The personality & Consumer behavior

2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Personality & Consumer Behavior:
Types, theories & brand personality
Lecture
5

What is Personality?

Sigmund Freud
Sigmund Freud
(06 May 1856 – 23 September 1939) was an
Austrian neurologist, now known as the father of
psychoanalysis.

What is Personality
• The inner psychological characteristics that both
determine and reflect how a person responds to his or
her environment
• This definition focus on :
Specific qualities
Attributes
Factors
Mannerisms

What is Personality
Every person is unique having particular
characteristics.
Human personality is an interesting blend of behavior
and characteristics.
In fact everybody likes to admire people who have
great personality regardless of age, sex and financial
status.
Possessing great personality might help you
to reach ultimate goal.

Personality tests

Imagine the personality of a Beatle owner?
A recent example is an appeal to individual for the Harley Davidson motorcycle where the
headlines are;
We are all created equal, but after that, it’s up to you”.

Nature of Personality
Personality reflects individual differences:
 Each individual has a special set of unique
characteristics and is unique by himself.
 Some individual are highly sociable whereas
some are low on sociability.
 Consumers can then be grouped together
based on this identified personality trait

Personality in change
Personality is consistent and enduring:
An individual’s personality tends to be both consistent and
enduring.
Helps in predicting consumer behaviour over a period of
time in terms of their personality
Personality changes under certain circumstances:
An individual's personality may be altered by major life
events, such as the birth of a child, the death of a loved
one, a divorce, or a significant career promotion.
There are changes in personality as a man matures slowly.
We find many aggressive persons mellow down as they
advance in years.

Personality theories
Freudian theory
Unconscious needs or drives are at the heart of human
motivation
Neo-Freudian personality theory
Social relationships are fundamental to the formation and
development of personality.
Trait theory
Quantitative approach to personality as a
set of psychological traits

Freudian Personality theory
Id
Warehouse of primitive or instinctual needs for which
individual seeks immediate satisfaction
Superego
Individual’s internal expression of society’s moral and ethical
codes of conduct. Our urge to ‘do what is right’ – achieving
perfection.
Ego
Individual’s conscious control that balances the
demands of the id and superego.
Human motivation is a result of unconscious needs and drives.

Freudian Personality theory - ID
 The id uses the most simple thinking process.
 Basic biological urges (e.g., hunger, self-protection).
 Operates on the Pleasure Principle.
 Seeks pleasure and avoids pain:“I want what I want NOW!”
 The id operates completely at an unconscious level.
 No direct contact with reality.

Freudian Personality theory – SUPER EGO
SuperEgo: the moral part of personality.
 Internalized rules of parents and society.
Superego consists of two parts:
 Conscience: “notions of right/wrong.”
 Ego Ideal: “how we ideally like to be.”
Superego: constrains us from gratifying every impulse
(e.g., murder) because they are immoral, and not because
we might get caught.
It is partly conscious, partly unconscious.

Freudian Personality theory – The EGO
The ego consists of a conscious faculty for perceiving and
dealing intelligently with reality.
The ego acts as a mediator between the id and the
superego.
 The ego is partly conscious.
 Deals with the demands of reality.
 Makes rational decisions.

• Likes to try new things
• More emphasis placed on acquiring and owning
products
• The degree to which a person deliberately
monitors and controls the self-image that is
projected to others
• The degree to which a person likes to think
about a thing and tries to seek the brand
information.
• Frugal people deny short term purchasing
whims, choosing resourcefully to use what they
already own
Traits related to Consumer Behaviour
Innovativeness
Materialism
Self-consciousness
Need for cognition
Frugality

ID
Primal
desires
Basic
Nature
EGO
Reason
and
Self-
Control
The
Quest
for
Perfection
SUPER
EGO
Freudian Personality theory

Neo-Freudian personality theory
 Neo Freudian’s are those who further developed Freud’s
ideas but presented new ways of looking at personality.
 Neo-Freudians believed that social relationships are
fundamental to the formation and development of
Personality.
 We seek goals to overcome feelings of inferiority.
 We continually attempt to establish relationships with
others to reduce tensions.

Trait Personality theory
Trait theory is concerned with the construction of personality
tests that allow them to pinpoint individual differences in
terms of specific traits.
A trait is defined as any unique, comparatively continuing
way in which one individual differs from another.

Brand Personality
Brand personality is as if 'making the brand come alive'.
The attribution of human personality traits (seriousness,
warmth, imagination, etc.) to a brand as a way to achieve
differentiation.
Usually done through long-term above-the-line advertising and
appropriate packaging and graphics.
The way in which it speaks of its products or services shows
what kind of person it would be if it were human.
A brand without a personality has trouble gaining awareness
and developing a relationship with customer.

Brand Personality Dimension
Sincerity (down-to-earth, honest,
wholesome, cheerful)
Excitement (daring, spirited,
imaginative, up-to-date)
Competence (reliable, intelligent,
successful)
Sophistication (for the upper class,
Unique, charming)
Ruggedness (outdoorsy,
rough & tough)

Product Personality Issues

class Activity
• Pick three of your favorite food brands.
• Describe their personality. (one or two words)
• Do they have a gender?

Consumer Materialism to Compulsive Consumption
Consumer materialism
 The extent to which a person is considered
“materialistic”
 Fixated consumption behavior
 Consumers fixated on certain products or
categories of products
Compulsive consumption behavior
– “Addicted” or “out-of-control” consumers

Scales to measure Compulsive Buying

The personality & Consumer behavior

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