Module 2

Personality
Definition
 Personality can be defined as those inner psychological
characteristics that both determine and reflect how a
person responds to his or her environment.

 Inner characteristics includes specific

 qualities
 attributes
 Traits
 factors and
 mannerisms
(that distinguish one individual from other individuals)
Nature of Personality
 Personality reflects individual differences
 Personality is consistent and enduring
 Personality can change
Theories of Personality
 FREUDIAN Theory
 Sigmund Freud’s psychoanalytic theory of personality
 Id, Superego, and Ego

 Freudian Theory and “Product Personality”

 Unconscious vs. Conscious
Theories of Personality
 NEO – FREUDIAN Personality Theory
 Theory given by Freud’s colleagues
 ‘Social Relationships’ -> Personality
 Alfred Adler: feelings of inferiority
 Harry Stack Sullivan: reduce tension
 Karen Horney: ‘CAD’ individuals
- Compliant – move towards others
- Aggressive – move against others
- Detached – move away from others
Theories of Personality
 TRAIT Theory
 Trait: any distinguishing, relatively enduring way in which one
individual differs from another.
 Focus on – measurement of personality i.e., quantitative or
empirical approach
 “Single-trait personality tests”
- Consumer innovativeness: how receptive a person is to new
experience?
- Consumer materialism: attachment to ‘worldly possessions’
- Consumer ethnocentrism: likelihood towards ‘foreign-made
products’
 Personality is linked to purchase of broad product category
Personality & Consumer Behavior
 Consumer Innovativeness & Personality Traits
 Consumer innovativeness: first to try new products, services or practices
 Dogmatism: measures degree of rigidity (may be toward the unfamiliar or
contrary to their beliefs)
- Low in Dogmatism (open-minded): prefer innovative products
- High in Dogmatism (close-minded): established choice
 Social Character:
- Inner-directedness: ‘inner’ values & stds – innovators – stress on product
features & personal benefits
- Other-directedness: other’s advice – non-innovators – social acceptance
Personality & Consumer Behavior
 Consumer Innovativeness & Personality Traits
(Contd…)
 Optimal stimulation Level: High OSLs are innovators
- Lifestyles = OSL scores: consumers are satisfied
- Lifestyles > OSL scores (understimulated): consumers are bored
- Lifestyles < OSL scores (overstimulated): consumers seek relief or rest.
 Variety-Novelty Seeking: Variety seeking scores (high vs. low)
- Exploratory purchase behavior: switching brands to experience new and
possibly better alternatives
- Vicarious exploration: securing information about a new or different alternative
& then day dreaming
- Use innovativeness: using an already adopted products in a new or novel way
Personality & Consumer Behavior
 Cognitive Personality Factors:

 Need for Cognition (NC): person’s craving for or enjoyment of

thinking.
1. High NC: responsive towards descriptive ads
1. Low NC: attractive towards background & peripheral aspects of
an ad, such as, models / celebrities

 Visualizers vs. Verbalizers:

- Visualizers: visual info
- Verbalizers: verbal / written info
Personality & Consumer Behavior
 From Consumer Materialism to Compulsive
Consumption
 Consumer Materialism
1. Value acquiring & showing-off possessions
1. Self-centered & selfish
1. Lifestyles full of possessions i.e., desire to have lots of things
1. Many possessions don’t give greater personal satisfaction
 Fixated Consumption Behavior (collectors / hobbyists)
1. A deep interest in a particular object / category
1. A willingness to secure additional examples
1. Considerable amt. of discretionary time & money to search out
the objects / product
1. Involvement not only in product, also in process of acquiring
 Compulsive Consumption Behavior (addicted, eg., drugs)
1. The act of buying may alter a negative mood to a more positive one
Brand Personality
 Brand personification
- Tries to recast consumer’s perception of the attributes of a product or
service into a ‘human-like character’.

 Product Personality & Gender

 Product & Color
 Dimensions of a Brand’s personality
1. Sincerity – like honest, cheerful…
1. Excitement – like daring, spirited…
1. Competence – like reliable, intelligent…
1. Sophistication – like upper class, charming…
1. Ruggedness – like tough, strong…
Self & Self-Image
 One or Multiple Selves
- Individual is likely to act differently with different people & in different
situations.
- Acting exactly the same in all situations or roles – a sign of abnormal
or unhealthy person.
- Self images are unique

 Types of Self-Image
1. Actual self-image: how consumers see themselves?
1. Ideal self-image: how consumers would like to see themselves
1. Social self-image: how consumers feel others see them?
1. Ideal social self-image: how consumers would like others to see them?
1. Expected self-image: how consumers expect to see themselves at some
specified future time?
Self & Self-Image
 Extended Self
- A gift from parents / grand parents

 Altering the Self

- To become different or improves self
- Self altering products