Flashcards
Consumer Behaviour Chapter 4 Personality and Self-concept
Cards in this deck (24)
- 1PersonalityPersonality is the unique dynamic organization of characteristics of a particular person which influence behaviour and responses to the environment
Personality operates at an unconscious level and is likely to influence consumer's choice and affects how consumers respond to promotional efforts
Personality is the specific traits that distinguishes one individual with another - 2Nature of personalityPersonality reflects individual differences
Personality is consistent and enduring over time.
Personality can change under certain circumstances such as death of loved ones, maturing process or learning life events such as parenthood - 3Theories of PersonalityFreudian (qualitative)
Neo-Freudian (qualitative)
Traits (quantitative) - 4Theories of Personality: Freudian TheorySigmund Freud's theory of personality was built on the premise that unconscious needs or drives, especially sexual or other biological drives, are at the heart of human motivation and personality
It is constructed on the basis of patient's recollections of early childhood experiences, analysis of their dreams, and the specific nature of their mental and physical adjustment problems
Proposed that personality consists of 3 interacting systems:
Id
Superego
Ego - 5Theories of Personality: Freudian Theory (3 Systems)1. Id: refers to primitive and impulsive drives from basic physiological needs in which the individual seeks immediate satisfaction without concern for the means of satisfaction. Id avoids pain and maximize immediate pleasure
2. Superego refers to individual defining what is good or right on the basis of internal expression of society's moral and ethical codes of conduct. Its role is to satisfy needs in a socially acceptable fashion. It is a kind of 'brake' that restraints the impulsive forces of id
3. Ego is the individual's conscious control and balance the impulsive demands of id and sociocultural constraints of superego through realistic thinking - 6Neo-Freudian Personality TheoryNeo-Freudians believe that social relationships are fundamental to the formation and development of personality
Alfred Adler emphasised on human beings seeking to attain various rational goals to overcome feelings of inferiority
Harry Stack Sullivan emphasised that people continuously attempt to establish significant and rewarding relationships with others
Karen Horney focused on impact of child-parent relationships and desire to overcome feelings of anxiety. 3 personality groups
1. Compliant individuals move towards others to be loved, wanted and appreciated
2. Aggressive individuals move against others to win admiration
3. Detached individuals move away from others for independence and self-reliance - 7Trait TheoryIt is defined as any distinguishing, relatively enduring way in which one individual differs from another. It is believed that personality can be understood by studying pattern of traits within an individual
- 8Trait Theory (the Big 5 Model - OCEAN)1. Openness to Experience: High = tendency to seek variety of experiences and novel ideas. Low = desire for the familiar
2. Conscientiousness: high = tendency to control urges & pursue goals, determined. Low = slack in working towards goals
3. Extroversion: High = tendency to interact with the world, optimistic and upbeat. Low = reserved and independent
4. Agreeableness: High = Tendency to move towards people and act kindly towards them, cooperative and dislike conflicts. Low = Egocentric, competitive and sceptical of others
5. Neuroticism: High = tendency to experience negative emotions like fear, sadness, hostility. Low = emotionally stable and calm - 9Consumer InnovativenessPeople who are consumer innovativeness are innovators who are willing to try new product.
- 10Consumer DogmatismIndividuals who are high in consumer dogmatism display rigidity towards the unfamiliar or towards information contrary to their beliefs
- 11Consumer Social CharacterInner-directed consumers: rely on their inner values or standards when evaluating a new product
Other-directed consumers: are followers who rely on others for opinions on what is right or wrong - 12Need for UniquenessConsumers who are high in need for uniqueness will avoid to conformity to others' expectations or standards and not concerned to be criticized. (same as Karen Horney's detached individuals)
- 13Consumer Susceptibility to Interpersonal InfluenceConsumers who have high CSII need to identify with opinion of others and tendency to learn by observing others or seeking information from others.
Consumers who have low CSII are not easily influenced by others - 14Optimum Stimulation LevelReflects desired level of lifestyle stimulation
When OSL = actual lifestyle, consumer is satisfied
When OSL less than actual (low), consumers are exhausted and seek rest
When OSL more than actual (high), consumers are likely to be bored and seek excitement - 15Variety Seeking• Exploratory purchase behaviour: switch brands to experience new alternatives
• Vicarious exploration: gain info about new alternatives then daydream about the option
• Use-innovativeness: use an already adopted product in a new way, eg technological products - 16Visualizers versus VerbalizersVisualizers: are individuals who prefer visual information such as pictures and colours
Verbalizers: are individuals who prefer written or verbal information such as facts - 17Need for CognitionIndividuals with high need of cognition are more responsive to ads rich in product-related information and unresponsive to peripheral aspects of the ad such as presence of a celebrity (low need for cognition)
- 18Locus of ControlInternal locus of control refers to individuals who believe they can control outcome of their own actions and abilities. Prefer to engage in greater and complex information search
External locus of control refers to individuals who believe that external factors such as luck and fate control the outcome. Finds ads to be credible and believes sales volume determines quality - 19Self-monitoringIndividuals with high self-monitoring concerns for prestige and appearances and are more aware of external environmental cues and adjust their behaviours believed to be socially acceptable
Individuals with low self-monitoring are less sensitive to external cues and seek goods that offers functionality and quality over style and brand name - 20Uncertainty OrientationUncertainty orientation refers to individuals seeking clarity and information about themselves and their environment. They are motivated to solve uncertainty
Certainty orientation refers individuals who do not seek new information and are comfortable in familiar and safe situations - 21Consumer EthnocentrismConsumers who have high consumer ethnocentrism feel inappropriate to buy foreign products
Consumers who have low consumer ethnocentrism evaluate foreign products more ojectively - 22Fixated Compulsive Buying and ConsumptionFixated (addictive): Consumers who are fixated are within the realm of normal and socially acceptable behaviour, eg collectors
Compulsive (addiction): Consumers who are compulsive are within the realm of abnormal behaviour and are out of control. Their actions are damaging to themselves and others. They purchase things they do not need or buy them excessively or spend more money than they can afford. Eg, drug addictions, gamblers - 23Brand PersonalitySet of personality characteristics that marketer creates for the brand.
Big 5 Model: CRESS
Competence
Ruggedness
Excitement
Sophistication
Sincerity - 24Simiarity of Personality TraitsHigh consumer innovativeness = Low dogmatism = Exploratory purchase behaviour (variety seeking)
Low consumer innovativeness = high dogmatism = certainty orientation
Inner-directed consumers = Low CSII = Low Self-monitoring
Other-directed consumers = High CSII = High Self-monitoring
Visualizers = Low need for cognition = External Locus of Control = Certainty Orientation
Verbalizers = High need for cognition = Internal Locus of Control = Uncertainty Orientation
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- Flashcards on Consumer Behaviour Chapter 4 Personality and Self-concept, created by IngIng Hon on 29/11/2014.
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