Personality and consumer behavior

Personality and consumer behavior

1. Personality and Consumer Behavior Prof. Abhipsa Mishra, CB

2. Learning Objectives To Understand How Personality Reflects Consumers’ Inner Differences . To Understand How Freudian, Neo-Freudian, and Trait Theories Each Explain the Influence of Personality on Consumers’ Attitudes and Behavior . To Understand How Personality Reflects Consumers’ Responses to Product and Marketing Messages . Personality and Consumer Behavior I Prof. Abhipsa Mishra

3. Learning Objectives ( contd..) To Understand How Marketers Seek to Create Brand Personalities -Like Traits. To Understand How the Products and Services That Consumers Use Enhance Their Self-Images . To Understand How Consumers Can Create Online Identities Reflecting a Particular Set of Personality Traits. Personality and Consumer Behavior I Prof. Abhipsa Mishra

4. Personality and it’s nature Personality refers to the relatively enduring characteristics that differentiate one person from another and that lead people to act in a consistent and predictable manner, both in different situations and over extended periods of time. The Nature of Personality: Personality reflects individual differences Personality is consistent and enduring Personality can change Personality and Consumer Behavior I Prof. Abhipsa Mishra

5. Discussion Questions How would you describe your personality ? How does it influence products that you purchase? Personality and Consumer Behavior I Prof. Abhipsa Mishra

6. 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 Personality and Consumer Behavior I Prof. Abhipsa Mishra

7. Freudian Theory Id: Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction Superego: Individual’s internal expression of society’s moral and ethical codes of conduct Ego: Individual’s conscious control that balances the demands of the id and superego Personality and Consumer Behavior I Prof. Abhipsa Mishra

8. Freud’ s Theory: “ The ID ” The id uses the most primitive of thinking process. Basic biological urges (e.g., hunger, self-protection). Operates on the Pleasure Principle. Seeks pleasure and avoids pain: “ I want what I want NOW! ” The id operates completely at an unconscious level. No direct contact with reality . Personality and Consumer Behavior I Prof. Abhipsa Mishra

9. Freud’s Theory : “ The Superego ” Superego: the moral part of personality. Internalized rules of parents and society. Superego consists of two parts: Conscience: “ notions of right/wrong. ” Ego Ideal: “ how we ideally like to be. ” Superego: constrains us from gratifying every impulse (e.g., murder) because they are immoral, and not because we might get caught. It is partly conscious, partly unconscious. Personality and Consumer Behavior I Prof. Abhipsa Mishra

10. Freud ’ s Theory : “ The Ego ” The ego consists of a conscious faculty for perceiving and dealing intelligently with reality. The ego acts as a mediator between the id and the superego. The ego is partly conscious. Deals with the demands of reality. Makes rational decisions. Personality and Consumer Behavior I Prof. Abhipsa Mishra

11. Freud ’ s Theory: Defense Mechanisms Repression : Pushing unacceptable and anxiety-producing thoughts into the unconscious; involves intentional forgetting but not consciously done; repressed material can be memories or unacceptable impulses. Regression : acting in ways characteristic of earlier life stages/earlier stage of personality . Personality and Consumer Behavior I Prof. Abhipsa Mishra

12. Reaction formation: replacing an anxiety-producing feeling with its exact opposite, typically going overboard; repressed thoughts appear as mirror opposites . Rationalization: creating false but believable excuses to justify inappropriate behavior; real motive for behavior is not accepted by ego . Freud ’ s Theory: Defense Mechanisms Personality and Consumer Behavior I Prof. Abhipsa Mishra

13. Denial: claiming and believing that something which is actually true is false. Displacement : redirecting emotional feelings (e.g., anger) to a substitute target; involves directing unacceptable impulses onto a less threatening object/person . Freud ’ s Theory: Defense Mechanisms Personality and Consumer Behavior I Prof. Abhipsa Mishra

14. Projection: attributing one ’ s own unacceptable feelings or beliefs to others; perceiving the external world in terms of one ’ s own personal conflicts. Sublimation : substitute socially acceptable behavior for unacceptable impulses . Freud ’ s Theory: Defense Mechanisms Personality and Consumer Behavior I Prof. Abhipsa Mishra

15. Neo-Freudian Personality Theories Social relationships are fundamental to personality Personality and Consumer Behavior I Prof. Abhipsa Mishra

16. Trait Theory Focus on measurement of personality in terms of traits – identifiable characteristics that define a person Trait - any distinguishing, relatively enduring way in which one individual differs from another. Eg . Extrovert, introvert Personality and Consumer Behavior I Prof. Abhipsa Mishra

17. Traits relevant to consumer behavior Personality and Consumer Behavior I Prof. Abhipsa Mishra

18. Soup and Soup Lover’s Traits Chicken Noodle Soup Lovers Watch a lot of TV Are family oriented Have a great sense of humor Are outgoing and loyal Like daytime talk shows Most likely to go to church Tomato Soup Lovers Passionate about reading Love pets Like meeting people for coffee Aren’t usually the life of the party Vegetable/Minestrone Soup Lovers Enjoy the outdoors Usually game for trying new things Spend more money than any other group dining in fancy restaurants Likely to be physically fit Gardening is often a favorite hobby Personality is linked to broad product categories and NOT specific brands Personality and Consumer Behavior I Prof. Abhipsa Mishra

19. Personality and Understanding Consumer Behavior Personality and Consumer Behavior I Prof. Abhipsa Mishra

20. Personality and Understanding Consumer Behavior Willingness to innovate Further broken down for hi-tech products Global innovativeness Domain-specific innovativeness Innovative behavior Reflects the degree of rigidity a person displays towards the unfamiliar and towards information that is contrary to his or her own established beliefs Personality and Consumer Behavior I Prof. Abhipsa Mishra

21. Contd.. Ranges on a continuum for inner-directedness to other-directedness Inner-directedness ( Idiocentrics ) rely on own values when evaluating products Innovators Other-directedness ( Allocentrics ) Look to others less likely to be innovators Personality and Consumer Behavior I Prof. Abhipsa Mishra

22. Consumers who avoid conforming to expectations or standards of others The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations. Contd.. Personality and Consumer Behavior I Prof. Abhipsa Mishra

23. 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. Measures a consumer’s degree of variety seeking Examples include: Exploratory Purchase Behavior Use Innovativeness Vicarious Exploration Personality and Consumer Behavior I Prof. Abhipsa Mishra Contd..

24. From Consumer Materialism to Compulsive Consumption Personality and Consumer Behavior I Prof. Abhipsa Mishra

25. Consumer Ethnocentrism and Cosmopolitanism Personality and Consumer Behavior I Prof. Abhipsa Mishra

26. Brand Personality Personality-like traits associated with brands Examples Tetrapack and freshness Nike and athlete BMW is performance driven Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium Personality and Consumer Behavior I Prof. Abhipsa Mishra

27. Discussion Questions Pick three of your favorite food brands. Describe their personality. Do they have a gender? What personality traits do they have?

28. Product Anthropomorphism and Brand Personification

29. A Brand Personality Framework

30. Product Personality Issues