Effect of personality on consumer behavior and decision making
An individual’s personality also affects his buying behavior. Every individual has his/her own characteristic personality traits which reflect in his/her buying behaviour.A fitness freak would always look for fitness equipments whereas a music lover would happily spend on musical instruments, CDs, concerts, musical shows etc.
Freudian Theory and “Product Personality”:
Consumer researchers using Freud’s personality theory see consumer purchases as a expression and expansion of the consumer’s own personality.(Kumer,2009).Good examples of that will be snacks habits of people based on personality: Potato Chips: Ambitious, successful, high achiever, impatient Tortilla Chips: Perfectionist, high expectations, punctual, conservational Pretzels: Lively, easily bored, flirtatious, intuitive Snack Crackers: Rational, logical, contemplative, shy, prefers time alone(Hall,2007)
Based on Trait Theory there are
Two types of consumers: innovators, non innovators.
• rait Theory Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking The degree to which consumers are receptive to new products, new services, or new practices Consumer Innovators And Noninnovators • 16. Trait Theory Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs Consumer Innovators And Noninnovators • 17. Trait Theory Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking Ranges on a continuum for inner-directedness to other-directedness Inner-directedness rely on own values when evaluating products Innovators Other-directedness look to others less likely to be innovators Consumer Innovators...
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