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Chapter 5 Personality And Consumer Behavior

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Avinash Kumar

Consumer Behavior Ninth Edition Schiffman and Kanuk

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Chapter 5 Personality and Consumer Behavior
Chapter Outline ,[object Object],[object Object],[object Object],[object Object],[object Object]
What Is Personality ,[object Object]
Many Sites Offer Free Personality Tests weblink
The Nature of Personality ,[object Object],[object Object],[object Object]
Discussion Questions ,[object Object],[object Object]
Theories of Personality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Freudian Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
One of Many Sites Devoted to Freud weblink
Figure 5.2 A Representation of the Interrelationships Among the Id, Ego, and Superego
Freudian Theory and “Product Personality” ,[object Object]
Table 5.1 Snack Food Personality Traits Potato Chips: Ambitious, successful, high achiever, impatient Tortilla Chips: Perfectionist, high expectations, punctual, conservational Pretzels: Lively, easily bored, flirtatious, intuitive Snack Crackers: Rational, logical, contemplative, shy, prefers time alone
Neo-Freudian Personality Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Trait Theory ,[object Object],[object Object],[object Object]
Trait Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Innovators And Noninnovators
Trait Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Innovators And Noninnovators
Trait Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Innovators And Noninnovators
Trait Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Innovators And Noninnovators
Table 5.4 Excerpt A Sample Items from a Consumers’ Need for Uniqueness Scale ,[object Object],[object Object],[object Object],[object Object],[object Object]
Trait Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Innovators And Noninnovators
Trait Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Innovators And Noninnovators
Cognitive Personality Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Discussion Question ,[object Object],[object Object]
From Consumer Materialism to Compulsive Consumption ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Table 5.6 Sample Items to Measure Compulsive Buying ,[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Ethnocentrism ,[object Object],[object Object]
This ad is designed to appeal to consumer ethno-centrism.
Table 5.7 Items from the CETSCALE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Personality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Discussion Questions ,[object Object],[object Object]
A Brand Personality Framework Figure 5.8
Product Personality Issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketers often use a fictitious location to help with personality.
Commands respect, authority ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Caution, novelty, temporary, warmth ,[object Object],[object Object],[object Object],[object Object],Secure, natural, relaxed or easy- going, living things ,[object Object],[object Object],[object Object],BLUE YELLOW GREEN Table 5.10 The Personality-like Associations of Colors
Human, exciting, hot, passionate, strong ,[object Object],[object Object],[object Object],[object Object],[object Object],Powerful, affordable, informal ,[object Object],Informal and relaxed, masculine, nature ,[object Object],[object Object],Goodness, purity, chastity, cleanliness, delicacy, refinement, formality ,[object Object],[object Object],[object Object],Sophistication, power, authority, mystery ,[object Object],[object Object],Regal, wealthy, stately ,[object Object],RED ORANGE BROWN WHITE BLACK SILVER, GOLD
Financial Services Firms Often Feature Blue and Green on Their Sites weblink
Self and Self-Image ,[object Object],[object Object]
This product appeals to a man’s self-image.
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues Related to Self and Self-Image
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues Related to Self and Self-Image
Different Self-Images Actual Self-Image Ideal Self-Image Ideal Social Self-Image Social Self-Image Expected Self-Image
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues Related to Self and Self-Image
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues Related to Self and Self-Image

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Chapter 5 Personality And Consumer Behavior

  • 1. Chapter 5 Personality and Consumer Behavior
  • 2.
  • 3.
  • 4. Many Sites Offer Free Personality Tests weblink
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. One of Many Sites Devoted to Freud weblink
  • 10. Figure 5.2 A Representation of the Interrelationships Among the Id, Ego, and Superego
  • 11.
  • 12. Table 5.1 Snack Food Personality Traits Potato Chips: Ambitious, successful, high achiever, impatient Tortilla Chips: Perfectionist, high expectations, punctual, conservational Pretzels: Lively, easily bored, flirtatious, intuitive Snack Crackers: Rational, logical, contemplative, shy, prefers time alone
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27. This ad is designed to appeal to consumer ethno-centrism.
  • 28.
  • 29.
  • 30.
  • 31. A Brand Personality Framework Figure 5.8
  • 32.
  • 33. Marketers often use a fictitious location to help with personality.
  • 34.
  • 35.
  • 36. Financial Services Firms Often Feature Blue and Green on Their Sites weblink
  • 37.
  • 38. This product appeals to a man’s self-image.
  • 39.
  • 40.
  • 41. Different Self-Images Actual Self-Image Ideal Self-Image Ideal Social Self-Image Social Self-Image Expected Self-Image
  • 42.
  • 43.