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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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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

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  • 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