This document provides an overview of personality and consumer psychology concepts. It begins with definitions of personality and discusses several theories of personality, including trait theory. It then covers topics like innovators vs non-innovators, cognitive factors, interpersonal influences, materialism, ethnocentrism, brand personality, product anthropomorphism, the relationship between product personality and gender/geography, color psychology, the self and self-image, the extended self, and how the self can be altered, both physically and through achievement. It concludes with a discussion of virtual personality. The document serves as a high-level index of key areas within personality and consumer psychology.

1. BY TEAM
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2. INDEX
 What is Personality
 Theories of Personality
 Innovators & Non-innovators
 Cognitive Personality Factors
 Interpersonal Influences
 Consumer Materialism To Compulsive Consumption
 Consumer Ethnocentrism Responses To Foreign-Made
Products
 Brand Personality
 Product Anthropomorphism
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3. INDEX
 Product Personality & Gender
 Product Personality & Geography
 Color & Personality Links
 Self & Self Image
 One or Multiple Selves
 The Extended Self
 Altering the Self
 Virtual Personality or Self
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4. Personality
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5. Theories of Personality
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6. Personality Theory
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7. Personality Theory
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8. Personality Theory
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9. Trait Theory

10. Consumer Innovators And Non-innovators

11. Consumer Innovators And Non-innovators

12. Cognitive Personality Factors

13. Interpersonal Influences
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14. Consumer Materialism To Compulsive
Consumption
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15. Consumer Ethnocentrism Responses To
Foreign-Made Products
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16. Brand Personality
 Feeling emotions towards the brand
 Consumer different among competing brands
 Five underlying intended dimensions of
brand personality
1. Excitement
2. Sophistication
3. Affection
4. Popularity
5. Competence
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17. Product Anthropomorphism
 Attributing human characteristics to something
that is not human
 Inner feeling about the products or
brands
Example : ZooZoos(Vodafone), Fido(7UP )
 Marketers encourage Anthropomorphism by
giving their product a personality.
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18. Product Personality & Gender
PRODUCT PERSONALITY & GENDER
Armed with knowledge of perceived gender of a product or a specific
brand, marketers select visuals for various marketing messages

19. Product Personality & Geography

20. Color & Personality Links
Source: From “Color Schemes” by Bernice Kannaer in New York Magazine, April 3, 1989.

21. Self & Self Image
To understand how the products and
Services that consumers use enhance
their Self-Images.

22. One or Multiple Selves

23. Makeup of the Self Image

24. Makeup of the Self Image

25. Makeup of the Self Image

26. Makeup of the Self Image

27. Makeup of the Self Image

28. The Extended Self
Source: “Peak Experiences and Mountain Biking: Incorporating the Bike in the Extend
Self,” by Kimberley J. Dodson in Advances in Consumer Research, 1996.

29. Altering the Self (Physical Vanity)

30. Altering the Self (Achievement Vanity)

31. Virtual Personality or Self
www.outofservice.com/bigfive

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