consumer
innovativeness

Dogmatism

Social
character

Need for
uniqueness

Optimum
stimulation
level

Sensation
seeking

Variety-novelty
seeking
28

Forms of Variety-Novelty
Seeking
Exploratory
Purchase
Behavior
Vicarious*
Exploration

Use
Innovativeness
* experienced or realized through imaginative or sympathetic
participation in the experience of another

2014

CONSUMER BEHVIOUR PGDM


TERM V

1 29

PERSONALITY contd
Product Personality---consumer purchase / consumption
situation as a reflection and an extension of own
personality.It endows the product and brand with a
Gender and Color.next
Brand personality
Personification.
Brand Personality
Sincerity

Down to earth
Honest
Wholesome
Cheerful

2014

Excitement

Competence

Daring
Spirited
Imaginative
Up-to-date

Reliable
Intelligent
Successful

Sophistication

CONSUMER BEHVIOUR PGDM


TERM V

Upper class
Charming

Ruggedness

Outdoorsy
Tough

next
1 30

The Personality like Associations of


Selected Colors
Commands respect,
authority
BLUE

IBM holds the title to blue


Associated with club soda
Men seek products packaged in blue
Houses painted blue are avoided
Low-calorie, skim milk
Coffee in a blue can perceived a mild

YELLOW

Caution, novelty,
temporary, warmth

Eyes register it faster


Coffee in yellow can tasted weak
Stops traffic
Sells a house

GREEN

Secure, natural,
relaxed or easy
going, living things

Good work environment


Associated with vegetables and chewing gum
Sprite / Frooti sales increased when it
packaged in green and red.

2014

CONSUMER BEHVIOUR PGDM


TERM V

1 31

The Personality like Associations of


Selected Colors continued
Human, exciting, hot,
passionate, strong

RED

ORANGE
BROWN

Powerful, affordable,
informal
Informal and relaxed,
masculine, nature

Makes food smell better


Coffee in a red can perceived at rich
Women have a preference for bluish red
Men have a preference for yellowish red
Coca-Cola owns red
Draws attention quickly
Coffee in a dark-brown can was too strong
Men seek products packaged in brown

WHITE

Goodness, purity,
chastity, cleanliness,
delicacy, refinement,
formality

Suggests reduced calories


Pure and wholesome food
Clean, bath products, feminine

BLACK

Sophistication, power,
authority, mystery

Powerful clothing
High-tech electronics

Regal, wealthy, stately

Suggests premium price

SILVER,
GOLD

2014

CONSUMER BEHVIOUR PGDM


TERM V

back

1 32

Product Personality Profiles


Uncovered by Motivational Research
Ice Cream

Ice cream is associated with love and affection. It derives particular


potency from childhood memories, when it was given to a child for
being good and withheld as an instrument of punishment. people
refer to ice cream as something they love to eat. Ice cream is a
symbol of abundance; people prefer round packaging with an
illustration that runs around the box panel because it suggests unlimited
quantity.

Power Tools
Power tools are a symbol of manliness. They represent masculine
skill and competence and are often bought more for their symbolic
value than for active do-it-yourself application. Ownership of a
good power tool or circular saw provides a man with feelings of
omnipotence.
2014

CONSUMER BEHVIOUR PGDM


TERM V

33

Selected Product Personality Profiles


Uncovered by Motivational Research
Beer
For most people, beer is an active, alive sensuous beverage that
provides the drinker with a feeling of security. People generally
describe the beer they like as alive, foamy, and sparkling,
and disliked brands as flat, dead, or stale.

>>>???
A cult brand makes a statement about being different Meaning
is created by difference.It was noted for its straightforward
attitude and honesty. It rejected a flashy and prestigious status
by being understated and by having a keen sense of wit.
2014

CONSUMER BEHVIOUR PGDM


TERM V

34

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