Personality Lecture Notes PDF

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Personality Lecture Notes...

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Consumer behaviour Personality Personality is an individual’s characteristic response tendencies across similar situations. guides and directs the behaviour chosen to accomplish goals in different situations i.e. pessimist & optimist Motivations are the energizing and directing force that makes consumer behavior purposeful and goal directed. Personality quality’s = unique to the individual Can be conceptualized as a combination of specific traits/characteristics Traits remain stable over time BUT specific behaviours can change over time (i.e. gaining confidence over time)

Trait theory Examine personality as an individual difference, allowing marketers to segment consumers on these differences. • Assume everyone has internal characteristics linked to the way we rend to behave; consistent and can be measured. Traits 1. 2. 3. 4. 5.

most often studied? How value conscious people are? Innovativeness Competitiveness Materialism Complaint proneness

Other traits include…

Individual personality theories • Sigmund Freud • Neo Freudians • Trait theory ID – Primitive instinctive needs (I.e. food, sleep, shelter, sex) SUPEREGO – Control ID Impulses that aren’t socially Acceptable. EGO – Decision making component influenced by the external world.

Five factor model… Personality trait Extroversion outgoing Agreeableness Openness to experiences imaginative

Description Talkative and Kind-hearted Creative &

conscientious organised

Precise &

Multi-Trait Personality theory Identifies several traits that in combination capture a substantial portion of the personality of the individual. Multi-trait approach • 5-factor model most commonly used • marketers and identifies five basic traits that are formed by genetics and early learning. Single-trait approach – one trait being particularly relevant Does not = other traits aren’t important or existent. - Vanity - Materialism - Compulsive buying - Neuroticism

Consumer Ethnocentris m (Reflects an individual difference in consumers’ propensity to be biased against the purchase of foreign products. • Need for Cognition Reflects an individual difference in consumers’ propensity to engage in and enjoy thinking. • Consumers’ Need for Uniqueness Reflects an individual difference in consumers’ propensitytopursue •

Personality in marketing Brand image What people think of and feel when they hear or see a brand name. Comes from… Brand personality Set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire. What do we look for when associating a brand/shop? - Appearance - Backstory - Interests (The image comes from these personalities made)

Brand personality dimensions…

Competence Responsible, reliable ex. Maytag - depend on us Excitement Daring, spirit ex. Mountain dew- do the dew Sophisticate Glamourous ex. Cartier- brilliance, excellence exuberance. Aaker, Jennifer (1997), “dimensions of brand personality” journal of marketing research (august) 347-356

Communicating brand personality 1. Celebrity Endorsers – characteristics and meanings of the celebrity can transfer to the brand. 2. User Imagery - imagery helps to define who the typical user is in terms of their traits, activities, and emotions. 3. Executional factors - go beyond the core message to include “how” it is communicated…  Tone of the ad (serious v. humour)  Appeal used (fear/humour)...