Personality and

Consumer Behavior
hat is
Personality?
The inner
psychological
characteristics that
both determine and
reIlect how a person
responds to his or her
environment.
%he Nature of Personality
Personality reIlects individual diIIerences
Personality is consistent and enduring
Personality can change
%heories of Personality
Freudian theory
Unconscious needs or drives are at the heart oI
human motivation
Neo-Freudian personality theory
Social relationships are Iundamental to the
Iormation and development oI personality
Trait theory
Quantitative approach to personality as a set oI
psychological traits
reudian %heory
Id
Warehouse oI primitive (ancient) needs Ior
which individual seeks immediate satisIaction
Superego
Individual`s internal expression oI society`s
moral and ethical codes oI conduct
Ego
Individual`s conscious control that balances the
demands oI the id and superego
igure 5.1
Ad
Portraying
the orces
of the Id
Figure 5.2 A Representation of the
InterreIationships among the Id, Ego, and
Superego
ID
System 1
ID
System 1
SUPEREG
O
System 2
SUPEREG
O
System 2
EGO
System 3
EGO
System 3
GratiIication
reudian %heory and
~Product Personality
Consumer researchers using Freud`s
personality theory see consumer purchases
as a reIlection and extension oI the
consumer`s own personality
%able 5.1 Snack ood Personality %raits
Potato Chips:
mbitious, successIul, high achiever, impatient (annoyed)
%ortilla Chips:
PerIectionist, high expectations, punctual, conservational
Pretzels:
Lively, easily bored, Ilirtatious, intuitive
Snack Crackers:
Rational, logical, contemplative, shy, preIers time alone
orney`s CAD %heory
Using the context oI child-parent
relationships, individuals can be classiIied
into:
Compliant individuals
ggressive individuals
Detached (separate) individuals
Compliant (in
compliance)
Personality
One who desires to
be loved, wanted,
and appreciated by
others.
Aggressive
Personality
One who moves
against others (e.g.,
competes with
others, desires to
excel and win
admiration).
Detached
Personality
One who moves
away Irom others
(e.g., who desires
independence, selI-
suIIiciency, and
Ireedom Irom
obligations).
igure 5.3
Ad Applying
orney`s
Detached
Personality
%rait %heory
Personality theory with a Iocus on
psychological characteristics
Trait - any distinguishing, relatively
enduring way in which one individual
diIIers Irom another
Personality is linked to how consumers
make their choices or to consumption oI a
broad product category - not a speciIic
brand
Personality %raits and Consumer
Innovators
Innovativeness
dogmatism
Social Character
Need for
uniqueness
Optimum
stimulation level
Variety-novelty
seeking
Consumer Consumer
Innovativeness Innovativeness
The degree to which
consumers are
receptive to new
products, new
services or new
practices.
Dogmatism
personality trait that
reIlects the degree oI
rigidity a person
displays toward the
unIamiliar and toward
inIormation that is
contrary to his or her
own established
belieIs.
Dogmatism
Consumers low in dogmatism (open-
minded) are more likely to preIer innovative
products to established or traditional
alternatives
Highly dogmatic consumers tend to be more
receptive to ads Ior new products or
services that contain an appeal Irom an
authoritative Iigure
igure 5.4
Ad
Encouraging
New Product
Acceptance
Social Character
Inner-Directed
Consumers who tend
to rely on their own
inner values
More likely to be
innovators
Tend to preIer ads that
stress product Ieatures
and beneIits
Other-Directed
Consumers who tend
to look to others Ior
direction
Less likely to be
innovators
Tend to preIer ads that
Ieature social
acceptance
Need for
Uniqueness
Consumers who avoid
appearing to
Conform (be conventional)
to
expectations or
standards of others.
Optimum Optimum
Stimulation Stimulation
Levels Levels
(OSL) (OSL)
personality trait that
measures the level or
amount oI novelty
(innovation) 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 Sensation
Seeking Seeking
(SS) (SS)
personality trait
characterized by the need
Ior varied, novel, and
complex sensations and
experience, and the
willingness to take
physical and social risks
Ior the sake oI such
experience.
Variety Variety- -
Novelty Novelty
Seeking Seeking
personality trait
similar to OSL, which
measures a consumer`s
degree to variety seeking
Examples:
Exploratory Purchase
Behavior
Use Innovativeness
Cognitive Personality actors
Need Ior cognition
person`s craving (passion) Ior enjoyment oI
thinking to use a product.
Visualizes versus verbalizes
person`s preIerence Ior inIormation
presented visually or verbally.
i.e. TV, Internet
Radio
Need for Cognition (NC)
Consumers ig in NC are more likely to
respond to ads rich in product-related
inIormation
Consumers ow in NC are more likely to be
attracted to background or peripheral
aspects oI an ad
rom Consumer Materialism to
Compulsive Consumption
Consumer materialism
The extent to which a person is considered
'materialistic
Fixed consumption behavior
Consumers Iixated on certain products or
categories oI products
Compulsive consumption behavior
'ddicted or 'out-oI-control consumers
Materialistic People
Value acquiring and showing-oII
possessions
re particularly selI-centered and selIish
Seek liIestyles Iull oI possessions
Have many possessions that do not lead to
greater happiness
ixated Consumption Behavior
Consumers have
a deep interest in a particular object or product
category
a willingness to go to considerable lengths to
secure items in the category oI interest
the dedication oI a considerable amount oI
discretionary (optional, Ilexible) time and
money to searching out the product
Examples: collectors, hobbyists
Compulsive
Consumption
Behavior
Consumers who are
compulsive buyers
have an addiction; in
some respects, they
are out oI control
and their actions
may have damaging
consequences to
them and to those
around them.
Consumer Ethnocentrism
Ethnocentric consumers Ieel it is wrong to
purchase Ioreign-made products
They can be targeted by stressing
nationalistic themes
Brand Personality
Personality-like traits associated with
brands
Volvo - saIety
Nike - the athlete
BMW - perIormance
Levi`s 501 - dependable and rugged (rough,
harsh)
Figure 5.7 A Brand PersonaIity
Framework
Brand
Personality
Ruggedness Sophistication Competence Excitement Sincerity
Down-to-
earth
Honest
Wholesome
CheerIul
Daring
Spirited
Imaginative
Up-to-date
Reliable
Intelligent
SuccessIul
Upper class
Charming
Outdoorsy
Tough
%abIe 5.10 %he PersonaIity-Iike
Associations of SeIected CoIors
Commands respect,
authority
merica`s Iavored color
IBM holds the title to blue
ssociated with club soda
Men seek products packaged in blue
Houses painted blue are avoided
Low-calorie, skim milk
CoIIee in a blue can be perceived as 'mild
Caution, novelty,
temporary, warmth
Eyes register it Iaster
CoIIee in yellow can be perceived as 'weak
Stops traIIic
Sells a house
Secure, natural,
relaxed or easy
going, living things
Good work environment
ssociated with vegetables and chewing gum
Canada Dry ginger ale sales increased when it
changed sugar-Iree package Irom red to green
and white
BLUE BLUE
YELLOW YELLOW
GREEN GREEN
%abIe 5.10 continued
Human, exciting, hot,
passionate, strong
Makes Iood 'smell better
CoIIee in a red can be perceived as 'rich
Women have a preIerence Ior bluish red
Men have a preIerence Ior yellowish red
Coca-Cola 'owns red
PowerIul, aIIordable,
inIormal
Draws attention quickly
InIormal and relaxed,
masculine, nature
CoIIee in a dark-brown can was 'too strong
Men seek products packaged in brown
Goodness, purity,
chastity, cleanliness,
delicacy, reIinement,
Iormality
Suggests reduced calories
Pure and wholesome Iood
Clean, bath products, Ieminine
Sophistication, power,
authority, mystery
PowerIul clothing
High-tech electronics
Regal, wealthy, stately Suggests premium price
RED RED
ORNGE ORNGE
BROWN BROWN
WHITE WHITE
BLCK BLCK
SILVER, SILVER,
GOLD GOLD
Different Self-Images
ctual SelI-
Image
Ideal SelI-Image
Ideal Social
SelI-Image
Social SelI-Image
Expected
SelI-Image
igure 5.9
Ad
Contemplates
Consumer
Self-Image
Possessions Act as Self-Extensions
By allowing the person to do things that
otherwise would be very diIIicult
By making a person Ieel better
By conIerring status or rank
By bestowing Ieelings oI immortality
By endowing with magical powers
%abIe 5.6 SampIe Items from an
Extended SeIf-Survey*
My holds a special place in my liIe.
My is central to my identity.
I Ieel emotionally attached to my .
My helps me narrow the gap between what I am
and try to be.
II my was stolen Irom me I would Ieel as iI part
oI me is missing.
I would be a diIIerent person without my.
Virtual Personality
Online individuals
have an opportunity
to try on different
personalities
Virtual personalities
may result in
different purchase
behavior
%abIe 5.4 SampIe Items - MateriaIism
SUCCESS
The things I own say a lot about how well I`m doing in liIe.
I don`t place much emphasis on the amount oI material objects
people own as a sign oI success.
a
I like to own things that impress people.
CEA1RALI1Y
I enjoy spending money on things that aren`t practical.
I try to keep my liIe simple, as Iar as possessions are concerned.
a
Buying things gives me a lot oI pleasure.
HAPPIAESS
I`d be happier iI I could aIIord to buy more things.
I have all the things I really need to enjoy liIe.
a
It sometimes bothers me quite a bit that I can`t aIIord to buy all the
things I`d like.
%abIe 5.6 SampIe Items to Measure
CompuIsive Buying
1. When I have money, I cannot help but spend part
or the whole oI it.
2. I am oIten impulsive in my buying behavior.
3. s soon as I enter a shopping center, I have an
irresistible urge to go into a shop to buy something.
4. I am one oI those people who oIten responds to
direct mail oIIers.
5. I have oIten bought a product that I did not need,
while knowing I had very little money leIt.
%abIe 5.6 SampIe Items to Measure
CompuIsive Buying
1. When I have money, I cannot help but spend part
or the whole oI it.
2. I am oIten impulsive in my buying behavior.
3. s soon as I enter a shopping center, I have an
irresistible urge to go into a shop to buy something.
4. I am one oI those people who oIten responds to
direct mail oIIers.
5. I have oIten bought a product that I did not need,
while knowing I had very little money leIt.
%abIe 5.6 SampIe Items to Measure
CompuIsive Buying
1. When I have money, I cannot help but spend part
or the whole oI it.
2. I am oIten impulsive in my buying behavior.
3. s soon as I enter a shopping center, I have an
irresistible urge to go into a shop to buy something.
4. I am one oI those people who oIten responds to
direct mail oIIers.
5. I have oIten bought a product that I did not need,
while knowing I had very little money leIt.
%abIe 5.7 SampIe Items from the CE%SCALE
1. merican people should always buy merican-made products
instead oI imports.
2. Only those products that are unavailable in the U.S. should be
imported.
3. Buy merican-made products. Keep merica working.
4. Purchasing Ioreign-made products is un-merican.
5. It is not right to purchase Ioreign products, because it puts
mericans out oI jobs.
6. real merican should always buy merican-made products.
7. We should purchase products manuIactured in merica instead oI
letting other countries get rich oII us.
8. It is always best to purchase merican products.