Personality – Marketing

personality
a person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment
stable and unstable
what are the two types of personalities?
personality traits
identifiable characteristics that define a person
innovativeness, materialism, self-consciousness, need for cognition, frugality
what are the five different traits relevant to consumer behavior?
neuroticism
a tendency to to easily experience unpleasant emotions such as anxiety, anger, or depression; gets upset easily
neuroticism, extroversion, agreeableness, conscientiousness, openness to experience
what are the “Big 5” personality traits?
extroversion
energy, urgency, and the tendency to seek stimulation and the company of others; social butterfly
agreeableness
a tendency to be compassionate and cooperative rather than suspicious and antagonistic; empathetic
conscientiousness
a tendency to show self-discipline, act dutifully, and aim for achievement; hard-workers
openness to experience
appreciation for art, emotion, adventure, and unusual ideas; imaginative and curious; free spirit
measure with tests and correlate with behavior
what are two simple trait approaches in marketing?
compliant people
prefer known brand names and use more mouthwash
aggressives
use razors vs. electric shavers, apply more cologne, purchase more signature goods as status indicators
brand personality
set of traits/human characteristics associated with a brand
marlboro
brand associated with masculinity, freedom, adventure
axe
brand associated with seduction, masculinity, individuality, unconventionality
levi’s
brand associated with rebellion, sensuality, being cool
anthropomorphism
object given human characteristics
trait theory
the quantitative measurement of personality trait
brand personality characteristics
refers to the outcome of all the consumer’s experience with the brand; built over a period of time
sincerity, excitement, competence, ruggedness, sophistication
what are Aaker’s five dimensions of brand personality?
sincerity
one of Aaker’s dimensions of brand personality — down to earth, honest, wholesome, cheerful
competence
one of Aaker’s dimensions of brand personality — reliable, hard working, intelligent, confident, successful
ruggedness
one of Aaker’s dimensions of brand personality — outdoorsy, masculine, tough
sophistication
one of Aaker’s dimensions of brand personality — upper class, glamorous, good looking, charming
excitement
one of Aaker’s dimensions of brand personality — exciting, spirited, imaginative, up-to-date