PERSONALITY
&
CONSUMERBE
H AV I O R
INTRODUCTION
Marketers have long tried to appeal to
consumers in terms of their personality
characteristics. They have intuitively felt that
consumers purchase, and when and how they
consume, are likely to be influenced by
personality factors.
For this reason marketing and advertising
people have frequently depicted specific
personality traits or characteristics in their
making and advertising messages.
CONTE
• Definition
• Nature
NTS
• Types
• Theories
• Personality and understanding consumer diversity
-consumer innovativeness and related personality traits
-cognitive factors
-from consumer materialism to compulsive
consumption
-consumer ethnocentrism
• Brand personality
-types
DEFINITI
ON
Personality can be defined as
those inner characteristics
that determines and reflects
how an individual responds to
his or her environment.
Those characteristics said
are the attributes, traits,
qualities, factors and
mannerism that distinguish
one individual from the
other.
NATURE
[Link]
reflects individual
differences.
[Link]
ty is consistent
and enduring.
[Link]
can change.
TYPES
THEORIES
A) FREUDIAN THEORY
& PRODUCT
PERSONALITY
Sigmund Freud’s
psychoanalytic
theory of personality.
It comprises of Id, Ego,
and Superego.
B) NEO-FREUDIAN PERSONALITY
THEORY
This theory is also called as socio-analytic theory.
the researchers here believed that social relationships are
fundamental to the formation and development of personality.
“KAREN HORNEY” proposed 3 types of personality groups:-
a) Compliant individuals-who move towards others (desire to
be loved
,wanted & appreciated)
b) Aggressive individuals-who move against others (desire to
excel & win
admiration)
c) Detached individuals-who move away from others
(desire independence , self-sufficiency, and
C) TRAIT
THEORY
• Personality theory with a focus on
psychological characteristics.
• Trait- any distinguishing, relatively enduring way in
which one individual differs from another.
• Personality is to linked to how consumers make their
choices or to consumption of a broad product
category-not a specific brand
PERSONALITY &
UNDERSTANDING
CONSUMER DIVERSITY
CONSUMER INNOVATIVENESS RELATED
PERSONALITY TRAITS
> Innovativeness > Optimum Stimulation
Dogmatism Level
> Social character > Sensation Seeking
> Need for > Variety-novelty
uniqueness seeking
CONSUMER INNOVATIVENESS
The degree to which
consumers are receptive
to new products, new
services or new practices.
DOGMATISM
A personality trait that reflect the degree of rigidity
a person displays towards the unfamiliar and toward
information that is contrary to his or her own
established beliefs.
Consumers low in dogmatism (open-minded)
are more likely to prefer innovative products to
established or traditional alternatives
SOCIAL CHARACTER
Inner –directed Other-directed
• Consumers who tend to rely on • Consumers who tend to look to
their on their own inner values. others for direction.
• More likely to be innovators • Less likely ot be innovators
• Tend to prefer ads that stress • Tend to prefer ads that feature
product social
features and benefits acceptance.
NEED FOR UNIQUENESS
Consumers who avoid appearing to conform (being
conventional) to expectations or standards of others.
OPTIMUM STIMULATION LEVELS (OSL)
• 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 novelty
products more readily than low
OSL consumers.
SENSATION SEEKING
• A personality trait characterized by the need for varied,
novel, and complex sensations, experiences and willingness
to take physical and social risks for the sake of such
experience.
VARIETY NOVELTY SEEKING
• A personality trait similar
to
OSL which measures a
consumer’s degree to
variety seeking.
• There appear to many
different types of
consumer variety seeking:
-exploratory purchase
behavior (switching brands
to new, different, and
possible better alternatives)
COGNITIVE PERSONALITY FACTORS
• Need for recognition
A person’s craving for enjoyment of thinking to use a product.
• Visualizers versus verbalizers
a person’s preference for information presented visually(i.e. TV, Internet) or
verbally(i.e. Radio)
Product personality and geography
• Certain products, in the minds of consumers, possess a strong
geographical association.
• Using the geographical association can create geographic equity
• E.g. : Banarasi sarees
Re Exciting, • Makes food smell better
d passionate • Coffee in a red can
strong perceived as
“rich”
Personality • Women have a
preference of bluish
red
and color • Men have for yellowish
red
• Coca cola own red
Gree Secure, natural, • Good work
n relaxed, easy- environment
Color going, living • Associated with
combinations things vegetables & chewing
gum
in packaging
and products Blac Sophistication, • Powerful clothing
k power, • High-tech
denotes authority , electronics
mystery
personality
Whit Goodness , purity, • Suggests reduced
e cleanliness, calories
delicacy, • Pure & wholesome
refinement, food
formality • Clean, bath products
CONCLUSION
Personality are likely
to influence the
individual’s
product choices. They
affect the way consumers
respond to marketers’
promotional efforts, and
when, where and how they
consume particular
products or services.
Therefore, the identification
of specific personality
characteristics associated
with consumer behavior