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Ch.5: Personality & Consumer Behaviour: MKT481, Suman Saha 1

This document discusses theories of personality and how personality influences consumer behavior. It covers several key points: 1. Personality is shaped by both heredity and early childhood experiences and develops over time. It represents individual differences that determine how people respond to their environment. 2. Trait theory views personality as consistent traits that can be measured. Consumer innovativeness, materialism, and ethnocentrism are examples of traits studied. 3. Freudian theory proposes personality has three systems - the id (impulses), superego (morals), and ego (balance). A purchase reflects one's personality.

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66 views

Ch.5: Personality & Consumer Behaviour: MKT481, Suman Saha 1

This document discusses theories of personality and how personality influences consumer behavior. It covers several key points: 1. Personality is shaped by both heredity and early childhood experiences and develops over time. It represents individual differences that determine how people respond to their environment. 2. Trait theory views personality as consistent traits that can be measured. Consumer innovativeness, materialism, and ethnocentrism are examples of traits studied. 3. Freudian theory proposes personality has three systems - the id (impulses), superego (morals), and ego (balance). A purchase reflects one's personality.

Uploaded by

Nno 367555
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 18

Ch.

5: Personality & Consumer


Behaviour

MKT481, Suman Saha 1


MKT481, Suman Saha 2
Dual influence of heredity and early
childhood experience help
to develop personality.

It develops continuously
Personality over time.

Inner psychological characteristics that both


determine and reflect how a person responds
to his or her environment.

MKT481, Suman Saha 3


The nature of personality
1. Personality reflects individual differences
•No two individuals are exactly alike.
•If each person is different in terms of all personality traits, it will be
impossible to group customers into segments.

2. Personality is consistent and enduring


•Though personality of consumers may be consistent, their consumption
behaviour often varies.

3. Personality can change


•An individual’s personality changes not only in response to abrupt events,
but also as part of a gradual maturing process.
•Convergence in the personality characteristic of men and women.

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Theories of Personality
Freudian Theory
Unconscious need or drive Human motivation

Personality consists of three interactive systems.

ID: ‘Warehouse’ of primitive and impulsive desire.


Seeks immediate satisfaction.

SUPEREGO: Internal expression of society’s moral and ethical codes of


conduct.
“Brake” that restrains or inhibits the impulsive force of the ID.

EGO: Conscious control.


Balance between impulsive demand and sociocultural constraints.

Purchase or consumption situation is a reflection of individual’s own personality.

MKT481, Suman Saha 5


Trait Theory (Quantitative or empirical)
•Trait is defined as any distinguishing, relatively

enduring way in which one individual differs from another.


•Concerned with the construction of personality test.
•Single-trait personality test
1.Consumer innovativeness
2.Consumer materialism
3.Consumer ethnocentrism

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Consumer innovativeness and related personality traits
Consumer innovators: On whom success or failure of new product/service
depends.

1. Differentiating trait factors between innovators and non innovators


A. Consumer innovativeness

B. Dogmatism
•Trait that measure the degree of rigidity (versus openness) that one
depicts towards unfamiliar objects or beliefs that is contrary to one’s own.
•“I am right and everyone should accept it” without paying attention to
other’s opinions or evidence.
•High and low in dogmatism
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High Low

Close minded Open minded

Approaches unfamiliar defensively Readily consider unfamiliar

Established products Innovative products

More receptive to ad appeal from an More receptive to ad appeal that stress


authoritative figure factual information, benefits etc.

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Cognitive personality factors
Need for cognition (NC)
•High NC are more responsive to the product related info or description.
•Low NC are more attracted to background or peripheral aspects such as
the model, celebrity.

Visualizers Vs verbalizers
•Visualizers prefer visual image or message as source of information.
•Verbalizers prefer written word as a way of securing information.

MKT481, Suman Saha 10


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2. From consumer materialism to compulsive consumption
A. Consumer materialism
•Trait that distinguish between individuals who regard
possessions as essential to their identities and lives and those for
whom possessions are secondary.
•Characteristics of materialistic people.

B. Fixated consumption behavior


• Fixated with certain object or product category
• Normal or socially acceptable behavior
• Characteristics of fixated consumer

C. Compulsive consumption behavior


•Dark side of consumption (abnormal behavior)
•Uncontrollable shopping
MKT481, Suman Saha 15
3. Consumer ethnocentrism
Responses to foreign made products
•Highly ethnocentric consumer – feel inappropriate or wrong to purchase
foreign-made products.
- Economic impact
•Non-ethnocentric consumer – feel positive
- Focus on extrinsic characteristics

Marketers use nationalistic theme in their promotional appeal.

MKT481, Suman Saha 16


Product personality and gender
Product and service are viewed by consumers as having
gender.

Product personality and geography


By employing geography in the product’s name,
manufacturers create geographic personality of the product.
Can be actual or fictitious

Whether actual or fictitious, the location and image


should add to the product’s brand equity

Personality and colour

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