4. Opening Vignette
Do you see yourself as beautiful?
Only1% of all women see themselves as beautiful... Because:
Most ads portray an ideal image that is unattainable
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6. The Nature of Personality
Personality reflects individual differences
Personality is consistent and enduring
Personality can change
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12. Need for Cognition (NC)
A person’s craving for enjoyment of thinking
High NC consumers are likely to:
– Relate better to written messages
– Want product-related information
– Spend more time processing print ads
– Enjoy using the internet to get information
B.Moghimi@yahoo.co.uk
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14. Theories of Personality – Cont’d
Trait theory
– Quantitative approach to personality as a set of
psychological traits
– Single-trait or multiple-trait theories
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30. Personality and Marketing Strategy
Identify relevant personality traits
Target consumers with the relevant personality traits
Develop promotional messages that appeal to consumers
with specific personality traits
Develop a personality for the brand
http://blogs.constantc
ontact.com/freshinsights/marketingstrategy-personality/
B.Moghimi@yahoo.co.uk
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39. Internet Insight: Virtual Self
Online individuals have an opportunity to try on
different personalities
Virtual personalities may result in different purchase
behaviour
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