Scribd
Upload
47 views18 pages

Personality & Consumer Behaviour

This document discusses how personality influences consumer behavior. It covers several personality theories including Freudian and trait theories. Key aspects of personality discussed include traits related to innovation, materialism, self-image, and brand personality. The document also explores how personality is shaped by factors like heredity, childhood experiences, and life events. Overall, it analyzes how an individual's unique personality can impact their consumer decisions and behaviors.

Uploaded by

archana_menon_amity
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
47 views18 pages

Personality & Consumer Behaviour

This document discusses how personality influences consumer behavior. It covers several personality theories including Freudian and trait theories. Key aspects of personality discussed include traits related to innovation, materialism, self-image, and brand personality. The document also explores how personality is shaped by factors like heredity, childhood experiences, and life events. Overall, it analyzes how an individual's unique personality can impact their consumer decisions and behaviors.

Uploaded by

archana_menon_amity
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 18

Consumer Behaviour

Chapter A 5

Personality & Consumer Behaviour

Leon Schiffman Leslie Kanuk


Personality
Inner psychological characteristics that determine
& reflect how a person responds to his / her
environment .

Personality evolves . Influenced by :


◦ Heredity , childhood experiences , social / environmental
influences
Nature of Personality
Reflects individuality
 Unique combination , basis for segmentation
Enduring
 Personality of an individual is consistent
 Is only one of the factors influencing behaviour
Keeps evolving
 Due to life changing events
 Gradual, maturing process
Personality stereotypes change over time
 Women ‘s personality . Are Men too changing ?
Personality Theories – Freudian
Unconscious needs especially biological / sexual ;
core of human motivation , Personality
3 interacting systems : Id , Superego , Ego
◦ Id – Instinct
 Warehouse of primitive , impulsive drives
◦ Superego – Conscience
 Sees that individual satisfies needs in a socially acceptable
manner
◦ Ego – Conscious control
 Internal monitor to balance impulsive demands of Id & socio
cultural constraints of Superego
Personality Theories – Freudian
Freud : Personality is formed as a person passes
through a number of stages of child development
◦ Adult personality is shaped by how satiated each
development stage was . E.g. Chewing habit
Premise for consumer behaviour application
◦ Consumers are largely unaware of true reasons for buying .
Role for subliminal factors
YCS take
◦ Our lives , personalities are shaped by experiences in early
development stages
 Parents unfulfilled desires , Value transfer , Anxieties / insecurities ,
Divorced parents … etc
Neo – Freudian Theory
Socialaspects , relationships – not instincts –seen as
fundamental to personality development
◦ Emphasis on individual’s desire to conquer anxiety
Karen Horney focused on child - parent relationships
3 personality groups
◦ Compliant
 Those who move toward others
 Desire to belong , to be appreciated

◦ Aggressive
 Those who move against others
 Desire to excel & win admiration , show off
◦ Detached
 Those who move away from others
 Desire independence , self-reliance , individualism
Trait Theory
Primarily quantitative orientation . Personality
measurement in terms of specific psychological
traits
Trait – Any distinguishing relatively enduring way in
which one individual differs from another
Personality traits
◦ Innovation related
◦ Cognitive factors
◦ Materialism
◦ Fixated consumption behaviour
◦ Consumer ethnocentricism
Innovation Related Traits
Consumer innovativeness
◦ Internet shoppers , more open to try new things
Dogmatism
◦ Conservative . Receptive to new trials with celebrity endorsement
Social character
◦ Inner directed Outer directed continuum
 Inner directed – more independent , innovative , prefer product feature ads
 Outer directed – look for guidance , ads with approving social environment
Need for uniqueness
◦ Avoid conformity . Receptive to making unique choices
Innovation Related Traits
Optimum stimulation level ( OSL )
◦ Some prefer simple clam existence , some novel ,
unusual . Each one has a different level ( OSL )
◦ High OSL consumers exhibit greater willingness to
risk
Sensation seeking
◦ Need for varied / novel experience . Willingness to
take physical , social risk
Variety / Novelty seeking
◦ Can be in terms of purchase behaviour or innovative
usage . Offering more options is an advantage
Cognitive Personality Factors
Need for cognition
◦ Measure of a person’s craving for thinking
◦ High NC people –likely to respond to ‘ product info’
section of the ad ; low NC prefer format , aesthetics
◦ NC positively related to Internet usage
Visualisers v/s verbalisers
◦ Consumers who prefer visual v/s verbal information
Application in developing ads
Materialism
Consumer materialism
◦ Consider possessions essential to their identities
◦ Value acquisition / showing off , self centered , un
satiated quest / unending craving
Fixated consumption behaviour
◦ More evolved , into specific interest area
◦ Deep passion , dedicated time , efforts , money
Compulsive consumption behaviour
◦ Realm of abnormal behaviour , like addiction : Gambling
◦ Impulsive buying , self gifting to influence moods
Consumer Ethnocentrism

Predisposition toward accepting / not foreign


made products
High ethnocentrism stresses on domestic goods
Some consumers feel enamoured with goods –
foreign
This may vary with product categories ;
especially for goods associated with specific
countries
Brand Personality
Brand personality
◦ Functional ( long lasting ) or symbolic ( ‘ athlete in us
‘)
◦ Internet ‘ rub off ‘
 Visitors perceive brands on a website as modern , trustworthy
Brand personification
◦ Perceptions recast into a human character
◦ 5 defining dimensions
 Sincerity , excitement , competence , sophistication, ruggedness
◦ Consumers develop relationship with brands – some
times possessive : Beetle , Harley – Davidson
Associations
Gender
◦ Toothpaste , coffee as masculine , shampoo , soap as
feminine in a Chinese study
Geography
◦ Connotations of authenticity – Hyderabadi Biryani
Colour
◦ Blue –Royal , Black – Rich , Red –Strong , Pink -
Feminine
◦ Colgate Red & White
Self Image
Consumers express themselves through
choice of a brand .
◦ Tend to buy product , closer to their self image
Per roles in different situations , consumer
is likely to have multiple self images
◦ Application in ‘ usage – based ‘ segmentation
Types of Self Image
Actual self image
◦ How consumers see themselves
Ideal self image
◦ How consumers would like to see themselves
Social self image
◦ How consumers feel , others see them
Ideal social self image
◦ How consumers would like others to see them
Expected self image
◦ How consumers expect to see themselves at specified future time
Ought to self image
◦ Traits individual believes is his obligation tom possess
Virtual Personality
On line – chat rooms , without identification

Opportunity to adorn a new identity in line with


the need , different for different groups

Consumer may choose to switch to one of the


‘ virtual ‘ personalities , over a period of time

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy