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FIVE
Personality and
Consumer Behavior
Outline
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 4
What Is the Personality Trait Characterizing the
Consumers to Whom This Ad Appeals?
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 5
Enthusiastic or Extremely
Involved Collectors
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 6
What is Personality?
7
The Nature of Personality
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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
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 9
Freudian Theory
Id
Warehouse of primitive or
instinctual needs for which
individual seeks immediate
satisfaction
Superego
Individuals internal
expression of societys
moral and ethical codes of
conduct
Ego
Individuals conscious control
that balances the demands of
the id and superego
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 10
Freudian Theory and Product
Personality
Snack Personality Traits
Foods
Potato Ambitious, successful, high achiever, impatient with less
chips than the best.
Tortilla Perfectionist, high expectations, punctual, conservative,
chips responsible.
Pretzels Lively, easily bored with same old routine, flirtatious,
intuitive, may over commit to projects.
Snack Rational, logical, contemplative, shy, prefers time alone.
crackers
Cheese Conscientious, principled, proper, fair, may appear rigid
curls but has great integrity, plans ahead, loves order.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 11
Neo-Freudian Personality Theory
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 12
Why Is Appealing to an Aggressive Consumer a
Logical Position for This Product?
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 13
Trait Theory
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 14
Soup and Soup Lovers Traits
Table 5.2 (excerpt)
Chicken Noodle Soup Lovers Vegetable/Minestrone Soup
Watch a lot of TV Lovers
Are family oriented Enjoy the outdoors
Have a great sense of humor Usually game for trying new
Are outgoing and loyal things
Like daytime talk shows Spend more money than any
Most likely to go to church other group dining in fancy
restaurants
Tomato Soup Lovers Likely to be physically fit
Passionate about reading Gardening is often a favorite
Love pets hobby
Like meeting people for coffee
Arent usually the life of the
party
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 15
Personality and Understanding
Consumer Behavior
Consumer Social
Dogmatism
innovativeness character
Optimum
Need for Sensation
stimulation
uniqueness seeking
level
Variety-
novelty
seeking
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 16
How Does This Ad Target the Inner-
Directed Outdoors Person?
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 17
Dimensions of Brand Personality
(Jennifer Aaker, 1997)
Defined as set of humann characteristics
associated with a brand
18
Generalized Dimensions of B.P
Brand Personality
Competen
ce (The Ruggednes
Sincerity Excitement Sophisticat
Wall Street s (Nike
(Hallmark (MTV ion (Guess
Journal tennis
cards) Chanel) jeans)
newspaper shoes)
)
19
A Sole Person is Experiencing the Joys
and Adventure of the Wilderness
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 20
Applications in Marketing
21
Consumer Innovativeness
Willingness to innovate
Further broken down for hi-tech products
Global innovativeness
Domain-specific innovativeness
Innovative behavior
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 22
Consumer Innovativeness Scale
Table 5.3 (excerpt)
A GENERAL CONSUMER INNOVATIVENESS SCALE
1. I would rather stick to a brand I usually buy than try
something I am not very sure of.
2. When I go to a restaurant, I feel it is safer to order dishes I
am familiar with.
3. If I like a brand, I rarely switch from it just to try something
different.
4. I enjoy taking chances in buying unfamiliar brands just to get
some variety in my purchase.
5. When I see a new brand on the shelf, I am not afraid of giving
it a try.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 23
Consumer Innovativeness Scales
Table 5.3 (excerpt)
A DOMAIN-SPECIFIC CONSUMER INNOVATIVENESS SCALE
1. Compared to my friends, I own few rock albums.
2. In general, I am the last in my circle of friends to know the
titles of the latest rock albums.
3. In general, I am among the first in my circle of friends to buy
a new rock album when it appears.
4. If I heard that a new rock album was available in the store, I
would be interested enough to buy it.
5. I will buy a new rock album, even if I havent heard it yet.
6. I know the names of new rock acts before other people do.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 24
Cognitive Personality Factors
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Simplified NFC Scale
28
Table 5.5 Sample Items from a
Materialism Scale
Success
I admire people who own expensive homes, cars, and clothes.
I like to own things that impress people.
I dont place much emphasis on the amount of material objects
people own as a sign of success.
Centrality
I usually buy only the things I need
I try to keep my life simple, as far as possessions are concerned.
I like a lot of luxury in my life.
Happiness
I have all the things I really need to enjoy life.
My life would be better if I owned certain things I dont have
It sometimes bothers me quite a bit that I cant afford to buy all the
things Id like.
29
Implications of Consumer Materialism
30
Compulsive Behavior
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 31
Consumer Ethnocentrism
CETSCALE
To identify consumers with a predisposition to accept
(or reject) foreign-made products, and has been
shown to be a reliable measure in both the U.S and
other nations.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 32
Consumer Ethnocentrism
Country effect
33
Brand Personality
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 34
A Brand Personality Framework
Figure 5.12
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 35
Brand Personification
36
What image does VS express in this ad?
Hello
Ive been around the block a few million
times.
And Ive noticed something along the
way.
The people want to find true love.
And they want their true love to be
totally hot.
The people want to lose a few extra
pounds.
And they want an extra scoop of ice
cream.
The people want to do something about
global warming.
And they also want to get a nice tan.
.
Copyright 2010 Pearson Education, Inc.
Chapter Five Slide 37
publishing as Prentice Hall
Speaks English, is interviewed
about VW products, and is a friend
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 38
Colors in marketing
39
40
Fragrance commercial: high purchase
intention
41
Discussion Questions
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 42