《消费者行为学教学资料cha课件》由会员分享，可在线阅读，更多相关《消费者行为学教学资料cha课件（63页珍藏版）》请在金锄头文库上搜索。
1、Chapter 5 Personality and Consumer Behavior2000 Prentice HallWhat is Personality?The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.2000 Prentice HallThe Nature of PersonalityPersonality reflects individual differencesPersonality i
2、s consistent and enduringPersonality can change2000 Prentice HallTheories of PersonalityFreudian theoryUnconscious needs or drives are at the heart of human motivationNeo-Freudian personality theorySocial relationships are fundamental to the formation and development of personalityTrait theoryQuanti
3、tative approach to personality as a set of psychological traits2000 Prentice HallFreudianPsychoanalytic TheoryA theory of motivation and personality that postulates that unconscious needs and drives, particularly sexual and other biological drives, are the basis of human motivation and personality.2
4、000 Prentice HallNeo-Freudian Personality TheoryA school of psychology that stresses the fundamental role of social relationships in the formation and development of personality.2000 Prentice HallTrait TheoryA theory of personality that focuses on the measurement of specific psychological characteri
5、stics.2000 Prentice HallFreudian TheoryIdWarehouse of primitive or instinctual needs for which individual seeks immediate satisfactionSuperegoIndividuals internal expression of societys moral and ethical codes of conductEgoIndividuals conscious control that balances the demands of the id and supereg
6、o2000 Prentice HallFigure 5.2 A Representation of the Interrelationships among the Id, Ego, and SuperegoIDSystem 1SUPEREGOSystem 2EGO System 3Gratification2000 Prentice HallFreudian Theory and “Product Personality”Consumer researchers using Freuds personality theory see consumer purchases as a refle
7、ction and extension of the consumers own personality2000 Prentice HallHorneys CAD TheoryUsing the context of child-parent relationships, individuals can be classified into:Compliant individualsAggressive individualsDetached individuals2000 Prentice HallCompliant PersonalityOne of three personality t
8、ypes identified by Karen Horney.The compliant person is one who moves toward others e.g., one who desires to be loved, wanted, and appreciated by others.2000 Prentice HallAggressive PersonalityOne of three personality types identified by Karen Horney. The aggressive person is one who moves against o
9、thers (e.g., competes with others).2000 Prentice HallDetached PersonalityOne of three personality types identified by Karen Horney. The detached person is one who moves away from others (e.g., who desires independence, self-sufficiency, and freedom from obligations).2000 Prentice HallTrait TheoryOri
10、entation is primarily quantitative or empiricalTrait theorists concerned with the construction of personality tests that enable them to pinpoint individual differences2000 Prentice HallConsumer InnovativenessThe degree to which consumers are receptive to new products, new services or new practices.2
11、000 Prentice HallConsumer MaterialismA personality-like trait of individuals who regard possessions as particularly essential to their identities and lives.2000 Prentice HallConsumer EthnocentrismA consumers predisposition to accept or reject foreign-made products.2000 Prentice HallPersonality and C
12、onsumer DiversitySome specific consumer traits are of particular interest to marketers:Consumer InnovativenessCognitive Personality FactorsConsumer Materialism, Fixated Consumption Behavior, and Compulsive ConsumptionConsumer Ethnocentrism2000 Prentice HallConsumer InnovatorsThose consumers who are
13、likely to be first to try new products, services, or practices2000 Prentice HallDistinguishing Innovators from Non-InnovatorsSome traits that have been useful are:Consumer InnovativenessDogmatismSocial characterOptimum stimulation levelVariety-novelty seeking2000 Prentice HallTable 5.1 A Consumer In
14、novativeness ScaleIn general, I am among the last in my circle of friends to buy a new (rock albuma) when it appearsb.If I head that a (new rock album) was available in the store, I would be interested enough to buy it.Compared to my friends, I own few (rock albums).bIn general, I am the last in my
15、circle of friends to know the (titles of the latest rock albums).bI will buy a new(rock album), even if I havent heard it yet.I know the names of (new rock acts) before other people do.Note: Measured on a 5-point “agreement” scale.aThe product category and related wording is altered to fit the purpo
16、se of the researcher.bItems with a (b) are negatively worded and are scored inversely.Source: Ronald E. Goldsmith and Charles F. Hofacker, “Measuring Consumer Innovativeness,” JournalotheAcademyofMarketingScience 19 (1991), 212. Copyright 1991 Academy of Marketing Science. 2000 Prentice HallDogmatis
17、mA 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.2000 Prentice HallDogmatismConsumers low in dogmatism (open-minded) are more likely to prefer innovative products to establi
18、shed or traditional alternativesHighly dogmatic consumers tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figure2000 Prentice HallInner-Directed ConsumersConsumers who tend to rely on their own “inner” values or standards in evaluating new p
19、roducts and are likely to be consumer innovators.2000 Prentice HallOther-Directed ConsumersConsumers who tend to look to others for direction on what is “right” and “wrong.” They are less likely to be consumer innovators.2000 Prentice HallSocial CharacterInner-directed people seem to prefer ads that
20、 stress product features and personal benefitsOther-directed people prefer ads that feature an approving social environment or social acceptance2000 Prentice HallOptimum Stimulation Levels (OSL)A personality trait that measures the level or amount of novelty or complexity that individuals seek in th
21、eir personal experiences. High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.2000 Prentice HallVariety-Novelty SeekingA personality trait similar to OSL, which measures a consumers degree to variety seeking2000 Prentice HallForms of Variety-Novelty Seeking
22、Exploratory Purchase BehaviorVicarious ExplorationUse Innovativeness2000 Prentice HallCognitive Personality FactorsNeed for cognitionA persons craving for enjoyment of thinkingVisualizers versus verbalizersA persons preference for information presented visually or verbally2000 Prentice HallVisualize
23、rsConsumers who prefer visual information and products that stress the visual, such as membership in a videotape cassette club.2000 Prentice HallVerbalizersConsumers who prefer verbal or written information and products, such as membership in book clubs or audiotape clubs2000 Prentice HallNeed for C
24、ognition (NC)Consumers high in NC are more likely to respond to as rich in product-related information or descriptionConsumers low in NC are more likely to be attracted to background or peripheral aspects of an ad2000 Prentice HallFrom Consumer Materialism to Compulsive ConsumptionConsumer materiali
25、smThe extent to which a person is considered “materialistic”Fixed consumption behaviorConsumers fixated on certain products or categories of productsCompulsive consumption behavior“Addicted” or “out-of-control” consumers2000 Prentice HallMaterialistic PeopleValue acquiring and showing-off possession
26、sAre particularly self-centered and selfishSeek lifestyles full of possessionsHave many possessions that do not lead to greater happiness2000 Prentice HallTable 5.2 Sample Items from a Materialism ScaleSUCCESSThe things I own say a lot about how well Im doing in life.I dont place much emphasis on th
27、e amount of material objects people own as a sign of success.aI like to own things that impress people.CENTRALITYI enjoy spending money on 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
28、 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 afford to buy all the things Id like.2000 Prentice HallFixated ConsumersHave a deep interest in a particular object or product categoryHave a willingness to go to con
29、siderable lengths to secure items in the category of interestHave the dedication of a considerable amount of discretionary time and money to searching out the product2000 Prentice HallCompulsive ConsumptionConsumers who are compulsive buyers have an addiction; in some respects, they are out of contr
30、ol and their actions may have damaging consequences to them and to those around them.2000 Prentice HallTable 5.3 Sample Items from Scales to Measure Compulsive BuyingVALENCE,DASTOUS,ADFORTIERCOMPUSIVEBUYINGSCALE1. When I have money, I cannot help but spend part or the whole of it.2. I am often impul
31、sive 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 direct mail offers.5. I have often bought a product that I did not need, while knowing I had very little money left.FAB
32、ERANDOGUINNCOMPULSIVEBUYINGSCALE1. If I have any money left at the end of the pay period, I just have to spend it.2. I felt others would be horrified if they know my spending habits.3. I have bought things though I couldnt afford them.4. I wrote a check when I knew I didnt have enough money in the b
33、ank to cover it.5. I bought something in order to make myself feel better.2000 Prentice HallConsumer EthnocentrismEthnocentric consumers feel it is wrong to purchase foreign-made productsThey can be targeted by stressing nationalistic themes2000 Prentice HallTable 5.4 The Consumer Ethnocentrism Scal
34、e-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. American products, first, last, and foremost. 5. Purchasing foreign-made prod
35、ucts is un-American. 6. It is not right to purchase foreign products, because it puts Americans out of jobs. 7. A real American should always buy American-made products. 8. We should purchase products manufactured in America instead of letting other countries get rich off us. 9. It is always best to
36、 purchase American products.2000 Prentice HallTable 5.4 continued10. There should be very little trading or purchasing of goods from other countries unless out of necessity.11. Americans should not buy foreign products, because this hurts American business and causes unemployment.12. Curbs should be
37、 put on all imports.13. It may cost me in the long run but I prefer to support American products.14. Foreigners should not be allowed to put their products on our markets.15. Foreign products should be taxed heavily to reduce their entry into the U.S.16. We should buy from foreign countries only tho
38、se products that we cannot obtain within our own country.17.American consumers who purchase products made in other countries are responsible or putting their fellow Americans out of work.2000 Prentice HallIssues in Brand PersonalityBrand personificationProduct personality and genderPersonality and c
39、olor2000 Prentice HallBrand PersonificationSpecific “personality-type” traits or characteristics ascribed by consumers to different brands.2000 Prentice HallFigure 5.8 A Brand Personality FrameworkBrand PersonalityRuggednessSophisticationCompetenceExcitementSincerityDown-to-earthHonestWholesomeCheer
40、fulDaringSpiritedImaginativeUp-to-dateReliableIntelligentSuccessfulUpper classCharmingOutdoorsyTough2000 Prentice HallTable 5.5 The Personalitylike Associations of Selected ColorsCommands respect, Commands respect, authorityauthorityAmericas favored colorIBM holds the title to blueAssociated with cl
41、ub sodaMen seek products packaged in blueHouses painted blue are avoidedLow-calorie, skim milkCoffee in a blue can perceived a “mild”Caution, novelty, Caution, novelty, temporary, warmthtemporary, warmthEyes register it fasterCoffee in yellow can tasted “weak”Stops trafficSells a houseSecure, natura
42、l, Secure, natural, relaxed or easy relaxed or easy going, living thingsgoing, living thingsGood work environmentAssociated with vegetables and chewing gumCanada Dry ginger ale sales increased when it changed sugar-free package from red to green and whiteTABLE NOT COMPLETE ON PAGE PROOFSBLUEBLUEYELL
43、OWYELLOWGREENGREEN2000 Prentice HallTable 5.5 continuedHuman, exciting, hot, passionate, strongMakes food “smell” betterCoffee in a red can perceived at “rich”Women have a preference for bluish redMen have a preference for yellowish redCoca-Cola “owns” redPowerful, affordable, informalDraws attentio
44、n quicklyInformal and relaxed, masculine, natureCoffee in a dark-brown can was “too strong”Men seek products packaged in brownGoodness, purity, chastity, cleanliness, delicacy, refinement, formalitySuggests reduced caloriesPure and wholesome foodClean, bath products, feminineSophistication, power, a
45、uthority, mysteryPowerful clothingHigh-tech electronicsRegal, wealthy, statelySuggests premium priceREDREDORANGEORANGEBROWNBROWNWHITEWHITEBLACKBLACKSILVER, SILVER, GOLDGOLD2000 Prentice HallDifferent Self-ImagesActual Self-ImageIdeal Self-ImageIdeal SocialSelf-ImageSocial Self-ImageExpectedSelf-Imag
46、e2000 Prentice HallExtended SelfModification or changing of the self by which consumers use self-altering products or services to conform to or take on the appearance of a particular types of person (e.g., a biker, a physician, a lawyer, a college professor).2000 Prentice HallRoleA pattern of behavi
47、or expected of an individual in a specific social position, such as mother, daughter, teacher, lawyer. One person may have a number of different roles, each of which is relevant in the context of a specific social situation.2000 Prentice HallActual Self-ImageThe image that an individual has of himse
48、lf or herself as a certain kind of person, with certain characteristic traits, habits, possessions, relationships, and behavior.2000 Prentice HallIdeal Self-ImageHow individuals would like to perceive themselves (as opposed to Actual Self-Image-the way they do perceive themselves).2000 Prentice Hall
49、Social Self-ImageHow consumers feel others see them.2000 Prentice HallIdeal Social Self-ImageHow consumers would like others to see them.2000 Prentice HallExpected Self-ImageHow consumers expect to see themselves at some specified future time.2000 Prentice HallWays Possessions Can Extend the SelfAct
50、uallySymbolicallyBy Conferring StatusBy Bestowing Feelings of ImmortalityBy Endowing With Magical Powers一个购物狂的自白confessions of shopholic2000 Prentice HallTable 5.6 Sample Items from an Extended Self-Survey*My _ holds a special place in my life.My _ is central to my identity.I feel emotionally attach
51、ed to my _.My _ helps me narrow the gap between what I am and try to be.If my _ was stolen from me I will feel as if part of me is missing.I would be a different person without my_.I take god care of my _.I trust my _.*A six-point agree-disagree scale as used.2000 Prentice HallVanity and Consumer Be
52、haviorVanity has been investigated in terms ofPhysical VanityAchievement Vanity2000 Prentice HallTable 5.7 Sample Items from a Vanity ScalePHYSICAL-CONCERN ITEMS1. The way I look is extremely important to me.2. I am very concerned with my appearance.3. It is important that I always look good.PHYSICA
53、L-VIEW ITEMS1. People notice how attractive I am.2. People are envious of my good looks.3. My body is sexually appealing.ACHIEVEMENT-CONERN ITEMS1. Professional achievements are an obsession with me.2. Achieving greater success than my peers is important to men.3. I want my achievements to be recogn
54、ized by others.ACHIEVEMENT-VIEW ITEMS1. My achievements are highly regarded by others.2. I am a good example of professional success.3. Others wish they were as successful as me.2000 Prentice Hall讨论1。分享你见到过的外表虚荣和成就虚荣者消费行为的真实故事2.为什么人们要通过消费来表达自己？对were what we have你有何观点？你觉得你的物品与你的自我形象self-image之间的关系怎么看
55、？研究选题：自我形象与奢侈品消费（或电子产品消费，服装，等等类别均可）2000 Prentice Hallfor every group1。请阅读任一本心理学书籍中关于“知觉”的那一章，并提出该章中最启发你的思考的知识点（请注意：必须借阅书本！并将书名，作者名，出版社，出版年份，列表之后发送给展示组）2000 Prentice Hallfor presentation group1.概念辨析：知觉，感觉阈限，阈下知觉，最小可觉差justnoticeabledifference，知觉的选择性，知觉组织原则与知觉扭曲distortion2。消费者感知风险perceivedrisk有哪些类型？如何规避？3。分析下列文献中的研究目的，研究设计和数据分析过程RetailChoiceArchitecture:TheEffectsofBenefit-andAttribute-BasedAssortmentOrganizationonConsumerPerceptionsandChoice.POYNORLAMBERTON,CAIT;DIEHL,KRISTIN.JournalofConsumerResearch.Oct2013,Vol.40Issue3,p393-411.4。将各组“知觉”那一章阅读思考的内容列表，并组织课堂讨论
