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Psychological Factors of Consumer Behaviour: Personality
What is Personality
• The inner psychological characteristics that determine and reflect how a person responds to his or her environment– Personality reflects individual differences– Personality is consistent and enduring– Personality can change
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
Freudian Theory
Freudian Theory
• Id– Warehouse of primitive or instinctual needs for which individual
seeks satisfaction– Morals, beliefs, goodness, and even evil are non-existent to the
knowledge of the primitive id
• Superego– Individual’s internal expression of society’s moral and ethical
codes of conduct– The superego is simply our conscious. It is driven by authorities,
parents, and other moral officials in society. Its main purpose is to ensure the “limitations of satisfactions” of the id
• Ego– Individual’s conscious control that balances the demands of the
id and superego
Freudian Theory and Personality (Product)
• Consumer researchers using Freud’s personality theory see consumer purchases as a reflection and extension of the consumer’s own personality
Freudian Theory
• Emphasis on sexual urges as a primary motivator
• Personality is entirely shaped by early childhood experiences
• Objection to Freudian Theory;– Freud's negative view of human nature – Freud's lack of emphasis on social and cultural
influences on behavior and personality
Neo-Freudian Personality Theory
• Neo-Freudian theories. – These are essentially revisions of Freud's theory– They stress the influence of socio-cultural factors in
personality development.
• Several personality theories are collectively referred to as neo – Freudian theories– Carl Jung– Alfred Adler– Erik Erikson– Karen Horney– Erich Fromm
Neo-Freudian Personality Theory
• People seek goals to overcome feelings of inferiority
• People continually attempt to establish relationships with others to reduce tensions
Neo-Freudian Personality Theory
Karen Horney proposed three personality groups:• Compliant
– Needs that move you towards others – desire to be loved, wanted, and appreciated
• Aggressive – Need that move you against others
• Detached – Need that you move away from others
• Individuals utilize all three of these strategies, shifting focus depending on internal and external factors
Trait Theory
• Personality theory with a focus on psychological characteristics
• Trait– any distinguishing, relatively enduring way in
which one individual differs from another
• Personality is linked to how consumers make their choices– to consumption of a broad product category
• not a specific brand
Trait Theory
1. Innovativeness
2. Dogmatism
3. Social character
4. Need for uniqueness
5. Optimum stimulation level
6. Variety-novelty seeking
• The degree to which consumers are receptive to new products, new services, or new practices
Trait Theory
• Innovativeness• Dogmatism• Social character• Need for uniqueness• Optimum stimulation
level• Variety-novelty
seeking
• 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
Trait Theory
• Innovativeness• Dogmatism• Social character• Need for uniqueness• Optimum stimulation
level• Variety-novelty
seeking
• 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
Trait Theory
• Innovativeness• Dogmatism• Social character• Need for uniqueness• Optimum stimulation
level• Variety-novelty
seeking
• Consumers who avoid appearing to conform to expectations or standards of others
Trait Theory
• Innovativeness• Dogmatism• Social character• Need for uniqueness• Optimum stimulation
level• Variety-novelty
seeking
• 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.
Trait Theory
• Innovativeness• Dogmatism• Social character• Need for uniqueness• Optimum stimulation
level• Variety-novelty
seeking
• Measures a consumer’s degree of variety seeking
• Examples include:– Exploratory Purchase
Behavior– Use Innovativeness– Vicarious Exploration
Cognitive Personality Factors
• 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.
Consumer Materialism to Compulsive Consumption
• Consumer materialism
• Fixated consumption behavior
• Compulsive consumption behavior
• The extent to which a person is considered “materialistic”
• Consumers fixated on certain products or categories of products
• “Addicted” or “out-of-control” consumers
Consumer Materialism
Compulsive Buying• When I have money, I cannot help
but spend part or the whole of it.
• I am often impulsive in my buying behavior.
• As soon as I enter a shopping center, I have an irresistible urge to go into a shop to buy something.
• I am one of those people who often responds to direct mail offers.
• I have often bought a product that I did not need, while knowing I had very little money left.
Consumer Ethnocentrism
• Ethnocentric consumers feel it is wrong to purchase foreign-made products
• They can be targeted by stressing nationalistic themes
Brand Personality
• Personality-like traits associated with brands• Examples
– Liril and freshness– Nike and athlete– IIM’s are performance driven– Ruf & Tuf Jeans are dependable and rugged
• Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium
Brand Personality
Brand Personality Framework
Brand Personality
Brand Personality
Product Personality Issues• Gender
– Often used for brand personalities
– Some product perceived as masculine while others as feminine
• Geography– Actual locations like Banarasi
Saree and Karachi Halwa– Fictitious names also used
such as Hidden Valley and Church Gate
• Color– Color combinations in
packaging and products denotes personality
Colour of Personality
Personality Associations of Colors
BLUEBLUE Commands respect, authority
•IBM holds the title to blue•Men seek products packaged in blue•Houses painted blue are avoided•Low-calorie, skim milk
RED Human, exciting, hot, passionate, strong
•Makes food “smell” better
•Coca-Cola “owns” red
YELLOWYELLOW Caution, novelty, temporary, warmth
•Eyes register it faster
•Sells a house
Personality Associations of Colors
ORANGEORANGE Powerful, affordable, informal
•Draws attention quickly
WHITE Goodness, purity, chastity, cleanliness, delicacy, refinement, formality
•Suggests reduced calories•Pure and wholesome food•Clean, bath products, feminine
GREENGREEN Secure, natural, relaxed or easy- going, living things
•Good work
•environment
•Associated with vegetables
Personality Associations of Colors
Brown
Informal and relaxed, masculine, nature
•Coffee in a dark-brown can was “too strong”
SILVER / GOLD
Regal, wealthy, stately
•Suggests premium price
BLACK Sophistication, power, authority
•Powerful clothing•High-tech electronics
Self and Self-Image
• Consumers have a variety of enduring images of themselves
• These images are associated with personality
• Individuals consumption relates to self-image
Self Image
Marketing Concept
• One or multiple selves
• Makeup of the self-image
• Extended self• Altering the self-
image
• Same consumer acts differently in different situations or with different people
• People have a variety of social roles
• Marketers can target products to a particular “self”
Different Situations Different Products
Marketing Concept
• 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 their image
Enhancing Product Image
Marketing Concept
• 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
Product as an Extended Self
Marketing Concept
• 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
Altering Self Image
Bibliography• Lindquist, Jay D. and Sirgy, M Joseph. Consumer Behaviour. New Delhi: Cenage Learning India
Private Limited, 2009.• Hawkins, Del I., Best, Roger J., Coney, Kenneth A. and Mookerjee, Amit. Consumer Behaviour:
Building Marketing Strategy. Ninth Edition New Delhi: Tata McGraw-Hill Publishing Company Limited, 2007.
• Schiffman, Leon G. and Kanuk, Leslie L. Consumer Behaviour. Ninth Edition. New Delhi: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009.
• Loudon, David L. and Della Britta, Albert J. Consumer Behaviour. Fourth Edition. New Delhi: Tata McGraw-Hill Publishing Company Limited, 2002.
• Assael, Henry. Consumer Behaviour: A Strategic Approach. New Delhi: Biztantra, An Imprint of Dreamtech Press. By arrangement with Houghton Mifflin Co., USA, 2009.
• Khan, Martin. Consumer Behaviour. Second Edition. New Delhi: New Age International (P) Limited, 2004.
• Nair, Suja R. Consumer Behaviour in Indian Perspective. Mumbai: Himalya Publishing House, 2007.
• Kumar, S Ramesh. Consumer Behaviour and Branding: Concepts Reading and Cases. Noida: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009.
• Gupta, S.L. and Pal Sumitra. Consumer Behaviour: An Indian Perspective. New Delhi: Sultan Chand & Sons, 2001.
• Datta, Debraj and Datta Mahua. Consumer Behaviour & Advertising Management. Delhi: Vrinda Publications (P) Ltd., 2009.
• Acknowledgements: for images and advertisement frames.– Sahara India, Cadbury India, Pepsi, HUL, Project Tiger, Bacardi, Nokia India, Nerolac, Sony India– realbollywood.com, beaconhillacademy.org, leftwingconspiracy.com, anunews.net
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