Personality

1. Personality Continued..

2. Cognitive Personality Factors • Need for cognition (NFC) • A person’s craving for enjoyment of thinking • Individual with high NFC more likely to respond to ads rich in product information rather than background of the ad. • Visualizers Vs Verbalizers • Visualizers; view, see information. • Verbalizers; written, verbal information. This difference in cognitive personality factors would affect how they respond to a print ad.

3. From Consumer Materialism to Compulsive Consumption

4. From Consumer Materialism to Compulsive Consumption • Fixated consumption behavior • Consumers fixated on certain products or categories of products • Characteristics • Passionate interest in a product category • Willingness to go to great lengths to secure objects • Dedication of time and money to collecting • Compulsive consumption behavior • “Addicted” or “out-of-control” consumers

5. Consumer Ethnocentrism and Cosmopolitanism • Ethnocentric consumers feel it is wrong to purchase foreign-made products because of the impact on the economy • They can be targeted by stressing nationalistic themes • A cosmopolitan orientation would consider the word to be their marketplace and would be attracted to products from other cultures and countries.

6. Brand Personality • Personality-like traits associated with brands • Examples • Purdue and freshness • Nike and athlete • BMW is performance driven • Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium

7. Product Anthropomorphism andBrand Personification • Product Anthropomorphism • Attributing human characteristics to objects • Tony the Tiger and Mr. Peanut • Brand Personification • Consumer’s perception of brand’s attributes for a human-like character • Mr. Coffee is seen as dependable, friendly, efficient, intelligent and smart.

8. A Brand Personality Framework Five dimensions of a brands personality

9. Product Personality Issues • Gender • Some products perceived as masculine (coffee and toothpaste) while others as feminine (bath soap and shampoo) • Geography • Actual locations, like Philadelphia cream cheese and Arizona iced tea • Fictitious names also used, such as Hidden Valley and Bear Creek • Color • Color combinations in packaging and products denotes personality

10. Self and Self-Image • Consumers have a variety of enduring images of themselves • These images are associated with personality in that individuals’ consumption relates to self-image. One or Multiple Selves: • A single consumer will act differently in different situations or with different people • We have a variety of social roles • Marketers can target products to a particular “self”.

11. Makeup of the Self-Image • Contains traits, skills, habits, possessions, relationships, and way of behavior • Developed through background, experience, and interaction with others • Consumers select products congruent with this image

12. Different Self-Images

13. Extended Self • Possessions can extend self in a number of ways: • Actually • Symbolically • Conferring status or rank • Bestowing feelings of immortality • Endowing with magical powers

14. Altering the Self-Image • Consumers use self-altering products to express individualism by: • Creating new self • Maintaining the existing self • Extending the self • Conforming

15. Virtual Personality • You can be anyone… It provides an individual with the opportunity to try on different personalities or different identities. • Age differences • Mild-mannered to aggressive You keep the new personality-if it fits, in favor of the old personality.

16. THANK YOU!