Personality and Consumer Behavior - - MARKET FACE性格与消费行为的市场面

Personality and Consumer BehaviorCHAPTERFIVELearning Objectives1.To Understand How Personality Reflects Consumers Inner Differences.2.To Understand How Freudian,Neo-Freudian,and Trait Theories Each Explain the Influence of Personality on Consumers Attitudes and Behavior.3.To Understand How Personality Reflects Consumers Responses to Product and Marketing Messages.2Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideLearning Objectives(continued)4.To Understand How Marketers Seek to Create Brand Personalities-Like Traits.5.To Understand How the Products and Services That Consumers Use Enhance Their Self-Images.6.To Understand How Consumers Can Create Online Identities Reflecting a Particular Set of Personality Traits.3Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideIntroductionMarketers have long tried to appeal to consumers in terms of their personality characteristics.They have intuitively felt that what consumers purchase,and when and how they consume,are likely to be influenced by their personality factors.What Is the Personality Trait Characterizing the Consumers to Whom This Ad Appeals?Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five Slide5Enthusiastic or ExtremelyInvolved CollectorsCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five Slide6Personality and The Nature of PersonalityThe inner psychological characteristics that both determine and reflect how a person responds to his or her environmentThe Nature of Personality:Personality reflects individual differencesPersonality is consistent and enduringPersonality can change7Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideDiscussion QuestionsHow would you describe your personality?How does it influence products that you purchase?8Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideTheories of PersonalityFreudian theoryUnconscious needs or drives are at the heart of human motivationNeo-Freudian personality theorySocial relationships are fundamental to the formation and development of personalityTrait theoryQuantitative approach to personality as a set of psychological traits9Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideFreudian TheoryIdWarehouse of primitive or instinctual needs for which individual seeks immediate satisfactionSuperegoIndividuals internal expression of societys moral and ethical codes of conductEgoIndividuals conscious control that balances the demands of the id and superegoCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall 10Chapter Five SlideId,Superego and egoFreud proposed that the human personality consists of three interacting systems:the id,the superego,and the ego.The id was conceptualized as a“warehouse”of primitive and impulsive drive-basic physiological needs such as thirst,hunger and sex-for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction.SuperegoIn contrast to Id,the superego is conceptualized as the individuals internal expression of societys moral and ethical code of conduct.The superegos role is to see that the individual satisfies needs in a a socially acceptable fashion.Thus,the superego is a kind of“brake”that restrains or inhibits the impulsive forces of the id.EgoThe ego is the individuals conscious control.It functions as an internal monitor that attempts to balance the impulsive demands of the id and the sociocultural constraints of the superego.Freud emphasized that an individuals personality is formed as he or she passes through a number of distinct stages of infant and childhood development.How Does This Marketing Message Apply the Notion of the Id?14Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideIt Captures Some of the Mystery and The Excitement Associated With the“Forces”of Primitive Drives.15Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideNeo-Freudian Personality TheorySocial relationships are fundamental to personalityAlfred Adler:Style of lifeFeelings of inferiorityHarry Stack SullivanWe establish relationships with others to reduce tensionsKaren Horneys three personality groupsCompliant:move toward othersAggressive:move against othersDetached:move away from othersCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall 16Chapter Five SlideWhy Is Appealing to an Aggressive Consumer a Logical Position for This Product?17Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideBecause its Consumer Seeksto Excel and Achieve Recognition18Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideTrait TheoryFocus on measurement of personality in terms of traitsTrait-any distinguishing,relatively enduring way in which one individual differs from anotherPersonality is linked to broad product categories and NOT specific brands19Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideSoup and Soup Lovers TraitsTable 5.2(excerpt)Chicken Noodle Soup LoversWatch a lot of TVAre family oriented Have a great sense of humorAre outgoing and loyalLike daytime talk showsMost likely to go to churchTomato Soup Lovers Passionate about reading Love petsLike meeting people for coffee Arent usually the life of the partyVegetable/Minestrone Soup LoversEnjoy the outdoors Usually game for trying new things Spend more money than any other group dining in fancy restaurants Likely to be physically fitGardening is often a favorite hobby20Chapter Five SlideCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall How Does This Ad Target the Inner-Directed Outdoors Person?21Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideA Sole Person is Experiencing the Joys and Adventure of the Wilderness22Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideConsumer InnovativenessWillingness to innovate Further broken down for hi-tech productsGlobal innovativenessDomain-specific innovativenessInnovative behavior23Chapter Five SlideCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall Consumer Motivation ScalesTable 5.3(excerpt)A“GENERAL”CONSUMER INNOVATIVENESS SCALE1.I would rather stick to a brand I usually buy than try something I am not very sure of.2.When I go to a restaurant,I feel it is safer to order dishes I am familiar with.A DOMAIN-SPECIFIC CONSUMER INNOVATIVENESS SCALE1.Compared to my friends,I own few rock albums.2.In general,I am the last in my circle of friends to know the titles of the latest rock albums.24Chapter Five SlideCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall DogmatismA personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs25Chapter Five SlideCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall Personality and Understanding Consumer BehaviorRanges on a continuum for inner-directedness to other-directednessInner-directedness rely on own values when evaluating productsInnovatorsOther-directednesslook to othersless likely to be innovatorsCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall 26Chapter Five SlideNeed for UniquenessConsumers who avoid conforming to expectations or standards of othersSample Item from a consumers Need for Uniquensess Scale1.I collect unusal products as a way of telling people IM different.2.When dressing,I have sometimes dared to be different in ways that others are likely to disapprove.Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall 27Chapter Five SlideContiAs far as IM concerned,when it comes to the products I buy and the situations in Which I use them,Customs and rules are made to be broken.Optimum Stimulation LevelA personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiencesHigh OSL consumers tend to accept risky and novel products more readily than low OSL consumers.Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall 29Chapter Five SlideSensation SeekingThe need for varied,novel,and complex sensations and experience.And the willingness to take social and physical risks for the sensations.30Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideVariety-Novelty SeekingMeasures a consumers degree of variety seekingExamples include:Exploratory Purchase BehaviorUse InnovativenessVicarious Exploration31Chapter Five SlideCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall Cognitive Personality FactorsNeed for cognition(NFC)A persons craving for enjoyment of thinkingIndividual with high NFC more likely to respond to ads rich in product information.32Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideCognitive Personality FactorsVisualizersVerbalizersCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall 33Chapter Five SlideWhy Is This Ad Particularly Appealing to Visualizers?34Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideThe Ad Stresses Strong Visual Dimensions35Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideWhy Is This Ad Particularly Appealing to Verbalizers?36Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideIt Features a Detailed Description37Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideFrom Consumer Materialism to Compulsive ConsumptionAcquire and show off possessionsSelf centered and selfishSeek lifestyle full of possessionsDo not get greater personal satisfaction from possessionsMaterialistic People38Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideFrom Consumer Materialism to Compulsive ConsumptionFixated consumption behaviorConsumers fixated on certain products or categories of productsCharacteristicsPassionate interest in a product categoryWillingness to go to great lengths to secure objectsDedication of time and money to collectingCompulsive consumption behavior“Addicted”or“out-of-control”consumers39Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideConsumer Ethnocentrism and Cosmopolitanism Ethnocentric consumers feel it is wrong to purchase foreign-made products because of the impact on the economyThey can be targeted by stressing nationalistic themesA cosmopolitan orientation would consider the word to be their marketplace and would be attracted to products from other cultures and countries.40Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideBrand PersonalityPersonality-like traits associated with brandsExamplesPurdue and freshnessNike and athleteBMW is performance drivenBrand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium41Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideIn What Ways Do Max and Other Brand Personifications Help Create VWs Brand Image?42Chapter Five SlideCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall Speaks English,is“interviewed”about VW products,and is a friend43Chapter Five SlideCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall Product Anthropomorphism andBrand PersonificationProduct Anthropomorphism Attributing human characteristics to objectsTony the Tiger and Mr.PeanutBrand Personification Consumers perception of brands attributes for a human-like characterMr.Coffee is seen as dependable,friendly,efficient,intelligent and smart.4444Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideA Brand Personality FrameworkFigure 5.1245Chapter Five SlideCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall Product Personality IssuesGenderSome products perceived as masculine(coffee and toothpaste)while others as feminine(bath soap and shampoo)GeographyActual locations,like Philadelphia cream cheese and Arizona iced teaFictitious names also used,such as Hidden Valley and Bear CreekColorColor combinations in packaging and products denotes personality46Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideSelf and Self-ImageConsumers have a variety of enduring images of themselvesThese images are associated with personality in that individuals consumption relates to self-image47Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideOne or Multiple SelvesA single consumer will act differently in different situations or with different peopleWe have a variety of social rolesMarketers can target products to a particular“self”4848Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideMakeup of the Self-ImageContains traits,skills,habits,possessions,relationships,and way of behaviorDeveloped through background,experience,and interaction with othersConsumers select products congruent with this image4949Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideWhich ConsumerSelf-Image Does This Ad Target,and Why?50Chapter Five SlideCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall Actual self-image because it tells middle-age women who like their hair long to continue doing so.51Chapter Five SlideCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall Different Self-Images52How consumers see themselvesHow consumer would like to see themselvesActual Self-ImageHow consumers feel others see themIdeal Self-ImageHow consumers would like others to see themSocial Self-ImageHow consumers expect to see themselves in the futureIdeal SocialSelf-ImageTraits an individual believes are in her duty to possessExpectedSelf-ImageOut-to selfChapter Five SlideCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall Extended SelfPossessions can extend self in a number of ways:Actually SymbolicallyConferring status or rankBestowing feelings of immortalityEndowing with magical powers5353Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideAltering the Self-Image Consumers use self-altering products to express individualism by:Creating new selfMaintaining the existing selfExtending the selfConforming54Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five SlideVirtual PersonalityYou can be anyoneGender swappingAge differencesMild-mannered to aggressive5555Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall Chapter Five Slide