1. MCD 2064 CONSUMER BEHAVIOUR
PERSONALITY AND SELF CONCEPT
MCD 2064 CONSUMER BEHAVIOUR

2. PERSONALITY
“ The unique, dynamic organization of characteristics of a particular person, physical and psychological which influence behaviour and responses to the social and physical environment. Of these characteristics, some will be entirely unique to the specific person and others will be shared with a few, many or all other people”

3. NATURE OF PERSONALITY Reflects individual differences
Consistent and enduring
Can change

4. THEORIES OF PERSONALITY
Freudian Theory
Psychoanalytic theory built on unconscious needs (sexual, biological) that are the heart of human motivation and personality
Reflections of childhood experiences, analysis of dreams, physical and metal adjustment problems
Three interacting systems
ID: primitive and impulsive drive
Superego : defines what is right, good
Ego : conscious control, realistic thinking, balance

5. The ID :
Let loose concept /
pleasure benefit
“Harley Davidson”

6. The Superego :
Being socially accepted
by satisfying own needs
“Riders Jeans”

7. The Ego : Realistic thinking
“Dove”

8. THEORIES OF PERSONALITY
Freudian Theory (cont’d..)
THEORIES OF PERSONALITY
Id System 1
Ego System 3
GRATIFICATION
Superego
System 2

9. THEORIES OF PERSONALITY
Freudian Theory (cont’d..) :Stages Of Personality Development
Oral Stage
Anal Stage
Phallic Stage
Latency Stage
Genital Stage

10. THEORIES OF PERSONALITY
Freudian Theory (cont’d..)
- Marketing applications
Human drives are primarily unaware true reasons for buying what they buy
Marketers tend to focus on consumer purchases/consumption as reflection of consumer personality

11. Snack Food Personality Traits
Potato Chips
Ambitious, successful, high achiever, impatient with less than the best
Tortilla chips
Perfectionist, high expectations, punctual, conservative, responsible
Pretzels
Lively, easily bored with same old routine, flirtatious, intuitive, overcommits to projects
Snack crackers
Rational,logical, contemplative, shy, prefers time alone
Cheese curls
Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order
Nuts
Easygoing, emphathetic, understanding, even-tempered
Popcorn
Takes charge, pitches in often, modest, self-confident but not a show off
Meat snacks
Gregarious, generous, trustworthy, tends to be overly trusting
Source: Alan Hirsch, MD , What Flavor is Your Personality? Discover Who You Are by
Looking at What You Eat

12. NEO FREUDIAN PERSONALITY THEORY
Adler viewed human beings as seeking to attain various goals
Sullivan suggest people continuously attempt to establish significant and rewarding relationships with others
Karen Horney focused on impact of child-parent relationship
Compliant individuals are those who move toward others
Aggressive individuals move against others
Detached individuals move away from others

13. TRAIT THEORY
Defined as any distinguishing/enduring way one individual differs from another
Also known as tendency to respond (in thought or action) in a similar fashion
Trait Theories provide marketers with a better understanding of how consumers respond to marketing stimuli

14. TRAIT THEORY The `Big Five’ Model: Neuroticism Extroversion
Openness to experience
Agreeableness
Conscientiousness

15. PERSONALITY AND CONSUMER BEHAVIOUR
Consumer Innovativeness
Consumers are likely to try new products or services
Consumer Dogmatism
Trait of rigidity we display towards those that are unfamiliar or to information contrary to our established beliefs
A dogmatic person approaches the unfamiliar defensively with discomfort and uncertainty

16. PERSONALITY AND CONSUMER BEHAVIOUR
Consumer social character
Focuses on the identification and classification of social types
Inner directness or other directness
Need for uniqueness
- Avoiding conformity, accepting criticism

17. PERSONALITY AND CONSUMER BEHAVIOUR
Consumer susceptibility to interpersonal influence
Need to identify with or enhance one’s image in the opinion of others
Optimum stimulation level
- Variations in need for stimulation may be influenced by selected personality traits

18. PERSONALITY AND CONSUMER BEHAVIOUR
Variety seeking
Exploratory purchase behaviour
Vicarious exploration
Use innovativeness
Cognitive personality factors
Visualizers vs Verbalizers
Visualizers are consumers who prefer visual information and products that stress the visual
Verbalizers prefer written of verbal information of products
Need for cognition (NFC)
- Measure a person’s craving for or enjoyment of thinking

19. Ads that stresses strong
visual dimensions to attract visualizers
“Johnson and Johnson:
For places your toothbrush
have not reached in a long time”

20. PERSONALITY AND CONSUMER BEHAVIOUR
Locus of Control
Some individuals believe that they can control the outcomes by their own actions and personal abilities
Other believe external fate, luck or chance control their destiny

21. PERSONALITY AND CONSUMER BEHAVIOUR
Self-monitoring
Some individuals are more aware of external environmental cues and will adjust their behaviour in a manner they believe is socially appropriate
Uncertainty orientation
- Distinction between individuals who actively seek clarity and information about themselves vs. those who do not wish to change

22. SELF AND SELF-IMAGES
We all have an image of ourself as a certain kind of person, with certain habits, possessions relationships and ways of behaving
Four specific kinds of self-image
Actual self-image
Ideal self-image
Social self-image
Ideal social self-image

23. THE EXTENDED SELF
Relationship between consumers’ self-image with their posessions
Consumers define, confirm or extend self-images
Allowing someone to do something different
Making a person feel better
Conferring feelings of immortality
Conferring `magical powers’

24. The Extended Self : “Pantene” , using the product as if it can
help your hair grow like `Rapunzel’

25. ALTERING THE SELF
Consumers wish to change themselves, modify their appearance
Consumers are frequently attempting express their individualism or uniqueness by creating a new self (i.e. make-over)

26. Altering the self-
“Dove – Unstick Your Style”

27. BRAND PERSONALITY
Consumers tend to ascribe various descriptions of a brands in a “personality-like” way
Brand personality is inferred by the set of humans that endorses them
Also influenced by by advertising price, logo, brand name, style

28. Brand Personality:
“Rolex - Ekaterina Gordeeva –
A Kind of Magic”