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Understanding Consumer Personality

This document discusses theories of personality and how personality relates to consumer behavior. It covers several theories of personality including Freudian theory, Neo-Freudian theory, and trait theory. Trait theory involves measuring personality in terms of specific traits like consumer innovativeness, materialism, and ethnocentrism. The document also discusses how personality influences consumer diversity and relates specific personality traits to behaviors like consumer innovativeness, materialism, and responses to foreign products. Finally, it covers how brand personality and a consumer's self-image can influence their product and brand preferences.

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2K views16 pages

Understanding Consumer Personality

This document discusses theories of personality and how personality relates to consumer behavior. It covers several theories of personality including Freudian theory, Neo-Freudian theory, and trait theory. Trait theory involves measuring personality in terms of specific traits like consumer innovativeness, materialism, and ethnocentrism. The document also discusses how personality influences consumer diversity and relates specific personality traits to behaviors like consumer innovativeness, materialism, and responses to foreign products. Finally, it covers how brand personality and a consumer's self-image can influence their product and brand preferences.

Uploaded by

Aditya
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Personality

and
Consumer Behavior
Meaning of Personality
 Thoseinner Psychological
characteristics that both
determine and reflect how a
person responds to his or her
environment
Nature of Personality
 Personality reflects individual
differences.
 Personality is consistent and
enduring
 Personality can change
Theories of Personality

 Freudian Theory
 Neo- Freudian Theory
 Trait Theory
Freudian Theory

ID EGO

SUPEREGO
Freudian Theory and
“Product personality”
 Consumer’s appearance and
possessions- grooming, clothing,
jewelry and so forth-as reflection of
the Individual’s Personality
Neo- Freudian Theory
 Neo- Freudians believed that social
relationships are fundamental to the
formation and development of
personality
According to Horney
 Complaint
 Aggressive
 Detached
Trait Theory
 Measurement of personality in terms
of specific psychological
characteristics called traits such as
 Consumer innovativeness
 Consumer materialism
 Consumer ethnocentrism
Personality and understanding
Consumer diversity
 Consumer innovativeness and related
personality traits
 Cognitive personality factors
 From consumer materialism to
compulsive consumption
 Consumer ethnocentrism : responses
to foreign-made products
Consumer innovativeness and
related personality traits
 Consumer innovativeness
 Dogmatism
 Social character
 Need for uniqueness
 Optimum stimulation level
 Sensation seeking
 Variety-novelty seeking
Cognitive personality factors

 Need for cognition


 Visualizers versus verbalizers

From consumer materialism to compulsive


consumption
 Consumer materialism

 Fixated consumption behavior

 Compulsive consumption behavior


Brand Personality
 Brand personification
 Product Personality and Gender
 Product Personality and Geography
 Personality and color
Your Brand Persona

 If your brand were a person—or type


of person—who would it be?


Let me ask you some questions
about the picture, above:
Which one of these two gentlemen
drives a Lexus? Which one drives a
Mini Cooper?

Which on of these guys uses an IBM


computer? Which one uses an Apple
Self and self image
 One and multiple selves
 The extended self
 Altering the self

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