Psychological Factors of Consumer Behaviour: Personality

What is Personality
The inner psychological characteristics that determine and reflect how a person responds to his or her environment
Personality reflects individual differences Personality is consistent and enduring Personality can change

Theories of Personality
Freudian theory
Unconscious needs or drives are at the heart of human motivation

Neo-Freudian personality theory

Social relationships are fundamental to the formation and development of personality

Trait theory
Quantitative approach to personality as a set of psychological traits

Freudian Theory

Freudian Theory
Id
Warehouse of primitive or instinctual needs for which individual seeks satisfaction Morals, beliefs, goodness, and even evil are non-existent to the knowledge of the primitive id

Superego
Individuals internal expression of societys moral and ethical codes of conduct The superego is simply our conscious. It is driven by authorities, parents, and other moral officials in society. Its main purpose is to ensure the limitations of satisfactions of the id

Ego
Individuals conscious control that balances the demands of the id and superego

Freudian Theory and Personality (Product)

Consumer researchers using Freuds personality theory see consumer purchases as a reflection and extension of the consumers own personality

Freudian Theory
Emphasis on sexual urges as a primary motivator Personality is entirely shaped by early childhood experiences Objection to Freudian Theory;
Freud's negative view of human nature Freud's lack of emphasis on social and cultural influences on behavior and personality

Neo-Freudian Personality Theory

Neo-Freudian theories.
These are essentially revisions of Freud's theory They stress the influence of socio-cultural factors in personality development.

Several personality theories are collectively referred to as neo Freudian theories

Carl Jung Alfred Adler Erik Erikson Karen Horney Erich Fromm

Neo-Freudian Personality Theory

People seek goals to overcome feelings of inferiority
People continually attempt to establish relationships with others to reduce tensions

Neo-Freudian Personality Theory

Karen Horney proposed three personality groups:
Compliant
Needs that move you towards others desire to be loved, wanted, and appreciated

Aggressive
Need that move you against others

Detached
Need that you move away from others

Individuals utilize all three of these strategies, shifting focus depending on internal and external factors

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 linked to how consumers make their choices

to consumption of a broad product category
not a specific brand

Trait Theory
1. 2. 3. 4. 5. Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level 6. Variety-novelty seeking The degree to which consumers are receptive to new products, new services, or new practices

Trait Theory
Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs

Trait Theory
Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking
Ranges on a continuum for inner-directedness to other-directedness Inner-directedness
rely on own values when evaluating products Innovators

Other-directedness
look to others less likely to be innovators

Trait Theory
Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking Consumers who avoid appearing to conform to expectations or standards of others

Trait Theory
Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking
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 novel products more readily than low OSL consumers.

Trait Theory
Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking Measures a consumers degree of variety seeking Examples include:
Exploratory Purchase Behavior Use Innovativeness Vicarious Exploration

Cognitive Personality Factors

Need for cognition (NC)
A persons craving for enjoyment of thinking Individual with high NC more likely to respond to ads rich in product information

Visualizers versus verbalizers

A persons preference for information presented visually or verbally Verbalizers prefer written information over graphics and images.

Consumer Materialism to Compulsive Consumption

Consumer materialism
The extent to which a person is considered materialistic

Fixated consumption behavior Compulsive consumption behavior

Consumers fixated on certain products or categories of products Addicted or out-ofcontrol consumers

Consumer Materialism

Compulsive Buying
When I have money, I cannot help but spend part or the whole of it. I am often impulsive in my buying behavior. As soon as I enter a shopping center, I have an irresistible urge to go into a shop to buy something. I am one of those people who often responds to direct mail offers. I have often bought a product that I did not need, while knowing I had very little money left.

Consumer Ethnocentrism
Ethnocentric consumers feel it is wrong to purchase foreign-made products
They can be targeted by stressing nationalistic themes

Brand Personality
Personality-like traits associated with brands Examples
Liril and freshness Nike and athlete IIMs are performance driven Ruf & Tuf Jeans are dependable and rugged

Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium

Brand Personality

Brand Personality Framework

Brand Personality

Brand Personality

Product Personality Issues

Gender
Often used for brand personalities Some product perceived as masculine while others as feminine

Geography
Actual locations like Banarasi Saree and Karachi Halwa Fictitious names also used such as Hidden Valley and Church Gate

Color
Color combinations in packaging and products denotes personality

Colour of Personality

Personality Associations of Colors

BLUE
Commands respect, authority Human, exciting, hot, passionate, strong
IBM holds the title to blue Men seek products packaged in blue Houses painted blue are avoided Low-calorie, skim milk

RED

Makes food smell better Coca-Cola owns red

YELLOW Caution, novelty,

temporary, warmth

Eyes register it faster Sells a house

Personality Associations of Colors

ORANGE Powerful,
affordable, informal
Draws attention quickly

WHITE

Goodness, purity, chastity, cleanliness, delicacy, refinement, formality Secure, natural, relaxed or easygoing, living things

Suggests reduced calories Pure and wholesome food Clean, bath products, feminine

GREEN

Good work environment Associated with vegetables

Personality Associations of Colors

Brown
SILVER / GOLD BLACK
Informal and relaxed, masculine, nature Regal, wealthy, stately
Coffee in a dark-brown can was too strong Suggests premium price

Sophistication, power, authority

Powerful clothing High-tech electronics

Self and Self-Image

Consumers have a variety of enduring images of themselves These images are associated with personality

Individuals consumption relates to selfimage

Self Image

Marketing Concept
One or multiple selves Makeup of the selfimage Extended self Altering the selfimage
Same consumer acts differently in different situations or with different people People have a variety of social roles Marketers can target products to a particular self

Different Situations Different Products

Marketing Concept
One or multiple selves Makeup of the self image Extended self Altering the selfimage
Contains traits, skills, habits, possessions, relationships and way of behavior Developed through background, experience and interaction with others

Consumers select products congruent with their image

Enhancing Product Image

Marketing Concept
One or multiple selves Makeup of the selfimage Extended self Altering the selfimage Possessions can extend self in a number of ways:
Actually Symbolically Conferring status or rank Bestowing feelings of immortality Endowing with magical powers

Product as an Extended Self

Marketing Concept
One or multiple selves Makeup of the selfimage Extended self Altering the self image Consumers use selfaltering products to express individualism by
Creating new self Maintaining the existing self Extending the self Conforming

Altering Self Image

Bibliography
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