Marketing

Effect of personality on consumer behavior and decision making

An individual’s personality also affects his buying behavior. Every individual has his/her own characteristic personality traits which reflect in his/her buying behaviour.A fitness freak would always look for fitness equipments whereas a music lover would happily spend on musical instruments, CDs, concerts, musical shows etc.

Freudian Theory and “Product Personality”:
Consumer researchers using Freud’s personality theory see consumer purchases as a expression and expansion of the consumer’s own personality.(Kumer,2009).Good examples of that will be snacks habits of people based on personality:
Potato Chips: Ambitious, successful, high achiever, impatient Tortilla Chips: Perfectionist, high expectations, punctual, conservational Pretzels: Lively, easily bored, flirtatious, intuitive Snack Crackers: Rational, logical, contemplative, shy, prefers time alone(Hall,2007)

Based on Trait Theory there are
Two types of consumers: innovators, non innovators.
• rait Theory Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking The degree to which consumers are receptive to new products, new services, or new practices Consumer Innovators And Noninnovators
• 16. Trait Theory Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking 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 Consumer Innovators And Noninnovators
• 17. Trait Theory Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking 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 Consumer Innovators And Noninnovators
• 18. Trait Theory Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking Consumers who avoid appearing to conform to expectations or standards of others Consumer Innovators And Noninnovators
• 19. Table 5.4 Excerpt A Sample Items from a Consumers’ Need for Uniqueness Scale I collect unusual products as a way of telling people I’m different When dressing, I have sometimes dared to be different in ways that others are likely to disapprove When products or brands I like become extremely popular, I lose interest in them As far as I’m concerned, when it comes to the products I buy and the situations in which I use them, custom and rules are made to be broken I have sometimes purchased unusual products or brands as a way to create a more distinctive personal image
• 20. Trait Theory Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking 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. Consumer Innovators And Noninnovators
• Brand Personality Personality-like traits associated with brands Examples Purdue and freshness Nike and athlete BMW is performance driven Levi’s 501 jeans are dependable and rugged Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium
• 30. Discussion Questions Pick three of your favorite brands. Describe their personality. Do they have a gender? What personality traits do they have?
• 31. A Brand Personality Framework Figure 5.8
• 32. Product Personality Issues Gender Often used for brand personalities Some product 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
• 21. Trait Theory Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking Measures a consumer’s degree of variety seeking Examples include: Exploratory Purchase Behavior Use Innovativeness Vicarious Exploration Consumer Innovators And Noninnovators
• 2. Product Personality Issues Gender Often used for brand personalities Some product 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
• 33. Marketers often use a fictitious location to help with personality.
• 34. Commands respect, authority America’s favored color IBM holds the title to blue Associated with club soda Men seek products packaged in blue Houses painted blue are avoided Low-calorie, skim milk Coffee in a blue can perceived as “mild” Caution, novelty, temporary, warmth Eyes register it faster Coffee in yellow can perceived as “weak” Stops traffic Sells a house Secure, natural, relaxed or easy- going, living things Good work environment Associated with vegetables and chewing gum Canada Dry ginger ale sales increased when it changed sugar-free package from red to green and white BLUE YELLOW GREEN Table 5.10 The Personality-like Associations of Colors
• 35. Human, exciting, hot, passionate, strong Makes food “smell” better Coffee in a red can perceived as “rich” Women have a preference for bluish red Men have a preference for yellowish red Coca-Cola “owns” red Powerful, affordable, informal Draws attention quickly Informal and relaxed, masculine, nature Coffee in a dark-brown can was “too strong” Men seek products packaged in brown Goodness, purity, chastity, cleanliness, delicacy, refinement, formality Suggests reduced calories Pure and wholesome food Clean, bath products, feminine Sophistication, power, authority, mystery Powerful clothing High-tech electronics Regal, wealthy, stately Suggests premium price RED ORANGE BROWN WHITE BLACK SILVER, GOLD
• 36. Financial Services Firms Often Feature Blue and Green on Their Sites weblink
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
• Different Self-Images Actual Self-Image Ideal Self-Image Ideal Social Self-Image Social Self-Image Expected Self-Image
• 42. The Marketing Concept One or multiple selves Makeup of the self-image Extended self Altering the self- image Possessions can extend self in a number of ways: Actually Symbolically Conferring status or rank Bestowing feelings of immortality Endowing with magical powers Issues Related to Self and Self-Image
• 43. The Marketing Concept One or multiple selves Makeup of the self-image Extended self Altering the self -image Consumers use self-altering products to express individualism by Creating new self Maintaining the existing self Extending the self Conforming Issues Related to Self and Self-Image
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