Personality - Consumer Behaviour - Lecture Slides, Slides of Consumer Behaviour

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CONSUMER AS AN INDIVIDUAL

Personality

PERSONALITY

• PERSON’S DISTINGUISHING PSYCHOLOGICAL

CHARACTERISTICS THAT LEAD TO RELATIVELY CONSISTENT

AND ENDURING RESPONSES TO HIS OR HER ENVT.

• THOSE INNER PSYCHOLOGICAL CHARACTERISTICS THAT BOTH

DETERMINE AND REFLECT HOW A PERSON RESPONDS TO HIS

OR HER ENVT.

PERSONALITY DEVELOPMENT

Genetic determinants

Experiential determinants

Prenatal determinants

Determinants based on culture, social class, race, religion, etc.

Development of stable personality characteristics involving emotional reactions, attitudes, motives, interests, beliefs, fears, desires

Individual differences in behavior associated with trait differences

Origin of Behavior that are Personality traits Personality traits influenced by by personality traits

THREE DISTINCT CHC.

REFLECTS INDIVIDUAL DIFFERENCES

SELF - CONFIDENCE AUTONOMY

DOMINANCE ADAPTABILITY

SOCIABILITY DEFENCIVENESS

CONSISTENT AND ENDURING

PERSONALITY IN RESPONSE TO ABRUPT EVENTS

CAN CHANGE

AS PART OF GRADUAL

MATURING PROCESS

FREUD’S PSYCHOANALYTICAL THEORY OF PERSONALITY

UNCONSCIOUS NEEDS OR DRIVES ESPECIALLY

SEXUAL AND BIOGENIC DRIVES ARE AT THE

HEART OF HUMAN MOTIVATION AND PERSONALITY.

STRUCTURE OF PERSONALITY

PERSONALITY

ID EGO

SUPEREGO

INSTINCTIVE DRIVE/ INSTANT GRATIFICATION THE PLEASURE PRINCIPLE

STRIVING FOR PERFECTION RESTRAIN AGGRESSIVE IMPULSES/ MORAL CODES

BALANCER MODERATOR POSTPONES OR PUSH AHEAD IMPULSES FOR A SUIATBLE MOMENT

FREUD’S VIEW OF THE PERSONALITY

Superego

Ego

An interaction of the three parts of the personality lead to behavior (B)

Rational overt actions Some thought processes

CONSCIOUS

Knowledge cognitive processes

PRECONSCIOUS

Basic Drives Conscience Creative thought processes

UNCONSCIOUS

The Functions Based Jungian types

 Thinking : Naming and interpreting experience.

 Feeling : Evaluating an experience for its emotional worth to

us.

 Sensing : Experiencing the world through the senses without

interpreting or evaluating it.

 Intuiting : Relating directly to the world without physical

sensation, reasoning or interpretation.

Sixteen Personality Traits Identified by Cattell

• Reserved vs Outgoing
• Dull vs Bright
• Unstable vs Stable
• Docile vs Aggressive
• Serious vs Happy-go-lucky
• Expedient vs Conservative
• Shy vs Uninhibited
• Tough minded vs Tender minded
  • Trusting vs Suspicious
  • Practical vs Imaginative
  • Unpretentious vs Polished
  • Self-assured vs Self-reproaching
  • Conservative vs Experimenting
  • Group Dependent vs Self- Sufficient
  • Undisciplined vs Controlled
  • Relaxed vs Tense

RELATED CONCEPT TO PERSONALITY : SELF -

CONCEPT

• SELF - IMAGES
• PERCEPTIONS OF SELF

BRAND IMAGE … MUST MATCH SELF - IMAGE

EACH INDIVIDUAL … HAS AN IMAGE OF HIMSELF/HERSELF AS A CERTAIN KIND OF PERSON, WITH CERTAIN TRAITS, HABITS, POSSESSIONS, RELATIONSHIPS, AND WAYS OF BEHAVING.

FOUR SPECIFIC KINDS

ACTUAL SELF - IMAGE

IDEAL SELF - IMAGE

SOCIAL SELF - IMAGE

IDEAL SOCIAL SELF - IMAGE

EXPECTED SELF – IMAGE

EXTENDED SELF

ALTERING THE SELF

PRODUCTS

EXTENSIONS OF SELF

• CREATING A NEW SELF
• MAINTAINING THE EXISTING SELF
• EXTENDING THE SELF

THE MAKEUP OF THE SELF-

IMAGE

A variety of different self-image constructs have been identified in

the consumer behavior literature. One popular model depicts four specific kinds of self-image :

(1) Actual self-image (e.g., how consumers in fact see themselves)

(2) Ideal self-image (e.g., how consumers would like to see

themselves

(3) Social self-image (e.g., how consumers feel others to see them)

(4) Ideal Social self-image (e.g., how consumers would like other to

see them)

Other research has identified a fifth type of self-image, expected

self-image (e.g., how consumers expect to see themselves at some specified future time.

UNDERSTANDING CONSUMER DIVERSITY

• CONSUMER INNOVATIVENESS AND RELATED PERSONALITY

TRAITS

• CONSUMER INNOVATIVENESS

• DOGMATISM : RIGIDITY IN RESPONSE TO UNFAMILIAR

HIGHTECH PRODUCTS

• SOCIAL CHARACTER : INNER DIRECTED, OTHER DIRECTED

• OPTIMUM STIMULATION LEVEL : HIGH/LOW OSL

• VARIETY NOVELTY SEEKING : EXPLORATORY PURCHASE

BEHAVIOR(SWITCHING BRANDS)

• VICARIOUS EXPLOARTION ( DAY DREAMING)

• USE INNOVATIVENESS