OpenShift Commons Paris - Choose Your Own Observability Adventure
Doc ppt ch07_063522
1. PERSONALITY
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7
2. Personality
At the end of this session, you should understand:
• The nature of personality
• The different approaches to personality theory and their
relevance to consumer behaviour
• The self-concept and its influence on consumer behaviour
• The concept of brand personality and its importance in
marketing
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-2
Slides prepared by Sarah Fletcher and Morena Dobrowolski
3. Personality - defined
• The characteristic patterns of behaviour and
thought that are a reflection of a consumer’s
psychological systems
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-3
Slides prepared by Sarah Fletcher and Morena Dobrowolski
4. Compare these advertisements
See EXHIBIT 7.1 and EXHIBIT 7.2, page 191.
PowerPoint slides supplied on the Instructor
Resource CD to accompany Consumer
Behaviour include advertisement images.
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-4
Slides prepared by Sarah Fletcher and Morena Dobrowolski
5. Personality theories
• The following are approaches to personality theory:
– Psychoanalytical theory
– Social/environment theories
– Trait theory
– Self concept theory
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-5
Slides prepared by Sarah Fletcher and Morena Dobrowolski
6. Psychoanalytic personality theory
• Based on the idea that adult behaviour
is a reflection of childhood experiences
• Sigmund Freud believed that unconscious thoughts
controlled the conscious mind and this plays
a significant role in developing our personalities
• This is very much linked to the concepts of human
motivation and drives (Chapter 8)
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-6
Slides prepared by Sarah Fletcher and Morena Dobrowolski
7. Psychoanalytic personality theory
• Five key stages of childhood development that
Freud believed influenced personality
development:
– Oral
– Anal
– Phallic
– Latent
– Genital
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-7
Slides prepared by Sarah Fletcher and Morena Dobrowolski
8. Psychoanalytic personality theory
• Freud proposed that personality is made up of
three parts:
– Id
Our primitive instincts or drives
– Superego
Our urge to ‘do what is right’ – achieving perfection
– Ego
The ‘balance’ between the id and the superego
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-8
Slides prepared by Sarah Fletcher and Morena Dobrowolski
9. Which do these ads appeal to?
See EXHIBIT 7.3 Paradise biscuits , page 194.
See EXHIBIT 7.4 Advanced VO5 Leave-in Anti-Frizz
Conditioner, page 194.
See EXHIBIT 7.5 Heart Foundation, page 196.
PowerPoint slides supplied on the Instructor
Resource CD to accompany Consumer Behaviour
include advertisement images.
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-9
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10. Psychoanalytic personality theory
• Application of Freud’s ideas in marketing:
– Appeal to underlying motivations and drives, e.g.:
Underlying sexual connotations in ads
Show glamorous people using the product - appealing
to social acceptance of the product rather than its
practical uses
– Communicate message that anxiety may be reduced
with the use of a particular product/service
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-10
Slides prepared by Sarah Fletcher and Morena Dobrowolski
11. Psychoanalytic personality theory
• Neo-Freudians
– Those who further developed Freud’s ideas but presented
new ways of looking at personality
– Many consider that although the unconscious mind is
important, other factors such as the conscious mind and
external factors are also important influences on
personality
– One of the best known Neo-Freudians is Carl Jung
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-11
Slides prepared by Sarah Fletcher and Morena Dobrowolski
12. Social/environment theories of
personality
Jungian personality types
• Carl Jung believed that individuals engage in constant adaptation
and creative development, based on the environment
• Suggested there are three components of personality:
– The ego
Our current conscious thoughts
– The personal unconscious
Where information is buried or stored day to day but can be
remembered when there is a trigger
– The collective unconscious
Comprises memory traces from an individual’s ancestral past
• Believed the ‘self’ came from a a mix of the conscious and
unconscious
• Formed four classifications of psychological function – personality
types
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-12
Slides prepared by Sarah Fletcher and Morena Dobrowolski
13. Jung’s psychological types
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-13
Slides prepared by Sarah Fletcher and Morena Dobrowolski
14. Other contributors to personality
theory
Erik Erikson See EXHIBIT 7.6 Advertisements reflect
the expression of a consumer’s
identity, page 200.
• Considered ego to be a
major motivating force in PowerPoint slides supplied on the
Instructor Resource CD to accompany
human development and Consumer Behaviour include
personality advertisement images.
• The stronger your self-
identity, the more confident
and assertive you are
• Implications for marketing
are that people are more
likely to buy brands that
reflect their self image
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-14
Slides prepared by Sarah Fletcher and Morena Dobrowolski
15. Other contributors to personality
theory
Alfred Adler
• Believed that people are born with an inbuilt sense
of inferiority
• We strive for something better - express our
superiority
• We are influenced by heredity, the environment
and intrinsic factors
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-15
Slides prepared by Sarah Fletcher and Morena Dobrowolski
16. Other contributors to personality
theory
Karen Horney’s basic anxiety theory
• Argued that sociocultural
factors could explain
personality differences, not
just basic gender
See EXHIBIT 7.7 Peugeot makes
differences you feel superior, page 201.
• She believed that basic
anxiety leads to conflict and PowerPoint slides supplied on
the Instructor Resource CD to
an intense need for accompany Consumer Behaviour
approval and affection include advertisement images.
• Marketers commonly
appeal to needs for greater
self-improvement and
social standing
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-16
Slides prepared by Sarah Fletcher and Morena Dobrowolski
17. Trait theories of personality
• A trait is a personality characteristic, e.g. outgoing
or shy
• Trait theories attempt to identify and categorise
personality characteristics
• Marketers can use this information to identify
characteristics of a certain market segment
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-17
Slides prepared by Sarah Fletcher and Morena Dobrowolski
18. The ‘big five’ personality traits
• Openness to experience
– Interest in new things
• Conscientiousness
– How methodical you are
• Extroversion/introversion
– Degree of sociability
• Agreeableness
– Extent of a person’s social ‘likeability’
• Neuroticism
– Perceived emotional stability
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-18
Slides prepared by Sarah Fletcher and Morena Dobrowolski
19. Self-concept theory
• Based on the set of attitudes a person holds about
themselves and is made up of self-images and the
evaluation of these images
• Self-concept is made up of two elements
– Self-image
– Self-esteem
• Our self-concept can vary across situations
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-19
Slides prepared by Sarah Fletcher and Morena Dobrowolski
20. Self-image and buying behaviour
• The different aspects of self-image that influence
buying behaviour include:
– Real self
How we perceive ourselves
– Ideal self
How we think we are perceived by others
– Social self
How others see us
• Consumers purchase products that reflect their
sense of self
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-20
Slides prepared by Sarah Fletcher and Morena Dobrowolski
21. Self-image and fashion
• A consumer’s choice of fashion is a reflection of
their personality - it is an outward presentation of
their self image
• Highly materialistic consumers are more likely to
engage in indulgent purchasing behaviour
– Their physical and material possessions convey ‘status,
success and prestige’
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-21
Slides prepared by Sarah Fletcher and Morena Dobrowolski
22. Brand personality
• Brands are often perceived See EXHIBIT 7.13 Different brands have
different personalities. In the tea category,
as having a distinct Dilmah is unique, page 213.
personality PowerPoint slides supplied on the Instructor
• Positioning is a technique Resource CD to accompany Consumer
Behaviour include advertisement images.
to market a product so that
it occupies a unique
position within a
consumer’s mindset
• Appeals used within
advertisements and other
promotional materials help
establish this uniqueness
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-22
Slides prepared by Sarah Fletcher and Morena Dobrowolski
23. Marketing application of personality
theories
• Using personality tests to gather information about
consumers personality types, e.g.:
– Myers-Briggs-type personality type indicator test
– Thematic Apperception Test (TAT)
Helps determine personality themes as well as unconscious
motivations
Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb 7-23
Slides prepared by Sarah Fletcher and Morena Dobrowolski