ersonallLy Consumer

8ehavlor
MarkeLlng mlx soclo culLural
envlronmenL persona| factors and
consumer psychology lnfluence
consumer behavlor
ersonal lacLors lnfluence Lhe way
consumers behave
Age
values
SLage ln
Llfe cycle
CccupaLlon
9ersona||ty
Self
concepL
WealLh
LlfesLyle
"""""""
ollLlclans
buslnessmen rock
sLars sporLsmen
execuLlves rellglous
leaders buy dlfferenL
dresses accessorles
cars houses
Why"
Some wanL Lo dlsplay
rough and Lough
Some wanL Lo dlsplay
sophlsLlcaLlon
Some wanL Lo dlsplay
slmpllclLy
Why"
WhaL personallLy ls"
""""""""
-aLure of ersonallLy
1hree Common facLs or aL leasL assumpLlons
All lndlvlduals have lnLernal characLerlsLlcs or
LralLs exLroverL quleL
ConslsLenL and Measurable dlfferences
beLween lndlvlduals even Lwlns dlffer ln
characLerlsLlcs
ersonallLy could change afLer ma[or evenLs
marrlage chlld blrLh deaLh
1hese LralLs lnfluence persons buylng behavlor
eflnlng personallLy
-o consensus nelLher for shaplng facLors nor
for deflnlLlons
Some assume lL as dual lnfluence of heredlLy
and chlldhood upbrlnglng
CLhers assume lL as shaped by soclo culLural
facLors
1o deflne some focus on unlfled whole and
oLhers on speclflc LralLs
ersonallLy lnfluence cholce of brands
ef|n|t|on of
9ersona||ty as Lhose
lnner psychologlcal
characLerlsLlcs LhaL
boLh deLermlne and
reflecL how a person
responds Lo hls or her
exLernal envlronmenL
L emphaslze lnner
quallLles LralLs
mannerlsm whlch make
each person unlque
ersonallLy lnfluence cholce of brands
ef|n|t|on of
9ersona||ty deflned as
A set of dlsLlngulshlng
human psychologlcal
LralLs LhaL lead Lo
relaLlvely conslsLenL and
lasLlng responses Lo
envlronmenLal sLlmull
lncludlng buylng
behavlor
Some LralLs are
Self confldence
AsserLlveness
AuLonomy
eference (abldlng
/respecL)
SoclablllLy
efenslveness
AdapLablllLy
n a slmpler way lL could be deflned as
unique psychoIogicaI makeup, which
consistentIy infIuences how the person
responds to his or her environment
1heorles of personallLy 3
Psychoanalytic Theory of Sigmund lreud
-eo lreudlan or Socio-psychological Theory
Trait or quantitative or scientific Theory-
slngle LralL
MulLl LralL
1heorles of personallLy
sychoanalyLlc 1heory of Slgmund lreud unconsclous needs
or drlves speclally blologlcal ones deLermlne moLlves and
personallLy
lreud based on sLudles proposed LhaL Puman personallLy
conslsLs of Lhree |nteract|ve sysLems ld ego and superego
nterreIationships among the d, Ego, and
Superego

SysLem 1

SysLem 1
SuL8LCC
SysLem 2
SuL8LCC
SysLem 2
LCC SysLem
3
LCC SysLem
3
CraLlflcaLlon
1heorles of personallLy sychoanalyLlc
1heory
d ls warehouse of prlmlLlve and lmpulslve blologlcal needs
llke hunger LhlrsL eLc whlch lndlvldual Lry Lo saLlsfy
lmmedlaLely wlLhouL boLherlng abouL Lhe mean leasure
seeklng needs
Superego on conLrary ls lndlvldual's lnLernal expresslon of
socleLy's eLhlcal and moral code of conducL L gulde Lhe
person Lo behave ln a way accepLable Lo socleLy and eLhlcal
1hls conLrols d
Lgo ls persons consclous conLrol LhaL balance d and superego
1heorles of personallLy sychoanalyLlc
1heory
lreud proposed LhaL personallLy ls formed when Lhe
person passes Lhrough flve dlsLlncL sLages of lnfanL
and chlldhood oral anal phalllc laLenL and genlLal
1he personallLy ls shaped by how Lhe chlld copes
wlLh crlsls durlng Lhese sLages speclally flrsL Lhree
A chlld deprlved of oral needs could have a
personallLy wlLh excesslve oral acLlvlLy llke smoklng
chewlng gum
1hls esLabllshes LhaL human behavlor ls largely
unconsclous aL presenL shaped durlng chlldhood
1heorles of personallLy sychoanalyLlc
1heory
1he dynamlc lnLeracLlon (confllcL of 3) of Lhese resulLs ln
unconsclous moLlvaLlons LhaL are manlfesLed ln observed
human behavlor
ersonallLy ls derlved from confllcL beLween Lhe deslre Lo
saLlsfy physlcal needs and Lhe needs Lo be a conLrlbuLlng
member of socleLy
Some adverLlslng ls lnfluenced by psychoanalyLlc approach
-eo lreudlan or Soclo psychologlcal
Lheory
Some colleagues of Freud disagreed that personality is
instinctive and guided by biogenic needs alone
Recognizes interdependence of the individual and
societyindividual strives to meet needs of society and
society helps individual attain personal goals
Social variables (rather than biological instinct) are most
important in shaping personality
-eo lreudlan or Soclo psychologlcal
Lheory
People try- to meet rational goals, to overcome feeling of
inferiority, (strive for superiority)
People try to reduce tension and anxiety
Karen Horney, based on research in US, classified
people in CAD-
Compliant ( very social) used Aspirin, brand loyals
Aggressive ( dominant seeking respect)- used Old Spice and
use expensive brands
Detached (ndependent, freedom from obligations) like students
drank tea ( tea is uncommon in US), try new things, brand
switchers
%rait factor theory
A Quantitative approach. Measure personality in terms
internal psychological characteristics or traits
A trait could be defined as: any distinguishabIe,
reIativeIy enduring way in which one individuaI
differs from another
t assumes that traits could be many and some could
be common to many individuals and vary in absolute
amounts among individuals
Traits are relatively stable and exert fairly universal
effects on behavior regardless of the environment
Theorists construct personality tests for specific traits
to pin point individual differences in terms of specific
traits
%rait factor theory-
Understanding consumer traits can be useful in
marketing planning
Trait theory is most useful to marketing strategists
in developing brand personalitythe personality
consumers interpret from a specific brand
Brands may be characterized as old-fashioned,
modern, fun, provocative, masculine, or glamorous
Trait theorists have two approaches to measure
personality-
based on a single trait and
based on a combination of traits
8lg 3 or llvelacLor Model of ersonallLy ( used
by behavlorlsLs)
Trait factor theory- single trait personality
tests
Cnly one LralL ls measured llke self confldence
Lasler Lo use so common ln sLudylng consumer
behavlor
Consumer researchers use speclally deslgned
personallLy LesLs and measure LralLs llke
|nnovat|veness
mater|a||sm and
ethnocentr|sm
ersonallLy ls llnked Lo how consumers make
Lhelr cholces or Lo consumpLlon of a broad
producL caLegory noL a speclflc brand
onsumer Innovators 7 popu|ar
measures
Consumer lnnovaLlveness response Lo new launches
ogmaLlsm rlgldlLy (hlghly dogmaLlc) v openness Low
dogmaLlc) Lo unfamlllar and new sophlsLlcaLed producL ranges
Soclal CharacLer
-eed for unlqueness
CpLlmum sLlmulaLlon level
SensaLlon seeklng
varleLy novelLy seeklng
onsumer Innovators 7 popu|ar
measures
onsumer Innovat|veness onsumer Innovat|veness
1he degree Lo whlch consumers
are recepLlve Lo new producLs
new servlces or new pracLlces
Consumer nnovativeness
ScaIe see next box
1 n general am among Lhe lasL
ln my clrcle Lo buy a new (rock
album) when lL appears
2 f hear LhaL a new rock album
ls avallable would be lnLeresLed
enough Lo buy lL
3 Compared Lo my frlends own
few rock albums
4 n general am Lhe lasL ln my
clrcle of frlends Lo know Lhe LlLles
of Lhe laLesL rock albums
3 wlll buy a new rock album
even lf haven'L heard lL yeL
6 know Lhe names of new rock
acLs before oLher people do
onsumer Innovators 7 popu|ar
measures
2 ogmat|sm
A personallLy LralL LhaL reflecLs
Lhe degree of rlgldlLy a person
dlsplays Loward Lhe unfamlllar
and Loward lnformaLlon
conLrary Lo hls esLabllshed
bellefs
Consumers low ln dogmaLlsm
(opeomloJeJ) are more llkely
Lo prefer lnnovaLlve producLs
Lo LradlLlonal alLernaLlves
Plghly dogmaLlc Lend Lo be
more recepLlve Lo ads for new
producLs LhaL an appeal from
celebrlLy
Soc|a| haracter
Inner|rected
Consumers who Lend Lo rely
on Lhelr own lnner values
More llkely Lo be lnnovaLors
1end Lo prefer ads LhaL sLress
producL feaLures and beneflLs
ther|rected
Consumers who Lend Lo look
Lo oLhers for dlrecLlon
Less llkely Lo be lnnovaLors
1end Lo prefer ads LhaL feaLure
soclal accepLance
onsumer Innovators 7 popu|ar
measures
4 Need for Un|queness
Consumers who avold
Lo conform Lo
expecLaLlons or
sLandards of oLhers ln
Lhelr looks or
possesslng goods
Sensat|on Seek|ng (SS) Sensat|on Seek|ng (SS)
A personallLy LralL
characLerlzed by Lhe
need for varled novel
and complex sensaLlons
and experlence and Lhe
wllllngness Lo Lake
physlcal and soclal rlsks
for Lhe sake of such
experlence CelebrlLy
parLy dresses
onsumer Innovators 7 popu|ar
measures
66 pt|mum St|mu|at|on pt|mum St|mu|at|on
Leve|s (SL) Leve|s (SL)
A personallLy LralL LhaL
measures Lhe level or
amounL of novelLy or
complexlLy LhaL
lndlvlduals seek ln Lhelr
personal experlences
Plgh CSL consumers Lend
Lo accepL rlsky and novel
producLs more readlly
Lhan low CSL consumers
Leens Lry new sLyles
77 Var|ety Var|ety Nove|ty Seek|ng Nove|ty Seek|ng
A personallLy LralL slmllar
Lo CSL whlch measures a
consumer's degree Lo
varleLy seeklng
Lxamples
- LxploraLory urchase
8ehavlor swlLchlng
- use nnovaLlveness uslng
exlsLlng sLyles ln a novel
way
- vlcarlous LxploraLlon
seeklng lnfo abouL new
and day dreamlng
An Ad
Lncourag|ng
New 9roduct
Acceptance
lnfo celebrlLy
appeal
comblned
ogn|t|ve 9ersona||ty Iactors
-eed for cognlLlon
A person's cravlng for or
en[oymenL of Lhlnklng
vlsuallzers versus
verballzers
A person's preference for
lnformaLlon presenLed
vlsually or verbally
Consumers lq ln -C
are more llkely Lo
respond Lo ads rlch ln
producLrelaLed
lnformaLlon
Consumers ow ln -C
are more llkely Lo be
aLLracLed Lo background
or perlpheral aspecLs of
an ad
Ad 1arget|ng
V|sua||zers
Ad 1arget|ng
Verba||zers
Irom onsumer Mater|a||sm to
ompu|s|ve onsumpt|on
Consumer maLerlallsm
1he exLenL Lo whlch a person ls consldered
maLerlallsLlc"
llxed consumpLlon behavlor
Consumers flxaLed on cerLaln producLs or
caLegorles of producLs
Compulslve consumpLlon behavlor
AddlcLed" or ouLofconLrol" consumers
Mater|a||st|c 9eop|e
value acqulrlng and showlngoff
possesslons
Are parLlcularly selfcenLered and selflsh
Seek llfesLyles full of possesslons
Pave many possesslons LhaL do noL lead Lo
greaLer happlness
SampIe tems - MateriaIism
5ucc55
1he Lhlngs own say a loL abouL how well 'm dolng ln llfe
don'L place much emphasls on Lhe amounL of maLerlal ob[ecLs people own as a slgn of
success
a
llke Lo own Lhlngs LhaL lmpress people
cN1k4Ll1Y
en[oy spendlng money on Lhlngs LhaL aren'L pracLlcal
Lry Lo keep my llfe slmple as far as possesslons are concerned
a
8uylng Lhlngs glves me a loL of pleasure
n4PPlN55
'd be happler lf could afford Lo buy more Lhlngs
have all Lhe Lhlngs really need Lo en[oy llfe
a
L someLlmes boLhers me qulLe a blL LhaL can'L afford Lo buy all Lhe Lhlngs 'd llke
MaLerlallsm
I|xated onsumpt|on
8ehav|or
Consumers have
a deep lnLeresL ln a parLlcular
ob[ecL or producL caLegory
a wllllngness Lo go Lo
conslderable lengLhs Lo
secure lLems ln Lhe caLegory
of lnLeresL
Lhe dedlcaLlon of a
conslderable amounL of
dlscreLlonary Llme and money
Lo searchlng ouL Lhe producL
Lxamples collecLors
hobbylsLs
ompu|s|ve onsumpt|on
8ehav|or
Consumers who are
compulslve buyers have an
addlcLlon ln some respecLs
Lhey are ouL of conLrol and
Lhelr acLlons may have
damaglng consequences Lo
Lhem and Lo Lhose around
Lhem
AddlcLs Lo food alcohol
Lobacco drugs loLLery
gambllng
SampIe tems to Measure CompuIsive
Buying
1 When have money cannoL help buL spend parL
or Lhe whole of lL
2 am ofLen lmpulslve ln my buylng behavlor
3 As soon as enLer a shopplng cenLer have an
lrreslsLlble urge Lo go lnLo a shop Lo buy someLhlng
4 am one of Lhose people who ofLen responds Lo
dlrecL mall offers
3 have ofLen boughL a producL LhaL dld noL need
whlle knowlng had very llLLle money lefL
onsumer Lthnocentr|sm
lound ln rlcher and hlgh Lechnology
culLures
eople are proud of Lhelr culLure
Lechnology people and feel Lhey are
superlor over oLhers
LLhnocenLrlc consumers feel lL ls wrong Lo
purchase forelgnmade producLs
1hey can be LargeLed by sLresslng
naLlonallsLlc Lhemes
SampIe tems from the CE%SCE
1 Amerlcan people should always buy Amerlcanmade
producLs lnsLead of lmporLs
2 Cnly Lhose producLs LhaL are unavallable ln Lhe uS
should be lmporLed
3 8uy Amerlcanmade producLs keep Amerlca worklng
4 urchaslng forelgnmade producLs ls unAmerlcan
3 L ls noL rlghL Lo purchase forelgn producLs because lL
puLs Amerlcans ouL of [obs
6 A real Amerlcan should always buy Amerlcanmade
producLs
7 We should purchase producLs manufacLured ln Amerlca
lnsLead of leLLlng oLher counLrles geL rlch off us
8 L ls always besL Lo purchase Amerlcan producLs
redlcLlng buyer behavlor personallLy
alone ls noL enough
#esearch typicaIIy attempts to find
reIationships between personaIity
variabIes and consumer behaviors
#esearch tried to predict brand and
store preference based on personaIity
but with poor resuIts
PersonaIity is just one variabIe in the
consumer decision making process