Questions on personality and Consumer Behavior 1. How would you explain the fact
ID: 388860 • Letter: Q
Question
Questions on personality and Consumer Behavior
1. How would you explain the fact that, although no two individuals have identical personalities, personality is sometimes used in consumer research to identify distinct and sizeable market segments?
2. Contrast the major characteristics of the following personality theories: (a) Freudian Theory (b) Neo-Freudian Theory and (c) Trait Theory. Explain how each theory is applied to the understanding of consumer behavior.
3. Describe personality trait theory. Give 5 examples of how personality traits can be used in consumer research.
4. How can a marketer of cameras use research findings that indicate a target market consists primarily of inner-directed or other-directed consumers? Of consumers who are high (or low) on innovativeness?
Explanation / Answer
1. Because the inner characteristics that constitute an individual personality are a unique combination of factor, no two individual are exactaly alike. Nevertheless , many individual tend to be similar in terms of a single personality characteristics .For example , many people can be described as a high in sociability, although other can be described as a low in sociability. personality is a useful concept because it enables us to categorize consumers into different group on the basis of a single trait or a few trait. If each person were different in all respect, it would be impossible to group consumers into segment. and there would be little reason to develop standardized products and promotional campaign. marketers seek to identify those particular personality characteristics that are shared by those individuals who constitute a particular market segment.
2. Following are the characteristics of the personality theories-----------------
1. Freudian theory---------this theory is based on the premise that subconscious needs, especially biological and social needs, are the center of human motivation and personality. because of the clinical origin, this theory stresses measurment of personality through qualitative or subjective approaches. the major application of freudian theory to consumer behaviour is ernest dichter,s work.
Neo-freudian theory--------this theory contends that social relationship are fundamental to the development of personality.
3. Trait theory----A trait is any distinguishing ,relatively enduring way in which each individual differs from other. trait theory focuses on quantitative measurments of personality. they describe personality as a combination of particular traits.
4. Inner-directed and other directed consumers have different prefrences with respect to promotional messages. because inner directed people tend to depend on their own inner value in evaluating new product and services, they preffer advertisements that emphasize products features and personal benefits. AS other directed individual turn to other people for direction, they are most likely to prefer ads that feature a social environment or social acceptance. they would evaluate product in terms of its potential for social approval. therefor, a manufacturer of camera who advertise to inner directed consumer should stress the ability to take better pictures and the resulting personal satisfaction. An ad aimed at other directed consumer should portray photographing other. or showing freinds picture or slides taken during trip. consumers who are high on innovativeness are more respective to new product than person who are low on innovativeness. thus, when introducing a new model or new product features. the camera marketer should advertise to those who are high on innovativeness, because they approach unfamiliar products with considerable openness and little anxiety.
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