The document explores the relationship between personality and consumer behavior in marketing, highlighting three approaches: Freudian, Neo-Freudian, and trait-wise. It discusses how specific traits influence consumer responses and purchasing decisions, using brand examples like Apple, Gillette, and Domino's to illustrate effective marketing strategies. Additionally, it examines traits like innovativeness, dogmatism, materialism, and ethnocentrism, showing how brands tailor their messages to appeal to different consumer personalities.

1. Personality and Application
in Marketing
CONSUMER BEHAVIOUR

2. Personality
Personality represents inner psychological characteristics
that both determine and reflect how we think and act, which
together form an individual’s distinctive character.
Personalities affect the way consumers respond to marketers’
promotional efforts, and when, where, and how they consume
most products or services. Therefore, the identification of
specific personality characteristics associated with consumer
behavior has been highly effective in the development of
market segmentation and promotional strategies.

3. Approaches to Studying Consumer Personality
3 common approaches -
1. Freudian Approach
2. Neo-Freudian Approach
3. Trait-wise Approach

4. Freudian Approach
This approach assumes that the consumer’s personality are
shaped by unconscious needs or drives. 3 types of
personalities -
1. id - individuals seeking immediate satisfaction without
concern for the specific means of satisfaction.
2. superego - individuals satisfying their needs in a
socially and morally acceptable fashion.
3. ego - the individual’s rational conscious control over
actions.

5. Use of Freudian Concepts in Marketing Campaigns
One of the most popular examples of
showcasing the id, superego and ego
personalities is Apple’s Get A Mac ad
campaign. In this ad for Mac computers, PC
(dressed in a suit) is given an iPhoto book
from MAC (dressed in jeans) and is tempted
(by his id), represented by PC dressed in
red (the devil) to rip it up. However, he
is prodded by his superego, PC dressed in
white (an angel) to compliment MAC. PC says
the book is nice, a moderate or controlled
position by the ego.

6. For this concept let’s take the example of an Royal Enfield advertisement
In this ad we are introduced to a man bravely driving his Royal Enfield through a harsh
storm without any hesitation at all. The ad appeals to the id by showcasing the
motorcycle as a symbol of bravery and thrill.
By riding his motorcycle alone on the road without a vehicle anywhere in sight, the rider
is expressing his individuality thus appealing to the viewer’s desire for uniqueness. The
acquisition of the bike itself can be seen as a symbol of his achievement thus further
appealing to the ego

7. The advertisement concludes by showing that he was a doctor
on his way to a health camp to help the people thus
demonstrating his sense of responsibility to his job and to
the people. Thus the motorcycle appeals to the superego’s
sense of ethics and morals.

8. Neo-Freudian Approach
This approach believes that patterns of social relationships
impact the development of personality. According to this
approach, there are 3 type of people -
1. Compliant - individuals who move toward others and wish to
be loved, wanted, and appreciated.
2. Aggressive - individuals who move against others and desire
to excel and win admiration.
3. Detached - individuals who move away from others and seek
independence, self-reliance, self-sufficiency, and life
without obligations.

9. Neo-Freudian Approach in Marketing Campaigns
Ad campaigns by brands such as Thumbs Up and
Old Spice are targeted towards individuals
having a higher Aggressive personality. Thumbs
Up ads generally showcase an individual in an
exciting and thrilling scenario ending in
success. Old Spice commercials generally have
a masculine appeal, showcasing a successful
individual enjoying various luxuries of life.
These commercials are designed to appeal to
aggressive individuals who seek to be
different from others and have a desire to
win.

10. Example(Compliant) - MTR Foods
Usually the food mix ads in India find
their target demographic in compliant
individuals.
In the advertisements usually the mother of
the family is preparing any and all the
meals requested by the other family members
without hesitation.
The meal prepared is then met by
compliments and affection by everyone.
Thus appealing to compliant individuals
seeking affection and praises from others.

11. Personality Traits
Personality traits are inner psychological characteristics
that distinguish one individual from other individuals.
Personality traits are reflected in consumers’ shopping
patterns, and sometimes in brands’ selections.
Some of the common personality traits taken into
consideration to study consumer behaviour include
innovativeness, dogmatism, individuality, materialism and
ethnocentrism, to name a few.

12. Innovativeness
Innovativeness is the degree of a
consumer’s willingness to adopt new
products and services shortly after the
products are introduced. Consumers having
a high degree of innovativeness are more
likely to opt for newer and innovative
products on the market. One simple example
for this can be the introduction of
foldable smartphones by Samsung and
Royole. These smartphones were
specifically targeted towards innovators.
The first generation of these foldable
phones were primarily used by enthusiasts
and was ignored by the average consumer.

13. Example - Gillette
Gillette is an American brand of safety razors and other
personal care products including shaving supplies
The brand is known for introducing innovative shaving
products ,such as multi-blade razors, lubricating strips, and
battery-powered vibrating razors.
Their advertisements have a heavy focus on the latest
features more than anything else
Thus they primarily focus on consumers who seek
innovativeness who will buy the products in search of a new
sensation
Their bland Slogan “The best a man can get” is a good example
as this appeals to the consumers who seek the optimum
sensation

14. Dogmatism
Dogmatism is one’s degree of rigidity toward
information and opinions contradictory to one’s
beliefs and views. A person who is highly dogmatic
approaches the unfamiliar defensively and with
uncertainty and discomfort. Highly dogmatic consumers
tend to be more receptive to ads that contain appeals
from authoritative figures, such as celebrities and
experts. To cater to this personality trait various
advertising campaigns bring in the testimonies of
experts in respective field to appeal to dogmatic
consumers. For example, ad campaigns for Sensodyne
toothpaste always incorporate the testimony of a
dentist to promote their products.

15. Materialism
Materialism gauges the extent to which an individual is
preoccupied with purchasing and showing off physical possessions
that are mostly nonessential and often conspicuous luxury goods.
Highly materialistic consumers define themselves by acquiring
possessions. They value buying and showing off their belongings.
Most luxury brands try to appeal to materialistic individuals by
showcasing their products being used by highly successful
individuals living lavish lifestyles. This is utilized by luxury
and designer brands such as Rolex and Gucci which produce a
limited number of a particular product to add a layer of rarity
to it and to inflate its price exponentially.

16. Example : Ray-Ban
Ray-Ban has a strong presence in India and has
established itself as a premium eyewear brand that is
synonymous with style and quality.
The brand's marketing strategy focuses on creating an
aspirational appeal for its products and associating
them with a lavish lifestyle.
Their products have been featured in multiple popular
indian movies, thus providing the consumers a higher
sense of status and achievement.
They launch exclusive collections and limited-edition
designs to appeal to consumers who value uniqueness and
exclusivity in their fashion accessories.

17. Ethnocentrism
Ethnocentrism leads to consumers seeking out products and brands that are seen as
authentic or traditional, as these products are perceived to be more closely aligned with
their own cultural values and preferences. This can create opportunities for companies to
differentiate themselves by offering products that are tailored to local cultural tastes
and preferences.
An example of this would be the conquering of the Indian fast food market by Domino’s
pizza
One way in which Domino's has exploited the ethnocentricism of Indian consumers is by
introducing pizza toppings that are unique to Indian tastes. For example, Domino's offers
toppings such as paneer, chicken tikka, and tandoori chicken, which appeal to Indian
consumers who are looking for familiar flavors. By offering these toppings, Domino's has
been able to differentiate itself very early from other pizza chains in India and appeal
to consumers who may be skeptical of foreign brands.

18. Another way in which Domino's has exploited the ethnocentricism of Indian consumers
is by emphasizing its commitment to using high-quality, locally sourced ingredients.
Domino’s also plays into the materialistic and innovative traits
They made pizza accessible to the middle and lower class of the society introducing
the pizza mania line.
It quickly turned dining-in at domino’s a status symbol.
To not lose out on the wealthier customers they occasionally introduce innovative
limited edition gourmet pizzas. Which creates a sense of superiority and urgency. (it
was funny typing this out because it’s literally just a fast food chain)

19. Example - Kurkure
Kurkure is a popular Indian snack brand that is owned by
PepsiCo India.
All of its flavours are based on common indian spices and
foods thus differentiating itself from all the other chips
and snacks brands which are usually western .
Its advertisements are usually heavily based around indian
themes and households.
The brand is able to appeals to the consumers need for
cultural identity and at times provide a sense of nostalgia.
Thus with the help of ethnocentrism Kurkure is able to
market successfully in India