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CHAPTER 4: PERSONALITY AND CONSUMER BEHAVIOUR - Coggle Diagram
CHAPTER 4:
PERSONALITY AND CONSUMER BEHAVIOUR
What is personality?
A person's unique psychological characteristics and how it consistently influences the way a person respond to his/her environment.
The concept of personality may not be valid - people do not seem to exhibit stable personality.
Nature of Personality
Personality reflects
individual differences
Personality is consistent
and enduring
Personality can change
Theory of Personality
Freudian Theory
Unconscious needs or drives are at the heart
of human motivation
also known as Psychoanalytic Theory
Horney’s CAD Theory
Using the context of child-parent relationships.
Individuals can be classified into
Compliant individuals
Aggressive individuals
Detached individuals
Trait theory
Quantitative approach to personality as a set of psychological traits
Single-trait or multiple-trait theories
Consumer Innovativeness
The degree to which consumers are receptive to new products, new services or new practices.
Consumer innovators are likely to
Score lower on dogmatism
Score higher on need for uniqueness
Have higher optimum stimulation levels
Have higher need for sensation seeking and variety seeking behaviours
Brand Personality
Volvo - safety
Personality-like traits associated with brands
Perdue - freshness
Nike - the athlete
BMW - performance
Levi’s 501 - dependable and rugged
Personality and Marketing Strategy
Identify relevant personality traits
Target consumers with the relevant personality traits
Develop promotional messages that appeal to consumers with specific personality traits
Develop a personality for the brand