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Personality andConsumerBehavior
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Personality
Person’s consistent ways ofresponding to the environmentdue to inner characteristics inwhich he or she lives is called
personality.
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Personality
• Personality: – Refects a
person’sconsistentresponse to hisor herenvironment.
• Personality traits
related to consumerbehavior: – Extroversion – self-esteem
– dogmatismclosed-
mindedness! – aggressiveness
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"hat #s the Personality $raitCharacteri%ing the Consumers to
"hom $his &d &ppeals'
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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Enthusiastic or Extremely#nvolved Collectors
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five !
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(actors )a*ing +p ,urPersonality
• External #n uences or socialenvironment
• enetic or Biological $raits
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Personality and$he /ature of Personality
• $he inner psychologicalcharacteristics that both determineand re ect how a person respondsto his or her environment
• The Nature o Personality: – Personality re ects individual
di0erences – Personality is consistent and enduring – Personality can change
"Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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PE12,/&3#$4 1E(3EC$2#/5#6#5+&3 5#((E1E/CE2
• $he inner characteristics of everyindividual di0er from every otherindividual.
• )any individuals can be similar in one ortwo characteristics but not in others.• Personality is useful to categori%e
consumers into di0erent groups on the
basis of several traits.• (or example some people are ris* aversewhile some li*e to ta*e ris*s7 li*e theytry every new product in mar*et.
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PE12,/&3#$4 #2 C,/2#2$E/$ &/5E/5+1#/
#ndeed a sibling tries to di0erentiatehimself from his brother from the dayhe is born. $his shows that personalityhas consistency and endurance.)ar*eters cannot change consumer’spersonalities but can in uence them byma*ing products appealing.Personalities may be consistent butconsumption pattern is di0erent. #tdepends on socio7 environmental andcultural factors./eeds7 motives and reaction to new
brand may change person behavior.
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PE12,/&3#$4 C&/ C8&/ E
• +nder certain events and situationspersonality changes li*e marriage7death of parents7 birth of child7change of 9ob7 occupation.
• ,ther than events gradual
development also change thepersonality.
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5iscussion uestions
• 8ow wouldyoudescribe
yourpersonality'
• 8ow does
it in uenceBrandsthat youpurchase'
11Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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$heories of Personality
• Freudian theory – +nconscious needs or drives are at the
heart of human motivation
• Neo-Freudian personality theory – 2ocial relationships are fundamental
to the formation and development ofpersonality
• Trait theory – uantitative approach to personality
as a set of psychological traits
12Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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(reudian $heory
• Id – "arehouse of primitive
or instinctual needs forwhich individual see*simmediate satisfaction
• Supere o – #ndividual’s internal
expression of society’smoral and ethical
codes of conduct
• ! o – #ndividual’s consciouscontrol that balancesthe demands of the idand superego
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall1#Chapter Five
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Personality $raits
$able ;.< excerpt!
1Chapter Five
2nac*(oods
Personality $raits
Potatochips
$%bitious, success&ul, high achiever,i%patient 'ith less than the best.
(ortillachips Per&ectionist, high e)pectations, punctual,conservative, responsible.Pret*els +ively, easily bored 'ith sa%e old routine,
irtatious, intuitive, %ay over co%%it topro-ects.
Snaccrac ers
/ational, logical, conte%plative, shy, pre&ersti%e alone.
Cheesecurls Conscientious, principled, proper, &air, %ayappear rigid but has great integrity, plansCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall
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8ow 5oes $his )ar*eting)essage &pply the /otion
of the #d'
1!Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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#t Captures 2ome of the )ystery and$he Excitement &ssociated "ith the
=(orces> of Primitive 5rives.
1Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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/eo-(reudian Personality$heory
• 2ocial relationships are fundamental to personality• "l red "dler:
– 2tyle of life – (eelings of inferiority
• #arry Stac$ Sullivan – "e establish relationships with others to reduce
tensions
• %aren #orney’s three personality roups – Compliant: move toward others ?see*s attention – &ggressive: move against others ? see*s admirations – 5etached: move away from others ? see*s
independence
1"Chapter Five
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"hy #s &ppealing to an &ggressiveConsumer a 3ogical Position for
$his Product'
1Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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Because its Consumer 2ee*sto Excel and &chieve
1ecognition
1Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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$rait $heory
• Focus on %easure%ent o& personalityin ter%s o& traits
• (rait 3 any distinguishing, relativelyenduring way in which one individualdifers rom another
20Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
2 d 2 3 ’
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2oup and 2oup 3over’s$raits
$able ;.@ excerpt!• Chic en 4oodle Soup+overs – 5atch a lot o& (6 – $re &a%ily oriented – Have a great sense o& hu%or – $re outgoing and loyal – +i e dayti%e tal sho's – 7ost li ely to go to church
• (o%ato Soup +overs – Passionate about reading – +ove pets – +i e %eeting people &or co8ee – $ren9t usually the li&e o& the
party
• 6egetable:7inestroneSoup +overs – En-oy the outdoors – ;sually ga%e &or trying
ne' things – Spend %ore %oney than
any other group dining in&ancy restaurants
– +i ely to be physically
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Personality and +nderstanding
Consumer Behavior
22Chapter Five
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Consumer #nnovativeness
• "illingness to innovate• (urther bro*en down for hi-tech
products:
– lobal innovativeness ? overall innovativelevel of consumers.
– 5omain-speciAc innovativeness ? to dowith particular product category. – #nnovative behavior ? actual purchase of
the product.
2#Chapter FiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall
& ' i i
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&onsumer 'otivationScales
& = E/E1&3> C,/2+)E1 #//,6&$#6E/E22 2C&3E
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Continued
Personality traits used to understandconsu%er behavior.
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Continued
& person who is highly dogmaticapproaches the new or
unfamiliar product withdiscomfort and uncertainty. 3ow dogmatic persons li*e to
prefer innovative products andalways try to go for a change.
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Continued
@. 2ocial character:
Personality trait that ranges onthe continuum from innerdirectedness to other
directedness.
P lit d
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Personality and+nderstanding Consumer
Behavior• Inner-directedness – rely on own values when evaluating
products – #nnovators ? prefer ads that emphasi%e
on product features personal beneAts.
• (ther-directedness
– loo* to others for conformity. – $hey prefer ads that show social
acceptance.
Copyright 2010 Pearson Education, Inc. publishing as PrenticeHall 2
Chapter Five
8 5 $hi &d $ g t
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8ow 5oes $his &d $argetthe #nner-5irected
,utdoors Person'
2Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
& 2 l P i E i i
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& 2ole Person is Experiencingthe Doys and &dventure of the
"ilderness
#0Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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/EE5 ,( +/# +E/E22
• ,ne of the factors that people want to see*.
• Consumers who avoid appearing to conformto expectations or standards of others.
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,ptimum 2timulation 3evel
• & personality trait that measuresthe level or amount of novelty orcomplexity that individuals see* intheir personal experiences
• 8igh ,23 consumers tend to acceptris*y and novel products more
readily than low ,23 consumers.
#2Chapter Five
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,P$#)+) 2$#)+3&$#,/3E6E3
• It is the desired li&estyle that one'ants to achieve in his:her li&e.
• High scorers o& >S+ are?)ore ris*ier.$ry new products.
$o be innovative.
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2ensation 2ee*ing
• $he need for varied7 novel7 andcomplex sensations andexperience. &nd the willingness tota*e social and physical ris*s forthe sensations.
#Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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6ariety-/ovelty 2ee*ing
• 'easures a consumer’s de reeo variety see$in
• !)amples include ? – Exploratory Purchase Behavior – +se #nnovativeness
– 6icarious Exploration
#!Chapter FiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall
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6&1#E$4 /,6E3$4 2EE #/
Exploratory Purchase Behavior: 2witching brands to experience new
7 di0erent and better alternatives.+se #nnovativeness:
+sing an already adapted produt ina new and novel way.
6icarious Exploration: 2ecuring information about new anddi0erent products
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Cognitive Personality(actors
• Need or co nition *NF&+
– & person’s craving for en9oyment ofthin*ing – #ndividual with high /(C more li*ely
to respond to ads rich in product
information.
#"Chapter Five
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Cognitive Personality(actors
• 6isuali%ers
• 6erbali%ers
Copyright 2010 Pearson Education, Inc. publishing as PrenticeHall #
Chapter Five
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"hy #s $his &d Particularly&ppealing to 6isuali%ers'
#Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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The "d Stresses Stron,isual imensions
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"hy #s $his &d Particularly&ppealing to 6erbali%ers'
1Chapter Five
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#t (eatures a 5etailed5escription
2Chapter Five
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5iscussion uestion
• 5hat advertising %edia @print,television, Internet, salesperson, P>Pdisplay, ne'spaper, radioA is good &ora person 'ith a high 4FcB
#Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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Reserved ------------- Outgoing
Submissive ------------- Dominant
Serious ------------- Happy-go-lucky
Expedient ------------ Conscientious
Timid ------------ Venturesome
Toug minded ------------ Sensitive
!ractical ------------ "maginativeSel# assured ------------- $ppre ensive
Conservative ------------- Experimenting
Relaxed ------------- Tense
1.1.Cattell’sPersonality $raits
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(rom Consumer )aterialismto Compulsive Consumption
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(rom Consumer )aterialismto Compulsive Consumption• Fi)ated consumption ehavior
– Consumers Axated on certain productsor categories of products
– Characteristics• Passionate interest in a product category• "illingness to go to great lengths to secure
ob9ects• 5edication of time and money to collecting
• &ompulsive consumption ehavior – =&ddicted> or =out-of-control>
consumers
Chapter Five
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Consumer Ethnocentrismand Cosmopolitanism
• Ethnocentric consumers feel it is wrongto purchase foreign-made productsbecause of the impact on the economy
• $hey can be targeted by stressingnationalistic themes• & cosmopolitan orientation would
consider the world to be their
mar*etplace and would be attracted toproducts from other cultures andcountries.
"Chapter Five
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Brand Personality
• Personality3li e traits associated 'ithbrands
• E)a%ples – +iril and &reshness – 4i e and athlete – 75 is per&or%ance driven
• rand personality 'hich is strong and&avorable 'ill strengthen a brand but notnecessarily de%and a price pre%iu%
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
# "h t " 5 ) d th B d
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#n "hat "ays 5o )ax and ,ther BrandPersoniAcations 8elp Create 6"’s
Brand #mage'
Chapter FiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall
i i d
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=interviewed>about 6" products7 and is
a friend
!0Chapter FiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall
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5iscussion uestions
• Pic three o& your &avorite &oodbrands.
• Describe their personality. Do theyhave a genderB 5hat personalitytraits do they haveB
!1Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
Product &nthropomorphism
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Product &nthropomorphismand
Brand PersoniAcation• Product $nthropo%orphis%
– $ttributing hu%an characteristics toob-ects
• rand Personi
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& Brand Personality(ramewor*
(igure ;.
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Excel Books5– 54 Consumer Behaviour (2 nd Edition) Satish K Batra / S Ka!mi
"art ##Consumer "ersonalit$C5
Co%$ri&ht ' 2 * Satish K Bhatra* S Ka!mi
Brand "ersonalit$
+he conce%t o, -rand
%ersonalit$ is -elieved to
-e an im%ortant element in
-uildin& -rand e.uit$
0actors 0acets +raits
1o n3to3earth 1o n3 to3earth* 0amil$3oriented*Small to n
onest onest* Sincere* eal Sincerit$
6holesome 6holesome* 7ri&inal
Cheer,ul Cheer,ul* Sentimental* 0riendl$
1arin& 1arin&* +rend$* Excitin&
S%irited S%irited* Cool* 8oun&2 Excitement
#ma&inative #ma&inative* 9ni.ue
9%3to3date 9%3to3date* #nde%endent* Contem%orar$
elia-le elia-le* ard orkin&* Secure
: Com%etence #ntelli&ent #ntelli&ent* +echnical* Cor%orate
Success,ul Success,ul* ;eader* Con,ident
9%%er class 9%%er class*
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!!
Pepsi $to%.%p
Salu(hu%bs ;p 12.%p
Co e31#31.%pg
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Product Personality #ssues
• /ender – 2ome products perceived as masculine
co0ee and toothpaste! while others asfeminine bath soap and shampoo!
• /eo raphy – &ctual locations7 li*e 5ar9eeling $ea and
&ssam tea7 )ysore 2andal soap.
– (ictitious names also used’• &olor
– Color combinations in pac*aging andproducts denotes personality
!Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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PE12,/&3#$4 &/5 C,3,1
• Consu%ers not only ascribe personalitytrait to products and services, but theyalso tend to associate personality&actors 'ith speci
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2elf and 2elf-#mage
• Consumers have avariety of enduringimages of
themselves• $hese images areassociated withpersonality in thatindividuals’consumptionrelates to self-image
!Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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,ne or )ultiple 2elves
• & single consumer will actdi0erently in di0erent situations orwith di0erent people
• "e have a variety of social roles• )ar*eters can target products to a
particular =self>
!!Chapter Five
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)a*eup of the 2elf-#mage
• Contains traits7 s*ills7 habits7possessions7 relationships7 andway of behavior
• 5eveloped through bac*ground7experience7 and interaction withothers
• Consumers select Brandscongruent with this image
00Chapter Five
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Extended 2elf
• Possessions can extend self in anumber of ways: – &ctually – 2ymbolically – Conferring status or ran* – Bestowing feelings of immortality – Endowing with magical powers
11Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
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<ering the 2elf-#mage
• Consumers use self-alteringbrands to express individualismby: – Creating new self – )aintaining the existing self – Extending the self
– Conforming
2Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five
5i0 2 lf #
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5i0erent 2elf-#mages
#Chapter FiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall
"art ##
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Excel Books5– >4 Consumer Behaviour (2 nd Edition) Satish K Batra / S Ka!mi
art ##Consumer "ersonalit$C5
Co%$ri&ht ' 2 * Satish K Bhatra* S Ka!mi=easurement Scale o, Sel,3conce%ts
Ext ?er Som @ei3nor Som ?er Ext
u&&ed 1elicate
Excita-le Calm
9ncom,orta-le Com,orta-le
1ominatin& Su-missive
+hri,t$ #ndul&ent
"leasant 9n%leasant
Contem%orar$ @on3contem%orar$
7r&anised 9nor&anised
ational Emotional
8outh,ul =ature
0ormal #n,ormal
7rthodox ;i-eralCom%lex Sim%le
Colourless Colour,ul
=odest ?ain
"hich Consumer
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hich Consumer2elf-#mage 5oes $his &d $arget7 and
"hy'
!Chapter FiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall
&ctual self-image because it tells
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&ctual self image because it tellsmiddle-age women who li*e their hair
long to continue doing so .
Chapter FiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall
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Encourages %antasying &Dream 'ir(l )e*