Schiffman Cb10 Ppt05

CHAPTE
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.
Chapter Five
What Is the Personality Trait

Characterizing the Consumers to
Whom This Ad Appeals?
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
Chapter Five
Discussion Questions
How would
you
describe
your
personality?
How does it
influence
products
that you
purchase?
Chapter Five
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
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
Chapter Five
Snack
Foods
Snack Foods and

Personality Traits
Table 5.1
Personality
Traits(excerpt)
Potato
chips
Ambitious, successful, high achiever,

impatient with less than the best.
Tortilla
chips
Perfectionist, high expectations, punctual,

conservative, responsible.
Pretzels Lively, easily bored with same old routine,

flirtatious, intuitive, may over commit to
projects.
Snack
Rational, logical, contemplative, shy, prefers
cracker time alone.
s
Cheese Conscientious, principled, proper, fair, may
Copyright
Education, Inc.
publishing
as Prentice
Five
curls2010 Pearson
appear
rigid
but
has Hall
great integrity, Chapter
plans
10
How Does This Marketing

Message Apply the Notion
of the Id?
Chapter Five
11
It Captures Some of the Mystery and

The Excitement Associated With the
Forces of Primitive Drives.
Chapter Five
12
Neo-Freudian Personality
Theory
Social relationships are fundamental to
personality
Alfred Adler:
Style of life
Feelings of inferiority
Harry Stack Sullivan

We establish relationships with others to reduce
tensions
Karen Horneys three personality groups

Compliant: move toward others
Aggressive: move against others
Detached: move away from others
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
Chapter Five
13
Why Is Appealing to an Aggressive

Consumer a Logical Position for
This Product?
Chapter Five
14
Because its Consumer

Seeks
to Excel and Achieve
Recognition
Chapter Five
15
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
Chapter Five
16
Soup and Soup Lovers

Traits
Table 5.2 (excerpt)
Chicken Noodle Soup

Lovers
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
Tomato Soup Lovers

Passionate about reading
Love pets
Like meeting people for coffee
Arent usually the life of the
party
Enjoy the outdoors

Usually game for trying
new things
Spend more money than
any other group dining in
fancy restaurants
Likely to be physically fit
Gardening is often a
favorite hobby
Chapter Five
17
Personality and Understanding

Consumer Behavior
Chapter Five
18
How Does This Ad Target

the Inner-Directed
Outdoors Person?
Chapter Five
19
A Sole Person is
Experiencing the Joys and
Adventure of the
Wilderness
Chapter Five
20
Consumer Innovativeness
Willingness to innovate
Further broken down for hi-tech
products
Global innovativeness
Domain-specific innovativeness
Innovative behavior
Chapter Five
21
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.
Chapter Five
22
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
Chapter Five
23
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
Hall
Chapter Five
24
Need for Uniqueness

Consumers who avoid conforming to
expectations or standards of others

Hall
Chapter Five
25
Optimum Stimulation Level

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.
Chapter Five
26
Sensation Seeking
The need for varied, novel, and
complex sensations and experience.
And the willingness to take social and
physical risks for the sensations.
Chapter Five
27
Variety-Novelty Seeking
Measures a consumers degree of
variety seeking
Examples include:
Exploratory Purchase Behavior
Use Innovativeness
Vicarious Exploration
Chapter Five
28
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
Chapter Five
29
Cognitive Personality
Factors
Visualizers
Verbalizers

Hall
Chapter Five
30
Why Is This Ad Particularly

Appealing to Visualizers?
Chapter Five
31
The Ad Stresses Strong

Visual Dimensions
Chapter Five
32
Why Is This Ad Particularly

Appealing to Verbalizers?
Chapter Five
33
It Features a Detailed
Description
Chapter Five
34
Discussion Question
What advertising media (print,
television, Internet, salesperson, POP
display, newspaper, radio) is good for
a person with a high NFD?
A Verbalizer
Chapter Five
35
From Consumer Materialism

to Compulsive Consumption
Chapter Five
36
From Consumer Materialism

to Compulsive Consumption
Fixated consumption behavior
Consumers fixated on certain products or
categories of products
Characteristics
Passionate interest in a product category
Willingness to go to great lengths to secure
objects
Dedication of time and money to collecting
Compulsive consumption behavior

Addicted or out-of-control consumers
Chapter Five
37
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.
Chapter Five
38
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
Chapter Five
39
In What Ways Do Max and Other Brand

Personifications Help Create VWs
Brand Image?
Chapter Five
40
Speaks English, is
interviewed
about VW products, and is
a friend
Chapter Five
41
Discussion Questions
Pick three of your favorite food
brands.
Describe their personality. Do they
have a gender? What personality
traits do they have?
Chapter Five
42
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.
Chapter Five
43
A Brand Personality
Framework
Figure 5.12
Chapter Five
44
Product Personality Issues

Gender
Some products 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
Chapter Five
45
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
Chapter Five
46
One or Multiple Selves

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
Chapter Five
47
Makeup of 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
Chapter Five
48
Which Consumer
Self-Image Does This Ad Target, and
Why?
Chapter Five
49
Actual self-image because it tells

middle-age women who like their hair
long to continue doing so.
Chapter Five
50
Different Self-Images
Chapter Five
51
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
Chapter Five
52
Altering the Self-Image

Consumers use self-altering products
to express individualism by:
Creating new self
Maintaining the existing self
Extending the self
Conforming
Chapter Five
53
Virtual Personality
You can be anyone
Gender swapping
Age differences
Mild-mannered to aggressive
Chapter Five
54
All rights reserved. No part of this publication may be

reproduced, stored in a retrieval system, or transmitted, in
any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise, without the prior
written permission of the publisher. Printed in the United
States of America.
Copyright 2010 Pearson Education, Inc.

publishing as Prentice Hall
Chapter Five
55

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CHAPTE

What Is the Personality Trait

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Neo-Freudian personality theory

Snack Foods and

Ambitious, successful, high achiever,

Perfectionist, high expectations, punctual,

Pretzels Lively, easily bored with same old routine,

How Does This Marketing

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

It Captures Some of the Mystery and

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Harry Stack Sullivan

Karen Horneys three personality groups

Why Is Appealing to an Aggressive

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Because its Consumer

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Soup and Soup Lovers

Chicken Noodle Soup

Tomato Soup Lovers

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Enjoy the outdoors

Personality and Understanding

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

How Does This Ad Target

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Need for Uniqueness

Copyright 2010 Pearson Education, Inc. publishing as Prentice

Optimum Stimulation Level

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice

Why Is This Ad Particularly

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

The Ad Stresses Strong

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Why Is This Ad Particularly

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

From Consumer Materialism

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

From Consumer Materialism

Compulsive consumption behavior

Brand personality which is strong and

In What Ways Do Max and Other Brand

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Product Personality Issues

Self and Self-Image

One or Multiple Selves

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Makeup of the Self-Image