Consumer Personality: The Big Five Model

What is Personality?
Personality is made up the characteristic patterns of thoughts, feelings, and behaviors that make a person unique. Or, Personality can be defined as the intrinsic organization of an individuals mental world that is stable over time and consistent over situation.

What is Brand Personality?

It is set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits.

What is Big Five Model?

The Big Five Model of McCrae and Costa is regarded as one of the primary benchmarks in the trait theory of personality. The dimensions of the big five model are considered to be the underlying traits that make up an individuals overall personality.

Hypothesized Brand Personality:

Brand Personality Emotive Brand Trusted Brand Sociable Brand Exciting Brand Sincere Brand Characteristics Emotional & Idealistic Trustful, Reliable & Persevering Friendly, Creative & Outgoing Active, Adventurous & Cool Simple, Caring & Helpful Corresponding Big Five Dimension Neuroticism Conscientiousness Extroversion Openness to experience Agreeableness

Score in Big Five Model:

Neuroticism Conscientiousness Extroversion Openness to experience Agreeableness Low High Medium High Medium

After going through The Big Five personality test I found out myself as an extrovert (sociable, active, Talkative, etc.) and to some extend my personality is openness (curious, original, etc.) and conscientiousness (reliable, hardworking, punctual, etc.). I generally prefer Nokia Mobile because Nokia is a trustful and reliable brand for me and they positioned itself as a trusted brand. In soft drinks always I would like to have Thumbs Up because it holds the characteristics like adventurous, cool it means it is an exciting brand and now I am using Microsoft Office Package 2010 which can prove my characteristic also. I use Raymond for its friendliness and creativity.

So from here we come to know that individual personality affects preferences in different product categories. And to some extend there has a significant relationship between consumer personality and brand personality dimensions.

Research Conclusions and Limitations: Findings

1. Those Who are Conscientious prefer trusted brands to Relevant reflect their reliable characteristics. 2. Those who scored high on Neuroticism Have Relevant preferences towards Trusted Brands. 3. Males and females are different in terms of their Personality- Brand personality relationship. 4. A persons ratings on The Big Five factors can change Relevant over time such that Agreeableness and Conscientious increase, whereas Extroversion, Neuroticism and Openness generally decrease as a person ages.

Relevant/ Not Relevant