Consumers’ reaction to the marketplace and products are a reflection of individual personality. People purchase products that match their traits and tailoring marketing content by consumers’ personalities can increase engagement and conversion. It can help build a deeper connection and a better understanding of your target market.
Here are three personality theories that you can leverage to understand your consumers.
Freudian Theory of Personality
The Freud theory states that consumer personality is made of three interactive forces – Id, Ego, and super ego.
The Id is an unconscious component that works to satisfy needs, urges, and desires. It’s the source of the drive for shopping and instant gratification. The Ego, on the other hand, distinguishes between dreams and reality, while the super ego reduces the aggressiveness of the Id.
Marketers should segment consumers based on their personalities. The dominance of either of the three elements can hold for how consumers’ will react to products.
To influence consumers’ demand for a product, you have to prey on their need for instant gratification and offer the products in a way that makes it irresistible.
Neo-Freudian Theory of Personality
The Neo-Freudian theories emphasize the role society plays on humans. It highlights the impact of opinion leaders and how word of mouth recommendations can affect consumers’ decision. Marketers can use the Neo-Freudian theories to segment consumers based on traits like self-confidence, ethnocentrism, and materialism.
People with specific personalities tend to use different products and types. The aggressive prefer particular brands that will make them stand out, while the detached, barely care about brands.
Trait Theory of Personality
Traits are the tendency of an individual to act in a certain way. A person’s quality is relatively stable, and if identified, makes it easier to predict their behavior. Marketers can use questionnaires on a scale of 1 to 10 to determine consumers’ traits.
There are 16 traits found in people. A person’s trait can influence their products and brand choices and how they respond to promotional efforts.
By establishing individual traits, marketers will be able to formulate marketing strategies that correspond with their personalities.