2. Personality and Understanding
Consumer Behavior
Consumer
innovativeness
Dogmatism
Social
character
Need for
uniqueness
Optimum
stimulation
level
Sensation
seeking
Variety-novelty
seeking
2
3. Willingness to innovate
• Further broken down for hi-tech products
• Global innovativeness
• Domain-specific innovativeness
• Innovative behavior
3
Consumer Innovativeness
4. Consumer Motivation Scales
A “GENERAL” CONSUMER INNOVATIVENESS SCALE
• I would rather stick to a brand I usually buy than try something I am not very
sure of.
• When I go to a restaurant, I feel it is safer to order dishes I am familiar with.
• If I like a brand ,I rarely switch from it just to try something different
• I enjoy taking chances in buying unfamiliar brands just to get some variety in
my purchase
A DOMAIN-SPECIFIC CONSUMER INNOVATIVENESS SCALE
• Compared to my friends, I own few rock albums.
• In general, I am the last in my circle of friends to know the titles of the latest
rock albums.
• In general , I am one the 1st in my circle of friends to buy a new rock album
when it appears .
• If I heard that a new rock album is available in the store , I would be interested
enough to buy it
4
5. Dogmatism
A 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
beliefs
High Dogmatism
Low Dogmatism
5
7. Social Character
Social Character is personality trait
that ranges on continuum from…
Inner
Directedness
• Consumer rely on Inner value
Other
Directedness
• Consumer tend to look other for
guidance
7
9. Consumers who avoid conforming
to expectations or standards of
others
• NO concern about being criticized
• More open to making unique choices
9
Need for uniqueness
10. A personality trait that measures the
level or amount of novelty or
complexity that individuals seek in
their personal experiences
• High OSL consumers tend to accept risky and novel
products more readily than low OSL consumers.
• Individual who seek high level of OSL are more likely to
engage in “Exploratory behaviors “ e.g. Mixing and
matching
10
Optimum Stimulation Level Optimum Stimulation Level
11. Sensation Seeking
The need for varied, novel, and complex
sensations and experience. And the
willingness to take social and physical
risks for the sensations.
11
High SS score ?
12. Measures a consumer’s degree of variety
seeking
• Examples include:
• Exploratory Purchase Behavior – Brand Switching.
• Vicarious Exploration - where consumers secure information about a
new different alternatives and then contemplates or even
daydreams about the option such as sports car ,modified bikes.
• Use Innovativeness - Using existing product in new way.
12
Variety-Novelty Seeking
Editor's Notes
Marketers are very interested in the link between personality and consumer behavior. These are seven topics which are examined on the following slides.
Consumer innovators are the group of consumers that are very open to new ideas and are usually the first to purchase products. Innovativeness is the underlying trait that describes a consumer’s willingness to try new products. Companies have found this very important when introducing brand extensions because it is a key factor in the consumer’s likelihood to try the new product. For hi-tech products, we see that innovativeness can be explained at three levels. The first, global innovativeness, is the overall innovative level of the consumer. Drilling down further, domain-specific innovativeness has to do with the particular product category, and finally, the innovative behavior is the actual purchase of the new product.
This is an example of a consumer innovation measurement scale that would be used by a researcher. There are many scales that are used to try to understand the consumer’s general or global level of innovativeness. On this scale, the respondent was asked to answer the questions on a scale as to how much they AGREE or DISAGREE with the statement.
Dogmatic is a personality trait that describes how rigid or open a person is to new and unfamiliar ideas and products. A person who is highly dogmatic approaches the unfamiliar defensively and with discomfort. They will rarely consider the unfamiliar and tend to be very close minded. Marketers have realized this type of customer appreciates advertising appeals with celebrities and other experts.
You may be able to identify friends with greater need for uniqueness. You can see it in their clothes and hairstyles. Similarly to the other personality traits we have been discussing, there is a measurement scale that researchers use to quantify an individual’s need for uniqueness. If the respondent scores high on this scale, then they have a higher need for uniqueness.
Optimum stimulation levels are related to how a consumer tends to like or dislike novel, complex, and unusual experiences and products. High optimum stimulation levels lead consumers to take risks and try new products. Similar to a person with high innovativeness, these consumers are important to marketers of new products.
Sensation-seeking traits tie to the need to take risks to fulfill the sensations of experiences which are different and extreme. Much research has been tied to the study of teenage males who often engage in this behavior.
Consumers seek variety in many ways. Some exhibit exploratory purchase behavior where they switch brands often to experience new products. Other consumers display variety by use innovativeness, using an existing product in a new way. Finally, vicarious exploration, which often does not involve actual purchase about the product, refers to daydreaming or thinking often about a new product. Ask yourself, for product categories, how do you exhibit variety-novelty seeking?