CB--A5 Personality

8/7/2019 CB--A5 Personality

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PersonalityPersonality

y Inner psychological characteristics that determine &

reflect how a person responds to his / her environment .

y Personality evolves . Influenced by : Heredity , childhood experiences , social / environmental

influences


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Nature of PersonalityNature of Personalityy Reflects individuality

x Unique combination , basis for segmentation

y Enduringx

Personality of an individual is consistentx Is only one of the factors influencing behaviour

y Keeps evolvingx Due to life changing events

x Gradual, maturing process

y Personality stereotypes change over timex Women s personality . Are Men too changing ?


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Personality TheoriesPersonality Theories FreudianFreudian

y Unconscious needs especially biological / sexual ;

core of human motivation , Personality

y 3 interacting systems : Id , Superego , Ego

Id Instinctx Warehouse of primitive , impulsive drives

Superego Conscience

x Sees that individual satisfies needs in a socially acceptable manner

Ego Conscious controlx Internal monitor to balance impulsive demands of Id & socio

cultural constraints of Superego


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Personality TheoriesPersonality Theories FreudianFreudian

y Freud : Personality is formed as a person passesthrough a number of stages of child development

Adult personality is shaped by how satiated eachdevelopment stage was . E.g. Chewing habit

y Premise for consumer behaviour application

Consumers are largely unaware of true reasons forbuying . Role for subliminal factors

y YCS take

Our lives , personalities are shaped by experiences inearly development stagesx Parents unfulfilled desires , Value transfer , Anxieties / insecurities

, Divorced parents etc


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NeoNeo Freudian TheoryFreudian Theoryy Social aspects , relationships not instincts seen as

fundamental to personality development Emphasis on individuals desire to conquer anxiety

y Karen Horney focused on child - parent relationships

y 3 personality groups Compliant

x Those who move toward others

x Desire to belong , to be appreciated

Aggressive

x Those who move against othersx Desire to excel & win admiration , show off

Detached

x Those who move away from others

x Desire independence , self-reliance , individualism


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Trait TheoryTrait Theory

y Primarily quantitative orientation . Personalitymeasurement in terms of specific psychologicaltraits

y

Trait Any distinguishing relatively enduring way in

which one individual differs from another

y Personality traits

Innovation related

Cognitive factors

Materialism

Fixated consumption behaviour

Consumer ethnocentricism


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Innovation Related TraitsInnovation Related Traits

y Consumer innovativeness

Internet shoppers , more open to try new things

y Dogmatism

Conservative . Receptive to new trials with celebrity endorsementy Social character

Inner directed Outer directed continuum

x Inner directed more independent , innovative , prefer product feature ads

x Outer directed look for guidance , ads with approving social environment

y Need for uniqueness

Avoid conformity . Receptive to making unique choices


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Innovation Related TraitsInnovation Related Traits

y Optimum stimulation level ( OSL )

Some prefer simple clam existence , some novel ,unusual . Each one has a different level ( OSL )

High OSL consumers exhibit greater willingness to

risk

y Sensation seeking

Need for varied / novel experience . Willingness totake physical , social risk

y Variety / Novelty seeking Can be in terms of purchase behaviour or innovative

usage .Offering more options is an advantage


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Cognitive Personality FactorsCognitive Personality Factorsy Need for cognition

Measure of a persons craving for thinking

High NC people likely to respond to product info

section of the ad ; low NC prefer format , aesthetics

NC positively related to Internet usage

y Visualisers v/s verbalisers

Consumers who prefer visual v/s verbal information

y

Application in developing ads


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MaterialismMaterialism

y Consumer materialism

Consider possessions essential to their identities

Value acquisition / showing off , self centered , un

satiated quest / unending cravingy Fixated consumption behaviour

More evolved , into specific interest area

Deep passion , dedicated time , efforts , money

y Compulsive consumption behaviour Realm of abnormal behaviour , like addiction : Gambling

Impulsive buying , self gifting to influence moods


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Consumer EthnocentrismConsumer Ethnocentrism

y Predisposition toward accepting / not foreign

made products

y High ethnocentrism stresses on domestic goods

y Some consumers feel enamoured with goods

foreign

y This may vary with product categories ;

especially for goods associated with specific

countries


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Brand PersonalityBrand Personality

y Brand personality

Functional ( long lasting ) or symbolic ( athlete in us )

Internet rub off

xVisitors perceive brands on a website as modern , trustworthy

y Brand personification

Perceptions recast into a human character

5 defining dimensions

x Sincerity , excitement , competence , sophistication, ruggedness

Consumers develop relationship with brands some

times possessive : Beetle , Harley Davidson


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AssociationsAssociations

y Gender

Toothpaste , coffee as masculine , shampoo , soap as

feminine in a Chinese study

y

Geography Connotations of authenticity Hyderabadi Biryani

y Colour

Blue Royal , Black Rich , Red Strong , Pink - Feminine

Colgate Red & White


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Self ImageSelf Image

y Consumers express themselves through

choice of a brand .

Tend to buy product , closer to their self image

y Per roles in different situations , consumer

is likely to have multiple self images

Application in usage based segmentation


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Types of Self ImageTypes of Self Image

y Actual self image

How consumers see themselves

y Ideal self image

How consumers would like to see themselves

y Social self image How consumers feel , others see them

y Ideal social self image

How consumers would like others to see them

y Expected self image How consumers expect to see themselves at specified future time

y Ought to self image

Traits individual believes is his obligation tom possess


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Virtual PersonalityVirtual Personality

y On line chat rooms , without identification

y Opportunity to adorn a new identity in line

with the need , different for different groups

y Consumer may choose to switch to one of the

virtual personalities , over a period of time


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Documents

CB--A5 Personality