Page 57 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 4.2.2 Need for Cognition

Some researchers (John T Cacioppo and Richard E Pettey) have focused on ‘need for cognition’
personality trait. Need for cognition refers to the degree of an individual’s desire to think and
enjoy getting engaged in information processing. Such individuals tend to seek information
that requires thinking. Opposite to this would be those who shy away from such information
and focus on peripheral information (ELM model). For instance, a consumer high in need for
cognition (NC) and looking at an ad for Apple computer is more likely to study and concentrate
on the information contained in the ad. On the other hand, a consumer low in need for cognition
would be more inclined to look at the beautiful picture of iMac, ignoring the detailed information
about the computer model.
Research by Curt Haugtvedt, et al. has shown that consumers high in need for cognition were
more influenced by the quality of arguments in the ad than those who were low in need for
cognition. Further, those low in need for cognition were influenced more by spokesperson’s
attractiveness than those who were high in need for cognition. These results show an interesting
aspect of personality, which may have important implications for advertising.

4.2.3 Dogmatism

Consumers are also likely to vary in terms of how open-minded or closed-minded they are.
Dogmatism is a personality trait that indicates the degree of an individual’s rigidity toward
anything that is contrary to her/his own established beliefs. Apparently, the person is resistant
to change and new ideas.
One would expect highly dogmatic consumers to be relatively resistant to new products,
promotions or advertising. However, they may tend to be yielding to celebrities and experts
who present authoritative appeals. On the other hand, consumers low in dogmatism are more
likely to accept new and innovative products to established alternatives and be more receptive
to ad messages that focus on product attributes and benefits.

4.2.4 Susceptibility to Influence

Consumers differ in terms of their proneness to persuasion attempts by others, especially when
these attempts happen to be interpersonal or face-to-face. William O Bearden, Richard G
Netemeyer and Jesse H Teel have reported that some consumers possess a greater desire to
enhance their image among others and show a willingness to be influenced or guided by them.
Consumers with lower social and information processing confidence show more proneness to
be influenced by ads compared to those who have higher self-confidence.
4.2.5 Self-monitoring Behaviour

Individual consumers differ in the degree to which they look to others for indications on how to
behave. Those persons who are high-self monitors tend to look to others for direction
and accordingly guide their own behaviour. They are more sensitive and responsive to
image-oriented ads and willing to try such products. They are less likely to be consumer
innovators. On the other hand, individuals who are low self-monitors are guided by their own
preferences or standards and are less likely to be influenced by others expectations. They pay
more attention to ad messages that focus on product features, quality and benefits. Furthermore,
they are also likely to try and pay extra for these products and are consumer innovators.

Task Which type of personality, as per Jung's personality types, do you have? Similarly,
find out the personality types of your family members.

52 LOVELY PROFESSIONAL UNIVERSITY