Q. Explain about Specific personality traits?
Specific personality traits
- Innovativeness
- Dogmatism
- Social character
- Materialism
- Compulsiveness
1. Innovativeness
- Willingness to attempt new products and services or practices
- Innovators are the first to attempt a new product and often indicate its success or failure
2. Dogmatism
- Measures the degree of rigidity vs. openness individuals display toward he unfamiliar and toward information that is contrary to their own established beliefs
- An pointer of how consumers respond to unfamiliar products or features highly dogmatic (closed-minded) consumers are more probable to choose established rather than innovative product alternatives
- Highly dogmatic consumers is likely to be more receptive to ads for new products or services that contain an appeal from an authoritative figure
3. Social character
- Personality trait that varieties on a continuum from inner-directedness to other directedness
?Inner-directed consumers depend on their own 'inner' values in evaluating new products and are likely to be innovators
?Outer-directed consumers is liable to look to others for direction on what is right and wrong and thus less likely to be innovators
- They are attracted to dissimilar types of promotional messages
- Inner-directed consumers favour ads that stress product features and personal benefits (allowing them to use their own values and standards in evaluating products)
- Outer-directed consumers favour ads that feature an approving social environment or social acceptance
4. Materialism
- It distinguishes among individuals who regard possessions as essential to their identities as well as their lives as well as those for whom possessions are secondary
- Research point to those characteristics of materialistic persons include:
- They value obtains and showing off possessions
- Self-centred and selfish
- They look for lifestyles full of possessions
- Their possessions don't give them greater personal satisfaction
5. Compulsiveness
- Compulsive activities comprise gambling, alcoholism and various food disorders
- Compulsive trade can be included in the list
- Often requires a few type of therapy or clinical treatment
- Evidence suggests that a few consumers use self-gifting and compulsive buying as a way to influence or manage their moods
Self-concept/self-image
- 'One's perception of self or else 'the overall image that a person holds of him or herself'
- Consumers tend to buy products as well as brands and patronize retailers whose images or 'personalities' closely correspond to their own
Multiple selves
- Individuals were initially thought to have only one self-image
- At present it is believed that consumers have multiple selves-that is individuals act differently with different people and in different situations
- Marketers must target their products to consumers within the context of a particular self
Extended self
- Engages the interrelationship between consumers' self-images and their possessions
- Possessions is able to be seen to extend the self-image
- Possessions have badge value for the reason that they communicate something about their owners and how they feel about themselves
Self-concept and consumption
- The products and services we consume assist us define our self-concept and social identity
- They as well affect other peoples' perceptions of us as it is common for people to judge others based on make of automobile, their clothing, home, leisure activities and etc.
- 'Self-congruence' explains the tendency of consumers to select products that match some aspect of themselves.