V Presented By

PRITESH PUROHIT
CHINTAN PUROHIT
JACKEY WILSON
V PersonalityTheories
V Cognitive Personality Factors
V Consumption
V Product Personality
V The Self and Self-Image
V The inner psychological characteristics
that both determine and reflect how a
person responds to his or her
environment
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V Personality reflects individual differences
V Personality is consistent and enduring
V Personality can change
V How would you describe your
personality?
V How does it influence products that you
purchase?
V Freudian theory
‡ Unconscious needs or drives are at the heart of
human motivation
V Neo-Freudian personality theory
‡ Social relationships are fundamental to the
formation and development of personality
V Trait theory
‡ Quantitative approach to personality as a set of
psychological traits
V Id
‡ Warehouse of primitive or instinctual needs for
which individual seeks immediate satisfaction
V Superego
‡ Individual·s internal expression of society·s moral
and ethical codes of conduct
V Ego
‡ Individual·s conscious control that balances the
demands of the id and superego
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Figure 5.2 A Representation of the
Interrelationships Among
the Id, Ego, and Superego
V Consumer researchers using Freud·s
personality theory see consumer
purchases as a reflection and extension
of the consumer·s own personality
 Potato Chips:
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Pretzels:






Snack Crackers:
  

 




V We seek goals to overcome feelings of

inferiority
V We continually attempt to establish
relationships with others to reduce tensions
V Karen Horney was interested in child-parent
relationships and desires to conquer feelings of
anxiety. Proposed three personality groups
‡ à
 move toward others, they desire to be
loved, wanted, and appreciated
‡ 

 move against others
‡  move away from others
V Personality theory with a focus on
psychological characteristics
V Trait - any distinguishing, relatively
enduring way in which one individual
differs from another
V Personality is linked to how consumers
make their choices or to consumption of
a broad product category - not a specific
brand
 à



 






 
V Innovativeness V The degree to which
V Dogmatism consumers are
V Socialcharacter receptive to new
V Need for uniqueness products, new
V Optimum stimulation services, or new
level practices
V Variety-novelty
seeking
à



 






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



 






 
V Innovativeness
V Dogmatism
V Social character
V Need for uniqueness
V Optimum stimulation level
V Variety-novelty seeking
V Ranges on a continuum for
inner-directedness to
other-directedness
V Inner-directedness
‡ rely on own values when
evaluating products
‡ Innovators
V Other-directedness
‡ look to others
‡ less likely to be innovators
à



 






 
V Innovativeness V Consumers who
V Dogmatism avoid appearing to
V Socialcharacter conform to
V Need for uniqueness expectations or
V Optimum stimulation standards of others
level
V Variety-novelty
seeking
^. I collect unusual products as a way of telling people
I·m different
2. When dressing, I have sometimes dared to be
different in ways that others are likely to disapprove
3. When products or brands I like become extremely
popular, I lose interest in them
4. As far as I·m concerned, when it comes to the
products I buy and the situations in which I use them,
custom and rules are made to be broken
5. I have sometimes purchased unusual products or
brands as a way to create a more distinctive personal
image
à



 






 
V Innovativeness
V Dogmatism
V Social character
V Need for uniqueness
V Optimum stimulation level
V Variety-novelty seeking
V A personality trait that
measures the level or
amount of novelty or
complexity that individuals
seek in their personal
experiences
V High OSL consumers tend to
accept risky and novel
products more readily than
low OSL consumers.
à



 






 
V Innovativeness V Measures a consumer·s
V Dogmatism degree of variety
V Socialcharacter seeking
V Need for uniqueness V Examples include:
V Optimum stimulation ‡ Exploratory Purchase
level Behavior
V Variety-novelty ‡ Use Innovativeness
seeking ‡ Vicarious Exploration
V Need for cognition (NC)
‡ A person·s craving for enjoyment of thinking
‡ Individual with high NC more likely to respond
to ads rich in product information
V Visualizers versus verbalizers
‡ A person·s preference for information presented
visually or verbally
‡ Verbalizers prefer written information over
graphics and images.
V How does NC and visualizer/verbalizer
affect advertisers?
V Which media is best for each group?
V Consumer materialism
‡ The extent to which a person is considered
´materialisticµ
V Fixated consumption behavior
‡ Consumers fixated on certain products or
categories of products
V Compulsive consumption behavior
‡ ´Addictedµ or ´out-of-controlµ consumers
 pable 5.6 Sample Items to Measure
Compulsive Buying
^
hen I have money, I cannot help but spend
part or the whole of it
 I am often impulsive in my buying behavior
 s 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
V Ethnocentric consumers feel it is wrong
to purchase foreign-made products
V They can be targeted by stressing
nationalistic themes
phis ad is
designed to
appeal to
consumer
ethno-
centrism.
^ merican people should always buy merican-made
products instead of imports
 nly those products that are unavailable in the U S
should be imported
 uy merican-made products Keep merica working
 Purchasing foreign-made products is un-merican
 It is not right to purchase foreign products, because it puts
mericans out of jobs
 real merican should always buy merican-made
products

e should purchase products manufactured in merica

instead of letting other countries get rich off us
 It is always best to purchase merican products
V Personality-like traits associated with brands
V Examples
‡ Purdue and freshness
‡ Nike and athlete
‡ BMW is performance driven
‡ Levi·s 50^ jeans are dependable and rugged
V Brand personality which is strong and favorable
will strengthen a brand but not necessarily
demand a price premium
V Pick three of your favorite brands.
V Describe their personality. Do they have
a gender? What personality traits do
they have?
A Brand Personality
Framework
Figure 5.8
V ·ender
‡ Often used for brand personalities
‡ Some product perceived as masculine (coffee and toothpaste)
while others as feminine (bath soap and shampoo)
V ·eography
‡ Actual locations like Philadelphia cream cheese and Arizona
iced tea
‡ Fictitious names also used such as Hidden Valley and Bear
Creek
V Color
‡ Color combinations in packaging and products denotes
personality
Marketers
often use a
fictitious
location to
help with
personality.
 pable 5.10 phe Personality-like Associations of Colors
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Copyright 2007 by Prentice Hall

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V Consumers have a variety of enduring
images of themselves
V These images are associated with
personality in that individuals
consumption relates to self-image
 
  




V One or multiple VA single consumer will
selves act differently in
V Makeup of the different situations or
self-image with different people
V Extended self V We have a variety of

V Altering the self- social roles

image V Marketers can target
products to a particular
´selfµ
 
  




V One or multiple V Contains traits, skills, habits,
selves possessions, relationships and
V Makeup of the self - way of behavior
image V Developed through
V Extended self background, experience,and
V Altering the self- interaction with others
image V Consumers select products
congruent with this image
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V One or multiple V Possessions can extend
selves self in a number of ways:
V Makeup of the
‡ Actually
‡ Symbolically
self-image ‡ Conferring status or rank
V Extended self ‡ Bestowing feelings of
V Altering the self- immortality
image ‡ Endowing with magical
powers
 
  




V One or multiple V Consumers use self-
selves altering products to
V Makeup of the express individualism
self-image by
V Extended self
‡ Creating new self
‡ Maintaining the existing
V Altering the self -
self
image ‡ Extending the self
‡ Conforming