Professional Documents
Culture Documents
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Understand how personality reflects consumers’
inner differences.
Personality
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Personality
Personality is defined as those inner psychological
characteristics that both determine and reflect how a person
responds to his or her environment
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Examples: Tiffany's (famous jewelry & gift retailer) appeal
to individualism (headline: ‘’Every women has a
signature’’)
Clairol Ultress (hair color) appeal to the inner self
(headline: “New Ultress lets express your inner Feelings)
Samsara’s (fragrance) appeal to confidence (headline: “A
look inside. Serenity born of confidence”)
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Nature of Personality
1-Personality reflects individual differences:
Many people can be described as “High” in sociability while
others can be described as “Low” in sociability. It enables
marketers to categorize consumers into different groups on
the basis of a single trait or a few trait
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Views of various theories explaining the impact of
personality on Consumers’ Attitudes & Behavior
Freudian Theory
Neo-Freudian Theory
Trait Theory
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Freudian Theory
This theory was built on the unconscious needs or drives,
especially sexual & other biological drives, are the heart
of human motivation and personality
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Ego: The ego is individual conscious control. It provides
balance between Id & Super ego
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Neo-Freudian Personality Theory
Believe that social relationships are fundamental to the
formation and development of personality
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Trait Theory
Trait theory quantitatively measure personality in terms of
specific psychological characteristics called traits
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Soup and Soup Lover’s Traits
Chicken Noodle Soup Lovers Vegetable Soup Lovers
Watch a lot of TV
Enjoy the outdoors
Are family oriented
Have a great sense of humor Usually game for trying
Like daytime talk shows new things
Tomato Soup Lovers Gardening is often a
Passionate about reading
favorite hobby
Love pets
Like meeting people for coffee
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Personality reflects consumers’ responses to
product & marketing messages
Customer Innovativeness
Consumer Materialism
Consumer Ethnocentrism
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Customer Innovativeness
Customer Innovativeness: How receptive consumers are to new
products & services. This personality trait gives insights about
consumer’s willingness to innovate
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Cognitive Personality Factors
Visualizers v/s Verbalizers: Visualizer are those consumers
who prefer visual information and products stress the visual.
Verbalizers are those who consumers who prefer written or
verbal information and products
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Consumer Materialism
Consumer Materialism: Consumer who especially value
acquiring & showing-off possessions. They are self-
centered & selfish. They got desire to have lots of things
rather then simple lifestyle. Possessions doesn’t lead to
greater happiness. E.g. Sports Car & Diamonds
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Compulsive Consumption Behavior: Consumer who are
compulsive have an addiction, abnormal behavior, in some
respects out of control & their action have damaging
consequences to them and those around them
Those consumers who comes under the category of
uncontrollable gambling, drug addiction, alcoholism, &
various food and eating disorders
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Consumer Ethnocentrism
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Brand Personality
Personality-like traits associated with brands
Provides an emotional identity to a brand & triggers
consumer to respond with feelings & emotions towards
the brand
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Brand Personification
Recast consumers’ perception of the attributes of a
products or service into a human-like character.
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Products & Services Enhances Consumers Self-Image
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Products & Services Enhances Consumers Self-Image
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Discussion Questions
Pick three of your favorite food brands.
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