Personality
Personality
 Distinctive
patterns of behavior,
including thoughts and emotions that
characterize each individual’s
adaptation the situations of his/her life.
 Personality behaviors are:
 Generally
consistent
 Distinguishing
 Situation related
Personality is intriguing,
but...
 Single
measures of personality cannot
predict specific brand-purchase
behaviors.
 CAD Theory
 Compliant
 Aggressive
 Detached
Psychoanalytic Theory
 Freud
 Unconscious
needs or drives are at the
heart of human motivation and
personality.
 Personality forms as a struggle between
physiological drives and social
pressures.
Cornerstone of Freudian
Theory
 Personality
is the product of three
interacting forces:
 Id
 Superego
 Ego
Marketing Applications
 Consumer
purchases are a reflection
and extension of the consumer’s own
personality.
 Offer packaging and promotions that
appeal to impulsive behavior.
 Fantasy appeals.
 Projective research techniques.
Non-Freudian Theories
 Social
relationships are fundamental to
the formation and development of
personality.
 Personalities continue to develop as
adults.
 Several different theories:
 CAD
theory
 Jung (Meyers-Briggs personality types)
Trait Theory
 Approach
personality as a set of
psychological traits.
 Trait is a relatively enduring
characteristic which differentiate people
from each other.
 When identified and measured, traits
are useful in predicting brand or store
preference and other types of consumer
behavior.
Traits Associated with the
Likelihood to Innovate or not
to Innovate
 Consumer
innovativeness
 Dogmatism
 Social character
 Optimum stimulation level
 Variety-novelty seeking
Consumer Materialism
 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
Behavior
 Passionate
interest in object or product
category.
 Willingness to go to great lengths to get
object of interest.
 Dedication of discretionary time and
money to the object.
Compulsive Consumption
Behavior
 Abnormal
behavior.
 Addicted to consumption.
 Out-of-control consumers.
Consumer Ethnocentrism
 Ethnocentric
consumers feel it is wrong
to purchase foreign-made products.
 CETSCALE.
 Marketers can target ethnocentric
consumers by stressing national
themes.
Cognitive Personality Traits
 Need
for cognition
 Consumers
who like lots of information,
enjoy thinking.
 Visualizers
vs. verbalizers
 Consumers’
preference for information
presented visually or verbally.
Self-Concept Theory
A
consumer’s thoughts and feelings in
reference to him or herself as an object.
 Self-image.
 We
expect consumers’ behaviors to be
consistent with their self-images.
Self-images
 Actual
self-image
 Ideal self-image
 Social self-image
 Ideal social self-image
 Expected self-image
Self-images
 Actual
self-image
 Ideal self-image
 Social self-image
 Ideal social self-image
 Expected self-image
The Extended Self
 Human
emotion is connected to
possessions we value.
 Possessions
are considered to be
extensions of the self
 Actually
 Symbolically
 Conferring
status
My ______ holds a special place in my life.
My ______ is central to my identity.
I feel emotionally attached to my ______.
My ______ helps me narrow the gap between
what I am and try to be.
If my ______ was stolen, I would feel as if part
of me is missing.
I would be a different person without my _____.
I take good care of my ______.
The Altered Self
 Consumers
who are not satisfied with
themselves will use self-altering
products in an attempt to change their
self-image.
Brand Personality
 Brand
personification--consumers
transform perceptions of product
characteristics into human-like
character.
 Sincerity
 Excitement
 Competence
 Sophistication
 ruggedness
Brand Gender
 Brands
can take on gender.
 Generally associated with whether or
not males or females predominately use
product.
Brand Color
 Certain
colors convey personality
characteristics.
 RED
 SILVER,
 GREEN
 WHITE
GOLD