PERSONALITY

Personality
Personality represents a combination of inner psychological characteristics Neo-Freudian Approach
(specific attributes, qualities, traits) that determines how we think and act In addition, social relationships and culture are crucial factors
Stable behavioral tendencies that individuals display across a variety of Seeking rational goals- avoiding feeling of inferiority; establishing
situations; Interaction with situational factors rewarding relationships
Response to marketing stimuli; It reflects individual differences, consistency Compliant; Aggressive; Detached
and change CAD Scale
Which products/features/messages would be more appealing?
Personality and Motivation Distinct Traits Approach
Personality decides which motivational goals are important. Acts as a filter • Personality traits are characteristics that set people apart from
or amplifier. one another
• Measured through self-administered questionnaires to pinpoint
Motivation (rewards or punishments) drives behavior. Repeated incidents differences in individuals
influence personality in the long run.
• Relationship with product category but limited with brand
Impact of Personality on Consumer Behavior
Broad vs Specific Traits
Freudian Approach Openness
Imagination/Creative/Curious/Broad range of interest
Unconscious needs and biological drives
Conscientiousness
ID; Superego; Ego- Interacting systems Thoughtfulness/Goal Directed/Attention to detail/Organized
ID- physiological needs (thirst, hunger and sex) requires immediate Extraversion
gratification; maximizing pleasure and minimizing pain Talkative/Social
Superego- internal expression of societies moral and ethical codes. Need Agreeableness
satisfaction in a socially acceptable manner Caring/Helping

Ego- Conscious control balancing demand of ID and Superego Neuroticism

Stressed/Worried/Anxious
Axe; Fastrack- [Link]
Reading- What marketers should know about personality-based marketing

How we measured personality in the past?

Questionnaire vs Digital Psychometrics

Based on digital footprints (Browsing history; Social media; Comments)

Hilton Hotels
RELATIONSHIP BETWEEN PERSONALITY TRAITS AND CONSUMER BEHAVIOR
Innovativeness- Receptivity to new products
Domain specific and Global Innovativeness

Dogmatism- Degree of cognitive rigidity towards information and opinions contradictory to ones own
Receptive to authoritative figures vs factual product information

Inner-directed vs Other-directed
(rely on their own inner values and standards while evaluating products) VS (others guidance to decide what is appropriate)
Advertisements- focusing on product features and personal benefits VS social interactions and acceptance

Value Consciousness
Maximizing what is received vs given in a transaction

Need for Uniqueness

Pursuit of differentness relative to others (rare; customized); Prefer products and advertisement that counter conformity
and group norms

Novelty Seeking
Prefer variety and usage innovativeness

Materialism
Preoccupation with purchase and display of non-essential products; Identify and bond themselves with possessions; Envy
RELATIONSHIP BETWEEN PERSONALITY TRAITS AND CONSUMER BEHAVIOR
Need for Cognition- Enjoy thinking
Prefer lot of product related information; less receptive to recommendations; engage more in online search
Ads- product related information vs humor/sexual content; evaluation vs celebrities

Ethnocentrism- [Link]

Tendency to buy or not to buy foreign-made products

Which Indian brands follow this approach?

How it works for Indian brands targeting NRI’s in foreign countries?

Personality Traits-Behavior Relationship Examples

-Cigarette smoking positively linked to aggression and achievement needs; negatively to order and
structure
-Optimists are more likely to read newspapers; 51% more likely to purchase recycled goods
Reading- How to market to online shoppers based on personality types
Personality types helps in understanding what drives online shopping behavior

Determined
Indecisive
Informed
Reluctant
Practical
Emotional
Social
Brand-driven
Attachment theory suggesting that early interactions with caregivers shape our personality traits
and patterns of behavior; Correlation with personality traits
Attachment Dimensions and Styles
1) Anxious attachment 2) Avoidance attachment

Secure Attachment Style (Low/Low):

 Prefer brands with a warm, friendly, and trustworthy personality.
 Seek brands that provide a sense of stability, reliability, and consistency.
 Value brands that foster positive emotions and make them feel valued and understood.

Anxious Attachment Style (High/Low):

 Prefer brands that are nurturing, caring, and responsive. Sincere
 Seek brands that provide reassurance, support, and attention.
 Value brands that offer constant communication and responsiveness to their needs.

Avoidant Attachment Style (Low/High):

 Prefer brands that emphasize independence, self-reliance, and individuality.
 Seek brands that offer freedom, autonomy, and minimal dependency.
 Value brands that respect their personal space and privacy.

Insecure Attachment Style (High/High):

 Exciting
Do Brands have a Personality?
Brand Personality refers to the set of human
characteristics associated with a brand.
Provides emotional identity leading to consumer having
Apple - Innovative, Sleek, and Modern feelings for the brand
Nike - Determined, Energetic, and
Inspirational
Coca-Cola - Classic, Nostalgic, and Product related features serve utilitarian function
Refreshing
vs
Google - Intelligent, Progressive, and
Accessible Brand-personality serves symbolic or self-expressive
function.
Tesla - Cutting-edge, Futuristic, and
Sustainable
Harley-Davidson - Rebellious,
Adventurous, and Free-spirited
LEGO - Creative, Imaginative, and
The personality of brand enables a customer to express
Playful his self, ideal self and social self through use of a brand.
Airbnb - Welcoming, Authentic, and
Adventurous

It may happen consciously or sub-consciously.

Dimensions of Brand Personality
Excitement: carefree, spirited, and youthful
Sincerity: kindness, thoughtfulness, and an orientation toward family values
Ruggedness: rough, tough, outdoorsy, and athletic
Competence: successful, accomplished and influential, highlighted by
leadership
Sophistication: elegant, prestigious, and sometimes even pretentious

Brand Personification is a type of Anthropomorphism.

ANTHROPOMORPHISM IS ASSIGNING HUMAN
CHARACTERISTICS TO NON-HUMAN ENTITIES

20-08-2025
20-08-2025
OVERVIEW OF ANTHROPOMORPHISM LITERATURE
Anthropomorphism

Why and When ? 2007 Marketing

(Psychology)
Consumer behavior and
judgments

Positive Outcomes Negative Outcomes

• Product evaluation (Delbaere et al., 2011; Landwehr et • Consumer’s risk perception (Kim & McGill, 2011)
al., 2011; Huang et al., 2019) • Product evaluations (Puzakova et al., 2013)
• Brand recall, attention, and attitude (Basfirinci & Cilingir, • Price unfairness (Kwak et al., 2015)
2015; Sreejesh & Anusree_2017) • Perceptions of justice (Kwak et al., 2017)
• Brand love (Rauschnabel & Ahuvia, 2014; Delgado-
Ballester et al., 2019)
• Willingness to pay (Kim & Kramer, 2015)
• Willingness to replace (Chandler & Schwarz, 2010)
Research Gap
20-08-2025
RELATIONSHIP BETWEEN BRAND PERSONALITY-CUSTOMER PERSONALITY
B-Self Image- How people perceive themselves; Multiple Selves
Matching Self-image with Brand Personality
Actual Self-image; Ideal Self-image; Social Self-image; Ideal Social Self-image

Budweiser Experiment
Drinker Personality
-“reparative drinker,” a self-sacrificing, middle-aged person who could have achieved more if he had not sacrificed
personal objectives in the interest of others. For this consumer, drinking a beer serves as a reward for sacrifices.
-“social drinker” who resembles the campus guzzler
-“indulgent drinker” who sees himself as a total failure

Watching Commercials (with different product personalities) and Tasting Session

Measuring respondents drinker personality
Respondents mostly (85%) preferred the beer which matched their drinker personality
Such strong effect that they disliked at least one brand.

Can you think of any product category creating brand personalities with minimum functional changes?
Cars
BRAND PERSONALITY-CUSTOMER PERSONALITY RELATIONSHIP

A
Reverse Effect
[Link]
Thank You