Doc ppt ch07_063522

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Doc ppt ch07_063522

  1. 1. PERSONALITYCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski 7
  2. 2. PersonalityAt the end of this session, you should understand:• The nature of personality• The different approaches to personality theory and their relevance to consumer behaviour• The self-concept and its influence on consumer behaviour• The concept of brand personality and its importance in marketingCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-2Slides prepared by Sarah Fletcher and Morena Dobrowolski
  3. 3. Personality - defined• The characteristic patterns of behaviour and thought that are a reflection of a consumer’s psychological systemsCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-3Slides prepared by Sarah Fletcher and Morena Dobrowolski
  4. 4. Compare these advertisements See EXHIBIT 7.1 and EXHIBIT 7.2, page 191. PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.Copyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-4Slides prepared by Sarah Fletcher and Morena Dobrowolski
  5. 5. Personality theories• The following are approaches to personality theory: – Psychoanalytical theory – Social/environment theories – Trait theory – Self concept theoryCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-5Slides prepared by Sarah Fletcher and Morena Dobrowolski
  6. 6. Psychoanalytic personality theory• Based on the idea that adult behaviour is a reflection of childhood experiences• Sigmund Freud believed that unconscious thoughts controlled the conscious mind and this plays a significant role in developing our personalities• This is very much linked to the concepts of human motivation and drives (Chapter 8)Copyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-6Slides prepared by Sarah Fletcher and Morena Dobrowolski
  7. 7. Psychoanalytic personality theory• Five key stages of childhood development that Freud believed influenced personality development: – Oral – Anal – Phallic – Latent – GenitalCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-7Slides prepared by Sarah Fletcher and Morena Dobrowolski
  8. 8. Psychoanalytic personality theory• Freud proposed that personality is made up of three parts: – Id  Our primitive instincts or drives – Superego  Our urge to ‘do what is right’ – achieving perfection – Ego  The ‘balance’ between the id and the superegoCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-8Slides prepared by Sarah Fletcher and Morena Dobrowolski
  9. 9. Which do these ads appeal to? See EXHIBIT 7.3 Paradise biscuits , page 194. See EXHIBIT 7.4 Advanced VO5 Leave-in Anti-Frizz Conditioner, page 194. See EXHIBIT 7.5 Heart Foundation, page 196. PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.Copyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-9Slides prepared by Sarah Fletcher and Morena Dobrowolski
  10. 10. Psychoanalytic personality theory• Application of Freud’s ideas in marketing: – Appeal to underlying motivations and drives, e.g.:  Underlying sexual connotations in ads  Show glamorous people using the product - appealing to social acceptance of the product rather than its practical uses – Communicate message that anxiety may be reduced with the use of a particular product/serviceCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-10Slides prepared by Sarah Fletcher and Morena Dobrowolski
  11. 11. Psychoanalytic personality theory• Neo-Freudians – Those who further developed Freud’s ideas but presented new ways of looking at personality – Many consider that although the unconscious mind is important, other factors such as the conscious mind and external factors are also important influences on personality – One of the best known Neo-Freudians is Carl JungCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-11Slides prepared by Sarah Fletcher and Morena Dobrowolski
  12. 12. Social/environment theories ofpersonalityJungian personality types• Carl Jung believed that individuals engage in constant adaptation and creative development, based on the environment• Suggested there are three components of personality: – The ego  Our current conscious thoughts – The personal unconscious  Where information is buried or stored day to day but can be remembered when there is a trigger – The collective unconscious  Comprises memory traces from an individual’s ancestral past• Believed the ‘self’ came from a a mix of the conscious and unconscious• Formed four classifications of psychological function – personality typesCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-12Slides prepared by Sarah Fletcher and Morena Dobrowolski
  13. 13. Jung’s psychological typesCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-13Slides prepared by Sarah Fletcher and Morena Dobrowolski
  14. 14. Other contributors to personalitytheoryErik Erikson See EXHIBIT 7.6 Advertisements reflect the expression of a consumer’s identity, page 200.• Considered ego to be a major motivating force in PowerPoint slides supplied on the Instructor Resource CD to accompany human development and Consumer Behaviour include personality advertisement images.• The stronger your self- identity, the more confident and assertive you are• Implications for marketing are that people are more likely to buy brands that reflect their self imageCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-14Slides prepared by Sarah Fletcher and Morena Dobrowolski
  15. 15. Other contributors to personalitytheoryAlfred Adler• Believed that people are born with an inbuilt sense of inferiority• We strive for something better - express our superiority• We are influenced by heredity, the environment and intrinsic factorsCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-15Slides prepared by Sarah Fletcher and Morena Dobrowolski
  16. 16. Other contributors to personalitytheory Karen Horney’s basic anxiety theory• Argued that sociocultural factors could explain personality differences, not just basic gender See EXHIBIT 7.7 Peugeot makes differences you feel superior, page 201.• She believed that basic anxiety leads to conflict and PowerPoint slides supplied on the Instructor Resource CD to an intense need for accompany Consumer Behaviour approval and affection include advertisement images.• Marketers commonly appeal to needs for greater self-improvement and social standingCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-16Slides prepared by Sarah Fletcher and Morena Dobrowolski
  17. 17. Trait theories of personality• A trait is a personality characteristic, e.g. outgoing or shy• Trait theories attempt to identify and categorise personality characteristics• Marketers can use this information to identify characteristics of a certain market segmentCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-17Slides prepared by Sarah Fletcher and Morena Dobrowolski
  18. 18. The ‘big five’ personality traits• Openness to experience – Interest in new things• Conscientiousness – How methodical you are• Extroversion/introversion – Degree of sociability• Agreeableness – Extent of a person’s social ‘likeability’• Neuroticism – Perceived emotional stabilityCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-18Slides prepared by Sarah Fletcher and Morena Dobrowolski
  19. 19. Self-concept theory• Based on the set of attitudes a person holds about themselves and is made up of self-images and the evaluation of these images• Self-concept is made up of two elements – Self-image – Self-esteem• Our self-concept can vary across situationsCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-19Slides prepared by Sarah Fletcher and Morena Dobrowolski
  20. 20. Self-image and buying behaviour• The different aspects of self-image that influence buying behaviour include: – Real self  How we perceive ourselves – Ideal self  How we think we are perceived by others – Social self  How others see us• Consumers purchase products that reflect their sense of selfCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-20Slides prepared by Sarah Fletcher and Morena Dobrowolski
  21. 21. Self-image and fashion• A consumer’s choice of fashion is a reflection of their personality - it is an outward presentation of their self image• Highly materialistic consumers are more likely to engage in indulgent purchasing behaviour – Their physical and material possessions convey ‘status, success and prestige’Copyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-21Slides prepared by Sarah Fletcher and Morena Dobrowolski
  22. 22. Brand personality• Brands are often perceived See EXHIBIT 7.13 Different brands have different personalities. In the tea category, as having a distinct Dilmah is unique, page 213. personality PowerPoint slides supplied on the Instructor• Positioning is a technique Resource CD to accompany Consumer Behaviour include advertisement images. to market a product so that it occupies a unique position within a consumer’s mindset• Appeals used within advertisements and other promotional materials help establish this uniquenessCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-22Slides prepared by Sarah Fletcher and Morena Dobrowolski
  23. 23. Marketing application of personalitytheories• Using personality tests to gather information about consumers personality types, e.g.: – Myers-Briggs-type personality type indicator test – Thematic Apperception Test (TAT)  Helps determine personality themes as well as unconscious motivationsCopyright  2005 McGraw-Hill Australia Pty LtdPPTs t/a Consumer Behaviour by Karen Webb 7-23Slides prepared by Sarah Fletcher and Morena Dobrowolski

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