2. Objective of the Presentation
To Understand How Personality Reflects Consumers’
Inner Differences.
To Understand How Freudian, Neo-Freudian, and
Trait Theories Each Explain the Influence of
Personality on Consumers’ Attitudes and Behavior.
To Understand How Personality Reflects Consumers’
Responses to Product and Marketing Messages.
To Understand How Marketers Seek to Create Brand
Personalities-Like Traits.
To Understand How the Products and Services That
Consumers Use Enhance Their Self-Images.
3. WHAT IS PERSONALITY?
The inner psychological characteristics that both
determine and reflect how a person responds to his or
her environment
This definition focus on :
Specific qualities
Attributes
Factors
Mannerisms
4. 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.
Personality is a useful concept because it enables us to
categorize individuals into different groups on the basis
of one or even several traits.
Personality is consistent and enduring:
An individual’s personality tend to be both consistent
and enduring.
Personality is only one of a combination of factors that
influences how a consumer behaves.
5. 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.
6. 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
7. FREUDIAN THEORY
Freud believed that unconscious thoughts controlled
the conscious mind and this plays a significant role in
developing our personalities.
As per Freud, Personality is made up of 3 parts:
Id: Our primitive instincts or drives
Superego: Our urge to ‘do what is right’ – achieving
perfection
Ego: The ‘balance’ between the id and the superego
8. Superego
- Internalize society’s
rules, morals, ethics
- Restrains the impulsive
forces of the id
- Works contradictory to
ID
Ego
-Balancing between
Id and Superego
- Tries to balance
them according to
reality principle
Id
- Warehouse of
primitive desires
- Hunger, thirst, etc
-Immediate
gratifications
- No contact with
reality
Eg.: If you are
thirsty At Id level, U would
grab water from
anybody having a
water bottle.
At Ego level, U may
buy a water bottle or
any other drink.
At Superego level, U
ask the person for
water.
9. NEO-FREUDIAN PERSONALITY
THEORY
Neo Freudian’s are those who further developed
Freud’s ideas but presented new ways of looking at
personality.
Believed that individuals engage in constant adaption
and creative development, based on the environment.
Conscious mind and external factors are also
important influences on personality.
Social relationships are fundamental to the formation
and development of personality.
10. NEO-FREUDIAN APPROACH
• Individual’s efforts to overcome
feelings of inferiority.
Alfred
Adler
• Individual’s efforts to reduce
tensions such as anxiety.Carl Jung
• Impact of Child Parent relationship.
• Individual’s desire to conquer
feelings of anxiety.
Karen
Horney
11. KAREN HORNEY’S 3 PERSONALITY
GROUPS
Compliant
Individuals
• Are those who move towards others (they desire to be
loved, wanted and appreciated)
Aggressive
Individuals
• Are those who move against others (they desire to
duel and win admiration)
Detached
Individuals
• Are those who move away from others (they desire
independence, self-reliance, self-sufficiency, and
individualism or freedom from obligation)
12. TRAIT THEORY
This theory focuses on psychological characteristics.
Trait is defined as “Any distinguishing, relatively
enduring way in which one individual differs from
others”.
Focus on measurement of personality in terms of traits
Personality is linked to broad product categories and
NOT specific brands.
13. Personality and Understanding
Consumer Behavior
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
14. Personality and Understanding
Consumer Behavior
Consumer
innovativeness
Dogmatism
Social
character
Need for
uniqueness
Optimum
stimulation
level
Sensation
seeking
Variety-
novelty
seeking
15. CONSUMER INNOVATIVENESS
How receptive are consumers to new products,new
services or new practises?
Recent consumer research indicates a positive
ralationship between innovative use of the internet
and buying online.
16. DOGMATISM
Dogmatism is a personality trait that measures the
degree of rigidity that individual displays towards the
unfamilier and towards information that is contrary to
their established beliefs.
Consumer low in dogmatism are more likely to prefer
innovative products to established ones.
Consumer high in dogmatism are more accepting of
authority-based ads for new products.
17. SOCIAL CHARECTER
Social character is a personality trait continuum from
inner-directed to other-directed.
19. OPTIMUM STIMULATION LEVEL
Some people prefer a simple,uncluttered and calm
existence,although and others seem to preffered an
environment crammed with novel,complex and
unusual experiences.
Person with optimum stimulation levels are willing to
take risks,to try new products,new innovativeness,to
seek purchase related information and to accept new
retail facilities.
20. VARIETY-NOVELTY SEEKING
This is similar to OSL
Primary types are variety and novelty seeking
There appear to be many different types of variety
seeking:
Exploratory purchase behavior(e.g switching brands to
experience new and better alternatives).
Vicarious exploration(e.g where the consumer secures
an information about a new or different alternative and
then contempletes or even day dreams about the option)
and use innovativeness(e.g where a consumer uses an
already adopted product in a new and novel way).
21. The third form of variety in novelty seeking-use
innovativeness is particularly relevant to
technological.
22. Cognitive Personality Factors
Need for cognition (NFC)
It measures a person’s interest in rational thinking.
Individual with high NFC are more likely to respond to
advertisements rich in product and description.
Individual with low NFC are more likely to be attracted to
background or peripheral aspects of an advertisement and
are also more responsive to cool colours.
Visualizers v/s Verbalizers Personality Factors
A person’s preference for information presented visually
or verbally.
23. Visualizers v/s Verbalizers
Visualizers v/s Verbalizers:
Consumers who prefer visual information and products
that stress the visual.
Consumers who prefer written or verbal information and
products that stress the verbal.
It helps the marketers know whether to stress visual or
verbal elements in their advertisements.
24. From consumer materialism to
compulsive consumption
Consumer Materialism: The extent to which a person
is considered “materialistic”.
Fixed Consumption Behavior: Consumers fixated on
certain products or categories of products.
Compulsive Consumption Behavior: “Addicted” or
“Out-of-control” consumers.
25. MATERIALISTIC PEOPLE
Value acquiring and showing-off possessions.
Are particularly self-centered and selfish.
Seek lifestyles full of possessions.
Have many possessions that do not lead to greater
happiness.
26. FIXATED CONSUMPTION BEHAVIOR
Consumers have a deep interest in a particular object
or category.
They have a willingness to go to considerable lengths
to secure items in the category of interest.
Consumers have a dedication of a considerable
amount of discretionary time and money to search out
the product.
27. COMPULSIVE CONSUMPTION
BEHAVIOR
Consumers who are compulsive buyers have an
addiction; in some respects, they are out of control and
their actions may have damaging consequences to
them and to those around them. Examples:
If a person has some money, he cannot help but to
spend part or the whole of it.
A person often buys a product which he does not need
it, even knowing that he has very little money left.
28. BRAND PERSONALITY
Personality – like traits associated with brands.
Examples:
Maruti – Economical
Lux – beauty
Nike – Athelete
BMW – Performance driven
Brand personality which is strong and favorable will
strengthen a brand but not necessarily demand a price
premium.
29. BRAND PERSONALITY FRAMEWORK
Brand Personality
Sincerity
- Honest
- Cheerful
- Wholesome
Excitement
- Daring
- Spirited
- Imaginative
Competence
- Reliable
- Intelligent
- Successful
Sophistication
- Upper Class
- Charming
Ruggedness
- Outdoorsy
- Tough
This brand personality
framework shows five dimensions
of a brand personality. Consider
one of your favorite brands – how
does it map out on this
framework?
30. BRAND PERSONIFICATION
Recast consumers’ perception of the attributes of a
products or service into a human-like character.
Consumes express their inner feelings about products
or brands in terms of their association with known
personalities.
31. BRAND PERSONALITY ISSUES
Gender
Some products perceived as masculine (coffee and
toothpaste) while others as feminine (bath soap and
shampoo)
Color
Color combinations in packaging and products
denotes personality
32. 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.
33. • How consumers see themselvesActual 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
Self-Image
• Traits an individual believes are in
her duty to possess
Out-to self
DIFFERENT SELF-IMAGES
34. VIRTUAL PERSONALITY
There are many opportunities to create online “selves.”
For example:
whether it is a chat room,
Whether it is a character in an online role-playing game,
In a virtual world – people often pick identities that are
very different then their true selves.
