Personality

Presented By...
Ashutosh Trivedi Kratika Singh Jai Raj Dubey Kunal Shah Aman Saxena Bilal Siddiqui

PERSONALITY AND UNDERSTANDING CONSUMER DIVERSITY

Marketers are interested in understanding how personality influences consumption behavior because such knowledge enables them to better understand consumers and to segments and target those consumer s who are likely to respond positively to their product or services communication

CONSUMER INNOVATVENESS AND RELATED PERSONALITY TRAITS

INNOVATORS
Who are likely to be the first try to new products, services or practices

NONINOVATORS
Who are not likely to be first try to new products, services or practices

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

Trait Theory
Consumer Innovators And Non-innovators
Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation The degree to which

consumers are receptive to new products, new services, or new practices

level Variety-novelty seeking

Trait Theory
Consumer Innovators And Non-innovators
Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation A personality trait that

level Variety-novelty seeking

reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs

Trait Theory
Consumer Innovators And Non-innovators
Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Ranges on a continuum for

inner-directedness to otherdirectedness Inner-directedness

rely on own values when

Variety-novelty seeking

evaluating products Innovators

Other-directedness
look to others less likely to be innovators

Trait Theory
Consumer Innovators And Non-innovators
Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation Consumers who avoid

appearing to conform to expectations or standards of others

level Variety-novelty seeking

Trait Theory
Consumer Innovators And Non-innovators
Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level A personality trait that

Variety-novelty seeking

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.

Trait Theory
Consumer Innovators And Non-innovators
Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation Measures a consumers

degree of variety seeking Examples include:

Exploratory Purchase

level Variety-novelty seeking

Behavior Use Innovativeness Vicarious Exploration

Cognitive Personality Factors

Need for cognition (NC) A persons craving for enjoyment of thinking Individual with high NC more likely to respond to ads rich in product information Visualizers versus verbalizers A persons preference for information presented visually or verbally Verbalizers prefer written information over graphics and images.

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

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.

Consumer Ethnocentrism
Ethnocentric consumers feel it is wrong to purchase

foreign-made products
They can be targeted by stressing nationalistic themes

This ad is designed to appeal to consumer ethnocentrism.

BRAND PERSONALITY

A brand personality is something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits.
A set of human characteristics that are attributed to a brand name.

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

 Customers are more likely to purchase a brand if its personality is

similar to their own. Examples of traits for the different types of brand personalities: 1. Excitement: carefree, spirited, youthful
2.

Sincerity: genuine, kind, family-oriented, thoughtful

3.

Ruggedness: rough, tough, outdoors, athletic

4. Competence: successful, accomplished, influential, a leader 5.

Sophistication: elegant, prestigious, pretentious

A Brand Personality Framework

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

Few Examples of Brand Personality are mentioned here:

IBM is older while APPLE is younger
INDIA TODAY is older while OUTLOOK is trendier LEVIS is rebellion, being cool, targeting youngsters PEPSI spirited, outgoing, young HARLEY DAVIDSONs personality of a rugged, macho, I am

different kind suggests that the product is a powerful, liberating vehicle.

SELF
Self is something that develops as result of the interaction

of individual with his environment. It is non-static entity. It may change as a result of several factors, the most important of which is maturation and learning

SELF IMAGE
Refers to how a consumer perceives him/ herself.
Patronize retailers who image or personality relate in

some meaningful way to their own self-images.

In essence, consumers seek to depict themselves in their brand choices, they tend to approach products with images that would enhance their self concept.

Different Self-Images
Actual SelfImage

Ideal Self-Image

Ideal Social Self-Image Expected Self-Image

Social Self-Image

Actual Self-Image
This how the consumer sees themselves. An example

of behaviour exhibited here is:

The purchasing of everyday household products.

(basic necessities)

Ideal Self-Image
This is how consumers would like to see themselves.

An example of behaviour exhibited here is:

A strong personal goal or wish like feeling better about

oneself and ones appearances.

Social Self-Image
How consumers feel others see them. An example of

behaviour exhibited here is:

Purchasing socially enhancing or socially conspicuous

products.

Ideal-Social Image
This is how consumers would like others to see them.

Expected Self-Image
This how consumers expect to see themselves at some

specified future time.

It is a future-orientated combination of what is and

what the consumer would like to be.

VIRTUAL PERSONALITY
Its is made up of two aspects virtual and personality. VIRTUAL means "that which is not real" but may display the salient

qualities of the real object. PERSONALITY is defined as those inner psychological characteristics that both determine and reflect how a person respond to his or her environment
Thus virtual personality present the personality of an individual in the

virtual form .

VIRTUAL PERSONALITY OR SELF

There has been a tremendous growth in the use of online chat

rooms. People who are visiting chat rooms are able to carry on real time conversations about themselves and topics of mutual interest with people from all over the globe. The participants commonly never get to see each other. This creates an opportunity for chat room participants to try out new identifies or to change their identities while online. In terms of personality, one can change from mild-mannered to aggressive, or from introvert to extravert. The notion of a virtual personality or virtual self provides an individual with the opportunity to try on different personalities or different identities, much like going to the mall and trying on different outfits in a department or specialty store. If the identity fits, or the personality can be enhanced, maybe we keep the new personality in favor of our old personality. The Internet is redefining human identify, creating an online self.

Virtual personality in Consumer Behavior

From consumer behavior point of view , its likely

that such opportunities to try out a new personality or alter the self may result in changes in selected forms of purchase behavior which may offer marketers new opportunities to target various online selves

THANK YOU