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How to predict buyer behaviour

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Sunanda K. Chavan
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How to predict buyer behaviour - September 27th, 2010

How to predict buyer behaviour

This is a very important question for marketers and it has been the objective of most personality research.

Psychologists and other behavioural scientists have theorized that personality characteristics should predict brand or store preference and other types of buyer’s activity.

We can classify them into two major categories:

1. Consumer innovativeness and their susceptibility to interpersonal influence.

2. Cognitive personality factors and interrelated consumption and possession traits.

Consumer innovativeness and their susceptibility to interpersonal influence

There are various personality traits that have helped in differentiating between consumer innovator and non-innovators.

Consumer innovativeness means now receptive consumers are to new products / services so that both consumers and marketers can be benefited from the right innovation.

For measuring the researchers have designed certain instruments because personality – trait measure provides insights into the nature of consumer’s willingness to innovate.

Dogmatic persons are those who display rigidity towards the unfamiliar and toward information that is contrary to their own established beliefs.

Consumers who are low in dogmatism are more likely to prefer innovative products to established alternatives.

In contrast, highly dogmatic consumers are more likely to choose established rather than innovative product alternatives.

Variety – novelty seeking are of many types: exploratory purchase behaviour (brand switchers for experiencing new brands), vicarious exploration (where the consumer stores about the new information), and use innovativeness i.e. where the consumer uses already adopted product on a new or novel way.

Consumer researchers are also interested in knowing the traits of the consumers who are likely to be responsive to the influence of others. According to this theory, there are three types of interpersonal influence:

• Information influence –the tendency to accept information from others as evidence about reality.

• Value – expressive influence – the consumers desire to enhance their standing with others by being similar to them.

• Utilitarian influence – the consumers confirms with the wishes of others in order to obtain a reward or avoid punishment.

Cognitive Personality factors and interrelated consumption and possession traits

It is very interesting for the researchers to know how cognitive personality factors influence various aspects of consumer behaviour. There are two types of cognitive personality traits.

• Visualizer’s v/s verbalizers – Visualizers are those who prefer visual information and products that stress the visual and verbalizers are those who prefer written or verbal information and products.

• Need for Cognition (NC) – Need for Cognition measures a persons craving for or enjoyment of thinking. It is seen through research that consumers who are high in NC are more likely to see that part of an ad first that is rich in product – related information are unresponsive to the contractual or peripheral aspects of the ad, such as the model or the situation in which the product is used.


The failure of personality measures to predict consumer behaviour has given rise to new approaches. First, is to study the personality of brands rather than of people.

Second is to develop broader behavioural concepts that are likely to be better targets for market segmentation.

Consumers not only ascribe personality traits to products or services, they also tend to associate personality factors with specific colours. For example, yellow is associated with “novelty” and black means “sophistication”.

Therefore, wishing to create a sophisticated personal or a premium image use labeling or packaging that is primarily black.

In some cases, various or even brands are associated with a specific colour with personality - like connotations. For instance, Coco-cola is associated with red, which connotes excitement.
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Jitendra Mazee
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Re: How to predict buyer behaviour - October 31st, 2017

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Originally Posted by sunandaC View Post
How to predict buyer behaviour

This is a very important question for marketers and it has been the objective of most personality research.

Psychologists and other behavioural scientists have theorized that personality characteristics should predict brand or store preference and other types of buyer’s activity.

We can classify them into two major categories:

1. Consumer innovativeness and their susceptibility to interpersonal influence.

2. Cognitive personality factors and interrelated consumption and possession traits.

Consumer innovativeness and their susceptibility to interpersonal influence

There are various personality traits that have helped in differentiating between consumer innovator and non-innovators.

Consumer innovativeness means now receptive consumers are to new products / services so that both consumers and marketers can be benefited from the right innovation.

For measuring the researchers have designed certain instruments because personality – trait measure provides insights into the nature of consumer’s willingness to innovate.

Dogmatic persons are those who display rigidity towards the unfamiliar and toward information that is contrary to their own established beliefs.

Consumers who are low in dogmatism are more likely to prefer innovative products to established alternatives.

In contrast, highly dogmatic consumers are more likely to choose established rather than innovative product alternatives.

Variety – novelty seeking are of many types: exploratory purchase behaviour (brand switchers for experiencing new brands), vicarious exploration (where the consumer stores about the new information), and use innovativeness i.e. where the consumer uses already adopted product on a new or novel way.

Consumer researchers are also interested in knowing the traits of the consumers who are likely to be responsive to the influence of others. According to this theory, there are three types of interpersonal influence:

• Information influence –the tendency to accept information from others as evidence about reality.

• Value – expressive influence – the consumers desire to enhance their standing with others by being similar to them.

• Utilitarian influence – the consumers confirms with the wishes of others in order to obtain a reward or avoid punishment.

Cognitive Personality factors and interrelated consumption and possession traits

It is very interesting for the researchers to know how cognitive personality factors influence various aspects of consumer behaviour. There are two types of cognitive personality traits.

• Visualizer’s v/s verbalizers – Visualizers are those who prefer visual information and products that stress the visual and verbalizers are those who prefer written or verbal information and products.

• Need for Cognition (NC) – Need for Cognition measures a persons craving for or enjoyment of thinking. It is seen through research that consumers who are high in NC are more likely to see that part of an ad first that is rich in product – related information are unresponsive to the contractual or peripheral aspects of the ad, such as the model or the situation in which the product is used.


The failure of personality measures to predict consumer behaviour has given rise to new approaches. First, is to study the personality of brands rather than of people.

Second is to develop broader behavioural concepts that are likely to be better targets for market segmentation.

Consumers not only ascribe personality traits to products or services, they also tend to associate personality factors with specific colours. For example, yellow is associated with “novelty” and black means “sophistication”.

Therefore, wishing to create a sophisticated personal or a premium image use labeling or packaging that is primarily black.

In some cases, various or even brands are associated with a specific colour with personality - like connotations. For instance, Coco-cola is associated with red, which connotes excitement.
Hey friend, thanks for your contribution and providing the report on How to predict buyer behaviour which would really help many students and professionals. BTW, I am also going to share a document on How to predict buyer behaviour for helping others.
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