Chapter 5

CHAPTER
FIVE
Personality and
Consumer Behavior
Learning Objectives
1. To Understand How Personality Reflects

Consumers’ Inner Differences.
2. To Understand How Freudian, Neo-Freudian,
and Trait Theories Each Explain the Influence
of Personality on Consumers’ Attitudes and
Behavior.
3. To Understand How Personality Reflects
Consumers’ Responses to Product and
Marketing Messages.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide 2
Learning Objectives (continued)
4. To Understand How Marketers Seek to Create

Brand Personalities-Like Traits.
5. To Understand How the Products and
Services That Consumers Use Enhance Their
Self-Images.
6. To Understand How Consumers Can Create
Online Identities Reflecting a Particular Set of
Personality Traits.
What Is the Personality Trait Characterizing the
Consumers to Whom This Ad Appeals?
Enthusiastic or Extremely
Involved Collectors
Personality and
The Nature of Personality
• The inner psychological characteristics that
both determine and reflect how a person
responds to his or her environment
• The Nature of Personality:
– Personality reflects individual differences
– Personality is consistent and enduring
– Personality can change
Discussion Questions
• How would
you describe
your
personality?
• How does it
influence
products
that you
purchase?
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
• Id
– Warehouse of primitive or
instinctual needs for which
individual seeks immediate
satisfaction
• Superego
– Individual’s internal
expression of society’s
moral and ethical codes of
conduct
• Ego
– Individual’s conscious control
that balances the demands of
the id and superego
Snack Foods and Personality Traits
Table 5.1 (excerpt)
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.
How Does This Marketing Message
Apply the Notion of the Id?
It Captures Some of the Mystery and The
Excitement Associated With the “Forces” of
Primitive Drives.
Personality and Understanding
Consumer Behavior
Consumer Social
Dogmatism
innovativeness character
Optimum
Need for Sensation
stimulation
uniqueness seeking
level
Variety-
novelty
seeking
How Does This Ad Target the Inner-
Directed Outdoors Person?
A Sole Person is Experiencing the Joys
and Adventure of the Wilderness
Consumer Innovativeness
• Willingness to innovate
• Further broken down for hi-tech products
– Global innovativeness
– Domain-specific innovativeness
– Innovative behavior
Dogmatism
• 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
Personality and Understanding
Consumer Behavior
• 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
Need for Uniqueness
• Consumers who avoid conforming to

expectations or standards of others
Optimum Stimulation Level
• 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.
Sensation Seeking
• The need for varied, novel, and complex

sensations and experience. And the willingness to
take social and physical risks for the sensations.
Variety-Novelty Seeking
• Measures a consumer’s degree of variety

seeking
• Examples include:
– Exploratory Purchase Behavior
– Use Innovativeness
– Vicarious Exploration
Cognitive Personality Factors
• Need for cognition (NFC)

– A person’s craving for enjoyment of thinking
– Individual with high NFC more likely to respond to
ads rich in product information
.
Cognitive Personality Factors
• Visualizers
• Verbalizers
Why Is This Ad Particularly Appealing
to Visualizers?
The Ad Stresses Strong
Visual Dimensions
Why Is This Ad Particularly
Appealing to Verbalizers?
It Features a Detailed Description
Discussion Question
• What advertising media (print, television,

Internet, salesperson, POP display, newspaper,
radio) is good for a person with a high NFD?
• A Verbalizer
Brand Personality
• Personality-like traits associated with brands

• Examples
– Purdue and freshness
– Nike and athlete
– BMW is performance driven
• Brand personality which is strong and favorable will
strengthen a brand but not necessarily demand a
price premium
Discussion Questions
• Pick three of your favorite food brands.

• Describe their personality. Do they have a
gender? What personality traits do they
have?
Product Personality Issues
• Gender
– Some products perceived as masculine (coffee and
toothpaste) while others as feminine (bath soap and
shampoo)
• Geography
– Actual locations, like Philadelphia cream cheese and
Arizona iced tea
– Fictitious names also used, such as Hidden Valley and
Bear Creek
• Color
– Color combinations in packaging and products
denotes personality

Chapter 5

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CHAPTER

1. To Understand How Personality Reflects

4. To Understand How Marketers Seek to Create

• A personality trait that reflects the degree of

• Consumers who avoid conforming to

• A personality trait that measures the level or

• The need for varied, novel, and complex

• Measures a consumer’s degree of variety

• Need for cognition (NFC)

• What advertising media (print, television,

• Personality-like traits associated with brands

• Pick three of your favorite food brands.

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