Personality and Consumer Behavior

CHAPTER
FIVE
Personality and
Consumer Behavior
Outline
Theoretical foundations of Personality
Application in Marketing and its implications

Innovativeness
Materialism
Compulsive
Ethnocentrism
Application paper: Brand Personality

2
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 3
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
What is Personality?
The inner psychological characteristics that

both determine and reflect how a person
responds to his or her environment
7
The Nature of Personality
Personality reflects individual differences

Personality is consistent and enduring
Personality can change
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
Individuals internal
expression of societys
moral and ethical codes of
conduct
Ego
Individuals conscious control
that balances the demands of
the id and superego
Freudian Theory and Product
Personality
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.
Neo-Freudian Personality Theory
Believe that social relationships are fundamental to

the formation and development of personality.
Karen Horneys three personality groups (CAD)

Compliant: move toward others
Aggressive: move against others
Detached: move away from others
Why Is Appealing to an Aggressive Consumer a
Logical Position for This Product?
Trait Theory
Focus on measurement of personality in terms

of traits
Trait - any distinguishing, relatively enduring
way in which one individual differs from
another
Personality is linked to broad product
categories and NOT specific brands
Soup and Soup Lovers Traits
Table 5.2 (excerpt)
Chicken Noodle Soup Lovers Vegetable/Minestrone Soup
Watch a lot of TV Lovers
Are family oriented Enjoy the outdoors
Have a great sense of humor Usually game for trying new
Are outgoing and loyal things
Like daytime talk shows Spend more money than any
Most likely to go to church other group dining in fancy
restaurants
Tomato Soup Lovers Likely to be physically fit
Passionate about reading Gardening is often a favorite
Love pets hobby
Like meeting people for coffee
Arent usually the life of the
party
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?
Dimensions of Brand Personality
(Jennifer Aaker, 1997)
Defined as set of humann characteristics
associated with a brand
Serves symbolic or self-expressive funtion
18
Generalized Dimensions of B.P
Brand Personality
Competen
ce (The Ruggednes
Sincerity Excitement Sophisticat
Wall Street s (Nike
(Hallmark (MTV ion (Guess
Journal tennis
cards) Chanel) jeans)
newspaper shoes)
)
19
A Sole Person is Experiencing the Joys
and Adventure of the Wilderness
Applications in Marketing
21
Consumer Innovativeness
Willingness to innovate
Further broken down for hi-tech products
Global innovativeness
Domain-specific innovativeness
Innovative behavior
Consumer Innovativeness Scale
Table 5.3 (excerpt)
A GENERAL CONSUMER INNOVATIVENESS SCALE
1. I would rather stick to a brand I usually buy than try
something I am not very sure of.
2. When I go to a restaurant, I feel it is safer to order dishes I
am familiar with.
3. If I like a brand, I rarely switch from it just to try something
different.
4. I enjoy taking chances in buying unfamiliar brands just to get
some variety in my purchase.
5. When I see a new brand on the shelf, I am not afraid of giving
it a try.
Consumer Innovativeness Scales
Table 5.3 (excerpt)
A DOMAIN-SPECIFIC CONSUMER INNOVATIVENESS SCALE
1. Compared to my friends, I own few rock albums.
2. In general, I am the last in my circle of friends to know the
titles of the latest rock albums.
3. In general, I am among the first in my circle of friends to buy
a new rock album when it appears.
4. If I heard that a new rock album was available in the store, I
would be interested enough to buy it.
5. I will buy a new rock album, even if I havent heard it yet.
6. I know the names of new rock acts before other people do.
Cognitive Personality Factors
Need for cognition (NFC)

A persons craving for enjoyment of thinking
Individual with high NFC more likely to respond to
ads rich in product information
.
Simplified NFC Scale
I dont like to do a lot of thinking

I try to avoid situations that require thinking in
depth about something
I prefer to do something that challenges my
thinking abilities rather than something that
requires little thought.
I prefer complex to simple problem
Thinking hard and for a long time about
something gives me little satisfaction
26
Applications of NFC
People who are low in NFC mare more likely to

be attracted to the peripheral aspects of an
advertisement (link to ELM)
Preference of Cartoon message/written

message
Fill out online distractions

27
Consumer Materialism
They especially value acquiring and showing

off possessions
They are particularly self-centered and selfish
They seek lifestyles full of possessions
Their many possessions do not give them
greater personal satisfaction
28
Table 5.5 Sample Items from a
Materialism Scale
Success
I admire people who own expensive homes, cars, and clothes.
I like to own things that impress people.
I dont place much emphasis on the amount of material objects
people own as a sign of success.
Centrality
I usually buy only the things I need
I try to keep my life simple, as far as possessions are concerned.
I like a lot of luxury in my life.
Happiness
I have all the things I really need to enjoy life.
My life would be better if I owned certain things I dont have
It sometimes bothers me quite a bit that I cant afford to buy all the
things Id like.
29
Implications of Consumer Materialism
Increasing emphasis on materialism in the

print media
Related to compulsive shopping behavior
30
Compulsive Behavior
Compulsive consumption behavior

Addicted or out-of-control consumers
17 million U.S consumers suffer from shopping

addiction (shop till you drop)
Majority are female
Consumer Ethnocentrism
CETSCALE
To identify consumers with a predisposition to accept
(or reject) foreign-made products, and has been
shown to be a reliable measure in both the U.S and
other nations.
Consumer Ethnocentrism
Vary by country and product

Products display different level of culture
uniqueness
Country effect
Managing possible negative effects
33
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
A Brand Personality Framework
Figure 5.12
Brand Personification
Recast consumers perception of the

attributes of a products or service into a
human-like character.
Consumes express their inner feelings about

products or brands in terms of their
association with known personalities.
36
What image does VS express in this ad?
Hello
Ive been around the block a few million
times.
And Ive noticed something along the
way.
The people want to find true love.
And they want their true love to be
totally hot.
The people want to lose a few extra
pounds.
And they want an extra scoop of ice
cream.
The people want to do something about
global warming.
And they also want to get a nice tan.
.
Copyright 2010 Pearson Education, Inc.
Chapter Five Slide 37
publishing as Prentice Hall
Speaks English, is interviewed
about VW products, and is a friend
Colors in marketing
Marketers carefully select color in corporate

campaign, logo design and etc. Colors serve as
symbols and carry different meanings in
different cultures.
Pick up your favorite color, and explain what
the color stand for.
39
40
Fragrance commercial: high purchase
intention
41
Discussion Questions
Pick three of your favorite food brands.

Describe their personality. Do they have a
gender? What personality traits do they
have?

Personality and Consumer Behavior

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CHAPTER

Theoretical foundations of Personality

Application in Marketing and its implications

Application paper: Brand Personality

1. To Understand How Personality Reflects

4. To Understand How Marketers Seek to Create

The inner psychological characteristics that

Personality reflects individual differences

Believe that social relationships are fundamental to

Karen Horneys three personality groups (CAD)

Focus on measurement of personality in terms

Serves symbolic or self-expressive funtion

Need for cognition (NFC)

I dont like to do a lot of thinking

People who are low in NFC mare more likely to

Preference of Cartoon message/written

Fill out online distractions

They especially value acquiring and showing

Increasing emphasis on materialism in the

Related to compulsive shopping behavior

Compulsive consumption behavior

17 million U.S consumers suffer from shopping

Majority are female

Vary by country and product

Managing possible negative effects

Personality-like traits associated with brands

Recast consumers perception of the

Consumes express their inner feelings about

Marketers carefully select color in corporate

Pick three of your favorite food brands.

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