Consumer Motivation and Personality

CONSUMER AS AN
INDIVIDUAL
CONSUMER
MOTIVATION AND
PERSONALITY
Consumer Behaviour
Consumer As An
Theories of Personality Individual
1. Freudian Theory • The id is the warehouse of

2. Non-Freudian Theory primitive and impulsive drives-
basic physiological needs such as
3. Trait Theory thirst, hunger, reproduction.
• Superego is the individual’s
Freudian Theory internal expression of society’s
moral and ethical codes of proper
or correct conduct. Kind of
“brake” for impulsive forces.
• Ego is individual’s conscious
control.
Examples
• Axe (deodorant), Fastrack (watch),
Bourbon (cream biscuits) and
Flying Machine (apparel).
Consumer As An
2. Non-Freudian Personality Theory

Consumer As An
3. Trait Theory of Personality

Consumer As An
Traits Related to Consumer Behaviour Individual
Consumer As An
Personality and Understanding Consumer Individual
Behaviour
Consumer As An
Behaviour
1. Global Innovativeness
 Exist independent of any context.
Very nature of consumer
innovativeness.
2. Domain Specific Innovativeness
 More narrowly defined activity
within a specific domain or
product category.
3. Innovative Behaviour
 Pattern of action of responses that
indicate early acceptance of change
and adoption of innovations.
Consumer As An
Behaviour
 Four factors that inspire consumer innovativeness
1. Functional factors (interest in performance)
 High Performance Engines
2. Hedonic factors (feeling gratified)
 I was just browsing
3. Social factors (desire to be recognized by others)
 Diamond Necklace
4. Cognitive factors (mental stimulation)
 Play Station
Consumer As An
Consumer Innovators and Individual
Innovativeness
 Dogmatism is one’s degree of
rigidity (close-mindedness).
 Highly Dogmatic consumers
tend to be more receptive to
ads that contains appeals
from authoritative figures.
Example
 Mc Donald’s ad campaign: Be
open to new possibilities
(appeal to low dogmatic
people).
Consumer As An
Behaviour
Inner Directed Consumers

Rely on their own inner values
or standards in evaluation new
products and are likely to be
consumer innovators.
Other Directedness
Consumers look to others for
guidance.
Example: Apparels
Consumer As An
Behaviour
 Pursuit of differentness
relative to others that is
achieved through the
acquisition of consumer goods
in order to enhance one’s
personal and social identity.
 They prefer creative products
that counter conformity and
are outside group norms, and
avoid the similarity reflected
in buying mainstream
products.
Consumer As An
Behaviour
Examples
Allen Solly brand creatively explores the inner self of
consumers with promise of individuality.
Consumer As An
Optimum Stimulation Level (OSL) Individual
 OSL is the degree to which

people like novel, complex
and unusual experiences
(high OSL) or prefer a
simple, uncluttered and
calm existence (low OSL).
 High OSL – Willing to take
risks, try new products,
innovative, high optimum
stimulation levels.
Consumer As An
Variety of Novelty Seeking Individual
 Types of consumer variety seeking

1. Exploratory consumer behaviour
 Switching brands to experiment
 Eg: Soaps, Shampoos
2. Vicarious exploration
 Consumers collect information, through reading or
talking to others or when they simply look around
(browse) and examine new or unfamiliar products.
• Use innovativeness
 Using an already adopted product in a new way.
 Using washing machine for making lassi.
Consumer As An
Visualizers and Verbalizers Individual
Consumer As An
Consumption and Possession Traits Individual
Consumer As An
BRAND PERSONALITY FRAMEWORK Individual
Consumer As An
BRAND PERSONALITY FRAMEWORK Individual
Consumer As An
PERSONALITY AND COLOUR Individual
Consumer As An
MAKE UP OF SELF IMAGE Individual
Consumer As An
THE EXTENDED SELF Individual
 Interrelationships between consumers’ self image and

their possession.
 Human emotions can be connected to valued
possessions.
 Possession can be extended in a number of ways
 Allowing a person to do things that otherwise would be very
difficult to accomplish.
 Symbolically by making the person feel better or bigger.
 By conferring status or rank.
 By bestowing feelings of immortality.
 By endowing with magical powers.

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CONSUMER AS AN

1. Freudian Theory • The id is the warehouse of

2. Non-Freudian Personality Theory

3. Trait Theory of Personality

Inner Directed Consumers

 OSL is the degree to which

 Types of consumer variety seeking

 Interrelationships between consumers’ self image and

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