Personalities.
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This ppt explains the basic personality traits from the consumer behaviours point .
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Personalities.
- 1. Personalities Name :Kunal Thakur Roll No: 166 1
- 2. Personality and Understanding Consumer Behavior Consumer innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Sensation seeking Variety-novelty seeking 2
- 3. Willingness to innovate • Further broken down for hi-tech products • Global innovativeness • Domain-specific innovativeness • Innovative behavior 3 Consumer Innovativeness
- 4. Consumer Motivation Scales A “GENERAL” CONSUMER INNOVATIVENESS SCALE • I would rather stick to a brand I usually buy than try something I am not very sure of. • When I go to a restaurant, I feel it is safer to order dishes I am familiar with. • If I like a brand ,I rarely switch from it just to try something different • I enjoy taking chances in buying unfamiliar brands just to get some variety in my purchase A DOMAIN-SPECIFIC CONSUMER INNOVATIVENESS SCALE • Compared to my friends, I own few rock albums. • In general, I am the last in my circle of friends to know the titles of the latest rock albums. • In general , I am one the 1st in my circle of friends to buy a new rock album when it appears . • If I heard that a new rock album is available in the store , I would be interested enough to buy it 4
- 5. Dogmatism A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs High Dogmatism Low Dogmatism 5
- 6. Concept is appealing to whom…? 6
- 7. Social Character Social Character is personality trait that ranges on continuum from… Inner Directedness • Consumer rely on Inner value Other Directedness • Consumer tend to look other for guidance 7
- 8. Inner Directedness Other Directedness 8
- 9. Consumers who avoid conforming to expectations or standards of others • NO concern about being criticized • More open to making unique choices 9 Need for uniqueness
- 10. A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences • High OSL consumers tend to accept risky and novel products more readily than low OSL consumers. • Individual who seek high level of OSL are more likely to engage in “Exploratory behaviors “ e.g. Mixing and matching 10 Optimum Stimulation Level Optimum Stimulation Level
- 11. Sensation Seeking The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations. 11 High SS score ?
- 12. Measures a consumer’s degree of variety seeking • Examples include: • Exploratory Purchase Behavior – Brand Switching. • Vicarious Exploration - where consumers secure information about a new different alternatives and then contemplates or even daydreams about the option such as sports car ,modified bikes. • Use Innovativeness - Using existing product in new way. 12 Variety-Novelty Seeking
Editor's Notes
- Marketers are very interested in the link between personality and consumer behavior. These are seven topics which are examined on the following slides.
- Consumer innovators are the group of consumers that are very open to new ideas and are usually the first to purchase products. Innovativeness is the underlying trait that describes a consumer’s willingness to try new products. Companies have found this very important when introducing brand extensions because it is a key factor in the consumer’s likelihood to try the new product. For hi-tech products, we see that innovativeness can be explained at three levels. The first, global innovativeness, is the overall innovative level of the consumer. Drilling down further, domain-specific innovativeness has to do with the particular product category, and finally, the innovative behavior is the actual purchase of the new product.
- This is an example of a consumer innovation measurement scale that would be used by a researcher. There are many scales that are used to try to understand the consumer’s general or global level of innovativeness. On this scale, the respondent was asked to answer the questions on a scale as to how much they AGREE or DISAGREE with the statement.
- Dogmatic is a personality trait that describes how rigid or open a person is to new and unfamiliar ideas and products. A person who is highly dogmatic approaches the unfamiliar defensively and with discomfort. They will rarely consider the unfamiliar and tend to be very close minded. Marketers have realized this type of customer appreciates advertising appeals with celebrities and other experts.
- You may be able to identify friends with greater need for uniqueness. You can see it in their clothes and hairstyles. Similarly to the other personality traits we have been discussing, there is a measurement scale that researchers use to quantify an individual’s need for uniqueness. If the respondent scores high on this scale, then they have a higher need for uniqueness.
- Optimum stimulation levels are related to how a consumer tends to like or dislike novel, complex, and unusual experiences and products. High optimum stimulation levels lead consumers to take risks and try new products. Similar to a person with high innovativeness, these consumers are important to marketers of new products.
- Sensation-seeking traits tie to the need to take risks to fulfill the sensations of experiences which are different and extreme. Much research has been tied to the study of teenage males who often engage in this behavior.
- Consumers seek variety in many ways. Some exhibit exploratory purchase behavior where they switch brands often to experience new products. Other consumers display variety by use innovativeness, using an existing product in a new way. Finally, vicarious exploration, which often does not involve actual purchase about the product, refers to daydreaming or thinking often about a new product. Ask yourself, for product categories, how do you exhibit variety-novelty seeking?