Personalit y

PERSONALIT
Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
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

PPTs t/a Consumer Behaviour by Karen Webb 7-2
Personality - defined
• The characteristic patterns of behaviour and

thought that are a reflection of a consumer’s
psychological systems

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.

Personality theories
• The following are approaches to personality theory:
– Psychoanalytical theory
– Social/environment theories
– Trait theory
– Self concept theory

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)

theory
• Five key stages of childhood development that
Freud believed influenced personality
development:
– Oral
– Anal
– Phallic
– Latent
– Genital

theory
• 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

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.
PowerPoint slides supplied on the Instructor

Resource CD to accompany Consumer Behaviour
include advertisement images.

theory
• 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

theory
• 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

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

Jung’s psychological types

Other contributors to
personality theory
Erik Erikson See EXHIBIT 7.6 Advertisements reflect
the expression of a consumer’s
identity, page 200.
• Considered ego to be a
major motivating force in PowerPoint slides supplied on the
Instructor Resource CD to accompany
human development and Consumer Behaviour include
personality advertisement images.
• 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

personality theory
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

personality theory
Karen Horney’s basic anxiety theory
• Argued that sociocultural
factors could explain
personality differences, not
just basic gender
differences See EXHIBIT 7.7 Peugeot makes
you feel superior, page 201.
• She believed that basic
anxiety leads to conflict and PowerPoint slides supplied on
the Instructor Resource CD to
an intense need for accompany Consumer Behaviour
approval and affection include advertisement images.
• Marketers commonly
appeal to needs for greater
self-improvement and
social standing

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

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

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

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

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’

Brand personality
• Brands are often perceived See EXHIBIT 7.13 Different brands have
different personalities. In the tea category,
as having a distinct Dilmah is unique, page 213.
personality PowerPoint slides supplied on the Instructor
• Resource CD to accompany Consumer
Positioning is a technique Behaviour include advertisement images.
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

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


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PERSONALIT

Copyright  2005 McGraw-Hill Australia Pty Ltd

At the end of this session, you should understand:

Copyright  2005 McGraw-Hill Australia Pty Ltd

• The characteristic patterns of behaviour and

Copyright  2005 McGraw-Hill Australia Pty Ltd

PowerPoint slides supplied on the Instructor

Copyright  2005 McGraw-Hill Australia Pty Ltd

• The following are approaches to personality theory:

– Self concept theory

Copyright  2005 McGraw-Hill Australia Pty Ltd

• Based on the idea that adult behaviour

• Sigmund Freud believed that unconscious thoughts

• This is very much linked to the concepts of human

Copyright  2005 McGraw-Hill Australia Pty Ltd

Copyright  2005 McGraw-Hill Australia Pty Ltd

• Freud proposed that personality is made up of

Copyright  2005 McGraw-Hill Australia Pty Ltd

See EXHIBIT 7.4 Advanced VO5 Leave-in Anti-Frizz

See EXHIBIT 7.5 Heart Foundation, page 196.

PowerPoint slides supplied on the Instructor

Copyright  2005 McGraw-Hill Australia Pty Ltd

• Application of Freud’s ideas in marketing:

– Communicate message that anxiety may be reduced

Copyright  2005 McGraw-Hill Australia Pty Ltd

– Those who further developed Freud’s ideas but presented

– Many consider that although the unconscious mind is

– One of the best known Neo-Freudians is Carl Jung

Copyright  2005 McGraw-Hill Australia Pty Ltd

Copyright  2005 McGraw-Hill Australia Pty Ltd

Copyright  2005 McGraw-Hill Australia Pty Ltd

• The stronger your self-

Copyright  2005 McGraw-Hill Australia Pty Ltd

• Believed that people are born with an inbuilt sense

Copyright  2005 McGraw-Hill Australia Pty Ltd

Copyright  2005 McGraw-Hill Australia Pty Ltd

• A trait is a personality characteristic, e.g. outgoing

• Trait theories attempt to identify and categorise

• Marketers can use this information to identify

Copyright  2005 McGraw-Hill Australia Pty Ltd

Copyright  2005 McGraw-Hill Australia Pty Ltd

• Based on the set of attitudes a person holds about

• Self-concept is made up of two elements

• Our self-concept can vary across situations

Copyright  2005 McGraw-Hill Australia Pty Ltd

• The different aspects of self-image that influence

• Consumers purchase products that reflect their

Copyright  2005 McGraw-Hill Australia Pty Ltd

• A consumer’s choice of fashion is a reflection of

• Highly materialistic consumers are more likely to

Copyright  2005 McGraw-Hill Australia Pty Ltd

Copyright  2005 McGraw-Hill Australia Pty Ltd

• Using personality tests to gather information about

– Myers-Briggs-type personality type indicator test

– Thematic Apperception Test (TAT)

Copyright  2005 McGraw-Hill Australia Pty Ltd

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