Research Paper: Personality and Emotions

RESEARCH PAPER: PERSONALITY AND EMOTIONS

Many marketers focus their efforts on determining the extent to which personality and emotions play a role in consumer behavior. Why do specific customers behave the way they do, why do certain individuals seek information on certain products, and why do customers choose and purchase the products they do? All of these questions remain one of the main interests in our society. Simply speaking, personality and emotions are the main concepts in marketing strategies and consumer decisions; therefore, it is crucial for all the companies to understand it in order to develop a competitive advantage in the marketplace.

I. Personality

Personality can be defined as a consistent behavior of an individual and his or her inclination toward a certain decision in terms of accomplishing goals in different situations (Hawkins, Motherbaugh, and Best 378). Human beings behave differently in various situations. The reason is that each individual is unique and has his or her own genetically inherited personal characteristics and values. Of course, there are some similarities between consumers; therefore, marketers' main goal is to see or recognize these similar patterns of behaviors under studies in order to develop potentially successful and attractive marketing strategies.

Personality trait theories

Trait theories are important marketing functions that marketers are interested in the most as a result of personality differences. Furthermore, trait theories enable marketers to segment customers based on their different behavioral tendencies. There are two assumptions that can be made in terms of trait theories. First, internal characteristics or traits of all individuals are determined by their actions and numerous ways they behave across different situations. Second, the differences between the individuals and their traits can be measured and follow the same pattern over time. The most basic personal traits or characteristics are inherited from our parents and other relatives; and they are usually shaped early in our lives (Hawkins, Motherbaugh, and Best 378). Also, the authors Hawkins, Motherbaugh, and Best mention that personality traits rarely change, but I believe that they can be transformed over a longer period of time if we are willing to change certain characteristics, especially those we do not like about ourselves. However, they still pertain deep inside of us, but there are ways to eliminate, suppress, and keep them under our control. I personally argue that we shape our personal characteristics throughout life as we mature. People who we are surrounded by most likely have a tremendous impact on our personal development as well.

The two useful trait theories for marketers are: multitrait personality theory and single-trait personality theory. Multitrait personality theory consists of several traits that all together make up a fraction of a personality profile. Specifically, five-factor model is considered the most commonly used multitrait theory by marketers. It identifies five core traits that cooperate among each other and are driven by certain behaviors. The five core traits include the following: extroversion, instability, agreeableness, openness to experience, and conscientiousness (Hawkins, Motherbaugh, and Best 378). Single trait theory explores only one personality trait that is responsible for certain consumer behaviors without ignoring the fact that other individual characteristics are irrelevant (Hawkins, Motherbaugh, and Best 379).

Brand personality

Brand personality is "a set of human characteristics that become associated with a brand" (Hawkins, Motherbaugh, and Best 380). This definition basically underlines the principle that consumers choose and buy products that suit their personalities and their needs and wants the most. Consumers try to reach a bundle of satisfaction by matching up their individual characteristics to products. Therefore, their internal feelings and attitudes are reflected in product purchases and even specific brands. A certain customer might have a positive attitude toward Tissot watches due to its extraordinary features and high-quality reputation. Therefore, the chances that this customer is more inclined toward a purchase of this specific brand are noticeably higher. I think that recently, many companies are trying to create products that will exceed customers' expectations and provide a value that will satisfy their needs and wants in order to create a competitive advantage. However, in order to reach this goal they also come up with deceptive advertisements so their products look good and attractive in the eyes of the customers. As a result, all consumers need to be aware of this problem and carefully evaluate each product by seeking additional information from various sources such as research, friends, family, magazines, newspapers, and other credible sources about the company and the product, prior to the purchase. One of the most important facts is not to confuse brand personality with brand image. Brand image is what consumers "think of and feel when they hear or see a brand name" (Hawkins, Motherbaugh, and Best 380). Each brand usually communicates something to its customers whether it is through the design of a product, packaging, the location where the product can be bough, etc. (Plummer 28). There are two sides of brand personality: input and out-take. Input is what we expect from consumers to think and feel. On the other hand, out-take is the actual stage consumers are situated in terms of thinking and feeling (Plummer 28).

3 different classes of brand personality

Brand personality can be divided into three attributes: physical, functional, and characterizational. Physical attributes can be understood as the physical appearance of the product. For example, the size, package, and cost of the product would be all classified under this category. The second attribute, functional characteristics, is the way customers picture the brand for themselves. They usually judge the brand or product after using it several times and gaining some experience and familiarity with the brand. Simply speaking, functionality of the product is what the brand does for us and what it can offer to consumers after the purchase such as potential benefits. The third concept associated with brand personality is characterizational. Brand can be viewed as new, old-style, conservative, or exciting. All these characteristics describe the way the brand is perceived. By describing it in depth and detail, consumers might get a better understanding and a specific explanation of the brand (Plummer 28-29). I think that the way we perceive a certain brand is