Chapter 5 Personality and Consumer Behavior PDF

Chapter 5 Personality and Consumer Behavior Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall  Chapter Outline Personality Theories Cognitive Personality Factors Consumption Product Personality...

Chapter 5 Personality and Consumer Behavior Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall  Chapter Outline Personality Theories Cognitive Personality Factors Consumption Product Personality The Self and Self-Image Copyright 2007 by Prentice Hall 5-2  What Is Personality The inner psychological characteristics that both determine and reflect how a person responds to his or her environment Copyright 2007 by Prentice Hall 5-3  Many Sites Offer Free Personality Tests weblink Copyright 2007 by Prentice Hall 5-4  The Nature of Personality Personality reflects individual differences Personality is consistent and enduring Personality can change Copyright 2007 by Prentice Hall 5-5  Discussion Questions How would you describe your personality? How does it influence products that you purchase? Copyright 2007 by Prentice Hall 5-6  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 Copyright 2007 by Prentice Hall 5-7  Freudian Theory Id – Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction Superego – Individual’s internal expression of society’s moral and ethical codes of conduct Ego – Individual’s conscious control that balances the demands of the id and superego Copyright 2007 by Prentice Hall 5-8  One of Many Sites Devoted to Freud weblink Copyright 2007 by Prentice Hall 5-9  Figure 5.2 A Representation of the Interrelationships Among the Id, Ego, and Superego Copyright 2007 by Prentice Hall 5 - 10  Freudian Theory and “Product Personality” Consumer researchers using Freud’s personality theory see consumer purchases as a reflection and extension of the consumer’s own personality Copyright 2007 by Prentice Hall 5 - 11  Table 5.1 Snack Food Personality Traits 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 Copyright 2007 by Prentice Hall 5 - 12  Neo-Freudian Personality Theory We seek goals to overcome feelings of inferiority We continually attempt to establish relationships with others to reduce tensions Karen Horney was interested in child-parent relationships and desires to conquer feelings of anxiety. Proposed three personality groups – Compliant move toward others, they desire to be loved, wanted, and appreciated – Aggressive move against others – Detached move away from others Copyright 2007 by Prentice Hall 5 - 13  Trait Theory Personality theory with a focus on psychological characteristics Trait - any distinguishing, relatively enduring way in which one individual differs from another Personality is linked to how consumers make their choices or to consumption of a broad product category - not a specific brand Copyright 2007 by Prentice Hall 5 - 14  Trait Theory Consumer Innovators And Noninnovators Innovativeness The degree to which Dogmatism consumers are receptive to new Social character products, new Need for uniqueness services, or new Optimum stimulation practices level Variety-novelty seeking Copyright 2007 by Prentice Hall 5 - 15  Trait Theory Consumer Innovators And Noninnovators Innovativeness A personality trait that Dogmatism reflects the degree of rigidity a person Social character displays toward the Need for uniqueness unfamiliar and toward Optimum stimulation information that is level contrary to his or her Variety-novelty own established seeking beliefs Copyright 2007 by Prentice Hall 5 - 16  Trait Theory Consumer Innovators And Noninnovators Innovativeness Ranges on a continuum Dogmatism for inner-directedness to other-directedness Social character Inner-directedness Need for uniqueness – rely on own values when Optimum stimulation evaluating products level – Innovators Variety-novelty seeking Other-directedness – look to others – less likely to be innovators Copyright 2007 by Prentice Hall 5 - 17  Trait Theory Consumer Innovators And Noninnovators Innovativeness Consumers who Dogmatism avoid appearing to conform to Social character expectations or Need for uniqueness standards of others Optimum stimulation level Variety-novelty seeking Copyright 2007 by Prentice Hall 5 - 18  Table 5.4 Excerpt A Sample Items from a Consumers’ Need for Uniqueness Scale 1. I collect unusual products as a way of telling people I’m different 2. When dressing, I have sometimes dared to be different in ways that others are likely to disapprove 3. When products or brands I like become extremely popular, I lose interest in them 4. 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 5. I have sometimes purchased unusual products or brands as a way to create a more distinctive personal image Copyright 2007 by Prentice Hall 5 - 19  Trait Theory Consumer Innovators And Noninnovators Innovativeness A personality trait that Dogmatism measures the level or amount of novelty or Social character complexity that Need for uniqueness individuals seek in their Optimum stimulation personal experiences level High OSL consumers tend Variety-novelty seeking to accept risky and novel products more readily than low OSL consumers. Copyright 2007 by Prentice Hall 5 - 20  Trait Theory Consumer Innovators And Noninnovators Innovativeness Measures a consumer’s Dogmatism degree of variety seeking Social character Examples include: Need for uniqueness – Exploratory Purchase Optimum stimulation Behavior level – Use Innovativeness Variety-novelty – Vicarious Exploration seeking Copyright 2007 by Prentice Hall 5 - 21  Cognitive Personality Factors Need for cognition (NC) – A person’s craving for enjoyment of thinking – Individual with high NC more likely to respond to ads rich in product information Visualizers versus verbalizers – A person’s preference for information presented visually or verbally – Verbalizers prefer written information over graphics and images. Copyright 2007 by Prentice Hall 5 - 22  Discussion Question How does NC and visualizer/verbalizer affect advertisers? Which media is best for each group? Copyright 2007 by Prentice Hall 5 - 23  From Consumer Materialism to Compulsive Consumption Consumer materialism – The extent to which a person is considered “materialistic” Fixated consumption behavior – Consumers fixated on certain products or categories of products Compulsive consumption behavior – “Addicted” or “out-of-control” consumers Copyright 2007 by Prentice Hall 5 - 24  Table 5.6 Sample Items to Measure Compulsive Buying 1. When I have money, I cannot help but spend part or the whole of it. 2. I am often impulsive in my buying behavior. 3. As soon as I enter a shopping center, I have an irresistible urge to go into a shop to buy something. 4. I am one of those people who often responds to direct mail offers. 5. I have often bought a product that I did not need, while knowing I had very little money left. Copyright 2007 by Prentice Hall 5 - 25  Consumer Ethnocentrism Ethnocentric consumers feel it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes Copyright 2007 by Prentice Hall 5 - 26  This ad is designed to appeal to consumer ethno- centrism. Copyright 2007 by Prentice Hall 5 - 27  Table 5.7 Items from the CETSCALE 1. American people should always buy American-made products instead of imports. 2. Only those products that are unavailable in the U.S. should be imported. 3. Buy American-made products. Keep America working. 4. Purchasing foreign-made products is un-American. 5. It is not right to purchase foreign products, because it puts Americans out of jobs. 6. A real American should always buy American-made products. 7. We should purchase products manufactured in America instead of letting other countries get rich off us. 8. It is always best to purchase American products. Copyright 2007 by Prentice Hall 5 - 28  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 Copyright 2007 by Prentice Hall 5 - 29  Discussion Questions Pick three of your favorite brands. Describe their personality. Do they have a gender? What personality traits do they have? Copyright 2007 by Prentice Hall 5 - 30  A Brand Personality Framework Figure 5.8 Copyright 2007 by Prentice Hall 5 - 31  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 Copyright 2007 by Prentice Hall 5 - 32  Marketers often use a fictitious location to help with personality. Copyright 2007 by Prentice Hall 5 - 33  Table 5.10 The Personality-like Associations of Colors America’s favored color IBM holds the title to blue Associated with club soda Men seek products packaged in blue BLUE Commands Houses painted blue are avoided respect, authority Low-calorie, skim milk Coffee in a blue can perceived as “mild” Caution, novelty, Eyes register it faster Coffee in yellow can perceived as “weak” temporary, Stops traffic YELLOW warmth Sells a house Secure, natural, Good work environment Associated with vegetables and chewing gum relaxed or easy- Canada Dry ginger ale sales increased when it GREEN going, living changed sugar-free package from red to green things and white  Human, exciting, Makes food “smell” better hot, passionate, Coffee in a red can perceived as “rich” RED strong Women have a preference for bluish red Men have a preference for yellowish red Coca-Cola “owns” red Powerful, Draws attention quickly ORANGE affordable, informal Informal and Coffee in a dark-brown can was “too BROWN relaxed, masculine, strong” nature Men seek products packaged in brown Goodness, purity, Suggests reduced calories chastity, Pure and wholesome food WHITE Clean, bath products, feminine cleanliness, delicacy, refinement, Sophistication, Powerful clothing BLACK formality power, authority, High-tech electronics mystery Suggests premium price SILVER, Regal, wealthy, GOLD stately Copyright 2007 by Prentice Hall 5 - 35  Financial Services Firms Often Feature Blue and Green on Their Sites weblink Copyright 2007 by Prentice Hall 5 - 36  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 Copyright 2007 by Prentice Hall 5 - 37  This product appeals to a man’s self-image. Copyright 2007 by Prentice Hall 5 - 38  The Marketing Concept Issues Related to Self and Self-Image One or multiple A single consumer will selves act differently in Makeup of the different situations or self-image with different people We have a variety of Extended self social roles Altering the self- Marketers can target image products to a particular “self” Copyright 2007 by Prentice Hall 5 - 39  The Marketing Concept Issues Related to Self and Self-Image One or multiple Contains traits, skills, habits, selves possessions, relationships Makeup of the self - and way of behavior Developed through image background, experience,and Extended self interaction with others Altering the self- Consumers select products image congruent with this image Copyright 2007 by Prentice Hall 5 - 40  Different Self-Images Actual Self- Ideal Self-Image Image Ideal Social Social Self-Image Self-Image Expected Self-Image Copyright 2007 by Prentice Hall 5 - 41  The Marketing Concept Issues Related to Self and Self-Image One or multiple Possessions can extend selves self in a number of ways: – Actually Makeup of the – Symbolically self-image – Conferring status or rank Extended self – Bestowing feelings of Altering the self- immortality – Endowing with magical image powers Copyright 2007 by Prentice Hall 5 - 42  The Marketing Concept Issues Related to Self and Self-Image One or multiple Consumers use self- selves altering products to Makeup of the express individualism self-image by – Creating new self Extended self – Maintaining the existing Altering the self self – Extending the self -image – Conforming Copyright 2007 by Prentice Hall 5 - 43