Personality?

Concept of personality helps us understand why people

behave differently in different situations.
 Unique psychological

What is characteristics which

Personality?
determines & reflects how one

responds to one’s environment.

Compliant
Personality
Aggressive
Personality
 Detached
Personality
 Detached
Personality
 Freudian Personality Theory

Behaviour is based on Unconscious needs or drives.

Gratification

ID
ID EGO
EGO
System
System11 System
System33

SUPEREGO
SUPEREGO
System
System22

Id (or libido)

Oriented towards immediate satisfaction / pleasure

“Party animal” of the mind

Primary desire to maximise pleasure & minimise pain

Superego

Individual’s conscience. 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

Based on “Reality principle”
 The ID :
Let loose concept /
pleasure benefit
“Harley Davidson”
 The ID :
Basic Instict of Sex in human beings
 The Superego :
Being socially
accepted by satisfying
own needs
 The Ego :
Realistic thinking
 Marketing Roles…

Several marketing themes (based on psychoanalytical

theory) to influence consumers are
1. fantasy,
2. wish fulfillment,
3. aggression &
4. escape from life’s pressures

Some examples of product categories:

perfume, hair dye, skincare products, dresses,
motorcycles
 How do you know that…

Colgate is associated with tooth decay

and
Lux is connected with beautiful skin.
 A process of acquiring
purchase and consumption
knowledge
Consumer
and experience
Learning
that can be applied to
future related behaviour.
 The Learning Process


Learning is a relatively permanent change
in behavior caused by experience.

Learning can be
 Intentional (buyer driven)
 Incidental (seller driven)
 Classical Conditioning


Process of associating messages / feelings /
situations with a brand on the assumption that the
feelings/messages get strongly identified with the brand.

Cricket, films, and pranks stand for youth. Pepsi
(targeting youth) has used visuals of these three aspects
in their brand messages.

Kodak associated the brand with the feelings of warmth.

Before deciding to use a specific feeling / situation, following
points should be considered….

A suitable emotion to be paired with the brand.

The selected imagery to be paired with the brand has to
be relevant. (warmth–nostalgia–photo)

Careful association of jingle/song/visual, otherwise
popularity of tune may take away the novelty of the
brand.

Negative emotions can also be used (insurance)
Pavlovian Model of Classical Conditioning

Unconditioned Stimulus
Meat paste
Unconditioned Response
Salivation
Conditioned Stimulus
Bell

AFTER REPEATED PAIRINGS

Conditioned Stimulus Conditioned Response

Bell Salivation over sound

Meat is an UCS as it was naturally capable of causing the response

Analogous Model of Classical Conditioning

Unconditioned Stimulus
Beautiful woman
Unconditioned Response
Emotional arousal in Males
Conditioned Stimulus
Automobile say Skoda car

AFTER REPEATED PAIRINGS

Conditioned Stimulus Conditioned Response
Skoda car Arousal
 Strategic Applications of Classical Conditioning


Repetition: increases strength of associations between a CS
& US and slows forgetting or decay.

Stimulus Generalization: is the ability of individuals to
generalise. Salivation of dog due to jangling keys. “me-too”
products.

Stimulus Discrimination: selection of a specific stimulus
from similar stimuli. The basis of positioning strategy (to
establish a unique image for the brand in consumer’s
mind).
 Stimulus Generalization and Marketing

Product Line Extensions: Variations of the same product. Lux in
different coloured packs, Maggi in different flavours.

Product Form Extensions: Same product in different physical forms.
Lifebouy soap & Lifebouy liquid soap. Medicine in forms like tablet,
syrup, injections etc.

Product Category Extensions: Diversifying into different categories
but using same brand name. Maggi noodles & Maggie tomato chilli
sauce; Omfed into dairy products, sauce & spices; Zed soap &
perfumes.

Family Branding: Marketing entire product mix of the company under
same family brand name. E.g., Tata, Maggi products under the
same family brand name.
 Consumer Attitude

Summary statement of his assessment about

anything, i.e., it is a way of thinking or feeling about

someone or something.

For e.g., a consumer may have a negative attitude for

the products made in China.

 Attitude Formation

• Positive reinforcement (satisfaction from a brand

trial)

• Family branding (using the same brand name for a

host of products) Videocon, Apple etc.

• Celebrity endorsement (Lux, Samsung, Kissan Jam,

BPL)
 Attitude functions

1. Utilitarian Function: used to obtain rewards

and avoid punishments i.e, it is benefit
driven, e.g., Coldarine, Nizoral. Sabki
pasand Nirma.
 Attitude functions

2. Value-Expressive Function: express identify to

others, e.g., Wearing khadi; Charms cigarette’s
“freedom & rebellion” attitude; Raymond’s Complete
Man; Royal Enfield Bullet 500 cc. “Kyon ki kuch hi
log Tata Sumo Chalate hain.”
 Attitude functions

3. Ego-Defensive Function: Self-protection, i.e.,

protecting self image e.g., personal & cosmetics
which guard consumers against embarrassment in
a social situation. Positioning of Clorets as a
chewable after anything. Deo, mouthwash,
prestige products. “Kya aap Close-up karte hain.”
 Attitude functions

4. Knowledge Function: simplifies decisions,

reduces uncertainties e.g., informative ads
about new brands or new characteristics of
existing brands. Colgate Total is positioned on
several benefits (however protection was
communicated)
ATTITUDE CHANGE
Attitude Change thro’ Communication
(Persuasion)

Two variables influencing

Attitudes are,

1. Source:

2. Message:
 Attitude Change

THE SOURCE:
– Source Credibility: Source’s perceived expertise, or
trustworthiness.
– Source Attractiveness: Source’s perceived social value
(physical appearance, personality, social status, or his/her
similarity to the receiver). E.g., Celebrities (e.g., Priyanka
Chopra) or simply beautiful people (e.g., “what is beautiful
is good”).
 Attitude Change

Source Credibility
(trustworthy and expert)
 Attitude Change

Source
Attractiveness
(Celebrities)
 Attitude
Change

Source
Attractiveness
 Attitude Change
1. Perceptual aspects
– Pictorial elements/Vivid descriptions:
– Verbal elements/Concrete descriptions:
2. Learning and Memory aspects
– Comparative & Repetitive Advertising
– One vs. Two-Sided (positive & negative) Arguments:
3. Affective Aspects
– Emotional Appeals (Ads with sex appeals / humorous
appeals / fear appeals)
Fear Appeal
Happy ConBing