doc-ppt_ch07_063522

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski

7PERSONALITY


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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


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Personality - defined

• The characteristic patterns of behaviour and thought that are a reflection of a consumer’s psychological systems


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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.


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Personality theories

• The following are approaches to personality theory:

– Psychoanalytical theory

– Social/environment theories

– Trait theory

– Self concept theory


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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)


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• Five key stages of childhood development that Freud believed influenced personality development:

– Oral– Anal– Phallic– Latent– Genital



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• 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


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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.



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• 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


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• 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


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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


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Jung’s psychological types


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Other contributors to personality theory

Erik Erikson

• Considered ego to be a major motivating force in human development and personality

• 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

See EXHIBIT 7.6 Advertisements reflect the expression of a consumer’s identity, page 200.



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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


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• Argued that sociocultural factors could explain personality differences, not just basic gender differences

• She believed that basic anxiety leads to conflict and an intense need for approval and affection

• Marketers commonly appeal to needs for greater self-improvement and social standing

Karen Horney’s basic anxiety theory

See EXHIBIT 7.7 Peugeot makes you feel superior, page 201.



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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


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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


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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


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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


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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’


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Brand personality

• Brands are often perceived as having a distinct personality

• Positioning is a technique 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

See EXHIBIT 7.13 Different brands have different personalities. In the tea category, Dilmah is unique, page 213.



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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

doc-ppt_ch07_063522

Documents

personality theoriesthe

components of personality

advertisementssee exhibit

adult behaviour

unconscious mind

creative development

advertisement images

instructor resource