Consumer Personality and Self

Concept

Group 3
SALONI BANSAL
VAIBHAV CHAUDHARY
ANISHA SONI
AAYUSHI BHANDARI
 PERSONALITY TRAITS
1. Consumer Innovators &
Innovativeness
• Innovators are the first to try new
products, product line extensions, and
services because they are open to new
ideas and practices.
• enthusiastic about innovative products and
can speed up the market acceptance of
innovations
• Example : IKEA’s Bottom customized
gaming chair
2. Dogmatism
• One’s degree of rigidity/close
minded
• Dogmatic consumers tend to be
more receptive to ads that contain
appeals from authoritative figures,
such as celebrities and experts.
• Example of promotional message
for highly dogmatic consumers
3. Social Character: Inner- versus
Other-Directedness
• Inner-directed consumers rely on their own
inner values or standards in evaluating new
products
• other-directed consumers look to others for
guidance as to what is appropriate or
inappropriate
• Example : Mercedes ad stressing upon
inner directness
4. Need for Uniqueness
• individual’s pursuit of
differentness relative to others
• Individuals with a high need for
uniqueness adopt new products
and brands quicker than others.
• Example: consumers shopping
from Chumbak since the brand
has a unique quirky touch to it.
5. Optimum Stimulation Level
• Degree to which people like novel,
complex, and unusual experiences.
• Consumers seeking high levels of OSL
are more willing to take risks, more
likely to try new products and be
innovative, and seek to maintain high
OSL while shopping.
• Example: Actor Ranveer Singh
6. Need for Cognition
• A need for cognition (NFC) measures a
person’s craving for or enjoyment of
thinking.
• Consumers who are high in NFC respond to
ads that contain a lot of product-related
information and descriptions, whereas
consumers who are relatively low in NFC
are attracted to the background or
peripheral aspects of an ad.
LOW NC
HIGH NC
7. Visualizers versus 8. Fixated Consumption
• Refers to collectors’ and hobbyists’
Verbalizers tendency to accumulate items
• Verbalizers prefer promotional that are related to their interests.
messages containing a lot of
written, textual, and verbal
information.
• Visualizers are more receptive to
pictorial images

Visual Ad Verbal Ad
9. Consumer Ethnocentrism
• Consumer’s willingness to buy or not
buy foreign-made products.
• Highly ethnocentric consumers feel
that it is inappropriate or wrong to
purchase foreign-made products
10. Personality and Color
• Some consumers associate
personality characteristics with
specific colors.
• Example : Blue represents trust,
openness, professionalism, security
and formality.
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

• A single consumer will act differently in

different situations or with different people.
• We have a variety of social roles
DIFFERENT SELF IMAGES

ACTUAL SELF How consumers would like others

IMAGE to see them

IDEAL SELF How consumer would like to see themselves Ideal

IMAGE

SOCIAL SELF
How consumers feel others see them 
IMAGE

IDEAL SOCIAL How consumers would like others to see them

SELF IMAGE
THE SELF

The Extended Self

• Consumers’ possessions can confirm or extend their self-images
• Allowing the person to do things that otherwise would be very difficult or impossible to
accomplish
• Conferring status or rank
• Making the person feel better

Altering the Self

• Consumers wishing to change or improve their selves.
• In using self-altering products, consumers frequently attempt to express
their new selves or take on the appearances of particular types of people