• Inner psychological characteristics that both determine and
reflect how a person responds to his or her environment.
• Dual influence of heredity and early childhood experience
help to develop personality.
• Social and environmental influence
The nature of personality
1. Personality reflects individual differences
• No two individuals are exactly alike.
• If each person is different in terms of all personality traits, it
will be impossible to group customers into segments.
2. Personality is consistent and enduring
• Though personality of consumers may be consistent, their
consumption behavior often varies.
3. Personality can change
• An individual’s personality ...view middle of the document...
• Concerned with the construction of personality test.
• Single-trait personality test
1. Consumer innovativeness
2. Consumer materialism
3. Consumer ethnocentrism
Consumer innovativeness and related personality traits
Consumer innovators: On whom success or failure of new
1. Differentiating trait factors between innovators and non
A. Consumer innovativeness
(Table 5.2 Innovativeness scale)
• Trait that measure the degree of rigidity (versus
openness) that one depicts towards unfamiliar objects
or beliefs that is contrary to one’s own.
• “I am right and everyone should accept it” without
paying attention to other’s opinions or evidence.
• High and low in dogmatism
More receptive to ad
appeal from an
Chapter 5(Consumer Behavior)
Mohammed Sohel Islam
Readily consider unfamiliar
More receptive to ad appeal
that stress factual
information, benefits etc.
C. Social Character
• Inner directedness (more likely to be consumer
innovator) and other directedness (less likely to be
D. Need for uniqueness (NFU)
• High NFU individuals make unconventional choices
(No conformity to other’s expectation or standard as
long as no one criticize)
E. Optimum stimulation level
• High OSLs are linked with willingness to take greater
risk, to be innovative, to seek purchase related
Lifestyle stimulation < OSL = Under stimulated lifestyle (bored)
Lifestyle stimulation > OSL = Over stimulated lifestyle (seek relief
F. Sensation seeking (SS)
• Need for varied, novel and complex sensation and
G. Variety-Novelty seeking
• Exploratory purchase behavior
• Vicarious exploration
• Use innovativeness
Cognitive personality factors
Need for cognition (NC)
• High NC are more responsive to the product related