Chap-3 Personality.pptx

Chap- 3
Personality
and
ConsumerBehavior
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1 Chap-3 Personality & Consumer Behaviour

Personality and Consumer Behavior
Learning Objectives:
Upon completion of this chapter the student will be
able to:
Define personality
Identify & explain the nature of personality
Identify explain theories of personality
Describe personality & understand
consumer diversity
Explain self & self image
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Personality comes from the Latin
term “persona” actors for mask;
personality is the mask worn.
The study of personality has been
approached by theorists, in a variety of
ways:
Some have emphasized the dual
influence of heredity and early
childhood experiences on
personality development. 10/6/2023

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Chap-3 Personality & Consumer Behaviour
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Others have stressed broader
social and environmental
influences and the fact that
personalities develop continuously
over time some theorists prefer to view
personality as a unified whole; others
focus on specific traits.
The wide variation in view points
make it difficult to arrive at a single
definition.

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Personality is the inner psychological
characteristics that both determine and
reflect how a person responds to his or her
environment .
Personality scales are a series of
questions or statements designed to
measure a single personality trait.
Personality test is a pencil –and paper test
designed to measure an individual‘s
personality in terms of one or more traits or
inner characteristics.

The Nature of Personality
The three distinct properties in the
study of personality includes:
i)Personality reflects individual differences.
No two individuals are exactly alike.
Nevertheless, many individuals tend
to be similar in terms of single
personality characteristics.
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Personality and Consumer Behaviour
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Example
Many people can be described as “high” in
sociability while others as “Low” in sociability.
Some people can be described as “high “ in
venturesomeness –willing to accept the risk of doing
something new or different
While others can be described as “low” in
venturesomeness- afraid to buy a really new product.
 Personality enables to categorize consumers into
different groups.
On the basis of single trait/ a few traits.
If each person were different in all respects, it
would be impossible to group consumers into
segments.

ii)Personality Is Consistent and Enduring
 A mother who comments that her child: “Has been stubborn from
the day he was born” supports the contention that personality has
both consistency and endurance.
 Even though personality may be consistent consumption behavior
varies due to psychological Sociocultural and environmental
factors.
 If marketers knew which personality characteristics influence
specific consumer responses , they can attempt to appeal to the
relevant traits inherent in their target group of consumers
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Personality and consumer behavior
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Example:
While an individual personality may be
largely stable, specific needs or
motives, attitudes, reactions to group
pressures and even responses to newly
available brands cause change in the
person’s behavior.
Personality is only one of the combinations
of factors that influence how a
consumer behaves.

iii)Personality Can Change
 Personality may change under certain
circumstances.
May be altered by major life events
such as birth of a child, death of a
loved one, a divorce or a major career
promotion, personality changes not only in
response to abrupt events, also as part of a
gradual maturing process.
“He is growing up, he is less wild,” says
after not seeing her nephew for 5 years.
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i)Freudian Theory
 Sigmund Frauds psychoanalytic theory of
personality is the corner stone of modern
psychology.
 This theory was built on the premise that
unconscious needs or drives , especially
sexual and other biological drives , are at
the heart of human motivation and
personality.
 He built his theory on patients recollection of
early childhood experiences, analysis of
their dreams , and the specific nature of their
mental and physical adjustments problems.

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ID
System 1
Super Ego System 2
EGO
System 3
The socio cultural constraints of the superego
Gratification
A representation of the interrelationships among the Id, Ego and Super Ego.
Gratification

Interacting Systems of Human Personality
Human personality consists of the following three
interacting systems:
i)The Id
Conceptualized as a “warehouse” of primitive
and impulsive drivers–(thirst, hunger and sex)
seeks immediate satisfaction .
A strong emotional sense of “animalism”
/Pure instinct .
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ii)The Super ego(SE)
 SE is conceptualized as his individual’s internal
expression of society’s moral and ethical codes of
conduct its role is to see that the individual
satisfies needs in a socially acceptable fashion.
 It is a kind of “brake” that
restrains/ inhabits the impulsive
forces of the id.

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iii)The Ego
is the individual’s conscious
control.
It functions as an internal monitor
that attempts to balance the
impulsive demands of the id &
the SocioCultural constraints of
the super ego

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Stages of Personality Developments
An individual’s personality is formed
as he/she passes through a number of
distinct stages.
i)Oral Stage
Infant first experiences social contact with the
outside world through the mouth./Eating, Drinking,
Sucking/.

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A crisis develops at the end of this stage
when the child is weaned from the mother’s
breast or from the bottle.
Example: If a child’s oral needs are not
adequately satisfied, the person may be fixated
and as an adult displays excessive oral
activity (gum chewing, nod smoking).

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ii)Anal Stage
The child’s primary source of
pleasure is the process of
elimination.
 Crisis develops when parents try to
toilet train the child.
 If some one is fixated, at the anal
stage the adult personality may
display an excessive need for
neatness

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iii)Phallic Stage
The child experiences self-oriented
sexual pleasure with the discovery
of the sex organs.
 the child experiences sexual
desire for parent of the opposite sex.
This crisis affects later relationships
with persons of the opposite sex and
with authority figures.

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iv)Latency Stage
Sexual instincts of the child lie dormant from
about age 5 until the beginning of adolescence
and No important personality changes occur
during this time.
v) Genital Stage
 At adolescence, the individual develops a
sexual interest in persons of the opposite sex
beyond self-oriented love and love for
parents.
Consumption situations are reflections and
extensions of the consumers’ own personality.

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Freudian Theory and “Product Personality”
It stresses the idea that human drives
are largely unconscious and that
consumers are primarily unaware of
their true reasons for buying what
they buy.
One’s appearance and possessions –
how well-groomed one is, what one
wears, carries, and displays reflect
the individual’s personality.

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II) Neo-Freudian Personality Theory
The Neo-Freudians believed that social relations
are fundamental to the formation and
development of personality.
Disagreed with his contention that personality
is primarily instinctual and sexual in
nature.
Horney focused on the impact of child-parent
relationships, especially the individual’s desires
to conquer feelings of society.
 she proposed that individuals be classified into
three personality groups: Compliant,
Aggressive and detached.(CAD)

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Compliant Individuals: are those who move
toward others (– they desire to be loved,
wanted and appreciated).
Aggressive individuals: are those who
move against others (they desire to excel ad
win admiration.)
Detached Individuals are those who move
away form others- (they desire
independent, self-reliance, self-
sufficiency, and freedom form
obligations.)

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A personality test based on Horney’s
theory i.e., CAD has been developed and
tested with in the contest of consumer
behavior.
For example,
highly compliant students were found to prefer
name brand products such as Bayer aspirin,
Students classified as aggressive showed a
preference for old spice deodorant over other
brands and / Because of its masculine appearance/
Highly detached students proved to be heavy
drinkers- possibly reflecting their desire not to
conform “ It is about team” – targets the compliant
personality

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iii) Trait Theory
It constitutes a major departure from basically
qualitative measures that typify the Freudian and
Neo-Freudian movements- personal observation, self-
reported experiences, dream analysis, projective
techniques.
It is primarily quantitative or empirical focuses on
the measurement of personality in terms of
psychological characteristics called traits.
Trait – is defined as “… any distinguishing,
relatively enduring way in which one
individual differs from another”.
Selected single- trait personality tests –
measures just one trait. Self – confidence.

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IV) Jungian Personality Types
Was a contemporary and colleague of
Freud
His theories and insights are relevant to
consumer behavior
His personality types have been making
particularly useful for marketers.
Pairs of Jungian-inspired psychological
dimensions.

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Consumer personality inventory
The sensing (s) and Intuiting (N)
dimensions capture how consumers
find out about “things” (obtaining and
processing information), and
The thinking (T) and feeling (F)
dimensions are opposite ways of
making decisions (decision styles)
By cross – tabulating the specific
characteristics of the two pairs of
psychological dimensions, 4 possible
personality types are derived.

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Thinking (T) Feeling (F)
Sensing (S)
Intuiting (N)
(“Hunch”)
Sensing –Thinking (ST)
Intuiting – Thinking (NT)
Sensing – Feeling (SF)
Intuiting – Feeling (NF)
Selected Jungian Personality Types

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Summary Characteristics of Selected Jungian Personality
Types
1. Sensing – Thinking (St)
Rational in decision – making
Logical and empirical in view point
Makes decisions following an “Objective” orientation
Heavily weighs economic considerations – most price
sensitive
Risk avoider
Materialism reflects personal or private motives (i.e.,
identifies with material objects or “things”)
Short – time horizon in making decision

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Sensing-Feeling (SF)
Empirical view point
Propelled by personal values rather than logic
Makes decisions following a “subjective orientation
Likely to consider others when making a decision
Shares risk with others
Materialism reflects how objects will impact on
others (status concerns)
Short – term horizon in making decisions.

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Intuiting – Thinking (NT)
Take a broad view of personal situation or
world
Relies heavily on imagination, yet uses
logic in approaching decisions
Imagines a wider range of options in
making a decision
Weighs options mentally
Willing to take risk or be speculative in
decisions
Long-time horizon in making decisions.

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Intuiting – Feeling (NF)
Takes a broad view of personal situation
or world
Imagines a wide range of option in making
a decision
Highly “People oriented” – likely to
consider other views.
Makes decisions following a subjective
orientation.
Least price sensitive
Risks – seeking (venturesome and novelty
seeking)
Indefinite time horizons in making

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Personalities and Understanding Consumer
Diversity
Personality traits that have proved useful in
differentiating between consumer innovators and
non-innovators include:
Consumer innovativeness
Dogmatism
Social Character
Optimum Stimulation level, and
Variety – novelty seeking

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Consumer Innovativeness
How receptive consumers are to new
products, new services or new
practices benefits both consumers
and marketers.
 A six-item measure of consumer
innovativeness flexible in terms of
boundaries / domain being studied.

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A consumer innovativeness scale
In general, I am among the last in my
circle of friends to buy a new (rock album)
when it appears*.*
If I heard that a (New rock album) was available in
the store, I would be interested enough to buy it.
Compared to my friends, I own few (rock
albums)**

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In general, I am the last in my circle of friends
to know the (title of he latest rock albums)**
I will by a new (rock album), even if I haven’t
heard it yet.
I know the names of (New rock acts) before
other people do.
Measured on a 5-Point “agreement” scale
The product category and related wording is
altered to fit the purpose of the researcher
Items with an (**) are negatively worded and
are scored inversely

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Dogmatism
It is a personality trait that measures the
degree of rigidity individuals display toward
the unfamiliar and toward information i.e.
contrary to their established behaves.
Innovative products Consumers who are low
in dogmatism (Open – minded) are more likely
to prefer innovative products to established /
traditional alternatives.
Established products highly dogmatic
(closed – minded) consumers are more likely
to choose established, rather than innovative,
product alternatives.

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Social Character
 Has its origin in sociological research
 It ranges on a continuum from Inner – directed and Outer –
directed.
 It focuses on identification and classification of individuals in to
distinct socio cultural types.
 Social character is a personality trait that ranges on continuum
from inner – directedness to other – directedness.
 Inner – directed consumers tend to rely on their own “inner”
values or standards in evaluating new products and are likely be
consumer innovators.

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Other-directed consumers tend to
look to others for direction on what
is “right” or “wrong”:
(they are less likely to be
consumer innovators) Inner
directed seem to prefer ads that
stress product features and personal
benefit.
Other- directed people seem
to prefer ads that feature a social
environment or social acceptance.

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Optimum Stimulation Level
 Some people seem to prefer a simple, uncluttered, and calm
existence
 While other seems to prefer an environment crammed
with novel complex and unusual experience.
 OSL scores seem to reflect a person’s desired level of lifestyle
stimulation. central
 High optimum stimulation levels (OSLs) is related
with
More willingness to take risks,
To try new products
To be innovative
To seek purchase – related information and
To accept new retail facilities
OSL seems to reflect a person’s desired level of
lifestyle stimulation

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There are Three Options
a) If consumers’ actual lifestyles are
equivalent to their OSL scores, then
they are likely to be quite satisfied .
b) If lifestyles are under stimulated
i.e. their OSL is greater than current
reality, they are likely to be bored.
C) If their lifestyles are over stimulated
i.e. their OSL is lower than current
reality, they are likely to seek rest or
relief.

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Variety – Novelty Seeking
A personality – driven trait similar to driven trait similar to OSL is Variety or Novelty
seeking. Different types of variety seeking include:
Exploratory Purchase behavior:
Switching brands to experience new and
possibly better alternatives.
Vicarious Exploration: Where the consumer
secures information about a new or alternative
and then contemplates or even daydreams
about the option
Use Innovativeness: Where the consumer
uses an already adopted product in a new or
novel way. Relevant to technological products
such as electronics products.

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Consumer Susceptibility to Interpersonal
Influence
Consumers’ researchers have developed
a 12 – item scale called “SUSCEP”
designed to measure consumers’
susceptibility to interpersonal
influence.
SUCEP is assumed to be a general trait
that reflects consumer differences in
terms of response to social influence.

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There are three types of interpersonal
influence.
Information Influence: This is the
tendency to accept information
form others as evidence about
reality.
Value- Expressive Influence: Which
captures consumers desires to
enhance their standing with others
by being similar to them,

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Utilitarian Influence
Where Consumers conform to the
wishes of others to obtain a reward
to avoid punishment.
testing of the SUSCEP scale shows
that individuals who scored higher on
susceptibility to interpersonal
influences were less self – confident than
consumers who scored lower on susceptibility to
interpersonal influence.

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Cognitive Personality Factors
There are two types of cognitive
personality traits to understand consumer
behavior.
Visualizers versus Verbalizes
Visualizers: are consumers who prefer visual
information and products that stress the visual such
as membership in a videotape cassette club or.
Verbalizers: consumers who prefer written or
verbal information and products, such as membership
in book clubs or audiotape clubs

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Need for Recognition
Need for recognition measures a person’s carving
for or enjoyment of thinking.
Available research indicates that consumers who
are high in NC are more likely to e responsive to
the part of an ad i.e. is rich in product – related
information or description and unresponsive to
the contextual or peripheral aspects of the ad.
(the presence of celebrity endorser).
Those consumers who are relatively low in NC
are more likely to be attracted to the
background or peripheral aspects of an ad,
such as attractive model/ a well – known
celebrity.

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From Consumer Materialism to Compulsive Consumption
Consumption and possession traits range
from consumer materialism to fixated
consumption behavior to consumer
compulsive behavior.
1)Consumer Materialism
Materialism- as a personality like trait,
distinguishes between individuals who
regard possessions as particularly
essential to their identities and lives
and those for whom possessions are
secondary.

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Characteristics of Materialistic People
They especially value acquiring and
showing – off possession
They are particularly self – centered and
selfish
They seek lifestyles full of possessions
Example
They desire to have lots of ‘things’
rather than simple uncluttered
lifestyles.
Their many possessions do not give them
greater personal satisfaction (possessions
do not lead to greater happiness)

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Success
 The things I own say a lot about how well I am doing in life.
 I don’t place much emphasis on the amounts of material objects, people own as a sign of success.
 I like to own things that impress people
Centrality
 I enjoy spending money on things that aren’t practical
 I try to keep my life simple, as far as possessions are concerned. **
 Buying things gives me a lot of pleasure
Happiness
 I would be happier if I could afford to buy more things.
 I have all the things I really need to enjoy life. **
 It sometimes bothers me quite a bit that I can’t afford to buy all the things I’d like.
Sample Items from a Materialism Scale:

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Fixated Consumption Behavior
 Fixated consumption behavior is in the
realm of normal and socially
acceptable behavior
Fixated consumers do not keep their
objects / purchases of interest a secret;
rather, rather they frequently display
them.
and their involvement is openly
shared with others who share a
similar interest.

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Characteristics of fixated Consumers
 Fixated consumers have the following
characteristics.
A deep possibly a “passionate” interest in a
particular object or product category.
Willingness to go to considerable length to
secure additional examples of the object or
product category of interest. and the
dedication of a considerable amount of
discretionary time and money to searching
out the object or product.

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This profile of a fixated consumer describes many
collectors or hobbyists.
Ex. Coin, stamp, or antique collectors or vintage
wristwatch or fountain pen collectors. Recently
conducted research with collectors of previously
discarded objects – old baby boots, glass were
fond that.
 “The Shopping experience was as important
as the items themselves”
Materialistic…………………………….Compulsiv
e
(Fixated Consumption Behavior)

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Compulsive Consumption Behavior
Unlike materialism and fixated consumption,
compulsive consumption is in the realm of abnormal
behavior. Consumers who are compulsive
have:
An addiction
In some aspects they are out of control and
Their actions may have damaging
consequences to them and those around them.
Un controllable gambling,
Drug addiction,
Alcoholism and
Various food and eating disorders

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Sample items from Scales to measure compulsive buying
Valence ,D’Astous , and Fortier compulsive Buying Scale
When I have money, I can’t help but spend
part or the whole of it.
I am often impulsive in my buying behavior
As soon as I enter a shopping center, I have
an irresistible urge to go into a shop to buy
something
I am one of those people who often respond
to direct mall offers (ex. Book or compact
discs.)
I Have often bought a product that I did not
need, while knowing I had very little money
left.

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Faber and O’Guinn compulsive buying Scale
If I have any money left at the end of
the pay period, I just have to spend it.
I felt others would be horrified if they
new my spending habits.
I have bought things though I couldn’t
afford them.
I wrote a check when I knew I didn’t
have enough money in the bank to
cover it.
I bought something in order to make
my self-feel better.

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Consumer Ethnocentrism
Researchers have developed and tested
the consumer ethnocentrism scale called
CET-Scale.
The CET-Scale results have been
encouraging in terms of identifying consumers
with a predisposition to accept or reject foreign –
made products.
Consumers who are highly ethnocentric
are likely to feel it is inappropriate or
wrong to buy foreign – made products.
(Because of the economic impact on domestic
economy)

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Non-ethnocentric consumers tend to
evaluate foreign-made products more
objectively for their extrinsic characteristics.
Ex.Older American (some) in remembrance
of World War II, may refuse to purchase
German and / or Japanese made products
while,
Their German and Japanese counterpart
consumers similarly bout American Made
products.
Thus, domestic marketers can attract
ethnocentric consumers by stressing a
nationalistic theme in their promotional
appeals.

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Consumer Ethnocentrism Scale- CET-Scale
American people should always buy American –
made products instead of imports.
Only those products that are unavailable in the US
should be imported.
Buy American – made products, keep America
Working.
American products, firs, last and Foremost.
Purchasing foreign-made products in Un- American
It is not right to purchase foreign products, because
it puts Americans out of jobs.
A real American should always buy American –
Made Products.

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We should purchase products manufactured
in America instead of letting other countries
get rich off us.
It is always best to purchase American
products.
There should be very little trading or
purchasing of goods form other countries
unless out of necessity.
American’s should not buy foreign products
because this hurts American Business and
causes unemployment.

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Curbs should be put on all imports.
It may cost me in the long run but I prefer to support
American Products.
Foreigners shouldn’t be allowed to put their
products on our Markets.
Foreign Products should be taxed heavily to reduce
their entry in to the U.S.A
We should buy from foreign countries only those
products that we cannot obtain with in our country.
American consumers who purchase products made
in other countries are responsible for putting their
fellow Americans out of work.

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Brand Personality
Consumers tend to ascribe various descriptive
‘personality like’ traits or characteristics.
Example
Mr. Coffee – a leading marketer of automatic – drip
coffee makers.
Illustrate these phenomena, He makes good coffee,
He has got a lot of different models and prices
Initial consumer research indicate that “ Mr. Coffee”
was seen as being “ Dependable”, “Friendly”,
“Efficient”, and “Intelligent / Smart.

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Based on research the advertising agency
even created a biographical profile of Mr.
Coffee, which begins:
“Born on oct.20, 1938,in chagrin falls, Ohio, eldest
of the three children (two girls, one boy) of
haroled and betty, coffee, second generation
immigrants from France (name changed from
Decouvier at Ellis Island)…even TV featured
family (wife, sister, and parents and “ others”
e.g. his elementary school art teacher, telling TV
audience their memories and reflections of “Mr.
Coffee”

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A brand Personality Framework
The frame work suggests that there are five
defining dimensions of a brand personality:
 Sincerity
 Excitements
 Competence
 Sophistication and
 Ruggedness and
15 facets of personality that flow from the five dimensions for
instance ,
 Down –to-earth,
 Daring,
 Reliable,
 Upper class, and outdoors.

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Personality and Colors
 Consumers not only ascribe personality
traits to products and services , but they also
associate personality factors with specific
colors.
 For example coca cola is associated with red ,
which connotes excitement.
 Blue bottles are often used to sell wine
because the color blue appeals particularly for
female consumers, and they buy the majority of
wine.

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Many fast –food restaurants use combination s of
bright colors , like red, yellow ,and blue , for their
roadside signs and interior designs.
These colors have come to be associated with fast
service and inexpensive food.
Nike has used black, white ,and a touch of red
for selected models of its sport shoes.
This color combination seems to imply “advanced –
performance sports shoes.”
Fine dinning restaurants tend to use
sophisticated colors like gray , white ,shades of
tan , or other soft ,pale, or muted colors to reflect
the feeling of fine , leisurely service.

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 Yellow is associated with ‘Novelty’, and black frequently
connotes ‘sophistication’.
For this reason brands wishing to
create a sophisticated persona use
labeling or packaging that is
primarily black.
IBM has consistently used an all-
black case with a few selected red
buttons and bars to house its very
successful ThinkPad laptops.

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The table below lists various colors ,
their personality-like meanings , and
associated marketing insights.
To discover such insights researchers
use a variety of qualitative
measurements techniques , such as
observation, focus groups, depth
interviews ,and projective techniques.

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List of Various Colors, Their Personality like Meanings and Associated Marketing Insights.
Color Personality Link Marketing Insights
Blue Commands respect
authority
 America’s favored color
 IBM holds the title to blue
 Associated with club soda
 Men seek products packaged in blue
 Houses painted blue are avoided
 Low calorie skim milk
 Coffee in a blue can perceived as
mild
Yellow Caution, Novelty
temporary, warmth
 Eyes register it fastest.
 Coffee in yellow can tested “
weak”
 Stops traffic
 Sells a house

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Green Secure, Natural, relaxed,
or easygoing, living
things.
 Good work environment
 Associated with vegetables
and chewing gum
 dry sales increased when it
changed sugar. Free
package form red to green
and white.
Red Human, exciting, hot
passionate, strong
 Makes food “smell” better
 Coffee in a red can
perceived as “ rich”
 Women has a preference for
bluish red
 Men have a preference for
yellowish red
 Coca – cola owns red

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Orange
Powerful,
affordable,
informal
 Draws attention
quickly
Brown Informal and
relaxed masculine,
nature
- Coffee in a dark-
brown can was
“too-Strong”
- Men seek products
in packaged in
brown

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Self – and Self – Image
Consumers have a number of enduring images of
themselves
These self-images or “Perceptions of self” are
very closely associated with personality in that
individuals tend to buy products and services with
images or “Personalities” that correspond to their
own self-images.
Single Self: Historically, individuals consumers have
been thought to have a singles self and to be interested
in products / services that satisfy the single self.
 Multiple Self: A single consumer may act differently with
different people and in different situations. Ex. A person
may likely behave differently at a museum opening,
at school, at work, with parents, or with friends at a
nightclub.

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The Make – Up of the Self Image
A variety of different self- images have been
identified in the consumer behavior literature.
There are types of self-images:
Actual Self-image: How consumers in fact see
themselves
Ideal self – Image: How consumers would like to
see themselves
Social Self-Image: How consumers feel others
see them and
Ideal Social Self – Image: How consumers
would like others to see them. – (Others
researcher have identified a 5th type of self –
image).

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Expected Self- Image
How consumers expect to see themselves at some
specified future time
The expected self-image is somewhere between he
actual and ideal self – images.
The expected self-image is somewhere between the
actual and the ideal self-image.
It is somewhat like a future – oriented combination of
“What is” the actual self image) and what consumers
would like “To Be” (the ideal self image)
Marketers can segment their markets on the basis of
relevant consumer self-images and position their
products services – as symbols of such self – images.

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The Extended Self
Consumers’ possessions can be seen to
‘Confirm” or “Extend” their self-images.
Ex. Acquiring a desired or sought after tennis
racquet might serve to expand Mary’s image
of “self”.
Mary might now see herself as “being more
competitive, fit, and more successful.”
She has added the tennis racquet to her
“inventory” of self – enhancing possessions.
Possessions can be considered extension of
the self.

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It has been proposed that possessions can
extend the self in a number of ways.
Actually, by allowing the person to do
things that otherwise would be very
difficult or impossible to accomplish.
(Problem solving using a
computer)
Symbolically, by making the person
feels better or ‘bigger’ – receiving an
employee award for excellence.

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By conferring status or rank-status among
collectors of rare works of art because of
the ownership of a particular masterpiece.
By bestowing feelings of immortality, by
leaving valued possessions to young
family members- this has the potential of
extending the recipients ‘selves’ and
By endowing with magical powers;-a
cameo pin inherited from one’s aunt might
be perceived as a magic amulet bestowing
good luck when it is worn

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Altering the Self
Consumers want to change
themselves to become a different or
‘Improved’ self.
Clothing, grooming aids, and all kinds
of accessories- cosmetics, jewelry
offers consumers the opportunity to
modify their appearance or to create a
“makeover” and thereby alter their
‘selves’.

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In using ‘self – altering products’,
consumers attempt to express their
individualism or uniqueness by:
Creating a new self, maintaining
the existing self or preventing the
loss of the self and
Extending the self- modifying or
changing the self.

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Altering one’s self , particularly one’s appearance
or body parts, can be accomplished by:
 Cosmetics,
Hair restyling or coloring,
 Getting a tattoo,
Switching from eye glasses to
contact lenses or the reverse or
Undergoing cosmetic surgery.

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According to psychology today study,
45% of women and 33% of men
would consider cosmetic surgery.
By using this option, it is possible to
create a ‘new’ or ‘improved’ person.
Imager consultants provide clients
with advice on such personal attributes
as: Clothing, Color, Presentation,
Appearance, Posture, Speaking and
Media skills.

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Vanity and Consumer Behavior
There are two types of vanity:
a) Physical Vanity – an excessive
concern for and or a posture or
even inflated view of ones physical
appearance, and Sample items
from a physical Vanity Scales.
b) Achievement Vanity : An excessive concern
for and or positive or even inflated view of ones
personal achievements. Thus, they found these
two ideas related to materialism, use of
cosmetics, and concern with clothing and
country club membership.

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Sample Items From A Vanity Scale
a) Physical Concern Items
The way I look is extremely important to
me.
I am very concerned with my
appearance
It is important that I always look good.
b) Physical – View Items
People notice how attractive I am
People are envious of my good
looks
My body is sexually appealing

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c) Achievement – Concern Items
Professional achievements are an
obsession with me
Achieving grater success than my peers is
important to me
I want my achievements to be recognized
by others.
d) Achievement – View Items
My achievements are highly
regarded by others.
I am a good example of professional
success.

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Virtual Personality Or Self
With the wide spread interest in using
the internet as a form of entertainment
and as a social vehicle to meet new
people with similar interests , there has
been a tremendous growth in the use
of on-line chat rooms
People who visit chat rooms are able to
carry on real –time conversation about
themselves and topics of mutual interest
with people from all over the Globe.

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Since at the present time most “chats” are
actually “text conversations ,” rather than live
video broadcast , the participants commonly
never get to see each other.
The notion of a virtual personality or virtually
self provides an individual with the opportunity to
try on different personalities or different identities,
much like going to the mall and trying on different
outfits in a department or specialty store.
From a consumer point of view, it is likely that such
opportunities to try out new personality , or alter
the “self” may result in changes in selected forms
of purchase behavior , which may in turn offer
marketers new opportunities to target various
“on-line selves.”

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Discussion Questions
1. How would you explain the fact that, although no
two individuals have identical personalities,
personality is sometimes used in consumer
research to identify distinct and sizeable market
segments?
2. Contrast the major characteristics of the following
personality theories?
 Freudian theory
 Jungian theory,
 Neo-Freudian theory, and
 Trait theory.
3. In your answer illustrate how each theory is
applied to the understanding of consumer
behavior.

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4. Describe personality trait theory. Give five
examples of how personality traits can be used
in consumer research.
5. How can a marketer of cameras use the
research findings that the target market consists
primarily of inter –directed or other-directed
consumers? Of consumers who are high or low
on innovativeness?
6. Describe the type of promotional message that
would be most suitable for each of the
following personality market segments and
give an example of each:
 Highly dogmatic consumers ,
 Inner-directed consumers ,
 Consumer with high optimum stimulation levels,
 Consumers with high need for recognition, and
 Consumers who are visualizers versus consumers who are
Verbalizers.

Chap-3 Personality.pptx

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Chap-3 Personality.pptx