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School of Business
Bangladesh Open University
Assignment No: 1 2 3
( Please Put)
Program: Masters of Business Administration (MBA)
Course Title: Consumer Behavior
Course Code: MBA 4 3 2 1
Submission
1 9 2 2nd 4th
Semester: . Level (please Mention):

PERSONAL INFORMATION OF THE STUDENT

Name (In Capital Letters): ALIZA SUBORNA
ID (In Numbers): 1 9 1 - 3 3 - 8 1 6 - 3 0 9
ID (In one Eight one - Three Three - Eight one Six - Three Zero Nin
Words): e

Study Center (SC) Where You Are Submitting Your

Assignments: Dhaka RC  RC DHAKA

Contract Address (Compulsory) For Use of the Coordinator’s Office

(If the Assignment is submitted after deadline)

Mailing Address:

8 No. Ward, Meher Ali Road, Trishal,

Mymensingh.
Tel: _________________________
Cell Phone: +8801633550131
E-mail: alizasuborna9@gmail.com
_____________________________
Signature of the Coordinator/ Authorized Person/
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Date:___________
Course: Consumer Behavior- 4321

Question-1: Find and cut two newspaper advertisements, one that is based on an aggressive
personality and the other based on detached personality. Discuss how the advertisement copy and
illustration each contributed to the personality of the advertisement. Also, discuss what you feel
might have been the marketers’ rationale in using each personality in positioning each product

Answer: One individual is not different from the other not only in physical aspects, but also in
personality type. It is one of the factors that influence one’s behavior in the marketplace. What a
consumer purchases, when, and how he purchases are influenced by his personality type. This is
why marketers are particularly interested in understanding the meaning of personality and traits
of personality as well as identifying how these traits affect consumer behavior. Meaning of
personality varies according to whose theory we consider. There are so many explanations of
personality by so many authors that there is no major agreement on exactly what personality are.
According to some, personality of an individual is sum total of his hereditary characteristics and
childhood experiences. To others, it is the result of the social and environmental influences on
the person concerned. Generally speaking, it is the total of many personal or individual
characteristics that determine his response tendencies to the environmental stimuli. Harold H.
Kassarjian defines personality in the next few words “since individuals do react fairly
consistently in a variety of environmental situations, these generalized patterns of response or
modes of coping with the world can be called personality.” It is the sum total of an individual’s
patterned, enduring, and interacting characteristics. How a person responds to different stimuli is
determined by how these characteristics or traits are organized. In any one person, certain
personality traits dominate others as a result of which people are labeled as aggressive,
compliant, aloof, friendly, charismatic, or obnoxious. Lawrence A. Pervin defines personality as
a concept which accounts for the apparent consistencies and regularities of behavior over time
and across a variety of situations.

Aggressive personality type individuals assume that everybody is an enemy. The important rules
are that individual look out only for his/her own benefits. The main need of this person is
exerting dominance on others. This person wants to be superior, successful, prestigious and
known by others. According to these people, being approved, liked and superior makes them feel
powerful. Mostly, they present themselves as the most powerful, the most cunning and the most
wanted people; that’s why they try to develop certain skills and proficiency which can make
them exactly what they want to be seen

Detached personality type individuals become alienated to others. These individuals put some
emotional distance between them and other individuals. They do not communicate with others
and try to become self-sufficient. They do not like socializing and long-term social obligations.
Detached personality type people are quite secretive and do not talk about their private life.
Contrary to compliant personality type individuals they do not approve to share any type of
experiences. The important values according to them are, not to be under influence, staying away
from pressure, not to attached with anybody. They do not like social norms. They resist to advice
and suggestions of others since they feel dominated

An advertising copy is a term used to describe the main text used in the advertisement. The text
could be a dialogue, a catchy punch line or a company’s dictum.

It is a print, radio or TV advertising message that aims at developing and retaining an interest of

the target customer and prompting him to purchase the product within a couple of seconds.

According to the UK advertising guru, David Ogilvy, ‘people do read lengthy advertisements if
they are skillfully written’. The most significant part of the copy is the headline, and sometimes
even a small shift in the text brings magnanimous results. A short ad copy is the most popular in
consumer-product advertising, or an artful, indigenous lengthy ad copy may work wonders too.
An advertisement copy is mostly a result of extensive advertising and consumer research
designed by professional copywriter’s employees by advertising agencies. Drafting an ad copy
demands skill and effort. An ad copy involves a complete investigation of the target audience.
There is a substantial effort that goes into making an ad copy. Companies outsource their ad
campaigns. The advertisement industry flourishes when they succeed in delivering the
advertisement just like its copy.

Brand personality is a framework that helps a company or organization shape the way people
feel about its product, service, or mission. A company's brand personality elicits an emotional
response in a specific consumer segment, with the intention of inciting positive actions that
benefit the firm.

Customers are more likely to purchase a brand if its personality is similar to their own. There are
five main types of brand personalities with common traits:

1. Excitement: Carefree, spirited, and youthful

2. Sincerity: Kindness, thoughtfulness, and an orientation toward family values
3. Ruggedness: Rough, tough, outdoorsy, and athletic
4. Competence: Successful, accomplished, and influential, which is highlighted by
leadership
5. Sophistication: Elegant, prestigious, and sometimes even pretentious

Brand personalities are even more important, especially in the digital age where automation
and artificial intelligence (AI) technology is growing. As much as consumers enjoy being able to
shop online or have companies predict their preferences, studies show that people still want
personal interaction and direct customer service when it comes to the way they do business with
companies.