Personality and Consumer Behavior
CHAPT 5 PERSONALITY AND CONSUMER BEHAVIOR “ A preference is an inborn tendency to be, act, or think in a certain way. While we do change and grow, and may seem to be different at various times in our lives, our basic personality style remains the same”
Jan is a practical person who likes to repair automobiles and prefers any job where he doesn’t have to be behind a desk all day.
Karen is inquisitive person who enjoys solving problems that require a lot of research.
Kathy is compassionate person who enjys helping others.
Your personality is a consistent style of behaviors and emotional reactions that are present from infancy onward, developing as a result of heredity and environmental experiences.
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What is personality? – those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
The emphasis on inner characteristics – those specific qualities, attributes, traits, factors and mannerisms that distinguish one individual from another individual.
The deeply ingrained characteristics that we call personality is likely to influence the individual’s product choices: they affect the way consumers respond to marketer’s promotional efforts. Therefore, the identification of specific personality characteristics associated with concumer behaviour has proven to be highly useful in the development of a firm’s market segmentation strategies.
How do you describe your personality?
THE NATURE OF PERSONALITY
1 Personality reflects individual differences
2 Personality is consistent and enduring
3 Personality can change
1 Personality reflects individual differences –individuals are a unique; no two are alike. However, individuals may have similar traits which enable them to be group into segments and products can be targeted according to the trait. Ex. a person who has a high ethnocentrism (willing to accept foreign product) is
Jan is a practical person who likes to repair automobiles and prefers any job where he doesn’t have to be behind a desk all day.
Karen is inquisitive person who enjoys solving problems that require a lot of research.
Kathy is compassionate person who enjys helping others.
Your personality is a consistent style of behaviors and emotional reactions that are present from infancy onward, developing as a result of heredity and environmental experiences.
---------------------------------------------
What is personality? – those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
The emphasis on inner characteristics – those specific qualities, attributes, traits, factors and mannerisms that distinguish one individual from another individual.
The deeply ingrained characteristics that we call personality is likely to influence the individual’s product choices: they affect the way consumers respond to marketer’s promotional efforts. Therefore, the identification of specific personality characteristics associated with concumer behaviour has proven to be highly useful in the development of a firm’s market segmentation strategies.
How do you describe your personality?
THE NATURE OF PERSONALITY
1 Personality reflects individual differences
2 Personality is consistent and enduring
3 Personality can change
1 Personality reflects individual differences –individuals are a unique; no two are alike. However, individuals may have similar traits which enable them to be group into segments and products can be targeted according to the trait. Ex. a person who has a high ethnocentrism (willing to accept foreign product) is