Consumer behaviour 2e-CHAPTER 5 2e final.pptx

Consumer behaviour 2e-CHAPTER 5 2e final

1. CHAPTER FIVE: PERSONALITY

2. Learning objectives Define personality Explain the concept of African personality and how it fits in the wider personality discussion different viewpoints of personality Describe the psychoanalysis theory of personality L ist the five attributes of the Big 5 personality theory Explain how personality influences consumer behaviour Explain how ubuntu, as an African philosophy, affects consumers’ personality.

3. Key terms Big 5 Cardinal trait Culture Consumer Consumer behaviour Consumerism Customer M arket segmentation O CEAN Personality Personality theory P ost-purchase P re-purchase P sychological S kothane T rait Ubuntu .

4. 5.1 Introduction Personality S pecific internal divisions between people N ot tangible V ariations in patterns of thinking; mannerisms; habits and actions Personality traits Western-oriented frameworks limited in our contexts, ubuntu not given sufficient attention. Source: http://blog.lib.umn.edu/vanm0049/psy1001section08spring2012/personality.jpg accessed on 3 July 2013.

5. 5.1 Introduction (cont.). In this chapter, the goal is to sensitise students to the following: The relationship between personality and consumer behaviour African philosophies on personality The use of African philosophies to both understand and explain a multitude of consumer behaviours in South Africa. LISTEN: ‘The School of Greatness Podcast with guest, Chris Lee: ‘’ How to influence and inspire people by mastering the personality matrix ”, accessible from: https://lewishowes.com/podcast/build-relationships-chris-lee-personality-matrix/ (last accessed on 11 January 2018).

6. 5.2 Personality defined Personality consists of internal, personal, non-visible characteristics that both distinguish people from one another AND classify individuals into collectives Collection of individuals with similar behaviours referred to as a market segment. Personality difficult to measure We can use personality traits to explain behavioural patterns: P eople sharing behaviours = market segment Distinctiveness of individual consumers also accounted for.

7. 5.2 Personality defined (cont.).

8. 5.2 Personality defined (cont.). 5.2.1 Why is personality important in the study of consumer behaviour? Behaviour is stable over time, thus behavioural patterns are predictable Retailers and marketers must reliably and accurately measure, anticipate and predict consumer behavior Design unique market offerings for specific market segments Thus increasing the marketing efficiency of a business.

9. 5.2 Personality defined (cont.). 5.2.1 Why is personality important in the study of consumer behaviour? (cont.). Three fundamental principles of contemporary marketing thought: Profit maximisation Market segmentation Consumerism.

10. 5.2 Personality defined (cont.).

11. 5.2 Personality defined (cont.). 5.2.2 Personality as a predictor of behavior Economic man hardly exists Multiple factors influence consumer decision-making Sociological and psychological factors are most valid For example: Skothane .

12. 5.3 Where does personality come from and how does it develop? 5.3.1 Trait theories of personality P ersonality trait: individuals qualities, pattern of behaviour, thought and emotion; stable and constant .

13. 5.3 Where does personality come from and how does it develop? 5.3.1 Trait theories of personality (cont.) Allport’s trait theory Cardinal traits Central traits Secondary traits

14. 5.3 Where does personality come from and how does it develop? 5.3.1 Trait theories of personality (cont.). Cattell’s source traits 1941 Factor analysis 16PF Refer to Table 5.3 in class discussion.

15. 5.3 Where does personality come from and how does it develop? 5.3.1 Trait theories of personality (cont.). Five-factor model of personality

16. 5.3 Where does personality come from and how does it develop? (cont.). 5.3.1 Trait theories of personality (cont.). Why are trait theories of personality the most commonly used approach to explaining personality? Easy to use Versatility and wide application Availability of measurement scales.

17. 5.3 Where does personality come from and how does it develop? (cont.). 5.3.2 Psychoanalysis Sigmund Freud Behaviour is an outcome of wishes, desires and feelings (conscious and unconscious) Seeks to establish the source of the behaviour Two important assumptions: Personality is formed through interplay of id, ego and superego Early childhood years shape personality.

18. 5.3 Theoretical viewpoints of consumer personality (cont.). Source: http://intelligentleaders.files.wordpress.com/2012/10/psychodynamics.jpg on 3 July 2013 .

19. 5.3 Where does personality come from and how does it develop? (cont.). 5.3.2 Psychoanalysis (cont). Freud’s structure of personality Id Ego Superego Unconscious and impulsive Decision-making Moderated by external world Influenced by social and moral values Libido Ego Aggression Reason socially acceptable ways to satisfy the id (balance id and superego) Steers id away from pleasure-seeking behaviours; sensitises the ego to society’s expectations First component of personality to develop Develops around 3-5 years of age Most influenced by external forces Most targeted by marketing efforts

20. Source: http://blog.visrez.com/wp-content/uploads/2011/11/website-visitor-personality-types.jpg accessed on 2 July 2013.

21. 5.4 Personality: Some African perspectives Vast majority of African and South African consumers do not necessarily subscribe to Western values, norms and ways of life Personality is shaped by societal and cultural contexts Many young African consumers seek creative ways to express their Africanness within a globalised world. WATCH: “KAYA FM Afropolitan video”, accessible from https://www.youtube.com/watch?v=C7Xl-k1Go04 (last accessed on 12 January 2019).

22. 5.4 Personality: Some African perspectives (cont.). For example, dual wedding practice Traditional African wedding (with lobola) “White wedding” An act of ego Compromise with the id Avoidance of unpleasant stimuli Not to anger the ancestors Maximisation of pleasure Express love in less traditional ways.

23. 5.4 Personality: Some African perspectives (cont.). Cannot divorce people’s belief in ancestors from their behavior “Man (male and female) is the priest of the universe” Striving for harmonious relations with self, others and surrounding environment Ubuntu: African behavioural trait Also known as Unhu Moral principle Compassion for humanity.

24. 5.4 Personality: Some African perspectives (cont.). 5.4.1 Ubuntu and its implications for consumers’ personality

25. 5.4 Personality: Some African perspectives (cont.). 5.4.1 Ubuntu and its implications for consumers’ personality (cont.). The payment of “black tax” has led to the development of “black tax” products: FNB funeral plan (caters for 21 individuals – i.e. large families AVBOB funeral and insurance services offers free transportation of the deceased to anywhere in South Africa Standard Bank offers loans specific to the payment of lobola. READ: “ 2017 South African Lobola Survey Results (Must See) #GeniusLevel #MoneyMonday”, accessible from: https://www.geniuslevels.com/2017/07/2017-south-african-lobola-survey-results-must-see-geniuslevel-moneymonday/ (last accessed on 12 January 2019.

26. Consumer behaviour in reality Case study: “Brands have personalities too” Clip-to-case: “Brand personality ” https://www.investopedia.com/terms/b/brand-personality.asp

27. Summary