Personality

Personality

1. distinctive and enduring patterns of thought, emotions and behaviours that characterize each individuals adaptation to the situations of his/her life

   • Ancient history suggests relation between personality and astrology

2. Personality reflects individual differences

   • Each individual has a special set of inner characteristics and thus unique
   • Some individuals are highly sociable whereas some are low on sociability
   • Is a useful concept because it enables us to categorize consumers into different groups on the basis of one or several traits
   • We all admire people who have a great personality - regardless of their age, gender or financial status
   • Possessing a great personality may help you do well in life

3. Personality is consistent and enduring

   • If we know which personality characteristics influence specific consumer responses, they can attempt to appeal to the relevant traits inherant in the target group of consumers
   • Personality is only one of a combination of factors that influence how a consumer behaves

4. Freudian Theory

   • Human motivation is the result of subconscious needs and drives
   • ID
     • Primal desires
     • Basic Nature
   • Ego
     • Reason and Self Control
   • Superego
     • The quest for perfection

5. Traits (Allport 1960)

   • Characteristics in which one person differs from another in a relatively permanent and consistent way
   • Measures of personality traits
     • Social Character Scale
     • Five Factor Personality Structure

6. Self-Esteem and Self-Efficacy

   • Self-Esteem: the positivity of a person's attitude towards him/herself
   • Low self esteem is related to exaggerated concerns with looking glass self and influences compulsive buying
   • Self-Efficacy: people's beliefs about their capabilities to exercise control over events that affect their lives
   • Self-efficacy should vary cross-culturally

7. Applications to Consumer Behaviour Research

   • It is difficult to predict consumer brand choices based on personality traits alone
   • Personality variables are related to consumption behaviours
   • Market Research used Kelly's personality theory to assist with advertising
     • Laddering e.g. wine is light and uplifting
   • Advertisers use many Freudian symbols in their advertising
   • Symbols of self, selves and personality are common in advertising

8. Brand Personality

   • The attribution of human personality traits (seriousness, warmth, imagination) to a brand as a way to achieve differentiation
   • Brand Personality Dimensions
     • Sincerity (down to earth, honest, wholesome, cheerful)
       • Hallmark
       • Kodak
       • Coke
     • Excitement (daring, spirited, imaginative)
       • Pepsi