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Schiffman CB10 PPT 05
Schiffman CB10 PPT 05
R
FIVE and
Personality
Consumer
Behavior
Learning Objectives
1. To Understand How Personality Reflects
Consumers Inner Differences.
2. To Understand How Freudian, NeoFreudian, 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
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.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Five
Chapter Five
Enthusiastic or Extremely
Involved Collectors
Chapter Five
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
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Five
Discussion Questions
How would
you
describe
your
personality?
How does it
influence
products
that you
purchase?
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Five
Theories of Personality
Freudian theory
Unconscious needs or drives are at the
heart of human motivation
Trait theory
Quantitative approach to personality as a
set of psychological traits
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Five
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
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Five
Snack
Foods
Potato
chips
Tortilla
chips
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Neo-Freudian Personality
Theory
Social relationships are fundamental to
personality
Alfred Adler:
Style of life
Feelings of inferiority
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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
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Watch a lot of TV
Are family oriented
Have a great sense of humor
Are outgoing and loyal
Like daytime talk shows
Most likely to go to church
Vegetable/Minestrone
Soup Lovers
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A Sole Person is
Experiencing the Joys and
Adventure of the
Wilderness
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Consumer Innovativeness
Willingness to innovate
Further broken down for hi-tech
products
Global innovativeness
Domain-specific innovativeness
Innovative behavior
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Consumer Motivation
Scales
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.
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.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Five
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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
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Personality and
Understanding Consumer
Behavior
Ranges on a continuum for innerdirectedness to other-directedness
Inner-directedness
rely on own values when evaluating
products
Innovators
Other-directedness
look to others
less likely to be innovators
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Sensation Seeking
The need for varied, novel, and
complex sensations and experience.
And the willingness to take social and
physical risks for the sensations.
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Variety-Novelty Seeking
Measures a consumers degree of
variety seeking
Examples include:
Exploratory Purchase Behavior
Use Innovativeness
Vicarious Exploration
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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
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Cognitive Personality
Factors
Visualizers
Verbalizers
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It Features a Detailed
Description
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Discussion Question
What advertising media (print,
television, Internet, salesperson, POP
display, newspaper, radio) is good for
a person with a high NFD?
A Verbalizer
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Consumer Ethnocentrism
and Cosmopolitanism
Ethnocentric consumers feel it is wrong
to purchase foreign-made products
because of the impact on the economy
They can be targeted by stressing
nationalistic themes
A cosmopolitan orientation would
consider the word to be their
marketplace and would be attracted to
products from other cultures and
countries.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
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Brand Personality
Personality-like traits associated with
brands
Examples
Purdue and freshness
Nike and athlete
BMW is performance driven
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Speaks English, is
interviewed
about VW products, and is
a friend
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Discussion Questions
Pick three of your favorite food
brands.
Describe their personality. Do they
have a gender? What personality
traits do they have?
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Product Anthropomorphism
and
Brand Personification
Product Anthropomorphism
Attributing human characteristics to
objects
Tony the Tiger and Mr. Peanut
Brand Personification
Consumers perception of brands
attributes for a human-like character
Mr. Coffee is seen as dependable, friendly,
efficient, intelligent and smart.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
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A Brand Personality
Framework
Figure 5.12
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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
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
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Which Consumer
Self-Image Does This Ad Target, and
Why?
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Different Self-Images
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Extended Self
Possessions can extend self in a
number of ways:
Actually
Symbolically
Conferring status or rank
Bestowing feelings of immortality
Endowing with magical powers
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Virtual Personality
You can be anyone
Gender swapping
Age differences
Mild-mannered to aggressive
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