This website uses cookies to ensure you have the best experience. Learn more

The Influence Of Personality And Attitude On Consumers Behaviour

1812 words - 7 pages


Personality and attitude are both internal factors (inner characteristics) that influence a consumers’ behaviour. Research has been done on these internal factors and researchers have come to the conclusion that inner characteristics are those characteristic that distinguish one individual from another such as mannerisms. Some research implies that early childhood experiences and dual influence of genetics can have an influence on the development of one’s personality; other implies that personality develops over time and thus does the social and environment have an influence on one’s personality (Shiffman & Kanuk, 2010:136). According to Shiffman and Kanuk (2010:136) personality can be defined as the following: “those inner psychological characteristics that both determine and reflect how a person responds to his or her environment”. Rousseau and du Plessis (2007:215) link the following concepts to personality: purchasing behaviour, product choice, social influence, opinion leadership, attitude change, risk-taking and last media choice.
Unlike personality, attitudes are learned and thus can it change. Attitude might drive a consumer toward or drive them away form a particular behaviour (Shiffman & Kanuk, 2010:247). According to Shiffman and Kanuk (2010:246) and Rousseau (2007:194) attitude are defined as follows: “attitude is a learned predisposition to behave in a consistently favourable or unfavourable way with respect to a given object, subject, idea or behaviour”. A consumer’s attitude can vary from situation to situation. Rousseau (2007:194) states that attitude is formed through the learning process.
According to de Mooij (2011:20) consumer behaviour is the process involved when consumers select, purchase, use or dispose of products, services, ideas or experiences to satisfy their needs and desires.

The influence of personality on a consumers behaviour

A consumer’s personality has an influence on their behaviour towards brands, brand loyalty and purchase behaviour. Rousseau and du Plessis (2007:219) found that marketers use a consumer’s personality characteristics to predict their behaviour. According to Barber et al. (2009:59) consumers change their behaviour to consider the environment in their purchasing decisions. Consumers also buy based upon need satisfaction and in some cases consumers are willing to pay more for products that are environmentally friendly (Barber, Taylor, et al., 2009:59). Brand personality should be long-lasting and should differ from other brands to meet the consumer’s demands (Lin, 2010:4). According to Mulyanegara et al. (2009:237) emotional, cognitive and behavioural elements that are personal, describes personality.
A consumer’s behaviour can also be influenced by hormonal factors. Women unconsciously choose a product that enhances their appearance when they are at the peak of their fertility (Durante, Griskevicius, et al., 2011:921). Thus woman will buy clothes that are sensual when they are...

Find Another Essay On The Influence of Personality and Attitude on Consumers Behaviour

The Effects of Gender Roles and Gender Identity on Behaviour

2221 words - 9 pages theory of personality shows how a child proceeds through psychosexual stages. During each stage certain body parts are particularly sensitive to sexual stimulation and the child’s limbo is focused on these parts. · Oral stage- mouth · Anal stage- anus · Phallic stage- genital region Freud believed that personality and its three parts motivate behaviour. Freud’s phallic stage is important for moral

An Investigation on the Importance of Brand Names to Consumers

2274 words - 9 pages An Investigation on the Importance of Brand Names to Consumers Introduction: The aim of this research is to find out why brand names are important to consumers. The reason why this research has been undertaken is because branding is an interesting topic, which plays a major part in everyday life. Brands are found everywhere that hardly anything today is unbranded, including clothes, food, furniture and even cars. The

The Effect of Ethics in Advertising on Consumers

1983 words - 8 pages the viewer (Kilboune). The ethics in advertising does not follow clear moral standards. Ethics in advertising depends solely on your beliefs. For instance, if you believe that consumers are rational, self-aware, and skeptical, then you won’t find anything unethical about an ad saying that “Red Bull gives you wings.“ Criticisms range from claiming a sugar-coated cereal is part of a nutritious breakfast, to saying things that aren’t true or

The Impacts of Attitude toward the Ad on Brand Equity

1917 words - 8 pages with associations, perceived quality and brand loyalty. The influence of utilitarianism is higher than hedonism on brand awareness with associations and brand loyalty. While, the influence of utilitarianism is lower than hedonism on perceived quality. (2) Brand awareness with associations, perceived quality and brand loyalty have significant positive impact on overall brand equity. (3) The impact of attitude toward the ad of utilitarianism and

Borderline Personality Disorder and Dialectical Behaviour Therapy

1606 words - 7 pages and using acquired skills to function better in everyday life. For myself, I found the skills within Dialectical Behaviour Therapy (DBT) treatment to best addressed the areas I was lacking. DBT was originally developed to focus on individuals suffering from Borderline Personality Disorder (BPD). As described by the National Institute of Mental Health, the criteria an individual must meet to be diagnosed with BPD are some of the following: extreme

The Effect of an Optimistic Attitude on a Person’s Health

1517 words - 6 pages . Except that, this is a decease, which can be influenced by genetics. The experiments were made to find out the influence of positive thinking and optimistic attitude towards life, on the person’s alcohol addiction. This experiment, took into account the people, with a family history of alcoholism, and showed that optimism protects people against drinking problems. (Ohannessian, Hesselbrock, Tennen, & Affleck, 1993). The studies show, that the

Consumers and Candy: The Language of Marketing - English - Research Paper

1003 words - 5 pages Consumers and Candy The marketing language of candy is interesting because each product name is unique and appeals to the consumers’ senses. Juicy Fruit gum, for example, offers a distinctive flavor that tastes like actual juicy fruit. The use of euphemistic language in the candy label creates the distinct appeal to the fruit flavored gum. This may be why it is one of the world’s most popular flavors of gum. The gum, Big Red, connotes the

Influence of legislation on the development of policies and procedures

1126 words - 5 pages , procedures and joint protocols which will draw on good practice nationally and locally. SENSE SCOTLAND: PARTICIPATION AND INVOLVEMENT POLICY STATEMENT, 2005. Sense Scotland is a leader in the field of communication and innovative support services for people who are marginalised because of challenging behaviour, health care issues and the complexity of their support needs. The organisation offers a range of services for children; young people and

The role and influence of the IMF on developing countries

680 words - 3 pages Content This assignment will deal with role and influence of International Monetary Fund (IMF) in Bosnia and Herzegovina. Assignment will start with short introduction to IMF, what it is and what purpose does it have, and be continued by influence of this organization in Bosnia and Herzegovina. Introduction Primary purpose of the International Monetary Fund, also known as IMF is to ensure stability of the international monetary system. This

The Influence of Celebrities and Television on Youth

1469 words - 6 pages influence on his life and career, he still continues to rap about what he is passionate about and this is what makes him a successful rapper. Despite the efforts of Eminem’s attempt to label the media as monstrous for controlling him, he understands that his fame is a product of the media and if it weren’t for the industry, he would still be a struggling underground rapper. “But im glad cause they (media) feed me the fuel that I need for the fire to

The Influence of Chekhov and Ibsen on Singapore Theatre

1259 words - 5 pages works in the Singaporean context. While Singapore theatre consists of different playwrights writing in different styles, realism is not completely absent, either. As such, the many similarities between Singapore theatre and that of Chekhov and Ibsen demonstrate the influence of the latter playwrights’ work on Singapore theatre. Works Cited Jones, J. (n.d.). The Modern Theatre: Realism [Lecture notes]. Retrieved January 8, 2012, from Santa

Similar Essays

The Influence Of Personality And Attitude On Consumer Behaviour

1077 words - 5 pages can be stored in the mind of the consumer while new attitudes are formed. Consumers can shift from having no attitude towards a product of service to having an attitude towards a product or service when they are introduced to the product or service by friend, family or mass media. A consumer’s personality can have an influence on their attitude and their behaviour towards a product or a service, thus should marketers first examines the

The Influence Of Personality Traits On The Processing Of Visual And Verbal Information

1236 words - 5 pages , goals, prior knowledge, and strategies used in information processing can vary greatly among individuals. (Sojka and Giese)” What better helps me understand these quotes from the article “The influence of Personality Traits on the Processing of Visual and Verbal Information,” is how it is further explained throughout the rest of the article how the people wrote it, tested the different visual and verbal thinkers and figures out based on their

Attitude And Behaviour, Which Comes First?

2401 words - 10 pages of control which dictates what their behaviour will be. For example, your attitude towards the Body Shop is positive, and that you intend on buying some of the products in the near future, this implies you will control your attitude towards Body Shop and your behaviour will reflect this favourable attitude towards the Body Shop in that you will buy their products over other products which you might have a negative attitude towards.Marketers also

Greedy Creditors And The Abuse Of Consumers

1401 words - 6 pages Greedy Creditors and the Abuse of Consumers  Society is rapidly leaning on credit cards. More consumers prefer to carry plastic instead of cash. Moreover, the privilege of holding a line of credit is convenient and useful in today’s world. From hotel reservations and apartment rentals, to ordering online products, families are relying on credit as a time saving devise. As the importance of credit soars, money hungry creditors are