Chapter Three

Personality and Consumer Behavior

Upon on the completion of this chapter, the student will be able
to:
 Define personality
 Identify & explain the nature of personality
 Identify explain theories of personality
 Describe personality & understand consumer diversity
 Explain self & self image

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3.1. Consumers Personality
 It is the unique set of characteristics, traits, and behaviors
that influence an individual's purchasing decisions and
interactions with brands.
 It is the inner psychological characteristics that both
determine and reflect how a person responds to his or her
environment.
 The three distinct properties in the study of consumers
personality includes:
a. Consumers personality reflects individual differences
b. Personality is consistent and enduring: personality tend to
remain stable over time.
c. Personality can change: various factors can lead to changes in
consumer personality over time, influencing their behaviors,
preferences, and interactions with brands.
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 Hippocrates‟ (460:371) identified four types of Consumers
Personality:
a) Sanguine: outgoing, spontaneous, and enjoy being the center
of attention, cheerful, optimistic, and active.
b) Phlegmatic consumer: calmness, reliability, patient, practical,
resistant to change and a preference for stability and routine.
c) Melancholic: thoughtfulness, sad, sensitivity, and a preference
for detail and quality.
d) Choleric: goal-oriented, assertiveness, ambition, and a strong
desire for control and achievement.

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Ocean Big Five Consumer Personality Type

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The Five Consumer Personality Traits

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3.2.Theories of Consumer Personality
 While there are many personality theories available to discuss,
the following lesson provides information on the three main
personality theories:
1) Psychoanalytic
2) Socio-Psychological Theory;
3) Trait Theory and
4) The Self-image Theory.

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1) Freudian Theory (Psychoanalytic Theory)
 The psychoanalytic theory stresses the unconscious nature of
personality as a result of childhood conflicts.
 Childhood conflicts are derived from three components of
personality: the id (libido), ego, and superego.
 Psychoanalytical theory appeals to the buyer’s dreams, hopes
and fears.
 Consumer Purchases And Consumption are a reflection and an
extension of the consumer personality.
 Consumer’s Appearance and Possessions-grooming, clothing,
jewelry, etc. are a reflections of the individual’s personality.

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.

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 The Id, Ego, and Super-ego Are a set of three concepts in
psychoanalytic theory describing distinct, interacting agents
in the psychic apparatus.
a) The Id: the primal, instinctual part of the psyche that seeks
immediate gratification and pleasure.
b) The Super Ego: internal expression of society’s moral, norms,
values, and ideals. ethical codes of conduct its role is to see
that the individual satisfies needs in a socially acceptable
fashion,
c) The Ego: the rational and realistic part of the psyche that
mediates between the desires of the Id and the moral
constraints of the Superego.

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2) The Socio-Psychological Theory /Neo-Freudian Theory
 The Socio-Psychological theory is the contribution of Adler,
Horney, Forman and Sullivan:
 It emphasizes the influence of social and psychological factors
on an individual's personality and behavior.
 It asserts that an individual's personality is shaped by their
interactions with society and the social environment, rather
than just biological instincts.
 Individual and society are interlinked: an individual strives to
meet the needs of the society and the society helps him to
attain his goals.

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.

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Karen Horney- CAD Theory
 The Psychoanalytic Social Theory of Karen Horney
(pronounced Horneye) was built on the assumption that social
and cultural conditions, especially childhood experiences, are
largely responsible for shaping personality.
 Horn-eye proposed that individuals be classified into three
personality groups: Compliant, Aggressive and
Detached.(CAD)
a) Compliant consumers: those who follow rules, guidelines,
standards and social norms.
b) Aggressive consumers: those who move against others
:assertiveness, competitiveness, and a strong desire to achieve
their goals.
c) Detached consumers: those who move away form others-
(they desire independent, introspective, reserved, self-
reliance, self-sufficiency, and freedom form obligations and a
preference for minimal social interaction.

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3) The Trait Theory
 Trait is defined as “… any distinguishing, relatively enduring
way in which one individual differs from another”.
 It suggests that consumers have certain basic traits and it is
the strength and intensity of those traits that account for
personality differences.
 It focuses on identifying and measuring specific personality
traits that influence an individual's behavior and preferences.
 This theory posits that personality is consistent and stable
over time, allowing marketers to predict consumer behavior
based on these traits.

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 Trait personality tests measures such traits as:
 Consumer innovativeness: how receptive a person is to new
experiences.
 Consumer materialism: the degree of consumer’s attachment
to “worldly possessions”
 Consumer ethnocentrism: consumer’s likelihood to accept or
reject foreign-made products.
 Consumer innovators: those who are likely to be the first to try
new products.
 The market response of innovators: a critical indication of the
eventual success or failure of a new product.

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 Personality traits that have been useful in differentiating
between consumer innovators and non-innovators:
a) Dogmatism
b) Social character
c) Need for uniqueness
d) Optimum stimulation level
e) Sensation seeking
f) Variety novelty seeking

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a) Dogmatism
 It is a personality trait that measures the degree of rigidity vs.
openness that individuals display toward the unfamiliar and
toward information that is contrary to their own established
beliefs.
 A person who is high dogmatic (rigid or close minded)
approaches the unfamiliar defensively and with considerable
discomfort and uncertainty.
 Highly dogmatic consumers tend to be receptive to ads that
are endorsed by an authoritative figure involving celebrities,
experts, etc. To accept the innovation.
 A person who is low dogmatic (open minded) will readily
consider unfamiliar or opposite beliefs.
 Low dogmatic consumers are more receptive to ads that stress
on factual differentiation, product benefits, etc.

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b) Social Character
 It is a personality trait that ranges on a continuum from inner
directedness to other directedness.
i. Inner Directedness: tend to rely on their own inner values or
standards in evaluating new products and are likely to be
consumer innovators.
 Inner directed consumers are attracted to ads that stress
product features, and personal benefits.
ii. Other Directed Consumers: tend to look to others for direction
on what is right or wrong; thus they are less likely to be
consumer innovators.
 Other directed consumers prefers ads that feature social
acceptance.

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c) Need for Uniqueness (NFU)
 Conformity to others expectations or standard is avoided.
 High NFU individuals do make unconventional (unique) choices.
d) Optimum Stimulation Level (OSL)
 High OSL are linked with greater willingness to take risks, to try
new products, to be innovative, to seek purchase related
information, and to accept new retail facilities than low OSLs.
e) Sensation Seeking (SS)
 SS is a trait characterized by the need for varied, novel, and complex
sensations and experience, and the willingness to take physical and
social risks for the sake of such experience.
 Male teenagers with high SS tend to music metal music and engage
in reckless behavior.
f) Variety or Novelty Seeking
 Switching brands to experience new and possibly better alternatives.

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Cognitive Personality Factors
a. Need for Cognition (NC)
 Consumers high in NC are responsive to an ad that is rich in
product related information or description.
 Consumers low in NC are attracted to the background or
peripheral aspects of the an ad, such as an attractive model or
a public celebrity.
b. Visualizers vs. Verbalizers
 Visualizers are individuals who prefer to process information
through images, graphics, and visual aids. They are more
likely to be influenced by visual elements in marketing
materials.
 Verbalizers are individuals who prefer to process information
through words, text, and verbal communication. They are
more likely to be influenced by written and spoken content in
marketing materials.
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Consumption and Possession Traits
Three Forms:
a) Consumer Materialism
b) Fixated Consumption Behavior
c) Consumer Compulsive Behavior
d) Consumer Ethnocentrism

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a) Consumer Materialism
 Consumers who place a high value on acquiring and owning
material possessions.
 Their purchasing behavior is often driven by the desire for
status, wealth, and the perceived social benefits of owning
certain products.
 Materialism is a personality trait which distinguishes between
individuals who regard possessions as essential to their
identities and their lives and those for whom possessions are
secondary.
Characteristics of materialistic consumers:
 They value acquiring and showing off possessions.
 They are self-centered and selfish
 They seek life styles full of possessions
 Their many possessions do not give them greater satisfaction
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b) Fixated Consumption Behavior
 It is a socially acceptable behavior that consumers don’t keep
their objects or purchase secret & frequently display them.
 Consumers who exhibit an intense and compulsive interest in a
particular product, brand, or category.
 Their purchasing behavior is driven by a deep emotional
attachment and a strong desire to collect, own, and display
items related to their fixation.
Characteristics
 A deep (passionate) interest in a particular object or product
category.
 A willingness to go to considerable lengths to secure additional
examples of the object
 The dedication of a considerable amount of discretionary time
and money to searching out the object or product.
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c) Consumer Compulsive Behavior
 It is an abnormal behavior where consumers have an
addiction, in some cases out of control, and their actions may
have damaging consequences to them and to those around
them.
 Consumers who to engage in excessive and uncontrollable
purchasing activities.
 This behavior is often driven by emotional and psychological
factors rather than rational decision-making.
Examples: uncontrollable shopping, gambling, drug addiction,
alcoholism, and various food and eating disorders.

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d) Consumer Ethnocentrism: Response to Foreign made Products
 It measures the likelihood of consumers to be receptive to
foreign-made products and those that are not.
 Consumers who purchase products from their own country is
morally right and superior to buying foreign-made products.
 Highly ethnocentric consumers feel that it is inappropriate to
purchase foreign-made products because of the resulting
impact on domestic economy.
 Non ethnocentric consumers evaluate foreign made products
more objectively.

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Consumers Brand Personality
 Consumers attribute personality like traits or characteristics
to different brands.
 Personality like images of brands reflect consumers‟ vision of
the inner core of many strong brands.
 Volvo – Safety
 BMW - Performance driven
 Nike - The athlete in all of us
 Levis - Real and authentic
 Brand personality can either be functional (provides safety) or
symbolic (the athlete in all of us).
 Any brand personality, as long as it is strong and favorable,
will strengthen a brand.

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Personality and Color

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Brand Personality & Color

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Personality Types for Salespersons
1. The Thinker Style
 Who prioritize high value on logic, ideas, and systematic
inquiry thorough understanding over emotional appeal or
spontaneity. .
 Analytical, methodical, ad detail-oriented approach to sales.
 This style is particularly effective in industries where complex
products or services require in-depth knowledge and careful
consideration.
 A thinker type is usually neat and conservative.
 The salesperson should preplan with adequate facts and
supporting data.

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2. The Intuitor Style
 This person is a knowledgeable, visionary, imaginative, future-
oriented person who likes to abstract principles from a mass of
material.
 The salesperson should strive to build the buyer's concepts and
objectives into the presentation.
 They prioritize innovation, creativity, and long-term thinking
over detailed analysis or immediate results.
 This style is particularly effective in industries where strategic
thinking and the ability to foresee future trends are crucial.

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3. The Feeler Style
 They prioritize building strong connections with clients and
understanding their emotional needs and concerns.
 Keep the presentation on a personal note (tea, coffee, lunch, etc.,)
 Empathetic, people-oriented, relationship-oriented, and emotionally
intelligent approach to sales.
 This style is particularly effective in industries where trust and
personal relationships are crucial.
4. The Sensor Style
 With a sensor, verbal communication is more effective than written
communication.
 They are practical or value in action, detail-oriented, and hands-on
approach to sales.
 They prioritize concrete information, real-world applications, and
sensory experiences over abstract concepts or long-term visions.
 This style is particularly effective in industries where tangible
products and immediate results are important.

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Salespeople or Service Providers Personality Types
1. Assuring Personality
 This type of person can be relied on and trusted.
 Gets the customer to believe in him or her.
 Gives the customer accurate information and facts.
 Knows the product or service completely.
 Pays attention to details that are important to the customer.
 Meets all deadlines and honors all commitments.
2. Engaging Personality
 This is the type of person that everybody likes.
 Relates to all different types of customers.
 Quickly determines a common denominator with other people.
 Gets the customer talking about their requirements.
 Considerate of the needs of the customer.
 Remains loyal to building strong relationships with customers.
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3. Compelling Personality
 This person can get customers to act on their recommendations.
 Very determined and able to set goals and carry them through.
 Won’t take the first “no” from a customer.
 Determined to be successful in providing the best customer service.
 Customers feel confident in these people’s ability to meet their
needs.
4. Dynamic Personality
 This describes the person who is competent as well as enthusiastic.
 Can get the customer very excited about doing business together.
 Brings imagination and creativity into the business relationship.
 Has many ideas to improve customer service.
 Likes to work with many different customers.
 Tends to look more at the “big picture” than on day-to-day
activities.

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Jungian Personality Types
a. The sensing (s) and Intuiting (N) dimensions capture how
consumers find out about “things” (obtaining and processing
information), and
b. The thinking (T) and feeling (F) dimensions are opposite
ways of making decisions (decision styles).
 The specific characteristics of the two pairs of psychological
dimensions, four possible personality types are derived.

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1) Sensing -Thinking (ST)
 Rational in decision-making.
 Logical and empirical in view point.
 Makes decisions following an “Objective” orientation.
 Heavily weighs economic considerations: most price sensitive.
 Risk avoider.
 Materialism reflects personal or private motives (i.e., identifies with
material objects or “things”).
 Short - time horizon in making decision.
2) Sensing-Feeling (SF)
 Empirical view point
 Propelled by personal values rather than logic
 Makes decisions following a “subjective orientation
 Likely to consider others when making a decision
 Shares risk with others
 Materialism reflects how objects will impact on others (status concerns)
 Short - term horizon in making decisions.

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3) Intuiting - thinking (NT)
 Take a broad view of personal situation or world.
 Relies heavily on imagination, yet uses logic in approaching
decisions
 Imagines a wider range of options in making a decision
 Weighs options mentally
 Willing to take risk or be speculative in decisions
 Long-time horizon in making decisions.
4) Intuiting – Feeling (NF)
 Takes a broad view of personal situation or world.
 Imagines a wide range of option in making a decision.
 Highly “People oriented” likely to consider other views.
 Makes decisions following a subjective orientation.
 Least price sensitive.
 Risks-seeking (venturesome and novelty seeking).
 Indefinite time horizons in making decisions

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4. The Self Concept/Image Theory of Consumer Personality
 This theory posits that consumers buy products and brands
that align with their self-concept or the image they have of
themselves.
 The closer our self-image and ideal-self are to each other, the
more consistent or congruent we are and the higher our sense
of self-worth.

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Self and Self-Image
 Self-image is the personal view, or mental picture, that we
have of ourselves.
 Self-image is an “internal dictionary” that describes the
characteristics of the self, including such things as intelligent,
beautiful, ugly, talented, selfish, and kind
 Single Self: consumers have been thought to have a singles self
and to be interested in products/services that satisfy the single
self.
 Multiple Self: a single consumer may act differently with
different people and in different situations.
Example: A person may likely behave differently at a museum
opening, at school, at work, with parents, or with friends at a
nightclub.

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The Make up of the Self-image
 A variety of different self- images have been identified in the
consumer behavior literature.
 There are types of self-images:
a. Actual Self-image: how consumers in fact see themselves.
b. Ideal self-image: how consumers would like to see themselves.
c. Social Self-image: how consumers feel others see them.
d. Ideal Social Self-image: how consumers would like others to
see them. (Others researcher have identified a 5th type of self-
image).

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Expected Self-Image
 How consumers expect to see themselves at some specified
future time
 The expected self-image is somewhere between he actual and
ideal self-images.
 It is somewhat like a future-oriented combination of “What
is” the actual self-image) and what consumers would like “To
Be” (the ideal self image)
 Marketers can segment their markets on the basis of relevant
consumer self-images and position their products services – as
symbols of such self-images.

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The Expected Self
 Consumers‟ possessions can be seen to “Confirm” or “Extend”
their self-images.
For Example, Acquiring a desired or sought after tennis racquet
might serve to expand Mary’s image of “self ”. Mary might now
see herself as “being more competitive, fit, and more successful.”
She has added the tennis racquet to her “inventory” of self-
enhancing possessions.
 Possessions can be considered extension of the self.
 It has been proposed that possessions can extend the self in a
number of ways.
 Actually, by allowing the person to do things that otherwise
would be very difficult or impossible to accomplish. (Problem
solving using a computer).
 Symbolically, by making the person feels better or “bigger‟ –
receiving an employee award for excellence.
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 By conferring status or rank-status among collectors of rare
works of art because of the ownership of a particular
masterpiece.
 By bestowing feelings of immortality, by leaving valued
possessions to young family members- this has the potential of
extending the recipients „selves‟ and
 By endowing with magical powers;-a cameo pin inherited from
one’s aunt might be perceived as a magic amulet bestowing
good luck when it is worn.

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Altering the Self
 Consumers want to change themselves to become a different or
“Improved‟ self.
 Clothing, grooming aids, and all kinds of accessories cosmetics,
jewelry offers consumers the opportunity to modify their
appearance or to create a “makeover” and thereby alter their
“selves‟.
 In using “self-altering products‟, consumers attempt to express
their individualism or uniqueness by:
 Creating a new self, maintaining the existing self or preventing the
loss of the self and
 Extending the self- modifying or changing the self.
 Altering one’s self , particularly one’s appearance or body parts, can
be accomplished by:
 Cosmetics,
 Hair restyling or coloring,
 Getting a tattoo,
 Switching from eye glasses to contact lenses or the reverse or
 Undergoing cosmetic surgery.
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 According to psychology today study, 45% of women and
33% of men would consider cosmetic surgery.
 By using this option, it is possible to create a “new‟ or
“improved‟ person.
 Imager consultants provide clients with advice on such
personal attributes as: Clothing, Color, Presentation,
 Appearance, Posture, Speaking and Media skills.
Vanity or Pride and Consumer Behavior
There are two types of Vanity:
a) Physical Vanity: an excessive concern for and/or a posture or
even inflated view of ones physical appearance, and sample
items from a physical Vanity Scales.
b) Achievement Vanity: an excessive concern for and or positive
or even inflated view of ones personal achievements.
 Thus, they found these two ideas related to materialism, use
of cosmetics, and concern with clothing and country club
membership.
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Sample Items From a Vanity Scale
a) Physical Concern Items
 The way I look is extremely important to me.
 I am very concerned with my appearance
 It is important that I always look good.
b) Physical View Items
 People notice how attractive I am
 People are envious of my good looks
 My body is sexually appealing.
c) Achievement Concern Items
 Professional achievements are an obsession with me.
 Achieving grater success than my peers is important to me.
 I want my achievements to be recognized by others.
d) Achievement View Items
 My achievements are highly regarded by others.
 I am a good example of professional success.
 Others wish they were as successful as me
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Virtual Personality or Self
 With the wide spread interest in using the internet as a form of
entertainment and as a social vehicle to meet new people with
similar interests , there has been a tremendous growth in the use of
on-line chat rooms.
 Consumers who visit chat rooms are able to carry on real –time
conversation about themselves and topics of mutual interest with
people from all over the Globe.
 Since at the present time most “chats” are actually “text
conversations,” rather than live video broadcast, the participants
commonly never get to see each other.
 The notion of a virtual personality or virtually self provides an
individual with the opportunity to try on different personalities or
different identities, much like going to the mall and trying on
different outfits in a department or specialty store.
 From a consumer point of view, it is likely that such opportunities
to try out new personality, or alter the “self ” may result in changes
in selected forms of purchase behavior , which may in turn offer
marketers new opportunities to target various “on-line selves.”
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3.5. Consumer Defense Mechanisms
 Consumers mentally redefine to protect self-image, esteem from
frustrating situation, anxiety, stress, or discomfort when faced with
certain marketing messages or purchasing decisions.
1. Denial: consumers refuse to acknowledge the reality of a situation
that causes them discomfort.
Example: a consumer might deny/reject the health risks associated
with smoking despite being aware of the evidence, avoid listening or
reading labels.
2. Repression
 Individuals avoid the tension arising form frustration by repression
the unsatisfied need.
 Consumers unconsciously block out uncomfortable thoughts or
memories.
Example:
 A consumer might repress memories of a negative shopping
experience to avoid feeling anxious about future purchases.
 A couple that can’t have children may surround themselves with
plant or pets.

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3. Rationalization: consumers justify their behavior with
seemingly logical reasons, even if those reasons are not the true
motivations.
 Individuals redefine a frustrating situation by inventing
plausible reasons for being unable to attain their goals.
 They may decide that the goal really is not worth pursuing.
Example: a consumer might rationalize an impulsive purchase by
convincing themselves it was a necessary expense.
A consumer buys smart phone with extremely expensive price.
To justify the high cost, he/she might rationalize the purchase by
telling him/herself that phone has of better quality and long
battery life than cheaper.
5. Displacement
 Consumers redirect their emotions from the original source of
stress to a safer target.
Example: a consumer might take out their frustration with a
faulty product on a customer service representative.
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4. Aggression
 Individual who experience frustration may resort to aggressive
behavior in attempting to protect their self-esteem.
 A consumer boycott a product.
Example: Frustrated consumers boycotted manufactures in an effort to
improve product quality and have boycotted retailers in an effort to
have prices lowered.
6. Regression
 Consumers revert to an earlier stage of development when faced
with stress or anxiety.
 This might manifest as childish or immature behavior, such as
throwing a tantrum when a desired product is out of stock.
Example: a consumer who feels stressed about choosing the right
smartphone because of the numerous options available. Instead of
making the decision on his/her own, he/she regress to a childlike state
and rely on a salesperson to make the choice for them. He/she asks the
salesperson to "just pick the best one" for them, avoiding the
responsibility and anxiety associated with the decision.

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7. Withdrawal
 Frustration is often resolved by simply withdrawing from the situation.
 Consumers retreat from situations that cause them negative image,
discomfort, anxiety, or stress by avoiding certain products, brands, or
shopping environments.
Example:
 A consumer who had a bad experience with a particular brand may choose
to avoid all products from that brand in the future.
 A person who has
8. Projection
 An individual may redefine a frustrating situation by projecting blame for
his or her own, failures and in abilities on other projects or persons.
 Consumers attribute their own negative feelings or behaviors to others.
Example:
 A consumer might project their dissatisfaction with a product onto the
salesperson, blaming them for the poor experience.
 A driver who has an automobile accident may blame the other driver or the
condition of the road.
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10. Identification
 Consumers resolve their feelings of frustration by
subconsciously identifying with other persons or situations
that they consider relevant.
 Individuals cope with feelings of inadequacy or insecurity by
aligning themselves with someone they perceive as successful,
powerful, or desirable.
Example: a fellow who has difficulty in attracting dates may
decide to use same mouth wash shampoo, or clothing that
“worked”, for the man in the commercial.

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11. Compensation: Make up
 Counterbalancing perceived weaknesses by emphasizing
strengthens in other area.
 Consumers attempt to make up for perceived deficiencies or
shortcomings by purchasing products or engaging in behaviors
that enhance their self-esteem or social status.
Example: someone who feels insecure about their appearance
might buy expensive clothing or beauty products to feel more
confident.

2/25/2025 Kindye T, MA in MMgt 51