Page 56 - DMGT506_CONSUMER_BEHAVIOUR

Unit 4: Consumer Personality

3. Compared to my friends I own few (Game CDs). Notes
Agreement scale 5 4 3 2 1
4. In general, I am the last in my circle of friends to know the (titles of latest Game CDs).
Agreement scale 5 4 3 2 1
5. I will buy a new (Game CD) even if I have not seen it yet.
Agreement scale 5 4 3 2 1
6. I know the names of (new Game CDs) before other people do.
Agreement scale 5 4 3 2 1
(*The product category and related wording can be changed to fit the researcher’s objective).

There are a number of standardised personality tests and evaluative techniques available. This
offers the advantage and convenience of using trait theory to studying the relationship between
personality and behaviour. A large number of researchers have used these techniques and have
met with various degrees of success in finding a relationship between consumers’ personality
and their behaviour.

4.2 Personality and Understanding Consumer Diversity

Harold H Kassarjian and Mary Jane Sheffet reviewed more than 300 studies on personality and
have concluded that the results are “equivocal.” Few studies seem to show a definite relationship
between consumers’ personality and behaviour, other studies are indicative of no relationship.
Majority of studies indicate that if at all there is any relationship between personality and
behaviour, it is too weak to have any practical value to marketers. Despite this, experts still
argue that consumers’ personality is an important factor influencing their buying behaviour.
Certain types of personality traits may be more related to consumer behaviour than others, such
as Optimal Stimulation Level (OSL), Need for Cognition (NFC), dogmatism, susceptibility to
influence and self-monitoring behaviour.

4.2.1 Optimal Stimulation Level

Some activities have more potential to provide individuals with some sort of physiological
arousal. There are others who prefer a calm, simple and uncluttered life, while some others
prefer novel, complex, exciting existence. Research in this area indicates that high optimum
stimulation levels are associated with more willingness to take risks; to be innovative, try new
products and actively seek purchase related information. P S Raju has reported that OSL seems
to indicate an individual’s desired level of lifestyle stimulation. Things, which are physically
stimulating, emotionally energising, exciting, or novel, have the potential to induce arousal.
Research shows that individuals prefer things that are moderately arousing rather than too
arousing or not arousing at all.
Consumers with high and low levels of need for stimulation differ in their purchase behaviour.
If an individual’s lifestyle is such that it offers the desired level of stimulation, she/he is quite
satisfied. If the level of stimulation falls short of the desired level, such a person is bored.
Consumers with high stimulation needs tend to be the first to buy new products, actively seek
information about them and engage in variety-seeking buying behaviour. They tend to be
curious about the ads they see but are also likely to get bored by them. Interestingly, they are
also likely to buy products with greater risk.

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