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


The Nature of Personality
• Personality reflects individual
differences
• Personality is consistent and enduring
• Personality can change


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


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


Figure 5.2 A Representation of the
Interrelationships Among
the Id, Ego, and Superego


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


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


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 - 10

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 Noninnovators
• Innovativeness • The degree to which
• Dogmatism consumers are
• Social character receptive to new
products, new
• Need for uniqueness services, or new
• Optimum stimulation practices
level
• Variety-novelty
seeking

Trait Theory
Consumer Innovators
And Noninnovators
• Innovativeness • A personality trait that
• Dogmatism reflects the degree of
• Social character rigidity a person
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

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

Trait Theory
Consumer Innovators
And Noninnovators
• Innovativeness • Consumers who
• Dogmatism avoid appearing to
• Social character conform to
expectations or
• Need for uniqueness standards of others
• Optimum stimulation
level
• Variety-novelty
seeking

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.

Trait Theory
Consumer Innovators
And Noninnovators
• Innovativeness • Measures a consumer’s
• Dogmatism degree of variety
• Social character seeking
• • Examples include:
Need for uniqueness
– Exploratory Purchase
• Optimum stimulation Behavior
level – Use Innovativeness
• Variety-novelty – Vicarious Exploration
seeking

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.


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
ethno-
centrism.


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.


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


A Brand Personality Framework
Figure 5.8


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


Marketers
often use a
fictitious
location to
help with
personality.


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,
YELLOW • Stops traffic
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
•Suggests reduced calories
Goodness, purity,
chastity, •Pure and wholesome food
WHITE
cleanliness, •Clean, bath products, feminine
delicacy,
refinement,
Sophistication, •Powerful clothing
BLACK formality
power, authority, •High-tech electronics
mystery
SILVER, Regal, wealthy, •Suggests premium price
GOLD 2007 by Prentice Hall
Copyright stately 5 - 27

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


This product
appeals to
a man’s
self-image.


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


Different Self-Images

Actual Self-
Ideal Self-Image
Image

Ideal Social
Social Self-Image
Self-Image

Expected
Self-Image


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
immortality
• Altering the self- – Endowing with magical
image powers


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


Personality

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