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.

1. ₪ Highly dogmatic
₪ Inner-directed
₪ low optimum stimulation levels
₪ High need for cognition
₪ Visualizes
₪ High ethnocentric

2. 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

3. 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.

5. ₪ 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

7. € Some people prefer a
simple, uncluttered, and
calm existence
€ No risks takers, not trying
new products.

8. ¥ 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

11. 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

14. 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)

15. 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