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promotional messages for different kinds of personality

The document discusses various personality traits that affect consumer behavior, highlighting characteristics such as high ethnocentrism and preferences for established products. It outlines different personality theories and how they inform marketing strategies, including the use of promotional messages that resonate with specific traits. Additionally, it notes the challenges of measuring personality traits for marketing purposes, as they were primarily developed for clinical applications.

Marketing◦
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₪ Highly dogmatic ₪ Inner-directed ₪ low optimum stimulation levels ₪ High need for cognition ₪ Visualizes ₪ High ethnocentric
Personality is an internal characteristic that determines how an individual behave in different situation. The Nature of Personality- ‡ Personality reflects individual differences ‡ Personality is consistent and enduring ‡ Personality can change Personality theories- Freudian theory Neo-Freudian personality theory  Trait theory
Ø They are more rigid and more close minded. Ø They can be motivated by high authorities to try the new product. Ø The use of celebrities (celebrity endorsement). Ø They prefer established products rather than innovative product alternatives Example of promotional message for this kind of personality is- I’m not polite, I’m proactive, Sahara Q shop, Got milk, Polio awareness advertisement.
₪ This type of consumers tend to rely on their own inner values or standards in evaluating new products. ₪ They tend to prefer adverts or promotions that stress product features, personal benefits, social acceptance and satisfaction. Example of promotional message for this kind of personality is- ICICI bank Lexus Fevicol
€ Some people prefer a simple, uncluttered, and calm existence € No risks takers, not trying new products.
¥ They respond to promotional messages that are rich in product related information or description ¥ they are make decision to central route of information, since this type of consumers focus more on the in-depth meaning of a message. Example of promotional message for this kind of personality is- Nokia Lumia, Panasonic TV Hero Bike, Woman Horlicks
Visualizes prefer visual information, and promotional messages of products and services that stress the visual. Cognitive is less. Marketing strategy is give large Picture and less information. Example of promotional message for this kind of personality is- Vodafone advisement of ZOZO Heineker Dolce and gabbana Tanishq jewellery
Consumers who are highly ethnocentric feel that it is wrong to purchase foreign-made products because it would hurt the domestic economy. Marketers can appeal to ethnocentric consumers by stressing nationalistic themes in their promotional efforts. Example of promotional message for this kind of personality is- TATA Salt (Desh ka namak) Hero Honda (Dhak dhak go)
Identifying personality traits can aid in the creative execution of a promotional message. Marketers use personality factors to segment markets by giving their products personalities that match consumer personalities. It is hard to measure personality traits with marketing since these personality traits were developed for clinical reasons and not for marketing segmentation purpose
promotional messages for different kinds of personality