Personality 5 RANA

7/21/2019 Personality 5 RANA

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CHAPTER 5CHAPTER 5

PERSONALITYPERSONALITY

ANDAND

CONSUMER BEHAVIORCONSUMER BEHAVIOR



WHAT IS PERSONALITY?

Personalit !an "e #e$ne# as t%ose inner&s!%olo'i!al !%ara!teristi!s t%at "ot%#eter(ine an# re)e!t %o* a &erson res&on#sto %is or %er en+iron(ent,

Inner !%ara!teristi!s - s&e!i$! ./alities0attri"/tes0 traits0 1a!tors an# (anneris(s t%at#istin'/is% one in#i+i#/al 1ro( ot%ers,



T%e Nat/re o1 Personalit

2, Personalit re)e!ts in#i+i#/al

#i3eren!es

4, Personalit is !onsistent an# en#/rin'

, Personalit !an !%an'e



THEORIES O6 PERSONALITY

6re/#ian T%eor

A!!or#in' to Si'(/n# 6re/#7s psychoanalytictheory of personality 0 /n!ons!io/s nee#s or#ri+es are at t%e %eart o1 %/(an (oti+ation an#&ersonalit,

Base# on %is analsis0 6re/# &ro&ose# t%at t%e%/(an &ersonalit !onsists o1 t%ree intera!tin'sste(s,



ID

8Sste( 29

E:O

8Sste( 9

SUPERE:O8Sste( 49

Ware%o/se o1 "asi!&%siolo'i!al nee#s

In#i+i#/al7s internale;&ression o1so!iet7s (oral <et%i!al !o#es o1!on#/!t

In#i+i#/als!ons!io/s !ontrol*%i!% 1/n!tions as

an internal (onitor



Neo=6re/#ian Personalit T%eor

Neo=6re/#ians "elie+e# t%at social relationships are 1/n#a(ental to t%e 1or(ation an#

#e+elo&(ent o1 &ersonalit,

Alfred Adler +ie*e# %/(an "ein's as see>in'to attain +ario/s rational 'oals 8stle o1 li1e9,

He also &la!e# (/!% e(&%asis on t%ein#i+i#/al7s e3orts to o+er!o(e 1eelin's o1in1eriorit,



Karen Horney &ro&ose# t%at in#i+i#/als "e!lassi$e# into t%ree &ersonalit 'ro/&s -

Complaint individuals = W%o (o+e to*ar#

ot%ers

Aggressive individuals - W%o (o+e a'ainstot%ers

Detached individuals - W%o (o+e a*a 1ro(ot%ers



Trait T%eor

Trait t%eor 1o!/ses on t%e (eas/re(ent o1&ersonalit in ter(s o1 s&e!i$! &s!%olo'i!al!%ara!teristi!s0 !alle# trait0 " *%i!% onein#i+i#/al #i3ers 1ro( anot%er,

Cons/(er inno+ati+eness Ho* re!e&ti+e a &erson

to ne* e;&erien!es

Cons/(er (aterialis( T%e #e'ree o1

!ons/(er7s atta!%(ent to&ossessions

Cons/(er et%no!entris( T%e !ons/(er7s

li>eli%oo# to a!!e&t or ree!t

1orei'n= (a#e &ro#/!ts



PERSONALITY AND UNDERSTANDIN:CONSUMER DIVERSITY

How personality inuences consumption behavior -

Un#erstan#in' t%is >no*le#'e %el&s (ar>eter tose'(ent an# tar'et t%ose !ons/(ers *%o are li>elto res&on# &ositi+el to t%eir &ro#/!t@ser+i!e!o((/ni!ations,

T%ere are se+eral s&e!i$! &ersonalit traits *%i!%&ro+i#e insi'%ts a"o/t !ons/(er "e%a+ior,



2, Cons/(er inno+ati+eness an#relate# &ersonalit traits

Consumer innovativeness

Meas/rin' t%e le+el o1 !ons/(er inno+ati+eness&ro+i#e i(&ortant insi'%ts a"o/t t%e nat/re an#"o/n#aries o1 a !ons/(er7s *illin'ness toinno+ate,

DogmatismIt (eas/res t%e #e'ree o1 ri'i#it 8+ers/so&enness9 t%at in#i+i#/als #is&la to*ar# t%e/n1a(iliar0 in1or(ation t%at is !ontrar to t%eir o*n

esta"lis%e# "elie1,



Hi'%l #o'(ati! !ons/(er

A&&roa!%es t%e /n1a(iliar #e1ensi+el an# *it%!onsi#era"le #is!o(1ort an# /n!ertaint

Sele!ts esta"lis%e# &ro#/!t alternati+es0 not inno+ati+e

Ten# to "e (ore re!e&ti+e to a#s 1or ne* &ro#/!ts@ser+i!est%at !ontain an a&&eal 1ro( an a/t%oritati+e $'/re

Lo* #o'(ati! !ons/(er

Rea#il !onsi#ers /n1a(iliar or o&&osin' "elie1s

Pre1ers inno+ati+e &ro#/!ts0 not esta"lis%e#alternati+es

See( to "e (ore re!e&ti+e to a#s t%at stress 1a!t/al

#i3eren!es0 &ro#/!t "ene$ts < ot%er &ro#/!t=/sa'ein1or(ation



Social character

So!ial !%ara!ter is a &ersonalit trait t%at ran'es on a

!ontin//( 1ro( inner=#ire!te#ness to ot%er=#ire!te#ness,

Inner=#ire!te# !ons/(ers 8Cons/(er inno+ators9 -

Rel on t%eir o*n inner +al/es an# stan#ar#s ine+al/atin' ne* &ro#/!ts

Pre1er a#s t%at stress &ro#/!t 1eat/res an# &ersonal"ene$ts

Ot%er=#ire!te# !ons/(ers -

Loo> to ot%ers 1or #ire!tion on *%at is ri'%t or *ron'

Pre1er a#s t%at 1eat/re an a&&ro+in' so!ial

en+iron(ent or so!ial a!!e&tan!e



Need for uniqueness

6or &eo&le *%o see> to "e /ni./e0 !on1or(it toot%ers7 e;&e!tations or stan#ar#s is so(et%in' to"e a+oi#e#,

Sensation seeking

Sensation see>in' is a trait !%ara!terie# "=

T%e nee# 1or +arie#0 no+el an# !o(≤

sensations an# e;&erien!es

T%e *illin'ness to ta>e &%si!al an# so!ial ris>s1or t%e sa>e o1 s/!% e;&erien!es



Variety-novelty seeking

E;&lorator &/r!%ase "e%a+ior = S*it!%in'"ran#s to e;&erien!e ne* an# &ossi"l "etteralternati+es,

Vi!ario/s e;&loration = Se!/rin' in1or(ationa"o/t a ne* or #i3erent alternati+es an# t%en!onte(&latin' or e+en #a#rea(in' a"o/t t%e

o&tion,

Use inno+ati+eness =Usin' an alrea# a#o&te#&ro#/!t in a ne* *a,





Visualizers versus verbalizers

Vis/aliers = Cons/(ers *%o &re1er +is/al

i(a'es or (essa'es as so/r!es o1in1or(ation

Ver"aliers = Cons/(ers *%o &re1er *ritten or

+er"al in1or(ation



, 6ro( !ons/(er (aterialis( to!o(&/lsi+e !ons/(&tion

Consumer materialism

Materialis( #istin'/is%es "et*een in#i+i#/als *%o

re'ar# &ossessions as essential to t%eir i#entitiesan# t%ose 1or *%o( &ossessions are se!on#ar,

C%ara!teristi!s o1 (aterialisti! &eo&le -

a, Val/e a!./irin' an# s%o*in' o3 &ossessions

", Sel1=!entere# an# sel$s%

!, See> li1estles 1/ll o1 &ossessions

#, Personal #issatis1a!tion *it% t%eir &ossessions



Fixated consumtion behavior

6i;ate# !ons/(ers #o not >ee& t%eir o"e!ts or&/r!%ases o1 interest a se!ret an# t%eirin+ol+e(ent is o&enl s%are# *it% ot%ers *%o%a+e a si(ilar interest,

C%ara!teristi!s o1 $;ate# !ons/(ers -

a, A #ee& interest in a &arti!/lar o"e!t or&ro#/!t !ate'or

", A *illin'ness to se!/re a##itional e;a(&les o1t%e o"e!t or &ro#/!t !ate'or o1 interest

!, T%e #e#i!ation o1 a !onsi#era"le a(o/nt o1#is!retionar ti(e an# (one to sear!%in' o/tt%e o"e!t or &ro#/!t



Comulsive consumtion behavior

Co(&/lsi+e !ons/(&tion is in t%e real( o1a"nor(al "e%a+ior - an e;a(&le o1 t%e #ar> si#e

o1 !ons/(&tion,

Cons/(ers *%o are !o(&/lsi+e %a+e ana##i!tion so(eti(es0 t%e are o/t o1 !ontrol an#

t%eir a!tions (a %a+e #a(a'in' !onse./en!esto t%e( an# to ot%ers,



, Cons/(er et%no!entris(Res&onses to 1orei'n (a#e &ro#/!ts

Et%no!entris( +ar " !o/ntr an# &ro#/!t,

Mar>eters tar'et et%no!entri! !ons/(ers in annational (ar>et " stressin' a nationalisti!t%e(e in t%eir &ro(otional a&&eal,

Mar>etin' (i; strate' !an "e /se# to (ana'eCOE,



Mar>etin

' (i;

Product

Price

Place

Promotion

Positi+e

Emphasize madein!

Premium price

E"clusive locations

Country image#ation sponsored

Ne'ati+e

Emphasize brandname

$ow price to attract

Establish supply

chain partners

%rand image&anufacturesponsored



BRAND PERSONALITY

%rand personi'cation

Re!astin' !ons/(ers7 &er!e&tion o1 t%e attri"/tes

o1 a &ro#/!t@ser+i!e into a %/(an=li>e !%ara!ter,

Product personality and gender

A &ro#/!t &ersonalit 1re./entl en#o*s t%e&ro#/!t or "ran# *it% a 'en#er,

Pro#/!t an# ser+i!es are +ie*e# " !ons/(ers as%a+in' 'en#er,



Product personality and geography

Certain &ro#/!ts0 in t%e (in# o1 !ons/(ers0

&ossess a stron' 'eo'ra&%i!al asso!iation,

B e(&loin' 'eo'ra&% in t%e &ro#/!t7s

na(e0 t%e &ro#/!t7s (an/1a!t/rer !reates a'eo'ra&%i! &ersonalit,

Personality and color Cons/(ers ten# to asso!iate &ersonalit1a!tors *it% s&e!i$! !olors,

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Personality 5 RANA