Chapter 5 Personality

Trait theory “Trait is any distinguishing, relatively enduring way in which one individual differs from another” Trait theory focuses on the measurement of personality in terms of specific psychological characteristics called traits

Single trait personality tests There are certain tailor made personality tests that measure one trait only Some of them are discussed below Consumer innovativeness : how receptive is a person to new experiences Consumer materialism : The degree of attachment of a person to worldly objects Consumer ethnocentrism : The consumer’s likelihood to accept or reject foreign made products

Consumer innovativeness and related personality traits Innovativeness can be further studied in terms of 1. Global innovativeness – indicates very nature of consumer’s innovativeness 2. Domain specific innovativeness – a more narrowly defined activity within a specific domain or product category 3. Innovative behaviour – a pattern of actions or responses that indicate early acceptance of change and adoption of innovations

Consumer innovativeness and related personality traits Dogmatism : degree of rigidity Social character : inner directed (focus on inner values) v/s other directed (looks at others for direction) Need for uniqueness Optimum stimulation level Sensation seeking Variety novelty seeking – 1. Exploratory purchase – switching brands for experience 2. Vicarious exploration – securing information about a new or different prodcut 3. Use innovativeness – using already adopted product in a new or novel way

Cognitive Personality Factors Need for Cognition Visualizes versus Verbalisers

Consumer Materialism It ranges from consumer materialism to fixated consumption to consumer compulsive behavior Materialistic person – 1. They value acquiring and showing off possessions 2. They are self centred and selfish 3. They seek life style full of possessions 4. Their many possessions do not give them greater personal satisfaction

Brand Personality Consumer believe that the brand that they consume has descriptive personality like traits or characteristics Brand personification – where marketers try to recast consumers perceptions of the attributes of a product or service into a human like character

Self Image and Self Self image is an enduring image that people have about themselves Based on habits, traits, skills, relationships Types: Actual(how consumers see themselves) Ideal (how people want to see themselves) Social (how consumers feel others see them) Ideal social(how consumers like others to see them) Expected self (how do people want to see themselves in the future)and ought to self (how people are expected to be due to their duties or obligations) Extending the self and altering the self