2nd Personality

8/12/2019 2nd Personality

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Amity Business School

Consumer Personality


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The inner psychological characteristics that both

determine and reflect how a person responds to his or

her environment.

Personality refers to a persons consistent ways of

responding to the environment in which he or she lives

Customer personality is a function of two factors:

Genetic makeup

Environmental conditioning

Personality = Genetics x Environment

Personality


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The Nature of Personality A person develops a pattern of behavioral responses

because of the rewards and punishments offered by

his or her environment .

Personality reflects individual differences.

Personality is consistent and enduring.

Personality can change.


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Freudian Theory Given by Sigmund Freud.

Human personality is driven by both conscious andunconscious motives

Three divisions of the human psyche:

id

the basic source of inner energy directed at avoidingpain and obtaining pleasure and represents theunconscious drives and urges

ego

between the unconscious and impulsive desires of the idand the societal ideals internalized by the superego

superego

the moral side of the psyche, reflecting societal ideals


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Neo-Freudian Theories

Carl Jung: Analytical psychology Theory

Disciple of Freud but did not accept Freuds emphasis onsexual aspects of personality

Collective unconscious: A storehouse of memoriesinherited from our ancestral past

Believed people are shaped by cumulative experiences ofpast generations

Archetypes: Universally shared ideas and behaviorpatterns created by shared memories. For eg: EarthMother, Harry Potter


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Trait TheoryTrait Theory:

An approach to personality that focuses on thequantitative measurement of personality traits

Personality Traits:

Identifiable characteristics that define a person.

Extroversion: Trait of being socially outgoing

Extrovert: A person that possesses the trait of

extroversion Introversion: Trait of being quiet and reserved

Introvert: A person that possesses the trait ofintroversion


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Traits Specific to Consumer Behavior

Innovativeness (Need For Uniqueness):

The degree to which a person likes to try new things

Material ism:

Amount of emphasis placed on acquiring and owning products Self-consciousness:

The degree to which a person deliberately monitors and controlsthe image of the self that is projected to others

Need for cogni t ion:

The degree to which a person likes to think about things (i.e.,expend the necessary effort to process brand information)

Frugal i ty:

Deny short-term purchasing whims and resourcefully use what onealready owns


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InnovativenessNeed for

Uniqueness

Consumers who avoid

appearing to

conform to

expectations or

standards of others.

th


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OptimumStimulation

Levels

(OSL)

A personality trait thatmeasures the level or

amount of novelty or

complexity that

individuals seek in their

personal experiences.

High OSL consumers

tend to accept risky andnovel products more

readily than low OSL

consumers.


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Experimentation with appearance.

Enhancement of individuality.

Eg choices of vacations, FMCG

Categories in biscuits, chocolates, etc.

Sensation Seeking

A trait characterized by the need for varied, novel and

complex sensations and experience and the willingness to

take physical and social risks for the sake of such

experience.


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Variety-Novelty

Seeking

A personality trait similar to

OSL, which measures a

consumers degree to variety

seeking

Examples:

Exploratory PurchaseBehavior (switching brands to

experience new, different and

better alternative.)

Use Innovativeness

Vicarious Exploration

(securing information about a

new alternative and then day

dreaming about the option)


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Cognitive Personality Factors Need for cognition

A persons craving for enjoyment ofthinking

Visualizers versus verbalizers

A persons preference for information

presented visually or verbally


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Need for Cognition (NC)

Consumers high in NC are more likely

to respond to ads rich in product-related information

Consumers low in NC are more likely tobe attracted to background or

peripheral aspects of an ad


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Idiocentrism or Allocentrism

Idiocentrics: Individuals who have an individualist orientation

Allocentrics: Individuals who have a group orientation

Differences between idiocentrics andallocentrics: Contentment: Idiocentrics tend to be more content

with life and their financial situation

Health Consciousness: Allocentrics are more likely

to avoid unhealthy foods Food preparation: Allocentrics spend more time

preparing food

Travel and Entertainment: Idiocentrics are moreinterested in traveling. Allocentrics are more likely

to work on crafts.


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Social CharacterInner-Directed

Consumers who tend

to rely on their owninner values

More likely to be

innovators

Tend to prefer adsthat stress product

features and benefits

Other-Directed

Consumers who tend to

look to others for

direction.

Less likely to be

innovators.

Tend to prefer ads that

feature social

acceptance.


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Trait or CAD Theory (Karen Horney) Personality theory with a focus on psychological

characteristics. Described people as moving toward others(compliant), away from others (detached), or against others(aggressive).

Trait - any distinguishing, relatively enduring way in whichone individual differs from another.

Personality is linked to how consumers make their choicesorto consumption of a broad product category- not a specific

brand. Using the context of child-parent relationships, individuals

can be classified into:

Compliant individuals Aggressive individuals

Detached individuals


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Compliant

Personality

One who desires tobe loved, wanted,

and appreciated by

others.


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Aggressive

Personality

One who moves

against others (e.g.,competes with

others, desires to

excel and winadmiration).


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Detached

Personality

One who moves

away from others

(e.g., who desires

independence, self-

sufficiency, and

freedom fromobligations).


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Amity Business SchoolClassification of Personality Into Social

Styles

Analytical

Slow reaction

Maximum effort to organize

Minimum concern for

relationships

Historical time frame Cautious action

Tends to reject involvement

Driving

Swift reaction

Maximum effort to control

Minimum concern for caution

in relationships

Present time frame Direct action

Tends to reject inaction

Amiable

Unhurried reaction

Maximum effort to relate

Minimum concern foreffecting change

Present time frame

Supportive action

Tends to reject conflict

Expressive

Rapid reaction

Maximum effort to involve

Minimum concern for routine Future time frame

Impulsive action

Tends to reject isolation

RESPONSIVENESS

ASSERTIVENESS

LOW HIGH

HIGH

LOW

RESPONSIVENESS

ASSERTIVENESS


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Problems with Trait Theory in CB Explanations for the inability of traits to predict

consumer behaviors in research:

Scales which are not valid or reliable.

Only describes enduring pattern of personality.

Focus is on apparent behavior than typical behavior.

Ad hoc changes to the measures dilute the validity of

the measures Generalized trait measures used to make predictions

about specific behaviors


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From Consumer Materialism toCompulsive Consumption Consumer materialism

The extent to which a person is consideredmaterialistic

Fixed consumption behavior Consumers fixated on certain products or

categories of products Compulsive consumption behavior

Addicted or out-of-control consumers


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Fixated Consumption Behavior

Consumers have

a deep interest in a particular object orproduct category

a willingness to go to considerable lengthsto secure items in the category of interest

the dedication of a considerable amountof discretionary time and money tosearching out the product

Examples: collectors, hobbyists


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Compulsive

Consumption

Behavior

Consumers who are

compulsive buyers

have an addiction;

in some respects,

they are out of

control and their

actions may have

damagingconsequences to

them and to those

around them

2nd Personality

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