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.