Personality

Personality u Distinctive patterns of behavior, including thoughts and emotions that characterize each individual’s adaptation the situations of his/her life. u Personality behaviors are: u Generally consistent u Distinguishing u Situation related

Personality is intriguing, but... u Single measures of personality cannot predict specific brand-purchase behaviors. u CAD Theory u Compliant u Aggressive u Detached

Psychoanalytic Theory u Freud u Unconscious needs or drives are at the heart of human motivation and personality. u Personality forms as a struggle between physiological drives and social pressures.

Cornerstone of Freudian Theory u Personality is the product of three interacting forces: u Id u Superego u Ego

Marketing Applications u Consumer purchases are a reflection and extension of the consumer’s own personality. u Offer packaging and promotions that appeal to impulsive behavior. u Fantasy appeals. u Projective research techniques.

Non-Freudian Theories u Social relationships are fundamental to the formation and development of personality. u Personalities continue to develop as adults. u Several different theories: u CAD theory u Jung (Meyers-Briggs personality types)

Trait Theory u Approach personality as a set of psychological traits. u Trait is a relatively enduring characteristic which differentiate people from each other. u When identified and measured, traits are useful in predicting brand or store preference and other types of consumer behavior.

Traits Associated with the Likelihood to Innovate or not to Innovate u Consumer innovativeness u Dogmatism u Social character u Optimum stimulation level u Variety-novelty seeking

Consumer Materialism u Value acquiring and showing off possessions. u Are particularly self-centered and selfish. u Seek lifestyles full of possessions. u Have many possessions that do not lead to greater happiness.

Fixated Consumption Behavior u Passionate interest in object or product category. u Willingness to go to great lengths to get object of interest. u Dedication of discretionary time and money to the object.

Compulsive Consumption Behavior u Abnormal behavior. u Addicted to consumption. u Out-of-control consumers.

Consumer Ethnocentrism u Ethnocentric consumers feel it is wrong to purchase foreign-made products. u CETSCALE. u Marketers can target ethnocentric consumers by stressing national themes.

Cognitive Personality Traits u Need for cognition u Consumers who like lots of information, enjoy thinking. u Visualizers vs. verbalizers u Consumers’ preference for information presented visually or verbally.

Self-Concept Theory u A consumer’s thoughts and feelings in reference to him or herself as an object. u Self-image. u We expect consumers’ behaviors to be consistent with their self-images.

Self-images u Actual self-image u Ideal self-image u Social self-image u Ideal social self-image u Expected self-image

Self-images u Actual self-image u Ideal self-image u Social self-image u Ideal social self-image u Expected self-image

The Extended Self u Human emotion is connected to possessions we value. u Possessions are considered to be extensions of the self u Actually u Symbolically u Conferring status

My ______ holds a special place in my life. My ______ is central to my identity. I feel emotionally attached to my ______. My ______ helps me narrow the gap between what I am and try to be. If my ______ was stolen, I would feel as if part of me is missing. I would be a different person without my _____. I take good care of my ______.

The Altered Self u Consumers who are not satisfied with themselves will use self-altering products in an attempt to change their self-image.

Brand Personality u Brand personification--consumers transform perceptions of product characteristics into human-like character. u Sincerity u Excitement u Competence u Sophistication u ruggedness

Brand Gender u Brands can take on gender. u Generally associated with whether or not males or females predominately use product.

Brand Color u Certain colors convey personality characteristics. u RED u SILVER, GOLD u GREEN u WHITE