CB--A5 Personality
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Transcript of CB--A5 Personality
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PersonalityPersonality
y Inner psychological characteristics that determine &
reflect how a person responds to his / her environment .
y Personality evolves . Influenced by : Heredity , childhood experiences , social / environmental
influences
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Nature of PersonalityNature of Personalityy Reflects individuality
x Unique combination , basis for segmentation
y Enduringx
Personality of an individual is consistentx Is only one of the factors influencing behaviour
y Keeps evolvingx Due to life changing events
x Gradual, maturing process
y Personality stereotypes change over timex Women s personality . Are Men too changing ?
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Personality TheoriesPersonality Theories FreudianFreudian
y Unconscious needs especially biological / sexual ;
core of human motivation , Personality
y 3 interacting systems : Id , Superego , Ego
Id Instinctx Warehouse of primitive , impulsive drives
Superego Conscience
x Sees that individual satisfies needs in a socially acceptable manner
Ego Conscious controlx Internal monitor to balance impulsive demands of Id & socio
cultural constraints of Superego
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Personality TheoriesPersonality Theories FreudianFreudian
y Freud : Personality is formed as a person passesthrough a number of stages of child development
Adult personality is shaped by how satiated eachdevelopment stage was . E.g. Chewing habit
y Premise for consumer behaviour application
Consumers are largely unaware of true reasons forbuying . Role for subliminal factors
y YCS take
Our lives , personalities are shaped by experiences inearly development stagesx Parents unfulfilled desires , Value transfer , Anxieties / insecurities
, Divorced parents etc
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NeoNeo Freudian TheoryFreudian Theoryy Social aspects , relationships not instincts seen as
fundamental to personality development Emphasis on individuals desire to conquer anxiety
y Karen Horney focused on child - parent relationships
y 3 personality groups Compliant
x Those who move toward others
x Desire to belong , to be appreciated
Aggressive
x Those who move against othersx Desire to excel & win admiration , show off
Detached
x Those who move away from others
x Desire independence , self-reliance , individualism
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Trait TheoryTrait Theory
y Primarily quantitative orientation . Personalitymeasurement in terms of specific psychologicaltraits
y
Trait Any distinguishing relatively enduring way in
which one individual differs from another
y Personality traits
Innovation related
Cognitive factors
Materialism
Fixated consumption behaviour
Consumer ethnocentricism
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Innovation Related TraitsInnovation Related Traits
y Consumer innovativeness
Internet shoppers , more open to try new things
y Dogmatism
Conservative . Receptive to new trials with celebrity endorsementy Social character
Inner directed Outer directed continuum
x Inner directed more independent , innovative , prefer product feature ads
x Outer directed look for guidance , ads with approving social environment
y Need for uniqueness
Avoid conformity . Receptive to making unique choices
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Innovation Related TraitsInnovation Related Traits
y Optimum stimulation level ( OSL )
Some prefer simple clam existence , some novel ,unusual . Each one has a different level ( OSL )
High OSL consumers exhibit greater willingness to
risk
y Sensation seeking
Need for varied / novel experience . Willingness totake physical , social risk
y Variety / Novelty seeking Can be in terms of purchase behaviour or innovative
usage .Offering more options is an advantage
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Cognitive Personality FactorsCognitive Personality Factorsy Need for cognition
Measure of a persons craving for thinking
High NC people likely to respond to product info
section of the ad ; low NC prefer format , aesthetics
NC positively related to Internet usage
y Visualisers v/s verbalisers
Consumers who prefer visual v/s verbal information
y
Application in developing ads
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MaterialismMaterialism
y Consumer materialism
Consider possessions essential to their identities
Value acquisition / showing off , self centered , un
satiated quest / unending cravingy Fixated consumption behaviour
More evolved , into specific interest area
Deep passion , dedicated time , efforts , money
y Compulsive consumption behaviour Realm of abnormal behaviour , like addiction : Gambling
Impulsive buying , self gifting to influence moods
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Consumer EthnocentrismConsumer Ethnocentrism
y Predisposition toward accepting / not foreign
made products
y High ethnocentrism stresses on domestic goods
y Some consumers feel enamoured with goods
foreign
y This may vary with product categories ;
especially for goods associated with specific
countries
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Brand PersonalityBrand Personality
y Brand personality
Functional ( long lasting ) or symbolic ( athlete in us )
Internet rub off
xVisitors perceive brands on a website as modern , trustworthy
y Brand personification
Perceptions recast into a human character
5 defining dimensions
x Sincerity , excitement , competence , sophistication, ruggedness
Consumers develop relationship with brands some
times possessive : Beetle , Harley Davidson
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AssociationsAssociations
y Gender
Toothpaste , coffee as masculine , shampoo , soap as
feminine in a Chinese study
y
Geography Connotations of authenticity Hyderabadi Biryani
y Colour
Blue Royal , Black Rich , Red Strong , Pink - Feminine
Colgate Red & White
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Self ImageSelf Image
y Consumers express themselves through
choice of a brand .
Tend to buy product , closer to their self image
y Per roles in different situations , consumer
is likely to have multiple self images
Application in usage based segmentation
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Types of Self ImageTypes of Self Image
y Actual self image
How consumers see themselves
y Ideal self image
How consumers would like to see themselves
y Social self image How consumers feel , others see them
y Ideal social self image
How consumers would like others to see them
y Expected self image How consumers expect to see themselves at specified future time
y Ought to self image
Traits individual believes is his obligation tom possess
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Virtual PersonalityVirtual Personality
y On line chat rooms , without identification
y Opportunity to adorn a new identity in line
with the need , different for different groups
y Consumer may choose to switch to one of the
virtual personalities , over a period of time
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