ch05_Personality_and_Consumer_Behavior(双语)

1、5-1Chapter 5SCHIFFMAN & KANUKPersonality and Consumer Behavior个性与消费者行为个性与消费者行为5-2What is Personality?性格概念性格概念The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.性格指决定或反应个体将如何对其所处的外界环境做出反应的内在心理特点。5-3The Nature of Personality性格特点性

2、格特点 Personality reflects individual differences 性格反应个体之间的差异 Personality is consistent and enduring 性格具有稳定性与持久性 Personality can change 性格具有可变性5-4Theories of Personality性格相关理论性格相关理论 Freudian theory（弗洛伊德理论） Neo-Freudian personality theory（新弗洛伊德理论） Trait theory（特质理论）5-5Theories of Personality性格相关理论性格相关理

3、论 Freudian theory（弗洛伊德理论） Unconscious needs or drives are at the heart of human motivation 潜在的（未被意识到的）需要与驱动力是人类动机形成的核心。5-6Theories of Personality性格相关理论性格相关理论 Neo-Freudian personality theory（新弗洛伊德理论） Social relationships are fundamental to the formation and development of personality 社会关系是性格形成与发展的基础。

4、5-7Theories of Personality性格相关理论性格相关理论 Trait theory（特质理论） Quantitative approach to personality as a set of psychological traits5-8Freudian Theory Id本我 Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction Superego超我 Individuals internal expression of societys

5、moral and ethical codes of conduct Ego自我 Individuals conscious control that balances the demands of the id and superego5-9Figure 5.1 Ad Portraying the Forces of the Id5-10Figure 5.2 A Representation of the Interrelationships among the Id, Ego, and SuperegoID本我System 1SUPEREGO超我System 2EGO 自我System 3

6、Gratification5-11Freudian Theory and “Product Personality” Consumer researchers using Freuds personality theory see consumer purchases and/or consumption situations as a reflection and extension of the consumers own personality5-12Table 5.1 Snack Food Personality TraitsPotato Chips:Ambitious, succes

7、sful, high achiever, impatientTortilla Chips:Perfectionist, high expectations, punctual, conservationalPretzels:Lively, easily bored, flirtatious, intuitiveSnack Crackers:Rational, logical, contemplative, shy, prefers time alone5-13Horneys CAD Theory Using the context of child-parent relationships,

8、individuals can be classified into: Compliant individuals Aggressive individuals Detached individuals5-14Compliant PersonalityOne who desires to be loved, wanted, and appreciated by others.5-15Aggressive PersonalityOne who moves against others (e.g., competes with others, desires to excel and win ad

9、miration).5-16Detached PersonalityOne who moves away from others (e.g., who desires independence, self-sufficiency, and freedom from obligations).5-17Figure 5.3Ad ApplyingHorneys DetachedPersonality5-18Trait Theory Personality theory with a focus on psychological characteristics Trait - any distingu

10、ishing, relatively enduring way in which one individual differs from another Personality is linked to how consumers make their choices or to consumption of a broad product category - not a specific brand5-19Personality Traits and Consumer Innovators Innovativeness Dogmatism Social Character Need for

11、 uniqueness Optimum stimulation level Variety-novelty seeking5-20The degree to which consumers are receptive to new products, new services or new practices.5-21Table 5.2 A Consumer Innovativeness Scale1. In general, I am among the last in my circle of friends to buy a new (rock albuma) when it appea

12、rsb.2. If I heard that a (new rock album) was available in the store, I would be interested enough to buy it.3. Compared to my friends, I own few (rock albums).b4. In general, I am the last in my circle of friends to know the (titles of the latest rock albums).b5. I will buy a new (rock album), even

13、 if I havent heard it yet.6. I know the names of (new rock acts) before other people do.5-22DogmatismA personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs.反应个体对不熟悉以及对与自己已有信念相抵触信息所

14、持固执程度的个性特质。5-23Dogmatism Consumers low in dogmatism (open-minded) are more likely to prefer innovative products to established or traditional alternatives低固执程度的消费者更可能在曾使用过或者传统产品与创新产品间选择后者。 Highly dogmatic consumers tend to be more receptive to ads for new products or services that contain an appeal

15、from an authoritative figure高固执程度者更倾向于使用权威人物传递信息的接受新产品、新信息广告5-24Figure 5.4 Ad Encouraging New Product Acceptance5-25Social CharacterInner-Directed Consumers who tend to rely on their own inner values More likely to be innovators Tend to prefer ads that stress product features and benefitsOther-Direc

16、ted Consumers who tend to look to others for direction Less likely to be innovators Tend to prefer ads that feature social acceptance5-26Need for UniquenessConsumers who avoid appearing to conform to expectations or standards of others.5-27A personality trait that measures the level or amount of nov

17、elty or complexity that individuals seek in their personal experiences. High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.5-28A personality trait characterized by the need for varied, novel, and complex sensations and experience, and the willingness to ta

18、ke physical and social risks for the sake of such experience.5-29A personality trait similar to OSL, which measures a consumers degree to variety seekingExamples:Exploratory Purchase BehaviorUse InnovativenessVicarious Exploration5-30Cognitive Personality Factors Need for cognition A persons craving

19、 for enjoyment of thinking Visualizers versus verbalizers A persons preference for information presented visually or verbally5-31Need for Cognition (NC) Consumers high in NC are more likely to respond to ads rich in product-related information Consumers low in NC are more likely to be attracted to b

20、ackground or peripheral aspects of an ad5-32Figure 5.5 Ad Targeting Visualizers5-33Figure 5.6 Ad Targeting Verbalizers5-34From Consumer Materialism to Compulsive Consumption Consumer materialism The extent to which a person is considered “materialistic” Fixed consumption behavior Consumers fixated o

21、n certain products or categories of products Compulsive consumption behavior “Addicted” or “out-of-control” consumers5-35Materialistic People Value acquiring and showing-off possessions Are particularly self-centered and selfish Seek lifestyles full of possessions Have many possessions that do not l

22、ead to greater happiness5-36Table 5.4 Sample Items - MaterialismSUCCESSThe things I own say a lot about how well Im doing in life.I dont place much emphasis on the amount of material objects people own as a sign of success.aI like to own things that impress people.CENTRALITYI enjoy spending money on

23、 things that arent practical.I try to keep my life simple, as far as possessions are concerned.aBuying things gives me a lot of pleasure.HAPPINESSId be happier if I could afford to buy more things.I have all the things I really need to enjoy life.aIt sometimes bothers me quite a bit that I cant affo

24、rd to buy all the things Id like.5-37Fixated Consumption Behavior Consumers have a deep interest in a particular object or product category a willingness to go to considerable lengths to secure items in the category of interest the dedication of a considerable amount of discretionary time and money

25、to searching out the product Examples: collectors, hobbyists5-38Compulsive ConsumptionBehaviorConsumers who are compulsive buyers have an addiction; in some respects, they are out of control and their actions may have damaging consequences to them and to those around them.5-39Table 5.6 Sample Items

26、to Measure Compulsive Buying1. When I have money, I cannot help but spend part or the whole of it.2. I am often impulsive in my buying behavior.3. As soon as I enter a shopping center, I have an irresistible urge to go into a shop to buy something.4. I am one of those people who often responds to di

27、rect mail offers.5. I have often bought a product that I did not need, while knowing I had very little money left.5-40Consumer Ethnocentrism Ethnocentric consumers feel it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes5-41Table 5.7 Sample Items from

28、 the CETSCALE 1. American people should always buy American-made products instead of imports. 2. Only those products that are unavailable in the U.S. should be imported. 3. Buy American-made products. Keep America working. 4. Purchasing foreign-made products is un-American. 5. It is not right to pur

29、chase foreign products, because it puts Americans out of jobs. 6. A real American should always buy American-made products. 7. We should purchase products manufactured in America instead of letting other countries get rich off us. 8. It is always best to purchase American products.5-42Brand Personal

30、ity Personality-like traits associated with brands Volvo - safety Perdue - freshness Nike - the athlete BMW - performance Levis 501 - dependable and rugged5-43Figure 5.7 A Brand Personality FrameworkBrand PersonalityRuggednessSophisticationCompetenceExcitementSincerityDown-to-earthHonestWholesomeChe

31、erfulDaringSpiritedImaginativeUp-to-dateReliableIntelligentSuccessfulUpper classCharmingOutdoorsyTough5-44Table 5.10 The Personality-like Associations of Selected ColorsCommands respect, authorityAmericas favored colorIBM holds the title to blueAssociated with club sodaMen seek products packaged in

32、blueHouses painted blue are avoidedLow-calorie, skim milkCoffee in a blue can be perceived as “mild”Caution, novelty, temporary, warmthEyes register it fasterCoffee in yellow can be perceived as “weak”Stops trafficSells a houseSecure, natural, relaxed or easy going, living thingsGood work environmen

33、tAssociated with vegetables and chewing gumCanada Dry ginger ale sales increased when it changed sugar-free package from red to green and white5-45Table 5.10 continuedHuman, exciting, hot, passionate, strongMakes food “smell” betterCoffee in a red can be perceived as “rich”Women have a preference for bluish redMen have a preference for yellowish redCoca-Cola “owns” redPowerful, affordable, informalDraws attention quicklyInformal and relaxed, masculine, natureCoffee in a dark-brown can was “too strong”Men seek products packaged in brownGoodness, purity, chastity, cleanliness, d