Personality, Trait Theory, and Branding

Personality • Personality is – “an individual’s characteristic response tendencies across similar situations” (Motherbaugh et al. 2019) • A person’s unique psychological makeup and how it consistently influences their response to their environment. • Useful tool to categorise people but can cha...

Personality • Personality is – “an individual’s characteristic response tendencies across similar situations” (Motherbaugh et al. 2019) • A person’s unique psychological makeup and how it consistently influences their response to their environment. • Useful tool to categorise people but can change across situations. Trait Theory • Trait theory focuses on the quantitative measurement of personality traits • Personality traits: identifiable characteristics related to action tendencies that define a person • Traits relevant to consumer behavior: – Innovativeness: try new things – Materialism: acquiring and owning products – Self-consciousness: deliberately monitors and controls the image of the self – Need for cognition: likes to think about things and expends effort understand brands – Frugality: deny short-term purchases and to make do with what they already own (extreme cheapskates) Multi-Trait vs Single-Trait Approaches 1. Single-Trait Approaches – Focuses on a single trait as being particularly relevant in understanding behaviour – Examples includes: Consumer Ethnocentrism, Need for Cognition, Consumers’ Need for Uniqueness 2. Multi-Trait Approaches – Identifies combinations of traits that combined explain substantial proportion of behaviour – Examples: The Five-Factor Model Single-Trait Approach: 1. Consumer Ethnocentrism: consumers’ propensity to be biased against the purchase of foreign products. 2. Need for Cognition: consumers’ propensity to engage in and enjoy thinking. 3. Consumers’ Need for Uniqueness: consumers’ propensity to pursue differentness relative to others through goods. The Five Factor Model (also known as the ‘The Big Five’) * Neuroticism also referred to as Instability https://www.truity.com/test /big-five-personality-test Brand Personality Brand Personality: traits people attribute to a product as if it were a person. • Brand storytelling – Underdog brand biography: e.g. Oprah brand, Apple – Jameson’s John Jameson narrative • https://www.youtube.com/watch?v=gam jzobNfv4 • Anthropomorphism: tendency to attribute human characteristics to objects or animals Hero Brands • • • • Desire: Prove worth through courageous action. Goal: Exert mastery in a way that improves the world Fear: weakness, vulnerability and failure Strategy: become strong and component https://www.youtube.com/watch?v=OmkNKEHC8Pg Lover Brands • • • • Desire: attain intimacy Goal: being in a relationship with people, finding love or friendship Fear: being alone, unwanted and unloved Strategy: become more attractive physically, emotionally and in any other way https://www.youtube.com/watch?v=c03a1RlhUPQ Communicating Brand Personality • Three important advertising tactics: – Celebrity Endorsers – User Imagery – Executional Factors