Consumer Personality

Question 1

What is personality?

Answer 1

the inner psychological characteristics that determine and reflect how we think and behave

Question 2

What are the characteristics of personality?

Answer 2

generally consistent and enduring as opposed to moods can be change under certain circumstances

Question 3

What are the 2 types of theory?

Answer 3

• fruedian

- traits

Question 4

What is the freudian theory?

Answer 4

formed through the conflicts among 3 interacting systems of the human mind

• id
• superego
• ego

Question 5

Explain each interacting systems.

Answer 5

id

• primitive and impulsive drives
• seek immediate gratification
• maximise pleasure

superego

• socially moral and ethical
• counterweight to id

ego

• conscious control
• balance between the two

Question 6

What is the application in marketing using the freudian theory?

Answer 6

Marketing strategy can appeal to different personality systems:

• Play up on instant gratification to appeal to the id
• Focus on moral value to appeal to the superego

Question 7

How are traits measured?

Answer 7

Personality test

Question 8

What are the big 5 personality model?

Answer 8

• openness
• conscientiousness
• extroversion
• agreeableness
• neuroticism

Question 9

Who are “early adopters” to new product and technology?

Answer 9

High in openness

Question 10

How do to attract low in openness?

Answer 10

Prefer “tried and tested” products

More receptive to promotion campaigns with authoritative figures e.g. experts, celebrities

Question 11

Explain high in extroversion and low in extroversion.

Answer 11

High in Extroversion
-Respond favourably to promotion associated with social acceptance
Low in Extroversion
-Attracted to inner- directed- marketing messages

Question 12

What should marketers consider during brand positioning?

Answer 12

They should decide what brand personality should the brand adopt.
This brand positioning should then be consistent across the marketing mix (4Ps).

Question 13

What are the brand personality framework?

Answer 13

• sincerity
• excitement
• competence
• sophisticated
• ruggedness

Question 14

How do consumers select the products with brand personality?

Answer 14

Consumers often select products with brand -personality consistent with their self image

• Consumers see their possessions as their “ extended self”
• Especially for products with high product conspicuousness (i.e. high visibility), e.g. fashion apparel, watch, bag, car.

Question 15

What are the 4 types of self image?

Answer 15

• actual self
• ideal self
• social self
• ideal social self

Question 16

Which self image should marketers use?

Answer 16

Marketers can base their marketing strategy on consumers’ ideal and ideal social self.