Personality and Consumer Behaviour

Transcription

1 Study Unit 2 -Part 2 Personality and Consumer Behaviour Introduction In this presentation, you will learn: Personality Brand personalities

2 What is 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 Theories of Personality - 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

3 Theories of Personality - Neo-Freudian Personality Theory Neo-Freudian personality theory Social relationships are fundamental to the formation and development of personality Relationships are established to reduce feelings of inferiority or tensions (Alfred Adler and Harry Sullivan) Three personality groups Karen Horney s Three Personality Groups What is your personality group? Compliant Aggressive Detached Move toward others Soft and gentle Move against others Interested in sports Innovators and movers Move away from others Confident Theories of Personality - Trait Theory Trait theory Focus on measurement of personality in terms of traits Trait are any distinguishing, relatively enduring way in which one individual differs from another Personality is linked to broad product categories and NOT specific brands

4 Personality and Understanding Consumer Behaviour Consumer innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level (OSL) Sensation seeking Variety-novelty seeking Personality and Understanding Consumer Behaviour Consumer Innovativeness Willingness to innovate and try new products Dogmatism Resistance to the unfamiliar and information that is contrary to his or her own established beliefs Need for uniqueness Avoid conforming to expectations or standards of others

5 Personality and Understanding Consumer Behaviour Social character Inner-directedness: rely on own values when evaluating products Other-directednes: look to others for opinion Sensation seeking Need for varied, novel, and complex sensations and experience and willingness to take social and physical risks for the sensations Personality and Understanding Consumer Behaviour OSL 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 Variety-novelty seeking Measures a consumer s degree of variety seeking

6 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 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 Cognitive Personality Factors Visualisers vs. verbalisers A strong message generally combines verbal and visual indicators

7 From Consumer Materialism to Compulsive Consumption Materialistic consumers Acquire and show off possessions Self-centred and selfish Seek a lifestyle full of possessions Do not get greater personal satisfaction from possessions From Consumer Materialism to Compulsive Consumption Fixated consumption behaviour Avid collectors Characteristics Passionate interest a product category Willingness to go to great lengths to secure objects Dedication of time and money to collecting Compulsive consumption behaviour Addicted or out-of-control consumers

8 Consumer Ethnocentrism and Cosmopolitanism Ethnocentric consumers feel it is wrong to purchase foreign-made products because of the impact on the economy marketers play on nationalistic themes A cosmopolitan orientation would consider the world as their marketplace and would be attracted to products from other cultures and countries Brand Personality Personality-like traits associated with brands Brand personality which is strong and favourablewill strengthen a brand Brand Personality Sincerity Excitement Competence Sophistication Ruggedness Down-toearth Honest Wholesome Cheerful Daring Spirited Imaginative Up-to-date Reliable Intelligent Successful Upper class Charming Outdoorsy Tough

9 Product Personality Issues Gender Some products perceived as masculine (coffee and toothpaste) while others as feminine (face wash and shampoo) Geography Actual locations, like Katong laksa and Japanese mushrooms Fictitious names are also evoke a strong response Colour Colourcombinations in packaging and products denotes personality Self and Self Image Consumers have a variety of enduring images of themselves these images will affects consumption behaviour Make up of the multiple selves Contains traits, skills, habits, possessions, relationships, and way of behaviour Developed through background, experience, and interaction with others Consumers select products congruent with this image

10 Different Self Images Actual Self Image How consumers see themselves Ideal Self Image How consumer would like to see themselves Social Self Image How consumers feel others see them Ideal Social Self Image Expected Self Image Ought-to Self Image How consumers would like others to see them How consumers expect to see themselves in the future Traits an individual believes are in her duty to possess 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

11 The 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 Altering the Self Image Consumers use self-altering products to express individualism by: Creating new self Maintaining the existing self Extending the self Conforming

12 Summary In this presentation you have learned: Three personality theories Perceived self-image (or multiple self-images) Reflection Question A marketer of health food is attempting to segment a certain market on the basis of consumer self-image. Describe the four types of consumer self-images and discuss which one(s) would be most effective for the stated purpose.