Continued..

• Need for cognition (NFC)
– A person’s craving for enjoyment of thinking
– Individual with high NFC more likely to respond to ads rich in product information rather than background of the ad.
• Visualizers Vs Verbalizers
- Visualizers; view, see information.
- Verbalizers; written, verbal information.
This difference in cognitive personality factors would affect how they respond to a print ad.
2

Acquire and show off possessions
Self centered and selfish
Seek lifestyle full of possessions
Materialistic
People
Do not get greater personal satisfaction from possessions
3

• Fixated consumption behavior
– Consumers fixated on certain products or categories of products
– Characteristics
• Passionate interest in a product category
• Willingness to go to great lengths to secure objects
• Dedication of time and money to collecting
• Compulsive consumption behavior
– “Addicted” or “out-of-control” consumers
4

• Ethnocentric consumers feel it is wrong to purchase foreign-made products because of the impact on the economy
• They can be targeted by stressing nationalistic themes
• A cosmopolitan orientation would consider the word to be their marketplace and would be attracted to products from other cultures and countries.
5

• Personality-like traits associated with brands
• Examples
– Purdue and freshness
– Nike and athlete
– BMW is performance driven
• Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium

Product Anthropomorphism and
Brand Personification
• Product Anthropomorphism
– Attributing human characteristics to objects
– Tony the Tiger and Mr. Peanut
• Brand Personification
– Consumer’s perception of brand’s attributes for a human-like character
– Mr. Coffee is seen as dependable, friendly, efficient, intelligent and smart.

Five dimensions of a brands personality

• Gender
– Some products perceived as masculine (coffee and toothpaste) while others as feminine (bath soap and shampoo)
• Geography
– Actual locations, like Philadelphia cream cheese and
Arizona iced tea
– Fictitious names also used, such as Hidden Valley and
Bear Creek
• Color
– Color combinations in packaging and products denotes personality

• Consumers have a variety of enduring images of themselves
• These images are associated with personality in that individuals’ consumption relates to self-image.
One or Multiple Selves:
• A single consumer will act differently in different situations or with different people
• We have a variety of social roles
• Marketers can target products to a particular “self”.

• Contains traits, skills, habits, possessions, relationships, and way of behavior
• Developed through background, experience, and interaction with others
• Consumers select products congruent with this image

Actual Self-Image
Ideal Self-Image
Social Self-Image
Ideal Social
Self-Image
Expected
Self-Image
Out-to self
• How consumers see themselves
• How consumer would like to see themselves
• How consumers feel others see them
• How consumers would like others to see them
• How consumers expect to see themselves in the future
• Traits an individual believes are in her duty to possess

• Possessions can extend self in a number of ways:
– Actually
– Symbolically
– Conferring status or rank
– Bestowing feelings of immortality
– Endowing with magical powers

• Consumers use self-altering products to express individualism by:
– Creating new self
– Maintaining the existing self
– Extending the self
– Conforming

• You can be anyone…
It provides an individual with the opportunity to try on different personalities or different identities.
– Age differences
– Mild-mannered to aggressive
You keep the new personality-if it fits, in favor of the old personality.

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