Personality and Consumer Behavior CHAPTER FIVE Personality and Consumer Behavior

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall What Is the Personality Trait Characterizing the Consumers to Whom This Ad Appeals? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Enthusiastic or Extremely Involved Collectors Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Personality and The Nature of Personality The inner psychological characteristics that both determine and reflect how a person responds to his or her environment The Nature of Personality: Personality reflects individual differences Personality is consistent and enduring Personality can change Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Discussion Questions How would you describe your personality? How does it influence products that you purchase? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Theories of Personality Freudian theory Unconscious needs or drives are at the heart of human motivation Neo-Freudian personality theory Social relationships are fundamental to the formation and development of personality Trait theory Quantitative approach to personality as a set of psychological traits Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Freudian Theory Id Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction Superego Individual’s internal expression of society’s moral and ethical codes of conduct Ego Individual’s conscious control that balances the demands of the id and superego Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Snack Foods and Personality Traits Potato chips Ambitious, successful, high achiever, impatient with less than the best. Tortilla chips Perfectionist, high expectations, punctual, conservative, responsible. Pretzels Lively, easily bored with same old routine, flirtatious, intuitive, may over commit to projects. Snack crackers Rational, logical, contemplative, shy, prefers time alone. Cheese curls Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order. Chapter Five Slide Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

How Does This Marketing Message Apply the Notion of the Id? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall It Captures Some of the Mystery and The Excitement Associated With the “Forces” of Primitive Drives. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Portraying the forces of the Id

Portraying the forces of the Id

The ad focuses on the conflict between the desire for hedonic gratification (the id) versus the need to engage in rational, Task-oriented activities (the superego).

Neo-Freudian Personality Theory Social relationships are fundamental to personality Alfred Adler: Style of life Feelings of inferiority Harry Stack Sullivan We establish relationships with others to reduce tensions Karen Horney’s three personality groups Compliant: move toward others Aggressive: move against others Detached: move away from others Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Why Is Appealing to an Aggressive Consumer a Logical Position for This Product? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Because its Consumer Seeks to Excel and Achieve Recognition Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Trait Theory Focus on measurement of personality in terms of traits Trait - any distinguishing, relatively enduring way in which one individual differs from another Personality is linked to broad product categories and NOT specific brands Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Soup and Soup Lover’s Traits Chicken Noodle Soup Lovers Watch a lot of TV Are family oriented Have a great sense of humor Are outgoing and loyal Like daytime talk shows Most likely to go to church Tomato Soup Lovers Passionate about reading Love pets Like meeting people for coffee Aren’t usually the life of the party Vegetable/Minestrone Soup Lovers Enjoy the outdoors Usually game for trying new things Spend more money than any other group dining in fancy restaurants Likely to be physically fit Gardening is often a favorite hobby Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

The Trait Perspective The “Big Five” Personality Factors Trait Dimension Description Neuroticism Calm versus anxious Secure versus insecure Self-satisfied versus self-pitying Extraversion Sociable versus retiring Fun-loving versus sober Affectionate versus reserved Openness Imaginative versus practical Preference for variety versus preference for routine Independent versus conforming Agreeableness Soft-hearted versus ruthless Trusting versus suspicious Helpful versus uncooperative Conscientiousness Organized versus disorganized Careful versus careless Disciplined versus impulsive

Personality and Understanding Consumer Behavior Consumer innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Sensation seeking Variety-novelty seeking Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

How Does This Ad Target the Inner-Directed Outdoors Person? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

A Sole Person is Experiencing the Joys and Adventure of the Wilderness Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Consumer Innovativeness Consumer innovativeness is the tendency to try new products Companies consider consumer innovativeness very important when introducing new products or brand extensions. For hi-tech products, innovativeness can be at three levels: Global (General) innovativeness (overall consumer innovative level of willingness to buy new and different products or brands at any category). Domain-specific innovativeness (when consumer deals with particular product category such as computers, cameras, fashion, or watches). Innovative behavior (actual responses indicating early acceptance of change and adoption, being among the first to buy new and different products). Consumer innovators are the group of consumers that are very open to new ideas and are usually the first to purchase products. Innovativeness is the underlying trait that describes a consumer’s willingness to try new products. Companies have found this very important when introducing brand extensions because it is a key factor in the consumer’s likelihood to try the new product. For hi-tech products, we see that innovativeness can be explained at three levels: The first, global innovativeness, is the overall innovative level of the consumer. Drilling down further, domain-specific innovativeness has to do with the particular product category, and finally, the actual innovative behavior is early adopters of innovations (who are among the first to buy the new product). Chapter Five Slide

Dogmatism A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar things and information that is contrary to his or her own established beliefs. High dogmatism: when one approaches the new/ unfamiliar/alien/strange object defensively and with great resistance and discomfort in thought and action. They are “closed-minded.” Dogmatic is a personality trait that describes how rigid or open a person is to new and unfamiliar ideas and products. A person who is highly dogmatic approaches the unfamiliar defensively and with discomfort. They will rarely consider the unfamiliar and tend to be very close minded. Marketers have realized this type of customer appreciates advertising appeals with celebrities and other experts. - Decide to purchase traditional, established and time tested product/brands; - They tend to become brand loyal. - In order to encourage such consumers to try out new products/brands, the marketer needs to use authoritative appeals; Credible sources like experts/celebrities should be used. Chapter Five Slide

Dogmatism Low dogmatism: when one approaches and considers the new/unfamiliar/alien/strange object without any resistance and without any discomfort in thought and action. They are “open-minded”. - Prefer to test out new products/brands. - Such consumers tend to be innovators. - For such consumers, the marketer should design advertisements that stress upon product features, benefits, factual differences and greater value over previous product offerings and /models.

Social Character Ranges on a continuum for inner-directedness to other-directedness Inner-directedness rely on own values when evaluating products Innovators Other-directedness look to others’ guidance less likely to be innovators This personality trait has its origins in sociological research but it is of great interest to marketers because it differentiates the type of advertising that influences these customers. Inner-directed people prefer ads that stress product features. Other-directed individuals gravitate to ads that show approving social environment rather than product information – they want to look to others to understand how to act or be accepted, and the ads give an example of this. Social character is of great interest to marketers because it differentiates the type of advertising that influences these customers. Inner-directed people prefer ads that stress product features. Other-directed individuals gravitate to ads that show approving social environment rather than product information – they want to look to others to understand how to act or be accepted, and the ads give an example of this. Chapter Five Slide

Need for Uniqueness Consumers who avoid conforming to expectations or standards of others, either in appearance or possessions. You may be able to identify friends with greater need for uniqueness. You can see it in their clothes and hairstyles. there is a measurement scale that researchers use to quantify an individual’s need for uniqueness. You may be able to identify friends with greater need for uniqueness. You can see it in their clothes and hairstyles. Similarly to the other personality traits we have been discussing, there is a measurement scale that researchers use to quantify an individual’s need for uniqueness. If the respondent scores high on this scale, then they have a higher need for uniqueness. Chapter Five Slide

Optimum Stimulation Level A personality trait that measures to which extent the consumer tends to like or dislike new (novel) and unusual experiences and products High OSL consumers tend to accept risky and new products more readily than low OSL consumers. High OSL consumers are important to marketers of new products. Optimum stimulation levels are related to how a consumer tends to like or dislike novel, complex, and unusual experiences and products. High optimum stimulation levels lead consumers to take risks and try new products. Similar to a person with high innovativeness, these consumers are important to marketers of new products. Chapter Five Slide

Sensation Seeking The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations. Much research has been tied to the study of teenage males who often engage in this behavior. Sensation-seeking traits tie to the need to take risks to fulfill the sensations of experiences which are different and extreme. Much research has been tied to the study of teenage males who often engage in this behavior. Chapter Five Slide

Variety or Novelty Seeking Measures a consumer’s degree of variety seeking Types of variety seekers include: Exploratory Purchase Behavior (consumers often switch brands to experience new products). Use Innovativeness (consumers display variety by use innovativeness, using an existing product in a new way). Vicarious Exploration (which often does not involve actual purchase about the product, but as a result of watching, listening to, or reading about it of other people). Consumers seek variety in many ways. Some exhibit exploratory purchase behavior where they switch brands often to experience new products. Other consumers display variety by use innovativeness, using an existing product in a new way. Finally, vicarious exploration, which often does not involve actual purchase about the product, but as a result of watching, listening to, or reading about it of other people. Ask yourself, for product categories, how do you exhibit variety-novelty seeking? Chapter Five Slide

Cognitive Personality Factors Need for cognition (NFC) A person’s craving for enjoyment of thinking Individual with high NFC more likely to respond to ads rich in product information The level of a consumer’s need for cognition affects how they are likely to respond to certain types of advertisements. Those who are high in need for cognition tend to respond to ads that supply product information as opposed to those who are low in need for cognition who tend to be attracted to the background of the ad, attractive models, and cartoon characters. Researchers are aware that cognitive personality factors influence consumer behavior. In fact, it has been realized that the level of a consumer’s need for cognition affects how they are likely to respond to certain types of advertisements. Those that are high in need for cognition tend to respond to ads that supply product information as opposed to those who are low in need for cognition who tend to be attracted to the background of the ad, attractive models, and cartoon characters. Chapter Five Slide

Cognitive Personality Factors Visualizers (consumers who prefer visual information). Verbalizers (consumers who prefer verbal or written information). This difference in cognitive personality factors would affect how they respond to a print ad. Another cognitive personality factor that researchers have isolated is whether a consumer is a visualizer who prefers visual information or a verbalizer who prefers written or verbal information. This difference in cognitive personality factors would affect how they respond to a print ad. Chapter Five Slide

Why Is This Ad Particularly Appealing to Visualizers? The Ad Stresses Strong Visual Dimensions Chapter Five Slide

Visualizers Vs Verbalizers

Why Is This Ad Particularly Appealing to Verbalizers? It Features a Detailed Description (information) Chapter Five Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Discussion Question What advertising media (print, television, Internet, salesperson, POP display, newspaper, radio) is good for a person with a high NFD? A Verbalizer Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

From Consumer Materialism to Compulsive Consumption Acquire and show off possessions Self centered and selfish Seek lifestyle full of possessions Do not get greater personal satisfaction from possessions Materialistic People Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

From Consumer Materialism to Compulsive Consumption Fixated consumption behavior Consumers fixated on certain products or categories of products Characteristics Passionate interest in a product category Willingness to go to great lengths to secure objects Dedication of time and money to collecting Compulsive consumption behavior “Addicted” or “out-of-control” consumers Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Consumer Ethnocentrism and Cosmopolitanism Ethnocentric consumers feel it is wrong to purchase foreign-made products because of the impact on the economy They can be targeted by stressing nationalistic themes A cosmopolitan orientation would consider the word to be their marketplace and would be attracted to products from other cultures and countries. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Brand Personality Personality-like traits associated with brands Examples Purdue 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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

In What Ways Do Max and Other Brand Personifications Help Create VW’s Brand Image? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Speaks English, is “interviewed” about VW products, and is a friend Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Discussion Questions Pick three of your favorite food brands. Describe their personality. Do they have a gender? What personality traits do they have? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Product Anthropomorphism and Brand Personification Attributing human characteristics to objects Tony the Tiger and Mr. Peanut Brand Personification Consumer’s perception of brand’s attributes for a human-like character Mr. Coffee is seen as dependable, friendly, efficient, intelligent and smart. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 44 Chapter Five Slide

A Brand Personality Framework Figure 5.12 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Product Personality Issues Gender Some products perceived as masculine (coffee and toothpaste) while others as feminine (bath soap and shampoo) Geography Actual locations, like Philadelphia cream cheese and Arizona iced tea Fictitious names also used, such as Hidden Valley and Bear Creek Color Color combinations in packaging and products denotes personality Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Self and 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 . Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 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” Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 48 Chapter Five Slide

Makeup of the Self-Image Contains traits, skills, habits, possessions, relationships, and way of behavior Developed through background, experience, and interaction with others Consumers select products congruent with this image Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 49 Chapter Five Slide

Which Consumer Self-Image Does This Ad Target, and Why? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Actual self-image because it tells middle-age women who like their hair long to continue doing so. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Different Self-Images How consumers see themselves Actual Self-Image How consumer would like to see themselves Ideal Self-Image How consumers feel others see them Social Self-Image How consumers would like others to see them Ideal Social Self-Image How consumers expect to see themselves in the future Expected Traits an individual believes are in her duty to possess Out-to self Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Extended Self Possessions can extend self in a number of ways: Actually Symbolically Conferring status or rank Bestowing feelings of immortality Endowing with magical powers Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 53 Chapter Five Slide

Altering the Self-Image Consumers use self-altering products to express individualism by: Creating new self Maintaining the existing self Extending the self Conforming Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Virtual Personality You can be anyone… Gender swapping Age differences Mild-mannered to aggressive Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 55 Chapter Five Slide