Question

1. Describe the type of promotional message that would be most suitable for each of the following personality market segments and give and example of each:

(a) highly dogmatic consumers
(b) inner-directed consumers
(c) consumers with high optimum stimulation levels
(d) consumers with a high need for recognition
(e) consumers who are visualizers verses consumers who are verbalizers

2. Is there likely to be a difference in personality traits between individuals who readily purchase foreign made products and those who prefer American made products? How can marketers use the consumer ethnocentrism scale to segment consumers?

3. A markter of health foods is attempting to segment a certain market on the basis of consumer self-image. Describe the four types of consumer self-image and discuss which one(s) would be the most effective for the stated purpose.

Answer 1

Marketing messages for different personality market segments should be tailored specifically: authoritative for dogmatic consumers, personal virtue for inner-directed consumers, novelty for those with high optimum stimulation levels, prestige for those with a high need for recognition, and visual or detailed descriptions for visualizers and verbalizers, respectively. Differences in personality traits between consumers of foreign versus domestic products can be studied using the consumer ethnocentrism scale, while health food markets can target those with an Ideal Self-Image.

Step-by-step explanation:

The question addresses the application of consumer personality traits in marketing and how these traits can be leveraged to target different market segments effectively. For highly dogmatic consumers, the promotional messages should be straightforward and authoritative, avoiding complex or ambiguous content. An example could be 'Trust the experts: Use Brand X for proven results.'

For inner-directed consumers, messages should emphasize self-reliance and personal virtue, such as 'Be unique, choose Brand Y for the independent you.'

Consumers with high optimum stimulation levels prefer novelty and excitement in their products, so a suitable message could be 'Discover the thrill of innovation with Brand Z.'

Those with a high need for recognition will respond to messages that promise status and prestige, such as 'Join the elite by owning the latest Brand W.'

For visualizers, advertisements should be rich in imagery, while for verbalizers, a focus on detailed information and wordy descriptions would be more appropriate.

Personality traits can differ between consumers who purchase foreign-made products and those who prefer American-made goods. Marketers can use the consumer ethnocentrism scale to gauge preference for domestic versus foreign products and segment their market accordingly.

In the context of health foods, marketers can consider the four types of consumer self-image: Actual Self-Image, Ideal Self-Image, Social Self-Image, and Ideal Social Self-Image. Targeting consumers who see themselves as healthy and conscious (Ideal Self-Image) would likely be most effective.