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Copy of CB-Session-7-Personality
CB
Personality
Articles
Articles Quiz
The Big Five model
1. One of the most commonly used models for studying personality is?
2. What are the personality traits that have a positive influence both on the utilitarian and hedonic motivation of buying?
- Neuroticism
- Conscientiousness
The impulsive buying behaviour
3. Personality trait extroversion has a significant role in the activation of?
Introversion
4. Buying only planned products is influenced in a significant way by which trait?
CB Model
What is Personality?
Origin
The word “personality” originates from the Latin word persona, which means “mask”
we hide
- we wear masks all the time, we do not want to show our real self
- as a child we don't hide, but growing up we start hiding our true self
- because we will be labeled: FEAR
Persona: Carl Young
The persona, for Swiss psychiatrist Carl Jung, was the social face the individual presented to the world—"a kind of mask, designed on the one hand to make a definite impression upon others, and on the other to conceal the true nature of the individual"
Carl Young
process
process
- identification
- disintegration
- negative restoration
- absence to the world
- restoration
unconcious
One of Jung’s major contributions to psychology is our modern-day understanding of the unconscious.
- Jung liberated this concept from the dark dungeon of repression envisioned by Freud to be recognized on par with the conscious as a vital component of the mind.
consumers' persona
consumer
every consumer comes with persona (masks) that hides what s/he really wants to buy
luxury consumer
shopping
In studies of luxury consumers, we can identify motivations of self-efficacy, self-esteem, and social comparison—and unconscious emotions of trust, confidence, and security—all present on an unconscious level and influencing behavior.
discount buyer
Con2
in non-luxury buyers, there is always YEARNING to buy luxury items
i.e: super deluxe buses
watch
video
Vignette
Do you see yourself as
beautiful?
According to a study, only 1% of all women see themselves as beautiful
Ads
Most ads portray an ideal image that is unattainable
What is Personality
What is Personality?
"The combination of characteristics or qualities that form an individual’s distinctive character"
Nature
Nature of Personality
- Personality reflects individual differences
- Personality is consistent and enduring
- Personality can change
Theories
Theories of Personality
- Freudian theory
- Non-Freudian personality theory
- Trait theory
Freudian theory
Freudian theory
Unconscious needs or drives are at the heart of human motivation
- Id
- Superego
- Ego
Contd.
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
Food Personality
Snack Food Personality Traits
Potato Chips:
Ambitious, successful, high achiever, impatient
Tortilla Chips:
Perfectionist, high expectations, punctual, conservational
Popcorn:
Takes charge, self-confident - but not a show off, modest
Snack Crackers:
Rational, logical, contemplative, shy, prefers time alone
Non- Feudian
Neo-Freudian Personality Theory
Alfred Adler:
- Style of life
- Feelings of inferiority
Harry Stack Sullivan:
- We establish relationships with others to reduce tensions
Karen Horney’s three personality groups
- Compliant: move toward others
- Aggressive: move against others
- Detached: move away from others personality
Trait Theory
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
Personality
Traits
Consumer Personality traits
- Consumer innovativeness
- Dogmatism
- Social Character
- Need for uniqueness
- Optimum stimulation level
- Variety – novelty seeking
Consumer Innovativeness
Consumer Innovativeness
The degree to which consumers are receptive to new products, new services, or new practices
Social
Character
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
Need for Uniqueness
Consumers who avoid appearing to conform to expectations or standards of other
Dogmatism
Dogmatism
Optimum stimulation level
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
Variety – novelty seeking
Variety
– novelty seeking
Measures a consumer’s degree of variety seeking
Examples include:
- Exploratory Purchase Behavior
- Use Innovativeness
- Vicarious Exploration
Materialism
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
Ethnocentrism
Consumer Ethnocentrism
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
This ad is designed to appeal to consumer ethno-centrism
Cosmopolitanism
Consumer Cosmopolitanism
A cosmopolitan orientation would consider the word to be their marketplace and would be attracted to products from other cultures and countries
Cognitive Personality
Cognitive Personality Factors
- Need for cognition (NC)
A person’s craving for enjoyment of thinking
- Visualizers versus verbalizers
A person’s preference for information presented visually or verbally
Need for Cognition
High NC
• More like to be responsive to the part of Ad
• Rich in product- Related information or description
• More like to written message
• Spend more time processing print advertisement (superior brand and AD claim recall)
Low NC
More like to be attractive to the background or peripheral aspect of an ad
• Attractive model or well known celebrity
• More like to cartoon messages
• More effect for changing attitude and subjective norms
Visualizers
& Verbalizers
Visualizers & Verbalizers
Verbalizers prefer written or verbal information over graphics and images
Visualizers are consumers who prefer visual information
Brand
Personality
Brand Personality
Personality-like traits associated with brands
- 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
Framework
Brand Personality Framework
Contd.
Brand Personality Framework
Personification
Brand Anthropomorphism
Attributing human characteristics to objects
Personification
Brand Personification
Consumer’s perception of brand’s attributes for a human-like character
Product Personality
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 Magnum Belgian Chocolate, 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
Colour & Personality
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 Image
Different Self - Images
Contd.
Models
of CB
Models of CB
Economic
Model
Economic model
- Law of principal of maximum utility
- Law of equimarginal utility enables a consumer to secure the maximum utility from limited purchasing power
Price effect
Substitution effect
Income effect
Learning model
- The response of satisfaction reinforces the relationship
- Learns to associate connection between stimulus and response which becomes habit
- Understanding the response of consumer at the market place
Psychoanalytical model
- Personality of consumers and their responses
- Consumer behavior is directed by a complete set of deep seated motives
Sociological model
- As his role, status, interaction, influence, group relation, lifestyle, income, occupation, place of residence, social class etc.
Contemporary models
Contemporary models
Harward seth model
Customer lacks well defined evaluative criteria to judge the product
- Searches for information
- After passing his own personality, his intake is modified
- Evaluates the brands available
- Seeks greatest potential of satisfying his motives
Nicosia model
Contemporary models
Nicosia model
- Proposed by Francesco Nicosia in 1970s
- Incomplete in a number of aspects, very reductionist
- Variables in the model have not been clearly defined
Engel, Blackwell and minard model
Contemporary models
Engel, Blackwell and minard model
- Information input
- Information processing
- Decision process stage
- Variables influencing decision making process
Webster and wind
Contemporary models
Webster and wind
- Partitiones the buying process into several processes
- processes of decision-making are determined by environmental and organizational factors.
- Final buying process rendered as the mixture of individual and group decision
Case Study
Determining Brand Personality of Nike Sports Shoes Using Aaker’s Brand Personality Scale
Brand personality is considered to be an important factor for the success of a brand in terms of preference and choice. Sports shoes industry, brand Nike is trying to build their brand personality in order to gain the greatest market share based on its targeted customers. The focus of this study is to determine the brand personality and Nike user personality that is associated with Nike sports shoes using Aaker’s Model.