Consumer Behavior 101: Self Concept and Personality - Personality Theories Big Five Brand Personality Locus of Control Innovativeness Ethnocentrism

What It Is

Personality Theories in consumer behavior refer to the various frameworks used to understand individual differences in consumer behavior, preferences, and decision-making processes. One canonical example is the Big Five Personality Traits, a widely accepted model that categorizes personality into five broad dimensions: Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism. This model has been used in numerous marketing studies to understand consumer behavior and preferences, such as a study by Goldberg (1990) that found a significant correlation between Openness and willingness to try new products.

Key Terms & Concepts

• Big Five Personality Traits: A widely accepted model that categorizes personality into five broad dimensions: Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism.
  • Example: A study by Goldberg (1990) found a significant correlation between Openness and willingness to try new products.
• Brand Personality: A set of human-like characteristics associated with a brand, such as warmth, excitement, or sophistication.
  • Example: The Coca-Cola brand is often associated with warmth and friendliness.
• Locus of Control: A personality trait that refers to an individual's perception of control over their environment and outcomes.
  • Example: Research by Rotter (1966) found that individuals with an internal locus of control are more likely to engage in health-promoting behaviors.
• Innovativeness: A personality trait that refers to an individual's willingness to try new products, services, or experiences.
  • Example: A study by Rogers (1962) found that innovators are more likely to adopt new products and services.
• Ethnocentrism: A personality trait that refers to an individual's tendency to favor their own culture and judge other cultures based on their own cultural standards.
  • Example: Research by Triandis (1972) found that individuals with high ethnocentrism are less likely to engage in international business.
• Classical Conditioning: A learning theory that explains how individuals learn to associate stimuli with responses.
  • Example: Pavlov's (1927) famous experiment on dogs demonstrated classical conditioning.
• Operant Conditioning: A learning theory that explains how individuals learn to associate behaviors with consequences.
  • Example: Skinner's (1953) operant conditioning chamber demonstrated the power of reinforcement and punishment.
• Actual Self vs. Ideal Self: A concept that refers to the discrepancy between an individual's current self-image and their ideal self-image.
  • Example: Research by Festinger (1957) found that individuals with a large discrepancy between their actual and ideal selves are more likely to experience cognitive dissonance.
• Need Recognition vs. Opportunity Recognition: A distinction between the process of recognizing a need or want and the process of recognizing an opportunity to satisfy that need or want.
  • Example: A study by Kotler (1967) found that need recognition is a more common process than opportunity recognition.
• Fishbein's Multi-Attribute Model: A model that explains how individuals make decisions based on multiple attributes.
  • Example: Fishbein's (1963) model has been used to explain consumer choice in various markets.
• Weber's Law: A law that states that the just-noticeable difference (JND) between two stimuli is proportional to the magnitude of the stimuli.
  • Example: Weber's (1834) law has been used to explain consumer perception of differences in product quality.

Common Misunderstandings

• Misunderstanding: The Big Five Personality Traits are a new concept in consumer behavior.
• Correction: The Big Five Personality Traits have been widely accepted and used in consumer behavior research since the 1990s.
• Misunderstanding: Brand Personality is a new concept in marketing.
• Correction: Brand Personality has been a key concept in marketing since the 1980s, as seen in Aaker's (1997) work on brand personality.
• Misunderstanding: Innovativeness is a personality trait that only applies to technology adoption.
• Correction: Innovativeness is a broader personality trait that applies to all types of product adoption, as seen in Rogers' (1962) work on the diffusion of innovations.

Quick Application / Identification

Scenario: A consumer is considering purchasing a new smartphone. They have always been loyal to a particular brand but are now considering switching to a new brand that offers a more innovative design. What personality trait is most likely to influence their decision?

Answer: Innovativeness. Explanation: Individuals with high innovativeness are more likely to try new products and services, including new brands and designs.

Scenario: A consumer is considering purchasing a new car. They are considering two brands, one that is known for its warmth and friendliness and another that is known for its sophistication and luxury. What concept is most likely to influence their decision?

Answer: Brand Personality. Explanation: Consumers often make decisions based on the personality traits associated with a brand, such as warmth, excitement, or sophistication.

Scenario: A consumer is considering purchasing a new product, but they are unsure if it will meet their needs. What concept is most likely to influence their decision?

Answer: Need Recognition. Explanation: Consumers often make decisions based on their perceived needs and wants, and need recognition is a key process in this decision-making process.

Last-Minute Revision

• Big Five Personality Traits: Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism.
• Brand Personality: A set of human-like characteristics associated with a brand.
• Locus of Control: An individual's perception of control over their environment and outcomes.
• Innovativeness: A personality trait that refers to an individual's willingness to try new products, services, or experiences.
• Ethnocentrism: A personality trait that refers to an individual's tendency to favor their own culture and judge other cultures based on their own cultural standards.
• Classical Conditioning: A learning theory that explains how individuals learn to associate stimuli with responses.
• Operant Conditioning: A learning theory that explains how individuals learn to associate behaviors with consequences.
• Actual Self vs. Ideal Self: A concept that refers to the discrepancy between an individual's current self-image and their ideal self-image.
• Need Recognition vs. Opportunity Recognition: A distinction between the process of recognizing a need or want and the process of recognizing an opportunity to satisfy that need or want.
• Fishbein's Multi-Attribute Model: A model that explains how individuals make decisions based on multiple attributes.
• Weber's Law: A law that states that the just-noticeable difference (JND) between two stimuli is proportional to the magnitude of the stimuli.
• Rotter (1966): Developed the locus of control scale.
• Rogers (1962): Developed the diffusion of innovations theory.
• Triandis (1972): Developed the concept of ethnocentrism.
• Pavlov (1927): Conducted the famous classical conditioning experiment with dogs.
• Skinner (1953): Developed the operant conditioning chamber.
• Festinger (1957): Developed the concept of cognitive dissonance.
• Kotler (1967): Developed the concept of need recognition vs. opportunity recognition.
• Fishbein (1963): Developed the multi-attribute model.
• Weber (1834): Developed the law of just-noticeable difference.