Consumer Behavior, Ninth Edition Schiffman & Kanuk

 Personality Theories  Cognitive Personality Factors  Consumption  Product Personality  The Self and Self-Image Copyright 2007 by Prentice Hall

 The inner psychological characteristics that both determine and reflect how a person responds to his or her environment Copyright 2007 by Prentice Hall

 Personality reflects individual differences  Personality is consistent and enduring  Personality can change Copyright 2007 by Prentice Hall

 Freudian theory  Unconscious needs or drives are at the heart of human motivation ▪ Id ▪ Warehouse of primitive or impulsive needs (i.e. thirst, hunger, sex) 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 2007 by Prentice Hall

 An individual’s personality is formed as he/she passes through a number of distinct stages of infant and child hood development  Oral  Anal  Phallic  Latent  genital Copyright 2007 by Prentice Hall

 Human drives are largely unconscious and that consumers are primarily unaware of their true reasons for buying what they buy Copyright 2007 by Prentice Hall

Potato Chips: Ambitious, successful, high achiever, impatient Tortilla Chips: Perfectionist, high expectations, punctual, conservational Pretzels: Lively, easily bored, flirtatious, intuitive Snack Crackers: Rational, logical, contemplative, shy, prefers time alone

 Many other researchers disagreed that personality is primarily instinctual and sexual in nature; thus they believed-  Neo-Freudian personality theory  Social relationships are fundamental to the formation and development of personality Copyright 2007 by Prentice Hall

 We seek rational goals to overcome feelings of inferiority  We continually attempt to establish relationships with others to reduce tensions  Karen Horney was interested in child-parent relationships and desires to conquer feelings of anxiety. Proposed three personality groups  Compliant: move toward others, they desire to be loved, wanted, and appreciated  Aggressive: move against others, they desire to win and excel admiration  Detached: move away from others, they desire independence, self-reliance, self-sufficiency and individualism or freedom from obligations Copyright 2007 by Prentice Hall

 Compliant: prefer name-brand products: Bayer Aspirin  Aggressive: prefer old spice deodorant over others because of its masculine image  Detached: prefer to be heavy tea drinkers because their desire not to conform/ not to be like other people. They tend not to be brand loyal as well

 Trait theory  Quantitative approach to personality as a set of psychological traits  Focus on psychological characteristics  Trait - any distinguishing, relatively enduring way in which one individual differs from another (i.e. self-confidence, self-esteem, impulsivity etc.)  Personality is linked to how consumers make their choices or to consumption of a broad product category - not a specific brand Copyright 2007 by Prentice Hall

 Innovativeness  The degree to which consumers are receptive to new products, new services, or new practices Copyright 2007 by Prentice Hall Consumer Innovators And Noninnovators

 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 Copyright 2007 by Prentice Hall Consumer Innovators And Noninnovators

 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  less likely to be innovators Copyright 2007 by Prentice Hall Consumer Innovators And Noninnovators

 Need for uniqueness  Consumers who avoid appearing to conform to expectations or standards of others Copyright 2007 by Prentice Hall Consumer Innovators And Noninnovators

 Optimum stimulation level  A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences  High OSL consumers tend to accept risky and novel products more readily than low OSL consumers. Copyright 2007 by Prentice Hall Consumer Innovators And Noninnovators

 Variety-novelty seeking  Measures a consumer’s degree of variety seeking  Examples include:  Exploratory Purchase Behavior  Use Innovativeness  Vicarious Exploration Copyright 2007 by Prentice Hall Consumer Innovators And Noninnovators

 Need for cognition (NC)  A person’s craving for enjoyment of thinking  Individual with high NC more likely to respond to ads rich in product information  Visualizers versus verbalizers  A person’s preference for information presented visually or verbally  Verbalizers prefer written information over graphics and images. Copyright 2007 by Prentice Hall

 Consumer materialism  The extent to which a person is considered “materialistic”  Fixated consumption behavior  Consumers fixated on certain products or categories of products  Compulsive consumption behavior  “Addicted” or “out-of-control” consumers Copyright 2007 by Prentice Hall

 Ethnocentric consumers feel it is wrong to purchase foreign-made products  They can be targeted by stressing nationalistic themes Copyright 2007 by Prentice Hall

This ad is designed to appeal to consumer ethno- centrism.

 Personality-like traits associated with brands  Examples  Purdue and freshness  Nike and athlete  BMW is performance driven  Levi’s 501 jeans are dependable and rugged  Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium Copyright 2007 by Prentice Hall

A Brand Personality Framework Figure 5.8

 Gender  Often used for brand personalities  Some product 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 2007 by Prentice Hall

Marketers often use a fictitious location to help with personality.

Commands respect, authority America’s favored color IBM holds the title to blue Associated with club soda Men seek products packaged in blue Houses painted blue are avoided Low-calorie, skim milk Coffee in a blue can perceived as “mild” Caution, novelty, temporary, warmth Eyes register it faster Coffee in yellow can perceived as “weak” Stops traffic Sells a house Secure, natural, relaxed or easy- going, living things Good work environment Associated with vegetables and chewing gum Canada Dry ginger ale sales increased when it changed sugar-free package from red to green and white BLUE YELLOW GREEN Table 5.10 The Personality-like Associations of Colors

Copyright 2007 by Prentice Hall Human, exciting, hot, passionate, strong Makes food “smell” better Coffee in a red can perceived as “rich” Women have a preference for bluish red Men have a preference for yellowish red Coca-Cola “owns” red Powerful, affordable, informal Draws attention quickly Informal and relaxed, masculine, nature Coffee in a dark-brown can was “too strong” Men seek products packaged in brown Goodness, purity, chastity, cleanliness, delicacy, refinement, formality Suggests reduced calories Pure and wholesome food Clean, bath products, feminine Sophistication, power, authority, mystery Powerful clothing High-tech electronics Regal, wealthy, stately Suggests premium price RED ORANGE BROWN WHITE BLACK SILVER, GOLD

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 Consumers have a variety of enduring images of themselves  These images are associated with personality in that individuals consumption relates to self-image Copyright 2007 by Prentice Hall

This product appeals to a man’s self- image.

 One or multiple selves  Makeup of the self-image  Extended self  Altering the self- image  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 2007 by Prentice Hall Issues Related to Self and Self-Image

 One or multiple selves  Makeup of the self - image  Extended self  Altering 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 2007 by Prentice Hall Issues Related to Self and Self-Image

Copyright 2007 by Prentice Hall Actual Self- Image Ideal Self-Image Ideal Social Self-Image Social Self-Image Expected Self-Image

 One or multiple selves  Makeup of the self-image  Extended self  Altering the self- image  Possessions can extend self in a number of ways:  Actually  Symbolically  Conferring status or rank  Bestowing feelings of immortality  Endowing with magical powers Copyright 2007 by Prentice Hall Issues Related to Self and Self-Image

 One or multiple selves  Makeup of the self-image  Extended self  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 2007 by Prentice Hall Issues Related to Self and Self-Image