Consumer Behavior
Tefa
Chapter6Part1.pptxChapter 6 Personality, Lifestyles and the Self-Concept
Part 1
Key term
Personality
The totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to the environment.
Characteristics of Personality
Personality is unique to an individual
Personality can be conceptualized as a combination of specific traits
Personality traits are relatively stable and interact with situations to influence behavior
Specific behaviors can vary across time
Ways to study personality: Examine specific traits – see p. 116-118
Value consciousness
Materialism
Innovativeness
Need for cognition
Competitiveness
Each row will be responsible for defining and giving an example of the traits they are assigned and explaining why it is important for marketers
Some Other Consumer Traits
Brand Personality
Human characteristics that can be associated with a brand
Examples:
Reliable, fun loving, adventurous
A way for companies to differentiate their products
Factors that contribute to the development of a brand’s personality
Product category
Packaging
Price
Sponsorships
Symbols
Celebrity endorsers
Article -These are the stories behind 26 of the most popular brand names
Pick two (2) of the brands described in the article.
Summarize what the brand name means
Describe the personality of this brand.
What factors from the previous slide do you think contribute to the brand’s personality?
How do you think the name relates to the personality?
