PERSONALITY AND LIFESTYLEKelompok 4 : Sumiati

Okta Viani Meji Satria Juli Hartanto

Personality

personality is the difference in the characteristics of the most in humans, differences in these characteristics describe the unique characteristics of each individual.

The Nature Of Personality

• Personality reflects individual differences• Personality is consistent and enduring• Personality can change

Freudian Theory

Freud's Theory and Marketing

reveals that in expressing the product must be able to attract the attention of consumers through advertising (ex, using a model or a beautiful artist as commercials)

Neo Freudian Personality• Compliant

Individuals who tend to rely on others• Aggressive

Individuals who tend to attack others.• Detached

personality that characterized always want to be free, independent, self-reliant, and to be free from all liability.

Trait Personality• Consumer innovativeness

People who always enjoy new experiences• Consumer compulsive consumption

addiction• Consumer ethnocentrism

Tendency to reject foreign products

Consumer Innovative and Related Personality Traits

• Need for uniqe• Optimum simulation level• Sensation seeking• Variety-novelty seeking

Need for uniqueFor people seeking to be unique, conformity other's expectations / standard in appearance / possession is something they would avoid.

The chacarteristic :

1. collecting unusual product2. daring to be different despite of others criticism

Optimum simulation levelsome people prefer a simple, uncluttered and calm existence while others prefer an environment with complex and unusual experience

The chacarteristic :1. greater willingness to take risks2. trying new product3. being innovative in purchases

Sensation seeking

this is similar to OSL concept, where consumer are characterized by the need to for varied complex experiences and willingness take physical and social risk for the sake of such experience

Variety-novelty seekingthere are three consumers variety

seeking - exploratory purchase(switching brands to experiences new)- vicarious purchase (securing new information about new/different alternatives)- use innovativeness (using an already adopted product in a new)

From Consumer Materialism to Compulsive Consumption• Consumer Materialism

the extent to which a person is considered "materialistic"

• Fixated Consumption Behaviorconsumer fixated or certain product or categories of product

• Compulsive Consumption Behavioraddicted or out of control consumer

Brand Personality• personality like traits associated with brands• Example

- Purdue and freshness

- nike and athlete

• brand personality which is strong and favorable will strengthen a brand, but not necessarily demand a price premium

Product Personality Issues• Gender

1. often used for brand personalities2. some product perceived as masculine (coffee and toothpaste) while others as feminine (bath soap and shampoo)

• Geography1. actual locations like philadelphia cream cheese and arizona iced tea2. fictitious names also used such as Hidden Valley and Bear Creek

• Colorcolor combinations is packaging and product denotes personality

Self and Self-Image• consumers have a variety of enduring images

of themselves• these images are associated with personality

in that individuals consumption relates to self-image

this product appeals to a man's self-image

this product appeals to a woman's self-image