ms/angie
PERSONALITY
While motivations are the energizing and directing force that makes consumer behavior purposeful and goal directed, the personality of the consumer helps guide and further direct the behaviors chosen to accomplish goals in different situations. Personality is an individual’s characteristic response tendencies across similar situations . Thus, two consumers might have equal needs for tension reduction, but differ in their level of
Dimension Promotion-Focused Prevention-Focused
Motives Hopes, wishes, aspirations Obligations, responsibilities
Regulate nurturance needs Regulate security needs
Growth and development Status quo
Characteristics
• Time Long-term focus Short-term focus
• Mental imagery Abstract Concrete
• Desired steady state Change Stability
• Desired feelings Fun and enjoyment Safety and security
• Failure emotions Dejection Agitation
• Desired self-trait Creativity Self-control
• Self-concept Independent Interdependent
Decision Making
• Style Eager style to maximize gains Vigilant style to minimize losses
• Meta-goals Speed over accuracy Accuracy over speed
• Ad cue Effects Affect and emotion Product facts
• Choice of compromise brand Lower probability Higher as compromise brand is less extreme and thus less risky
• Importance of “fi t” in brand extensions Less important More important, as “fi t” reduces risk
TABLE 10–2
Differences in
Regulatory Focus
374 Part Three Internal Infl uences extroversion, and as a consequence, engage in very different behaviors designed to satisfy that need.
While there are many theories of personality, those found to be most useful in a marketing context are called trait theories. Trait theories examine personality as an individual difference and thus allow marketers to segment consumers as a function of their personality differences. Trait theories assume that (1) all individuals have internal characteristics or traits related to action tendencies, and (2) there are
While motivations are the energizing and directing force that makes consumer behavior purposeful and goal directed, the personality of the consumer helps guide and further direct the behaviors chosen to accomplish goals in different situations. Personality is an individual’s characteristic response tendencies across similar situations . Thus, two consumers might have equal needs for tension reduction, but differ in their level of
Dimension Promotion-Focused Prevention-Focused
Motives Hopes, wishes, aspirations Obligations, responsibilities
Regulate nurturance needs Regulate security needs
Growth and development Status quo
Characteristics
• Time Long-term focus Short-term focus
• Mental imagery Abstract Concrete
• Desired steady state Change Stability
• Desired feelings Fun and enjoyment Safety and security
• Failure emotions Dejection Agitation
• Desired self-trait Creativity Self-control
• Self-concept Independent Interdependent
Decision Making
• Style Eager style to maximize gains Vigilant style to minimize losses
• Meta-goals Speed over accuracy Accuracy over speed
• Ad cue Effects Affect and emotion Product facts
• Choice of compromise brand Lower probability Higher as compromise brand is less extreme and thus less risky
• Importance of “fi t” in brand extensions Less important More important, as “fi t” reduces risk
TABLE 10–2
Differences in
Regulatory Focus
374 Part Three Internal Infl uences extroversion, and as a consequence, engage in very different behaviors designed to satisfy that need.
While there are many theories of personality, those found to be most useful in a marketing context are called trait theories. Trait theories examine personality as an individual difference and thus allow marketers to segment consumers as a function of their personality differences. Trait theories assume that (1) all individuals have internal characteristics or traits related to action tendencies, and (2) there are