Professional Documents
Culture Documents
1
What Is Personality
2
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
3
Freudian Theory
• Id
– Warehouse of primitive or instinctual needs for which
individual seeks immediate satisfaction.
– Basic needs
• Superego
– Individual’s internal expression of society’s moral and
ethical codes of conduct
• Ego
– Individual’s conscious control that balances the demands of
the id and superego
4
A Representation of the Interrelationships
Among
the Id, Ego, and Superego
6
Neo-Freudian Personality Theory
• We seek goals to overcome feelings of inferiority
• We continually attempt to establish relationships
with others to reduce tensions
• 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(prefers to do things
independently)
7
Trait Theory
9
Consumer Innovators
And Noninnovators
• Innovativeness • A personality trait that
• Dogmatism reflects the degree of rigidity
• Social character a person displays toward the
unfamiliar and toward
• Need for uniqueness information that is contrary
• Optimum stimulation to his or her own established
level beliefs
• Variety-novelty seeking • Low dogmatism=open
minded
10
Consumer Innovators
And Noninnovators
• Innovativeness • Ranges on a continuum for inner-
directedness to other-directedness
• Dogmatism • Inner-directedness
• Social character – rely on own values when
evaluating products
• Need for uniqueness – Innovators
• Optimum stimulation level • Other-directedness
– look to others
• Variety-novelty seeking – less likely to be innovators
Ex: van heusen( honest shirt) for
successful ppl
Honda city( the race is with in)
11
Consumer Innovators
And Noninnovators
• Innovativeness • Consumers who avoid
• Dogmatism appearing to conform to
• expectations or standards
Social character
of others.
• Need for uniqueness
• Unique choices of
• Optimum stimulation level consumers.
• Variety-novelty seeking
12
A Sample Items from a Consumers’ Need for
Uniqueness Scale
1. I collect unusual products as a way of telling people I’m
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 I’m 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
13
Cognitive Personality Factors
• Need for cognition (NC)
– A person’s craving for enjoyment of thinking
– Individual with high NC more likely to respond to ads
rich in product information
– Ex: santro & TCL brands launched comparative advertising,
such campaigns are effective only if target segments are
interested in product related information.
– Santro with indica, ford in terms of technology
• Visualizes versus verbalizes
– A person’s preference for information presented
visually or verbally
– Verbalizes prefer written information over graphics and
images.
16
Visualize
17
From Consumer Materialism to
Compulsive Consumption
• Consumer materialism
– The extent to which a person is considered “materialistic”
– Self centered & selfish
– Desire to have lots of things
– Lack of personal satisfaction
• Fixated consumption behavior
– Consumers fixated on certain products or categories of
products
– Deep interest in particular object product category.
18
• Compulsive consumption behavior
– “Addicted” or “out-of-control” consumers
– Uncontrollable shopping
– Gambling
– Drug adiction
– Various food & eating disorders
19
Sample Items to Measure Compulsive Buying
21
22
Brand Personality
• Personality-like traits
associated with brands
• Examples
– Nike and athlete
– BMW is performance
driven
– Levi’s 501 jeans are
dependable and rugged
• Geography
– Actual locations names used
– Color
– Color combinations in packaging and products denotes
personality( as red is color of innovation, passion and hard work) 25
The Personality-like Associations of Colors
• America’s favored color
• IBM holds the title to blue
• Associated with club soda
BLUE • Men seek products packaged in blue
Commands • Houses painted blue are avoided
respect, authority • Low-calorie, skim milk
• Coffee in a blue can perceived as “mild”
28
Issues Related to
Self and Self-Image
• One or multiple • A single consumer will act
selves differently in different
• Makeup of the self- situations or with different
image people
• We have a variety of social
• Extended self
roles
• Altering the self- • Marketers can target
image products to a particular “self”
29
Issues Related to
Self and Self-Image
• One or multiple • Contains traits, skills,
selves habits, possessions,
• Makeup of the self relationships and way of
-image behavior
• Extended self
• Developed through
background, experience,
• Altering the self-
and interaction with others
image
• Consumers select products
matching with this image
30
Different Self-Images
Actual Self- Ideal social Self-
Image Image
How consumers in fact see themselves How consumers would like others to see them
Expected
Self-Image