- Consumer personality reflects individual differences that influence how consumers think and act. Personality is complex and consists of traits like innovativeness, materialism, and ethnocentrism. - While personality is generally consistent, life events can cause it to change over time. Various theories try to explain personality and its development. - Marketers can segment consumers and better target their products based on understanding personality traits and how they relate to consumer decision making. Consumers seek products that align with their self-image and allow them to express themselves.

1. -Is the study of consumers’ actions during searching for
purchasing , using evaluating, and disposing of a products
and services they expect it satisfy their needs.
-It explains how individual make decisions to spend their
available resources on goods that marketers offer for sales.

2. Personality
 Inner psychological characteristics that both
determine and reflect how we think and act.

3. The facets of personality
 1-Personality reflects individual differences
individuals personality are a unique combination of
factors , no two ind are exactly alike
-high ethnocentrism (willingness to accept foreign
made product)
-Low ethnocentrism (not reluctant to buy foreign
made product

4. 2-Personality is consisting and enduring
 Marketers’ can’t change consumer personalities to
conform their products.
 If they know which personality characteristics
influences specific consumers’ responses , they can
appeal to the relevant trait.

5. 3-Personality may Change
 Life events, marriage , birth, death of a parent, or a
change of job or profession would affect personality

6. Theories of personality

7. Neo Freudian theory
*Social relationships has a major effect on building
personality.
 Alfred Adler: human being is seeking to attain goals
called “STYLE OF LIFE” also efforts to overcome
feeling of inferiority by striving superiority.
 Harry Stack Sullivan , people continuously tend to
start significant and rewarding relationships with
other, spending efforts for reducing tension “anxiety”.

8. Karen Horney

9. Trait
 Personal characteristics that set one person apart from
another person.
 Specific tool is able to divide trait into 3 different kinds
1- innovativeness(how receptive a person is to new
consumer-related experiences).
2-materialism( the degree of the consumers’ attachment
to worldly possessions).
3-ethnocentrism(consumer’s likelihood to accept or
reject foreign-made product)

10. 1 innovativeness
 Innovativeness: the degree of consumer’s willingness
to adopt new products and services shortly after the
product is introduced.
 Innovators: the first to try new products, services,
because they are open to new ideas and practices.
Am not a brand loyal
looking for the last and
best
I enjoy buying and
trying new
technology
My friends ask me
before the purchase

11. Four motivational factors that
inspire consumer innovativeness.
 Functional factors: interest in the performance of an
innovation
 Hedonic factors: relate to feeling gratified by using the
innovation.
 Social factors: reflect the desire to be recognized by
others because of one’s pursuit of innovations.
 Cognitive factors: express the mental stimulation
experienced by using an innovation.

12. NOTE
 Studies showed that consumer innovativeness shaped
buying decisions to a greater degree than such a
factors as
- price
- consciousness
- value consciousness
- perceived price variation

13. Level of innovativeness
 Global innovativeness: trait exists independent of any
product-related context and represents the “very
nature” of consumers’ innovativeness .
 Domain-specific innovativeness: narrowly defined
activity within specific domain or product category
 Innovative behavior: early acceptance of change and
adoption of innovations

14. Dogmatism
 Degree of rigidity toward information and opinion
contradictory to one’s beliefs and views.
 Highly dogmatic : can’t accept unfamiliar and
opposing beliefs (tend to accept ads from authoritative
figures such as celebrities).
 Less dogmatic: readily considers unfamiliar or
opposing beliefs ( are more receptive to product
benefits).

15. Social character: Inner directed: consumer rely on their standards in
evaluating new products and are likely to be consumer
innovators (prefer ads that stress product features and
personal benefits.)
 Other directed: look to other for guidance as to what is
appropriate or inappropriate, prefer ads that feature
social acceptance and respond favorably to appeals
portraying social or group interactions.

16. Need for uniqueness
 Differentness relative to others that is achieved
through acquisition of consumer goods in order to
enhance one’s personal
 I STOP BUYING BRANDS WHEN EVERYBODY
STARTS TO BUY THEM
 BEING DIFFERENT IS MY TRADEMARK

17. Optimum stimulation level OSL
 Degree to which people like novel, complex and
unusual experiences(high OSL) more risks to try new
products and be innovative
 or prefer a simple, uncluttered and calm existence
(low OSL)

18. Sensation seeking
 Closely related to OSL
 High sensation
 ADVERTISEMENT FOR SENSATION SEEKING
CONSUMERS USE “BE…” AS ACUE FOR A SENSUAL
EXPERIENCE.

19. Variety and novelty seeking
 Trait similar to OSL, it consists of:
 Exploratory purchase behavior: switching brand to
explore new experience
 Vicarious exploration: consists of gathering
information about new and different product
alternatives.
 Use innovativeness using an already adopted product
in a new or novel way.

20. Need for cognition
Person’s craving for or enjoyment of thinking
High NFC respond to ads that contain a lot of product
related information and descriptions
Low attracted to the background or peropheral aspects
of an ad

21. Visualizers VS Verbalizers
 Written or by images
 Verbalizers prefer promotional messages containing a
lot of written, textual and verbal information
 Visualizers more receptor to pictorial images and
include
1- object vis: who encode and process images as a single
perceptual unit
2- spatial visualizers, who process images piece by
piece

22. Consumer materialism
 The extent to which individual is preoccupied with purchasing
and showing off non essential possessions mostly, ”luxury
goods”.
 Highly materialistic consumer:
1-self centered.
2- selfish.
3- live cluttered lives.
4-do not experience personal satisfaction from their possession
alone .
 Less materialistic consumer:
1-Interested in fulfilling experiences and enjoying them
2- not impressed by what others have
3- impressed about how to enjoy life

23. Fixated consumption
 Collectors’ and hobbyists’
 Tendency to accumulate items that are related to their
interests and show them off to individuals of same
interests
Characteristics:
1-Passion for and interest in the category of what they
collect
2-willingness to spend more effort in adding to collection
3- spending time and money for the collection
4-aggressively competing in auctions.

24. Compulsive consumption
 Addictive or out of control buying
 Alcoholism
 Eating disorder
 Drug addiction
 Gambling
 Uncontrollable shopping

25. Consumer Ethnocentrism
 The willingness to buy or not buy foreign-made
product
 High Ethnocentrism :consumer feel inappropriate to
buy foreign products
 Less ethnocentrism : consumer tend to evaluate
foreign made products “how good are they”.
Marketers targeted consumer
ethnocentrism by stressing
nationalistic themes ex. MADE
IN AMERICA

26. Personality and ColorColor Personality Link Marketing Insights
Blue 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"
Yellow Caution, novelty, temporary, warmth
Eyes register it fastest
Coffee in yellow can tasted "weak" Stops traffic
Sells a house
Green
Secure, natural, relaxed or
easygoing, 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

27. Red
Human, exciting, hot, passionate,
strong
Makes food "smell" better
Coffee in red can perceived as "rich"
Women have a preference for bluish red
Men have a preference for yellowish red
Coca-Cola "owns" red
Orange Powerful, affordable, informal Draws attention quickly
Brown Informal and relaxed, masculine,
nature
Coffee in a dark-brown can was 'too strong'
Goodness, purity, chastity,
White cleanliness, delicacy, refinement,
formality
Suggests reduced calories Pure and
wholesome food
Clean, bath products, feminine
Black Sophistication, power, authority,
mystery
Powerful clothing
High-tech electronics
Silver,
Gold, Regal, wealthy, stately Suggests premium price
Platinum

28. Product personality and gender
 How it is linked?
 In some cultures consumers may perceive coffee and
toothpaste to be masculine products
 Bath soap and shampoo are viewed as feminine

29. Website Personality
 4 personality characteristics of websites:
1. Intelligent: search able. Comprehensive, fast and
concise.
2. Fun: colorful, attractive , interactive and dynamic
3. Organized
4. Sincere: straight forward

30. The Self and Self-image
 Self image: the way person views herself or himself.
 Consumers select products that are consistent with
their self-image.
 Consumers have multiple “selves” because they act
differently in different situations.

31. 4 component of self-image.
1. Actual self-image : The way consumers see
themselves.
2. Ideal self-image: The way consumers would like to
see themselves.
3. Social self-image: The way consumers feel others see
them.
4. Ideal social self-image: The way consumers would
like others to see them.

32. The Extended Self
 Consumers’ can extend their self image after buying a
specific product
 1-actucally
 2-symbolically
 3-conferring status or rank
 4- feeling of immortality

33. Thank you
 Leon G. Schiffman, Joseph L. Wisenblit Consumer
Behavior 11th edition