1. Chapter 5
Personality

2. Trait theory
“Trait is any distinguishing, relatively enduring way in which one individual differs from another”
Trait theory focuses on the measurement of personality in terms of specific psychological characteristics called traits

3. Single trait personality tests
There are certain tailor made personality tests that measure one trait only
Some of them are discussed below
Consumer innovativeness : how receptive is a person to new experiences
Consumer materialism : The degree of attachment of a person to worldly objects
Consumer ethnocentrism : The consumer’s likelihood to accept or reject foreign made products

4. Consumer innovativeness and related personality traits
Innovativeness can be further studied in terms of
1. Global innovativeness – indicates very nature of consumer’s innovativeness
2. Domain specific innovativeness – a more narrowly defined activity within a specific domain or product category
3. Innovative behaviour – a pattern of actions or responses that indicate early acceptance of change and adoption of innovations

5. Consumer innovativeness and related personality traits
Dogmatism : degree of rigidity
Social character : inner directed (focus on inner values) v/s other directed (looks at others for direction)
Need for uniqueness
Optimum stimulation level
Sensation seeking
Variety novelty seeking –
1. Exploratory purchase – switching brands for experience
2. Vicarious exploration – securing information about a new or different prodcut
3. Use innovativeness – using already adopted product in a new or novel way

6. Cognitive Personality Factors
Need for Cognition
Visualizes versus Verbalisers

7. Consumer Materialism
It ranges from consumer materialism to fixated consumption to consumer compulsive behavior
Materialistic person –
1. They value acquiring and showing off possessions
2. They are self centred and selfish
3. They seek life style full of possessions
4. Their many possessions do not give them greater personal satisfaction

8. Brand Personality
Consumer believe that the brand that they consume has descriptive personality like traits or characteristics
Brand personification – where marketers try to recast consumers perceptions of the attributes of a product or service into a human like character

9. Self Image and Self
Self image is an enduring image that people have about themselves
Based on habits, traits, skills, relationships
Types:
Actual(how consumers see themselves)
Ideal (how people want to see themselves)
Social (how consumers feel others see them)
Ideal social(how consumers like others to see them)
Expected self (how do people want to see themselves in the future)and ought to self (how people are expected to be due to their duties or obligations)
Extending the self and altering the self