Consumer Personality Theories, Personality of a Toyota RAV4 user - Research Paper Example

Consumer Personality Theories Personality of a Toyota RAV4 user Personality – The Definition Personality can be described as the psychologicalcharacteristics that both determine and reflect how a person responds to his or her environment. Although personality tends to be consistent and enduring, it may change abruptly in response to major life events, as well as gradually over time. Personality is integrative - includes interactions of moods, values, attitudes, motives, and habitual behaviors. 1.A. Properties of personality 1. Each individual is uniquely different, though we may have some common traits. 2. Behavior based on personality tends to be consistent. 3. Personality can change. In the arena of consumer behavior, personality can be defined as "the total set of responses that make a consumer unique across a variety of market stimuli”. (Berkman and Gilson). 2. Theories of Consumer Personality Engel and Blackwell assert that three main personality theories have primarily influenced studies of personality and consumer behavior. These theories are: psychoanalytic theory, social-psychological theory, and trait- factor theory. 2.A. Psychoanalytic Theory This theory was propounded by Sigmund Freud; and it infers that unconscious needs or drives are at the heart of human motivation and personality, and personality is derived from the interaction of three factors (Kassarjian and Robertson):- The id – represents physiological drives The ego – acts to curb the appetites of the id The superego – is the conscience or the ‘voice within’ 2.A.i Application of Psychoanalytic Theory to Consumer Behavior a. Human drives are largely unconscious, so our motivation to purchase may also be unconsciously driven--what we purchase or consume are extensions of our personality b. Fantasy appeals--appeal to the Id c. Triple appeals--appeal to the Id, but also include a veiled appeal to the superego, which results in a situation the ego can resolve d. Brand personification--a brand takes on its own personality with Id, ego, and superego 2.B. Neo-Freudian Theory - Social Views of Personality Social-psychological theorists assert that social factors ought to be considered the key determinants of personality (Engel and Blackwell). Karen Horney, a proponent of the social-psychological theory, further developed the theory through her taxonomy of personality orientation. Horney classified individuals, on the context of child-parent relationship, as either:- Compliant Personality - one who desires to be loved, wanted, and appreciated by others. Aggressive Personality - one who moves against or competes with others, desires to excel and win admiration. Detached Personality - one who seeks emotional & behavioural freedom from others, desires independence, self-sufficiency and freedom from obligations. Cohen’s Extension Study - In further extending Horneys classification, Cohen posited the relationship between the 3 orientations and consumer behavior. In the study, Cohen implemented a CAD scale (a Likert-type instrument of thirty-five items) measuring 15 items based on product usage, brand usage, and media preferences (Berkman and Gilson). Cohens Hypothesis – Cohen propounded that consumers can be classified into:- Compliant – likely inclined to respond favorably to products enhancing social relations Aggressive – inclined towards products associated with status and successful images Detached – inclined towards products appealing to their independent nature 2.C. Trait Theory Trait theory proposes the use of traits - Allport defines traits as the attributes that make a person functional and identify the given person (Berkman and Gilson) – as the factors that construct personality and by which behavior is influenced. Berkman and Gilson indicated that there is no consensus as to a set of traits applicable to all individuals. The three assumptions of this theory: a. Assumes that individuals possess relatively stable behavioral tendencies b. People differ in the degree to which they possess these tendencies c. When identified and measured, these relative differences help in characterizing personalities With the adoption of the Big Five factor model of personality in recent years, congruity in regards to a set of common traits is emerging. Contributing to such pervasive acceptance of the "Big Five" are findings attesting to its generalization "across virtually all cultures", stability, and heritability (Judge et al.). "Big Five" Personality Traits Trait theory is an individual’s characteristic ways of responding to the social and physical environment 1. Neuroticism: characterized by emotional instability 2. Extraversion: characterized by exuberance and lack of inhibition 3. Openness to experience: characterized by flexibility 4. Agreeableness: characterized by friendliness 5. Conscientiousness: characterized by responsibility and organization Some of the specific consumer-traits that are of particular interest to marketers are Consumer Innovativeness, Cognitive Personality Factors, Consumer Materialism, Compulsory Consumption, Consumer Ethnocentrism and Consumer innovators 3. Product chosen for Consumer Personality Study I have chosen automobile, and to be precise, the Toyota RAV4 car as my product of study; and have tried to analyze this SUV car vis-à-vis the personality of my husband, who uses this car. 3.A. About Toyota RAV4 The Toyota RAV4 (pronounced "rav-four") is a compact crossover SUV built and marketed by the Toyota Motor Corporation. The car was introduced in Japan and Europe in 1994 and sales began in North America in 1996 to cater to consumers wanting a vehicle that had most of the benefits of SUVs, such as increased cargo room, higher visibility, and the option of full-time four-wheel drive, along with the maneuverability and fuel economy of a smaller car. The early success of the RAV4 paved the way for other compact SUVs such as the Honda CR-V, Mitsubishi Outlander, the Ford Escape/Mazda Tribute, and the Subaru Forester. Its name stands for "Recreational Active Vehicle with 4-wheel drive. In most countries, the RAV4 is the only compact SUV from Toyota. In other markets, it is the crossover counterpart of the FJ Cruiser. And in Tanzania, where we stay, RAV4 is considered a premium SUV. 3.B. What a car says about a person’s personality There’s an old funny saying that claims certain people inevitably start looking more and more like their pets as they grow older together. And cars are one of the best examples of such pets. Generally, people are drawn to consumer products that represent or reflect their own values, interests and particular talents, and often subconsciously, they purchase things that could broadcast a message about themselves to the rest of the world around them. First, the size, shape and relative power of your car will say a lot about what type of image you want to portray of yourself to divers around you. For a more brash, confident or even powerful personality, a decent SUV often suits their needs well. For a more modest personality, it may be better to purchase a less showy sedan or even compact car. 3.C. How theories explain the consumer personality of a car owner Psychoanalytical Theory – This theory says that the motivation to purchase is ‘unconsciously driven”. As for purchase of cars, these might be applicable only to the extent of ‘brand personification’, and not much. This is because purchasing of a car has to be a rational decision as there are several factors such as car size (esp. for parking purposes), cost, fuel economy, etc. to be looked into. Neo-Freudian Theory – This theory holds good for the RAV4 user, as it highlights their compliant and aggressive personality, and to a certain extent the detached personality also, when it comes to the Sports Utility feature of the car. There are times when the RAV4 users consider themselves to be a ‘class-apart’, especially when going to picnics and long adventurous trips. Trait Theory – This theory holds perfectly good for the RAV4 users. As for this SUV car, the owner possess all the big five traits – Extroversion, innovativeness, materialism, self-consciousness and need for recognition. Also, aggression, independence and sociability is more for these people. 4. Conclusion Dr. Charles Kenny, a consumer psychologist who studies car buyers and those needs, says “like power, control, status, independence, stability, intelligence, the specific type or brand of vehicle that they buy is a way to fulfill an emotional need”. With respect to the theories studied above, the Trait Theory fits in best for the example I have taken. The Neo-Freudian Theory also holds good to quite a good extent, as compared to the Psychoanalytical Theory. 5. References Berkman, H.W & Gilson, C. C. 1978. Consumer Behavior – Concepts and Strategies Judge, T.A. 1999. The Big Five Personality Traits General Mental Ability, and Career Success Across The Life Span" Thaingtam, S (Prof.). Consumer Behavior. Bangkok University Mowen J.C. & Minor M.S. Consumer Behavior – A Framework Kumar, S.R. (Prof.). 2008. Needs, Self-expression and consumer behavior. IIM (Bangalore) Roy, D.R. Using Personality Traits to Explain Consumer Behavior. IIM (Ahmedabad) Schiffman & Kanuk. 1997. Consumer Behavior (Ninth Edition). Prentice Hall Solomon, M.R. Consumer Behavior – Buying, Having and Being (Sixth Edition) Abanese, P.J. The Personality Continuum and Consumer Behavior Wahle, S. 2007. What your car says about your personality. CBS Broadcasting Inc. Anurit J, Newman K. & Chansarkar B. Consumer Behavior of luxury automobiles. Toyota information on Wikipedia. http://en.wikipedia.org/wiki/Toyota_RAV4 Read More