PERSONALITY

Why boost selects cricketers as their

brand ambassadors?
 WHAT IS PERSONALITY?
Personality has been defined as patterns of individual behaviour which are
consistent and enduring.

• Personality includes :
 Specific
qualities

Attributes

Mannerisms
 NATURE OF PERSONALITY
• Personality reflects individual differences:
 Each individual has a special set of unique characteristics and
is unique by himself.
 Some individual are highly sociable whereas some are low
on sociability.
 Consumers can then be grouped together based on this
identified personality trait
.
• Personality is consistent and enduring:
 An individual’s personality tends to be both consistent
and enduring.
 Helps in predicting consumer behaviour over a period of time
in terms of their personality
• Personality can Change:

– Under certain circumstances, personalities change

– A man’s personality changes as he matures slowly. For instance, our

personality may have changed from how it was 5 years back.

– Often, we find aggressive man mellow down as they advance in

years.

– An individual’s personality may be altered by major events such as

birth of a child, death of close one, career promotion, etc.
 Personality Traits

Consumer Social
Dogmatism
innovativeness character

Optimum
Need for stimulation Sensation
uniqueness level seeking

Variety
-
novelty
 Personality and Understanding
Consumer Behavior
• Innovativeness Dogmatism
• Willingness to innovate • Reflects the
degree of
• Further broken down for hi- tech rigidity a
products person displays
towards the
– Global innovativeness unfamiliar and
– Domain-specific towards
innovativeness information
– Innovative behavior that is contrary
to his or her
own
established
beliefs
 Consumer
Innovativeness

I enjoy buying and trying very new

customer technology

 I’m not brand loyal; I’m always

looking for the “best “and “latest”
in customer technology

My friends often ask me questions

before they purchase thing
dealing
with new technologies
 Dogmatism
A personality trait that reflects the degree of
rigidity a person displays toward the unfamiliar and
toward information that is contrary to his or her
own established beliefs.
(Well established product) (Closed mindedness)
•Optimum Stimulation Level Variety-Novelty Seeking
• A personality trait that • Measures a consumer’s
measures the level or degree of variety seeking
amount of novelty or • Examples include:
complexity that individuals
– Exploratory Purchase
seek in their personal
Behavior
experiences
– Use Innovativeness
• High OSL consumers tend to
– Vicarious Exploration
accept risky and novel
products more readily than
low OSL consumers.
 Social Character

• Ranges on a continuum for inner-directedness

to other-directedness
– Inner-directedness (Idiocentrics)
• rely on own values when evaluating products
• Innovators
– Other-directedness (Allocentrics)
• Look to others
• less likely to be innovators
 COGNITIVE PERSONALITY FACTORS

Need for cognition (NC)

• Consumers who are high in NC are more likely to be responsive to the

part of an ad that is rich in product-related information or
explanation;

• consumers who are relatively low in NC are more likely to be

attracted to the background or peripheral aspects of an ad, such as
an attractive model or well known celebrity.

Visualizers versus verbalizers

• Consumers who preference visual information and products that

stress the visual graphics and images.

• Verbalizers prefer visual information written or verbal information

 Need for cognition (NFC)
High NC
• More like to be responsive to the part of
Ad
• Rich in product- Related information or
description
• More like to written message
• Spend more time processing print
advertisement (superior brand and AD
claim recall)
Low NC
• More like to be attractive to the background or
peripheral aspect of an ad
• Attractive model or well known celebrity
• More like to cartoon messages
• More effect for changing attitude and
subjective norms.
 Visualizers Vs
Verbalizers
Visualizers Verbalizers
Visualizers are Verbalizers prefer
consumers who prefer written or verbal
visual information. information over
graphics and images
 Visualizers Vs
Verbalizers Verbalizers
Visualizers

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 Different Self-Images
Actual Self- • How consumers see themselves
Image

• How consumer would like to see

Ideal Self-Image themselves

Social Self- • How consumers feel others see them

Image

Ideal Social • How consumers would like others to

Self- see them

Image
 Self-Concept and Brand Image

Product
Brand
Image

Behavior
Relationship Satisfaction
Seek products
Between self- Purchase
and brands that
concept and contributes to
improve/maintain
brand image desired self-concept
self-concept

Consumer
Self-
concept
Reinforces self-concept
 One or Multiple Selves
A single consumer will act differently in different situations
or with different people.
We have a variety of social roles
Marketers can target products to a particular “self”

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 Extended Self

Possessions can extend self in a number of ways:

◦ Actually
◦ Symbolically
◦ Conferring status or rank
◦ feelings of immortality
◦ Endowing with magical powers
 Altering the Self-Image
Consumer wish to change their selves.
(Clothing, grooming aids or cosmetics, accessories
etc.)

Consumers use self-altering products to express

individualism by:
◦Creating new self
◦Maintaining the existing self
◦Extending the self
◦Conforming
 Brand Personality
• Personality-like traits
associated with brands
• Examples
– Tetrapack and freshness
– Nike and athlete
– BMW is performance
driven
• Brand personality which is
strong and favorable will
strengthen a brand but not
necessarily demand a
price premium
Personality and Consumer Behavior I Prof. Abhipsa Mishra
ECONOMICAL

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