More Related Content
Similar to Consumer personality.ppt Hello this is ppt (20)
More from SAIMBUKHARI3 (11)
Recently uploaded (20)
Consumer personality.ppt Hello this is ppt
- 1. 5 - 1 Chapter 5 Personality and Consumer Behavior
- 2. 5 - 2 Chapter Outline Personality Theories Product Personality The Self and Self-Image
- 3. 5 - 3 What Is Personality The inner psychological characteristics that both determine and reflect how a person responds to his or her environment Personality is the distinctive, consistent, and enduring patterns of behavior that characterize an individuals responses to situations in his or her life
- 4. 5 - 4 The Nature of Personality Personality reflects individual differences Personality is consistent and enduring Personality can change
- 5. 5 - 5 Discussion Questions How would you describe your personality? How does it influence products that you purchase?
- 6. 5 - 6 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
- 7. 5 - 7 Freudian Theory
- 8. 5 - 8 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
- 9. 5 - 9 Representation of the Interrelationships Among the Id, Ego, and Superego
- 10. 5 - 10 Freudian Theory and Product Personality Consumer researchers using Freuds personality theory see consumer purchases as a reflection and extension of the consumers own personality
- 11. 5 - 11 Neo-Freudian Personality Theory We seek goals to overcome feelings of inferiority (style of life) by Alfred Adler We continually attempt to establish relationships with others to reduce tensions such as anxiety by H S Sullivan Karen Horney was interested in child-parent relationships and desires to conquer feelings of anxiety. Proposed three personality groups Compliant move toward others, they desire to be loved, wanted, and appreciated Aggressive move against others Detached move away from others
- 12. 5 - 12 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 or to consumption of a broad product category - not a specific brand
- 13. 5 - 13 Trait Theory Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking The degree to which consumers are receptive to new products, new services, or new practices Consumer Innovators And Noninnovators
- 14. 5 - 14 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 Consumer Innovators And Noninnovators
- 15. 5 - 15 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 Consumer Innovators And Noninnovators
- 16. 5 - 16 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 Consumer Innovators And Noninnovators
- 17. 5 - 17 Table 5.4 Excerpt A Sample Items from a Consumers Need for Uniqueness Scale 1. I collect unusual products as a way of telling people Im 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 Im 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
- 18. 5 - 18 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. Consumer Innovators And Noninnovators
- 19. 5 - 19 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 Consumer Innovators And Noninnovators
- 20. 5 - 20 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.
- 21. 5 - 21 Discussion Question How does NC and visualizer/verbalizer affect advertisers? Which media is best for each group?
- 22. 5 - 22 The BIG Five Model The Big Five factors and their constituent traits can be summarized as follows: Openness (inventive/curious vs. consistent/cautious). Appreciation for art, emotion, adventure, unusual ideas, curiosity, and variety of experience. Conscientiousness (efficient/organized vs. easy-going/careless). A tendency to show self-discipline, act dutifully, and aim for achievement; planned rather than spontaneous behaviour. Extraversion (outgoing/energetic vs. shy/reserved). Energy, positive emotions, surgency, and the tendency to seek stimulation in the company of others. Agreeableness (friendly/compassionate vs. cold/unkind). A tendency to be compassionate and cooperative rather than suspicious and antagonistic towards others. Neuroticism (sensitive/nervous vs. secure/confident). A tendency to experience unpleasant emotions easily, such as anger, anxiety, depression, or vulnerability.
- 23. 5 - 23 Trait Conception of Personality Types
- 24. 5 - 24 From Consumer Materialism to Compulsive Consumption Consumer materialism The extent to which a person is considered materialistic Fixated consumption behavior Consumers fixated on certain products or categories of products Compulsive consumption behavior Addicted or out-of-control consumers
- 25. 5 - 25 Table 5.6 Sample Items to Measure Compulsive Buying 1. When I have money, I cannot help but spend part or the whole of it. 2. I am often impulsive in my buying behavior. 3. As soon as I enter a shopping center, I have an irresistible urge to go into a shop to buy something. 4. I am one of those people who often responds to direct mail offers. 5. I have often bought a product that I did not need, while knowing I had very little money left.
- 26. 5 - 26 Consumer Ethnocentrism Ethnocentric consumers feel it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes
- 27. 5 - 27 1. American people should always buy American-made products instead of imports. 2. Only those products that are unavailable in the U.S. should be imported. 3. Buy American-made products. Keep America working. 4. Purchasing foreign-made products is un-American. 5. It is not right to purchase foreign products, because it puts Americans out of jobs. 6. A real American should always buy American-made products. 7. We should purchase products manufactured in America instead of letting other countries get rich off us. 8. It is always best to purchase American products. Table 5.7 Items from the Cons. Ethnocentric Tendencies (CETSCALE)
- 28. 5 - 28 Brand Personality Personality-like traits associated with brands Examples Purdue and freshness Nike and athlete BMW is performance driven Levis 501 jeans are dependable and rugged Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium
- 29. 5 - 29 Discussion Questions Pick three of your favorite brands. Describe their personality. Do they have a gender? What personality traits do they have?
- 30. 5 - 30 A Brand Personality Framework Figure 5.8
- 31. 5 - 31 Product Personality Issues Gender Often used for brand personalities Some product 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
- 32. Commands respect, authority Americas favored color IBM holds the title to blue Associated with club soda Men seek products packaged in blue Houses painted blue are avoided Low-calorie, skim milk Coffee in a blue can perceived as mild Caution, novelty, temporary, warmth Eyes register it faster Coffee in yellow can perceived as weak Stops traffic Sells a house Secure, natural, relaxed or easy- going, living things Good work environment Associated with vegetables and chewing gum Canada Dry ginger ale sales increased when it changed sugar-free package from red to green and white BLUE BLUE YELLOW YELLOW GREEN GREEN The Personality-like Associations of Colors
- 33. 5 - 33 Copyright 2007 by Prentice Hall Human, exciting, hot, passionate, strong Makes food smell better Coffee in a red can perceived as rich Women have a preference for bluish red Men have a preference for yellowish red Coca-Cola owns red Powerful, affordable, informal Draws attention quickly Informal and relaxed, masculine, nature Coffee in a dark-brown can was too strong Men seek products packaged in brown Goodness, purity, chastity, cleanliness, delicacy, refinement, formality Suggests reduced calories Pure and wholesome food Clean, bath products, feminine Sophistication, power, authority, mystery Powerful clothing High-tech electronics Regal, wealthy, stately Suggests premium price RED RED ORANGE ORANGE BROWN BROWN WHITE WHITE BLACK BLACK SILVER, SILVER, GOLD GOLD
- 34. 5 - 34 Self and Self-Image Consumers have a variety of enduring images of themselves These images are associated with personality in that individuals consumption relates to self-image
- 35. 5 - 35 The Marketing Concept One or multiple selves Makeup of the self-image Extended self Altering the self- image A single consumer will act differently in different situations or with different people We have a variety of social roles Marketers can target products to a particular self Issues Related to Self and Self-Image
- 36. 5 - 36 The Marketing Concept One or multiple selves Makeup of the self - image Extended self Altering the self- image Contains traits, skills, habits, possessions, relationships and way of behavior Developed through background, experience,and interaction with others Consumers select products congruent with this image Issues Related to Self and Self-Image
- 37. 5 - 37 Different Self-Images Actual Self- Image Ideal Self-Image Ideal Social Self-Image Social Self-Image Expected Self-Image
- 38. 5 - 38 The Marketing Concept One or multiple selves Makeup of the self-image Extended self Altering the self- image Possessions can extend self in a number of ways: Actually Symbolically Conferring status or rank Bestowing feelings of immortality Endowing with magical powers Issues Related to Self and Self-Image
- 39. 5 - 39 The Marketing Concept One or multiple selves Makeup of the self-image Extended self Altering the self -image Consumers use self- altering products to express individualism by Creating new self Maintaining the existing self Extending the self Conforming Issues Related to Self and Self-Image