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PERSONALITY (Personality and Understanding Consumer Behavior (Dogmatism,…
PERSONALITY
Personality and Understanding
Consumer Behavior
Dogmatism
Social character
Consumer innovativeness
Optimum stimulation level
Need for uniqueness
Sensation seeking
Variety-novelty seeking
Different Self-Images
Actual Self-image
Ideal Self-image
Social Self-image
Ideal Social Self-image
Expected Self-Image
Out to self
The Nature of Personality
Personality reflects individual differences
Personality is consistent and enduring
Personality can change
Theories of Personality
Freudian theory
Unconscious needs or drives are at the heart of human motivation
Neo-Freudian
personality theory
Social relationships are fundamental to the
formation and development of personality
Quantitative approach to personality as a set of psychological traits
From Consumer Materialism
to Compulsive Consumption
Acquire and show off possessions
Self centered and selfish
Seek lifestyle full of possessions
Cognitive Personality Factors
Need for cognition (NFC)
Visualizers
Verbalizers
Product Personality Issues
GENDER
Some products perceived as masculine (coffee and toothpaste) while others as feminine (bath soap)
GEOGRAPHY
Actual locations, like Philadelphia cream cheese
Fictitious names also used, such as Hidden Valley
COLOR
Color combinations in packaging and products denotes personality
Product Anthropomorphism
and Brand 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