Schiffman - CB10 - Chapter 5 Slides Proper

CHAPTER FIVE
Personality and Consumer Behavior
Learning Objectives
1. To Understand How Personality Reflects Consumers Inner Differences. 2. To Understand How Freudian, Neo-Freudian, and Trait Theories Each Explain the Influence of Personality on Consumers Attitudes and Behavior. 3. To Understand How Personality Reflects Consumers Responses to Product and Marketing Messages.
Copyright 2010 Pearson Education, Inc. Chapter Five Slide 2
Learning Objectives (continued)

4. To Understand How Marketers Seek to Create Brand Personalities-Like Traits. 5. To Understand How the Products and Services That Consumers Use Enhance Their Self-Images. 6. To Understand How Consumers Can Create Online Identities Reflecting a Particular Set of Personality Traits.
What Is the Personality Trait Characterizing the Consumers to Whom This Ad Appeals?
Copyright 2010 Pearson Education, Inc.
Chapter Five Slide
Enthusiastic or Extremely Involved Collectors
Chapter Five Slide
Personality and The Nature of Personality

Personality is defined as those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
Chapter Five Slide
The emphasis in this definition is on inner characteristicsthose specific qualities, attributes, traits, factors, and mannerisms that distinguish one individual from other individuals. The identification of specific personality characteristics associated with consumer behavior has proven to be highly useful in the development of a firms market segmentation strategies.
The Nature of Personality

In the study of personality, three distinct properties are of central importance:
Personality reflects individual differences. Personality is consistent and enduring. Personality can change.
There are some interesting findings regarding the nature of personality.
Personality Reflects Individual Differences An individuals personality is a unique combination of factors; no two individuals are exactly alike. Personality is a useful concept because it enables us to categorize consumers into different groups on the basis of a single trait or a few traits.
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Personality is Consistent and Enduring

This helps marketers predict consumer behavior over time in terms of personality. Even though an individuals personality may be consistent, consumption behavior often varies considerably because of psychological, sociocultural, situational and environmental factors that affect behavior.
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Personality Can Change An individuals personality may be altered by major life events, such as the birth of a child, the death of a loved one, a divorce, or a major career change.
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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
These are the three major theories of personalities. There are many more but these three have been chosen because they are important to the relationship between personality and consumer behavior. Each will be discussed in detail on the next couple of slides.
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Freudian Theory
Sigmund Freuds psychoanalytic theory of personality is one of the cornerstones of modern psychology. This theory was built on the premise that unconscious needs or drives, especially biological and sexual drives, are at the heart of human motivation and personality.
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Freudian Theory
Id
Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction
Superego
Individuals internal expression of societys moral and ethical codes of conduct
Ego
Individuals conscious control that balances the demands of the id and superego
Chapter Five Slide 15
According to Freud, human personality consists of these three systems, the id, super ego and the ego. The Id is the warehouse of primitive drives, basic physiological needs such as hunger, thirst, and sex. The superego drives the individual to fulfill their needs in a socially acceptable function. Finally, the ego is the internal monitor that balances the needs of the id and the superego.
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Freudian Theory and Product Personality

Those stressing Freuds theories see that human drives are largely unconscious, and that consumers are primarily unaware of their true reasons for buying what they buy. These researchers focus on consumer purchases and/or consumption situations, treating them as an extension of the consumers personality.
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Snack Foods and Personality Traits Table 5.1 (excerpt)

Snack Foods Personality Traits
Potato chips Tortilla chips Pretzels

Snack crackers
Ambitious, successful, high achiever, impatient with less than the best. Perfectionist, high expectations, punctual, conservative, responsible. Lively, easily bored with same old routine, flirtatious, intuitive, may over commit to projects. Rational, logical, contemplative, shy, prefers time alone. Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order.
Cheese curls
Can certain foods be a reflection of your personality? This table shows the results of a study of 19,000 consumers which examined the link between snack food perceptions and personality types. The table shows, for example, that nuts are associated with a personality that is take charge, pitches in often, modest, self-confident but not a showoff.
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How Does This Marketing Message Apply the Notion of the Id?
It Captures Some of the Mystery and The Excitement Associated With the Forces of Primitive Drives.
Neo-Freudian Personality Theory

Social relationships are fundamental to personality Alfred Adler:
Style of life Feelings of inferiority
Harry Stack Sullivan

We establish relationships with others to reduce tensions
Karen Horneys three personality groups

Compliant: move toward others Aggressive: move against others Detached: move away from others
Several of Freuds colleagues disagreed with his contention that personality is primarily instinctual and sexual in nature. They argued that social relations are fundamental to personality development. Alfred Adler viewed human beings as seeking to attain various rational goals, which he called style of life, placing emphasis on the individuals efforts to overcome feelings of inferiority.
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Harry Stack Sullivan stressed that people continuously attempt to establish significant and rewarding relationships with others, placing emphasis on efforts to reduce tensions. Karen Horney focused on the impact of child-parent relationships, especially the individuals desire to conquer feelings of anxiety. She proposed three personality groups: compliant, aggressive, and detached.
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Compliant individuals are those who move toward othersthey desire to be loved, wanted, and appreciated. Aggressive individuals move against othersthey desire to excel and win admiration. Detached individuals move away from others they desire independence, self-sufficiency, and freedom from obligations.
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Why Is Appealing to an Aggressive Consumer a Logical Position for This Product?
Because its Consumer Seeks to Excel and Achieve Recognition
Copyright 2010 Pearson Education, Inc
Trait Theory
Trait theory is a significant departure from the earlier qualitative measures that are typical of Freudian and neo-Freudian theory. It is primarily quantitative or empirical, focusing on the measurement of personality in terms of specific psychological characteristics called traits. A trait is defined as any distinguishing, relatively enduring way in which one individual differs from another.
Selected single-trait personality tests increasingly are being developed specifically for use in consumer behavior studies. Types of traits measured include: Consumer innovativenesshow receptive a person is to new experiences Consumer materialismthe degree of the consumers attachment to worldly possessions Consumer ethnocentrismthe consumers likelihood to accept or reject foreign-made products
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Soup and Soup Lovers Traits Table 5.2 (excerpt)

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
Passionate about reading Love pets Like meeting people for coffee Arent 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
Tomato Soup Lovers
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Researchers have found that traits are more tied to general product categories then specific brands. For instance, in this chart we see the type of soup a consumer prefers but not necessarily the brands they would purchase.
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Personality and Understanding Consumer Behavior

Consumer innovativeness Dogmatism Social character
Need for uniqueness
Optimum stimulation level Varietynovelty seeking
Sensation seeking
Chapter Five Slide
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Marketers are interested in understanding how personality influences consumption behavior because such knowledge enables them to better understand consumers and to segment and target those consumers who are likely to respond positively to their product or service communications. These are seven topics which are examined on the following slides
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How Does This Ad Target the InnerDirected Outdoors Person?
A Sole Person is Experiencing the Joys and Adventure of the Wilderness
Consumer Innovativeness and Related Personality Traits

Marketing practitioners must learn all they can about consumer innovatorsthose who are open to new ideas and likely to try new products, services, or practices. Those innovators are often crucial to the success of new products. Personality traits have proved useful in differentiating between consumer innovators and noninnovators.
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Consumer Innovativeness
Willingness to innovate Further broken down for hi-tech products
Global innovativeness Domain-specific innovativeness Innovative behavior
Chapter Five Slide
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Consumer innovators are the group of consumers that are very open to new ideas and are usually the first to purchase products. Innovativeness is the underlying trait that describes a consumers willingness to try new products. Companies have found this very important when introducing brand extensions because it is a key factor in the consumers likelihood to try the new product.
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For hi-tech products, we see that innovativeness can be explained at three levels. The first, global innovativeness, is the overall innovative level of the consumer. Drilling down further, domain-specific innovativeness has to do with the particular product category, and finally, the innovative behavior is the actual purchase of the new product
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Consumer Motivation Scales Table 5.3 (excerpt)

A GENERAL CONSUMER INNOVATIVENESS SCALE 1. I would rather stick to a brand I usually buy than try something I am not very sure of. 2. When I go to a restaurant, I feel it is safer to order dishes I am familiar with. A DOMAIN-SPECIFIC CONSUMER INNOVATIVENESS SCALE 1. Compared to my friends, I own few rock albums. 2. In general, I am the last in my circle of friends to know the titles of the latest rock albums.
Chapter Five Slide
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This is an example of a consumer innovation measurement scale that would be used by a researcher. There are many scales that are used to try to understand the consumers general or global level of innovativeness. On this scale, the respondent was asked to answer the questions on a scale as to how much they AGREE or DISAGREE with the statement.
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Dogmatism
A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs
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Dogmatic is a personality trait that describes how rigid or open a person is to new and unfamiliar ideas and products. A person who is highly dogmatic approaches the unfamiliar defensively and with discomfort. They will rarely consider the unfamiliar and tend to be very close minded.. A person who is low dogmatic will readily consider the unfamiliar or opposing beliefs.
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Consumers low in dogmatism (open-minded) are more likely to prefer innovative products to established ones and tend to be more receptive to messages that stress factual differences, product benefits, and other forms of product-usage information. Consumers high in dogmatism (closed-minded) are more likely to choose established product innovations and tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figure.
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Social Character
Ranges on a continuum for inner-directedness to other-directedness Inner-directedness
rely on own values when evaluating products Innovators
Other-directedness
look to others less likely to be innovators
Inner-directed consumers tend to rely on their own inner values or standards in evaluating new products and are likely to be consumer innovators. people prefer ads that stress product features. Other-directed consumers tend to look to others for direction and are not innovators. They prefer ads that feature social environment and social acceptance.
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Need for Uniqueness

Consumers who avoid conforming to expectations or standards of others You may be able to identify friends with greater need for uniqueness. You can see it in their clothes and hairstyles.
Chapter Five Slide
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Optimum Stimulation Level

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.
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Optimum stimulation levels are related to how a consumer tends to like or dislike novel, complex, and unusual experiences and products. High optimum stimulation levels lead consumers to take risks and try new products. Similar to a person with high innovativeness, these consumers are important to marketers of new products.
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Sensation Seeking
The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations.
Sensation-seeking traits tie to the need to take risks to fulfill the sensations of experiences which are different and extreme.
Variety-Novelty Seeking
Measures a consumers degree of variety seeking Examples include:
Exploratory Purchase Behavior Use Innovativeness Vicarious Exploration
Chapter Five Slide
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Consumers seek variety in many ways. Some exhibit exploratory purchase behavior where they switch brands often to experience new products. Other consumers display variety by use innovativeness, using an existing product in a new way. Finally, vicarious exploration, which often does not involve actual purchase about the product, refers to daydreaming or thinking often about a new product.
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Cognitive Personality Factors

Need for cognition (NFC)
A persons craving for enjoyment of thinking Individual with high NFC more likely to respond to ads rich in product information
Chapter Five Slide
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Researchers are aware that cognitive personality factors influence consumer behavior. In fact, it has been realized that the level of a consumers need for cognition affects how they are likely to respond to certain types of advertisements. Those that are high in need for cognition tend to respond to ads that supply product information as opposed to those who are low in need for cognition who tend to be attracted to the background of the ad, attractive models, and cartoon characters.
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Cognitive Personality Factors

Visualizers Verbalizers Another cognitive personality factor that researchers have isolated is whether a consumer is a visualizer who prefers visual information or a verbalizer who prefers written or verbal information. This difference in cognitive personality factors would affect how they respond to a print ad.
Copyright 2010 Pearson Education, Inc Chapter Five Slide 55
Why Is This Ad Particularly Appealing to Visualizers?
The Ad Stresses Strong Visual Dimensions
Why Is This Ad Particularly Appealing to Verbalizers?
It Features a Detailed Description
Discussion Question
What advertising media (print, television, Internet, salesperson, POP display, newspaper, radio) is good for a person with a high NFD? A Verbalizer
Chapter Five Slide
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From Consumer Materialism to Compulsive Consumption

Acquire and show off possessions Self centered and selfish
Materialistic People Seek lifestyle full of possessions

Do not get greater personal satisfaction from possessions

Consumer researchers are interested in possession traits and their relationship to consumption. The first, consumer materialism, is a personality-like trait that describes how essential a person finds possessions in relation to their identities and their lives.
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From Consumer Materialism to Compulsive Consumption

Fixated consumption behavior
Consumers fixated on certain products or categories of products Characteristics
Passionate interest in a product category Willingness to go to great lengths to secure objects Dedication of time and money to collecting
Compulsive consumption behavior

Addicted or out-of-control consumers
Copyright 2010 Pearson Education, Inc Chapter Five Slide 63
Consumer researchers are interested in possession traits and their relationship to consumption. Fixated consumption behavior is displayed by a consumer who seems fixated in consuming in a certain product category. For instance, people who collect Star Trek memorabilia from the original television series or comic books would display fixated consumption behavior.
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Compulsive consumption behavior begins to enter the area of abnormal behavior. These individuals are somewhat out of control with their purchasing and suffer from a shopping addiction called oniomania.
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Consumer Ethnocentrism and Cosmopolitanism

Ethnocentric consumers feel it is wrong to purchase foreign-made products because of the impact on the economy They can be targeted by stressing nationalistic themes A cosmopolitan orientation would consider the word to be their marketplace and would be attracted to products from other cultures and countries.
Consumer ethnocentrism has been found to differ from country to country and to change over time. In many ways, cosmopolitanism is the opposite of ethnocentrism. Consumers with a cosmopolitan orientation consider the world to his or her marketplace and are attracted to products, experiences, and places from other cultures.
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Brand Personality
Personality-like traits associated with brands Examples
Purdue 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
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A brand personality provides an emotional identity for a brand, and encourages consumers to respond with feelings and emotions toward the brand. There is common sense and research evidence to conclude that any brand personality, as long as it is strong and favorable, will strengthen a brand.
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Product Anthropomorphism and Brand Personification

Product Anthropomorphism
Attributing human characteristics to objects Tony the Tiger and Mr. Peanut
Brand Personification
Consumers perception of brands attributes for a human-like character Mr. Coffee is seen as dependable, friendly, efficient, intelligent and smart.
Many marketers humanize their products. Research has shown that this can be effective but the product must have human attributes.
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A Brand Personality Framework Figure 5.12
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This is a brand personality framework that shows the five dimensions of a brands personality. Consider one of your favorite brands how does it map out on this framework?
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Product Personality Issues

Gender
Some products perceived as masculine (coffee and toothpaste) while others as feminine (bath soap and shampoo)
Geography
Actual locations, like Philadelphia cream cheese and Arizona iced tea Fictitious names also used, such as Hidden Valley and Bear Creek
Color
Color combinations in packaging and products denotes personality
Knowing the gender that consumers assign to your brand help form advertising and marketing decisions. Who should be the spokesperson in your ad? How should they interact with the brand?
In terms of geography, certain products have a strong geographical association in consumers minds.
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Self and Self-Image

Consumers have a variety of enduring images of themselves These images are associated with personality in that individuals consumption relates to self-image
Consumers images of themselves is very closely tied to personality and consumption behavior. People tend to purchase products that enhance their self-concept and relate to their own self-images.
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One or Multiple Selves

A single consumer will act differently in different situations or with different people We have a variety of social roles Marketers can target products to a particular self
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To understand multiple selves, think of the way you present yourself and think about yourself at a formal university function (career fair perhaps) vs. a party with good friends. Next, think of the clothing you would purchase for these events. It would likely be very different as you are presenting a different self at each event.
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Makeup of the Self-Image

Contains traits, skills, habits, possessions, relationships, and way of behavior Developed through background, experience, and interaction with others Consumers select products congruent with this image
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We have an image of ourselves that has developed over time. Consumers will tend to purchase products that match their self images or personalities they choose brands that help them define themselves.
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Which Consumer Self-Image Does This Ad Target, and Why?
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Actual self-image because it tells middle-age women who like their hair long to continue doing so.
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Different Self-Images
Actual Self-Image
How consumers see themselves
Ideal Self-Image Social Self-Image

Ideal Social Self-Image Expected Self-Image
How consumer would like to see themselves

How consumers feel others see them
How consumers would like others to see them How consumers expect to see themselves in the future Traits an individual believes are in her duty to possess
Out-to self
There are different self-images that have been recognized in consumer behavior. They all deal with the actual image of an individual and the ideal or expected image of that same person. Many consumers will purchase products to meet the gap between their actual and ideal selves.
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Extended Self
Possessions can extend self in a number of ways:
Actually Symbolically Conferring status or rank Bestowing feelings of immortality Endowing with magical powers
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There is a strong relationship for many consumers between some of their possessions and their self. In this instance, the objects are really part of the consumers extended self. The object might have specific meaning to them that goes beyond what most possessions can offer. It is many a student who must wear a lucky shirt or bring a charm to an exam to perform at their peak in this situation.
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Altering the Self-Image

Consumers use self-altering products to express individualism by:
Creating new self Maintaining the existing self Extending the self Conforming
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Often, a consumer wishes to change themselves. Perhaps they want a new look or to appear in a different way. Clothing, cosmetics, jewelry, grooming aids, and all kinds of accessories offer consumers the opportunity to modify their appearance and thereby to alter their selves
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Virtual Personality
You can be anyone
Gender swapping Age differences Mild-mannered to aggressive
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There are many opportunities to create online selves. Whether it is a chat room, a character in an online role-playing game, or a virtual world people often pick identities that are very different then their true selves.
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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Chapter Five Slide
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CHAPTER FIVE

Personality and Consumer Behavior

Learning Objectives (continued)

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide

Enthusiastic or Extremely Involved Collectors

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide

Personality and The Nature of Personality

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide

The Nature of Personality

There are some interesting findings regarding the nature of personality.

Personality is Consistent and Enduring

Neo-Freudian personality theory

Chapter Five Slide 15

Freudian Theory and Product Personality

Snack Foods and Personality Traits Table 5.1 (excerpt)

Potato chips Tortilla chips Pretzels

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide 20

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide 21

Neo-Freudian Personality Theory

Harry Stack Sullivan

Karen Horneys three personality groups

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide 22

Why Is Appealing to an Aggressive Consumer a Logical Position for This Product?

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide 26

Because its Consumer Seeks to Excel and Achieve Recognition

Copyright 2010 Pearson Education, Inc

Chapter Five Slide 27

Chapter Five Slide 28

Soup and Soup Lovers Traits Table 5.2 (excerpt)

Vegetable/Minestrone Soup Lovers

Tomato Soup Lovers

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide

Personality and Understanding Consumer Behavior

Need for uniqueness

Optimum stimulation level Varietynovelty seeking

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide

How Does This Ad Target the InnerDirected Outdoors Person?

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide 34

A Sole Person is Experiencing the Joys and Adventure of the Wilderness

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide 35

Consumer Innovativeness and Related Personality Traits

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide

Consumer Motivation Scales Table 5.3 (excerpt)

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide

Copyright 2010 Pearson Education, Inc.