Topic 4 - Consumer Personality

Question 1

Characteristics of Personality

Answer 1

1. Personality reflects individual differences
2. Generally consistent, as opposed to mood.
3. However, personality may change under certain circumstances (significant life events)

Question 2

What are the 3 interacting systems of Freudian Theory?

Answer 2

1. Id
2. Superego
3. Ego

Question 3

Explain the 3 interacting systems of Freudian Theory

Answer 3

1. Id - primitive and impulsive drive, seek immediate gratification and our desire to maximise pleasure
2. Superego - socially moral and ethical, counter to id
3. Ego - an individual’s conscious control, the system that balances between id and superego

Every individual will have all 3 personality systems.

Question 4

How can marketing strategy appeal to different personality systems?

Answer 4

Play up on instant gratification to appeal to id.

Focus on moral values to appeal to superego

Depending on which is the dominating one

Question 5

How is the Traits Theory measured?

Answer 5

Measured using personality tests (Big Five, MBTI)

Question 6

What are the Big 5 Personality Model?

Answer 6

OCEAN

Openness
Conscientiousness
Extroversion
Agreeableness
Neuroticism

Question 7

Marketing Application for Openness personality model

Answer 7

High Openness are early adopters of new product and technology

Low Openness prefer “tried and tested” products and are more receptive to promotion campaigns with authoritative figures; eg. expert, celebrities (people who are reliable)

Question 8

Marketing Application for Extroversion personality model

Answer 8

High extroversion responds favourably to promotion associated with social acceptance

Low extroversion are attracted to inner-directed marketing messages

Question 9

Explain Brand Personality

Answer 9

Consumer attribute human traits to brands.

When marketers consider brand positioning, they should decide what brand personality they should adopt for the brand.

Question 10

What are the 5 brand personality framework?

Answer 10

SECSR

Sincerity: down to earth, honest, wholesome
Excitement: daring, spirited, imaginative
Competence: reliable, successful
Sophistication: upper class and charming
Ruggedness: outdoor and tough

Question 11

what are some multiple self images that individuals have of themselves?

Answer 11

actual self
ideal self
social self
ideal social self

marketers can base their marketing strategy on consumer’s ideal and ideal social self