Chapter Consumer Personality - Prospect of e-Marketing in ...afmktpstu.weebly.com/uploads/5/4/2/4/5424898/ch_10.pdf · Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior”

10Consumer Personality

Chapter

Prepared By: Mr. Afjal HossainLecturer

Department of MarketingPatuakhali Science & Technology University

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 01

Welcome to

Learning Objectives

• Nature of Personality

• How Personalities can be used in different environment?

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 02

Personality

• How a person responds?

• It is the inner psychological characteristics that bothdetermine and reflect how a person responds to his orher environment.

• In terms selling, personality means how consumersresponds to the seller’s products, advertisement orpromotional efforts.

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 03

Nature of Personality

Three properties of personality:

• It reflects individual difference

• It is consistent & enduring

• It can be change

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 04

• Personality reflects individual difference

May similar single trait but not all

Many individuals may have similar single personalitycharacteristic but not in terms of all characteristics.

Nature of Personality (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 05

• Personality is consistent & enduring

personality is consistent when the service is still same or improving

But is it is not always be the same as the marketercannot keep their strategy & promotional efforts are notthe desire of the consumer.

Nature of Personality (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 06

• Personality can change

Personality is major changed by their life events

Personality is changed by their maturity process i.e.birth of child, be a young one, loved one and the deathof a loved one.

Nature of Personality (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 07

Theories of Personality

Three major theories of personality are:

• Freudian Theory

• Neo-Freudian theory

• Trait theory

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 08

• Freudian Theory

– Sigmund Freud developed this theory

– It is psychoanalytic theory

– This theory premises that:

Unconscious needs or drives are the heart of personality

(Sexual or biological drives i.e. Id, Superego and Ego)

Theories of Personality (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 09

Freudian Theory ------

• Id: is the basic physiological needs that a person seeks immediate satisfaction without concern for the specific means of satisfaction.

Example: Thirst, Hunger, Sex etc.

It is the conceptualized as a warehouse of primitive andimpulsive drives.

Theories of Personality (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 10

Freudian Theory ------

• Superego: is the social acceptable fashion.

Example: prestigious car, fashionable dress etc.

It is also the conceptualized as the individuals internalexpression of society’s moral and ethical codes ofconduct.

Theories of Personality (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 11

Freudian Theory ------

• Ego: is the individual conscious control.

It functions as an internal monitor that attempts tobalance the impulsive demands of the id and the socio-cultural constraints of the superego.

Example: safety & security of the job withoutundertaking any bribe etc.

Theories of Personality (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 12

Freudian Theory ------ A special case of productpersonality

The theorist suggests that consumers are primarily unaware of

their true reasons for buying their products. They don’t considera single cause they consider a lot of causes.

Examples:

1. Car: Convenience, Speed, prestigious etc.2. Toothpaste: capacity to decay, clean, strong teeth etc.

Theories of Personality (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 13

• Neo-Freudian Theory

– The colleagues of Sigmund Freud think that for theformation & development of personality it is necessary tosocial relationship.

– They think that personality is primarily instinctual & sexual innature but not for all time.

– Three theorists suggest this theory:

1. Alfred Adler “individuals efforts are used to overcomefeelings of inferiority”. He termed it as slice of life i.e.striving for superiority.

Theories of Personality (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 14

• Neo-Freudian Theory

– Three theorists suggest this theory:2. Harry Stack Sullivan “individuals tries to reduce the

tensions”. They try to rewarding relationship with othersi.e. free from anxiety.

3. Karen Horney “child-parent relationship & tries to conqueranxiety”. Individuals can be classified into 3 major groups:

a. Compliant Individuals

b. Aggressive Individuals

c. Detached Individuals

Theories of Personality (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 15

• Neo-Freudian Theory

3. Karen Horney “child-parent relationship & tries toconquer anxiety”. Individuals can be classified into3 major groups:

a. Compliant Individuals: They move towards with othersi.e. love, appreciated etc.

b. Aggressive Individuals: They move against others i.e. win,place himself as only one etc.

c. Detached Individuals: They move away from others i.e.self-reliance, self-sufficiency, independence etc.

Theories of Personality (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 16

• Trait Theory

– This theory is based on quantitative figures.

– The information is converted into quantitative figures and thenanalysis is completed.

– The information should be the different traits of the individual’srelated to the product.

– The test may be on:

1. Consumer materialism

2. Consumer innovativeness

3. Consumer ethnocentrism

Theories of Personality (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 17

• Trait Theory

– The test may be on:

1. Consumer materialism: The degree of the consumer’sattachment to “worldly possessions”

2. Consumer innovativeness: The chance to receive a newexperience

3. Consumer ethnocentrism: To accept or reject foreign madeproducts.

Theories of Personality (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 18

Any Query

?

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 19

Ch. 10 Personality

Thanks ---- for staying with me ----

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 20

Ch. 10 Personality