Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.

1. PERSONALITY AND SELF-
CONCEPT

2. MEANING OF PERSONALITY
Personality consists of the inner psychological
characteristics that both determine and reflect how
we think and act, which together form an individual’s
distinctive character.

3. The Facets of Personality
Personality reflects Individual Differences-
Personality enables marketers to categorize consumers into different
groups on the basis of one or several traits.

4. Personality is Consistent and Enduring- Both qualities are
essential if marketers are to explain or predict consumer behavior in terms
of personality.

5. Personality May Change- Marketers need to believe that the
personality may change after certain life events like marriage or job
promotion and accordingly target the consumers.
J W Marriott-
Business Suite
J W Marriott-
Honeymoon Suite

6. Theories of Personality
Freudian Theory
Neo-Freudian Theory
Trait Theory

7. Freudian
Theory
 Impulsive Drives - It is the
disorganized part of the personality
structure that contains a human's
basic, instinctual drives.
 Ego – It acts according to the reality principle i.e. it seeks to please the id's
drive in realistic ways that will benefit in the long term rather than bring
grief. At the same time, Freud concedes that as the ego "attempts to
mediate between id and reality.
 Super Ego – It reflects the internalization of cultural rules, mainly taught
by parents applying their guidance and influence.

8. Super Ego Ego
ImpulsiveDrive

9. Neo-Freudian Theory
Neo Freudian Theory maintains that, in addition to Freud’s concepts, social
relationships play an important role in the development of personality.
Alfred Adler viewed human beings as seeking to gain various rational
goals, which he called style of life.( Striving for Superiority).
Harry Sullivan stressed that people continuously attempt to establish
significant and rewarding relationships with others.( Buy products to fit
into certain social category).
Karen Horney suggested that individuals be classified into three personality
groups :- (1) Compliant Individuals
(2) Aggressive Individuals
(3) Detached Individuals

10. Trait Theory
Trait Theory focuses on empirical measures of personality in terms of
psychological characteristics, called “Traits”.
Traits are personal characteristics or features that set one person apart
from another person.
Trait theorists use personality tests that pinpoint individual differences in
terms if “high” vs “low” scores on specific traits.
Researchers have discovered that personality traits are linked to
consumers consumption of broad product categories than specific brands.

11. Personality Traits and Consumer
Behaviour

12. Hewlett Packard introduced the first
touch-screen laptop in 2008
VAIO changed the old-school thought of
a black, grey or a white laptop
CONSUMER INNOVATIVENESS
Innovators are someone who are open to new ideas. Innovativeness is
the degree of consumer’s willingness to adopt new products shortly
after they are introduced.
• Functional Factors
• Hedonic Factors
• Social Factors
• Cognitive Factors

13. DOGMATISM
• It is one’s degree of rigidity- the opposite of being open minded-
towards information and opinion.
• Highly dogmatic consumers tend to be more receptive to ads that
contain appeals from authoritative figures such as celebrities and
experts.
• Low dogmatic consumers tend to be more receptive to messages that
stress the factual differences, product benefits, and product information.
They have trait commonly known as “openness to experience”.

14. Social Character- Inner versus other directedness:
Inner directedness consumers – self values and standards.
Other directedness consumers – others’ recommendations and advices.
Need for Uniqueness:
The consumers want to be different from other people and want to stand out in the
crowd. E.g Limited edition Bikes such as Confederate Motorcycles’ model X132
Hellcat
Optimum Stimulation Level:
High OSL- novel, complex and unusual experiences; Open to take risks.
Low OSL- simple, uncluttered and calm existence; Refrain from risks.
Variety and Novelty Seeking:
Exploratory; Vicarious; Innovativeness
Visualizers versus Verbalizers:
Verbalizers prefer written, textual and verbal information.
Visualizers prefer pictorial or chart presentations.

15. Consumer Materialism (Possession of nonessential and luxury good):
Highly materialistic consumers are self-centered and selfish, live cluttered life and
often do not seek satisfaction from possession alone. E.g Cars
Less materialistic consumers are more focused in attaining satisfaction through
consumption and experience. E.g Diamond rings.
Fixated Consumption:
It refers to collectors’ and hobbyists’ tendency to accumulate items of their interests
and show it off in front of their friends and people with similar interests. E.g Painters,
Coin and shell collectors, etc.
Compulsive Consumption:
Addictive and out-of-control buying that often damages the individual and the people
around. E.g drug addiction, and alcoholism.
Consumer Ethnocentrism:
Willingness to buy or not buy foreign-made products. Highly ethnocentric consumers
feel that it is inappropriate to buy foreign products. E.g Patanjali.

16. • Brand personification occurs when consumers attribute
human traits or characteristics to a brand.
• Brand personality provides an emotional identity for a
brand.
BRAND PERSONIFICATION
ARMANI JOHNSON AND JOHNSON

17. Self and Self-Image
 Self-Image : The belief a person holds about his/her
own attributes and how he/she evaluates these
qualities.
 People have multiple selves
- Different selves in different
situations.

18. Different Self-Images
• How consumer’s see
themselves.
Actual
Self-Image
• How consumer’s would
like to see themselves.
Ideal Self-
Image
• How consumer’s feel
others see them.
Social Self-
Image
• How consumers would like
others to see them.
Ideal Social
Self-Image

19. Social Self-Image Ideal Social Self-Image
Actual Self-Image Ideal Self-Image

20. The Extended self
 Actually
 Symbolically
 Conferring status or rank
 Feelings of Immortality