In the fourth week of the Consumer Behavior class we focused on self-concept and personality. Self-concept is an idea of the self-constructed from the beliefs that you hold about yourself and the responses of others. This plays an important role in consumer behavior as people buy products that make them feel good. Personality refers to individual differences in characteristics such as, thinking, feeling, and behaving.
The teacher introduces us to the Myers-Briggs personality test, which can reveal some interesting things about yourself. However, it is almost impossible to find a test that is 100% accurate because everybody is unique and has their own personality. But in my opinion these kind of personality tests can provide accurate results but only if :
- You answer the questions honestly
- You don’t have neutral answers
- You answer quick and decisively
You can attempt the test yourself : 16 personalities test.
The system of personality types proposed by Carl Jung (1921) and later refined by C. Myers and I. M. Briggs has become an extremely widely used personality theory in self-help, business management, counselling and spiritual development contexts, but it is not commonly used in academic research where viewed sceptically. [1]
However, because I attempted this test myself before the teacher showed it to us, I searched for another personality test that can be useful. I found The Big Five Personality test.
This model is assumed in most personality research and is the basis of many of the most well-regarded tests employed by psychologists who maintain close connections with academia. [2]
My result look like this :
In order to understand the next piece of information, you should attempt the test yourself by clicking link: The Big Five Personality test.
But how these traits are related to my brand preferences? In the research report “Congruence between brand and consumer personalities” [3] I found that :
Previous studies in marketing and consumer behaviour field have came up with an idea that when the compatibility between the human personality and brand personality are high, there is more chance the product in question will get purchased. It is proven that consumers prefer brands with a symbolic function that suits their own identity or allows to express ideal self. The match between brand personality and consumer personality creates a relationship between both personalities, which affects the choice of goods, the intention to buy, product evaluation or attachment to the product. In conclusion the consumers choose brands not only because they highlight certain aspects of what we are or want to be, but also because brands themselves create those aspects.”
While examining the consumer personality through the “Big Five” model and the brand personality dimensions Aaker et al. (1997) found that several brand personality dimensions are related with several dimensions of “Big Five” model.
- There is a relation between human personality dimensions openness to experience and competence (this might be due to the fact that both dimensions have such trait as intelligent)
- Conscientiousness matches competence (due to similar traits such as responsibility, reliability and safety)
- Extraversion matches excitement (due to similar traits such as sociability, energy and activity)
- Agreeableness dimension of human personality matches sincerity dimension of brand personality (as both are composed of such traits as warmness and approval)
- However, it still remains unclear what brand is chosen in case consumer scores high on neuroticism dimension; or what type of personality prefers brand with sophistication dimension.
The brand personality traits by Aaker (1997)
Brand Personality Model: A Modern Case Study | Trendjackers
Brand Personality: Traits of Top Brands
Now, you can compare your test results with this brands personalities and see which one matches your personality !
Assuming you have taken the test, do you consider your personality to be close to the brands personality shown above? What do you think about the results? Leave me a comment down below !
Savouring Marketing 
It’s interesting that the sincerity row on the brands table is made almost exclusively of brands that contradict their personality on the chart above it.
I often find that personality tests are less about the results, and more are a way for the user to reflect on themselves
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This was one of my favorite classes since I got to know myself better and understand better how I deal with things. Your post is very insightful and informative, I liked how you showed your type of personality and even gave the link so more people could do the test themselves.
You explained how when the match between the personality and the brand is high there is a bigger chance of purchase and I agree, but I took the test to know myself better and understand the way I act.
Although, there is no reason why companies couldn’t take advantage of personality tests to improve their service and get to know their audience better, therefore, providing a better experience for the consumer.
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I really learnt a lot from reading this blog particularly about matching our personality types with brand personalities. The brands we choose do reflect on our self concept to help us become closer to our ideal selves. I scored highest in ‘openness’ and in reflection to the brands on the chart I was disappointed. I was hoping to match with Disney or Gucci as they are my favourite brands. I love Disney and my beloved Gucci watch is a part of who I am. Nice post!
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Neurocotism was my second highest score which is sophistication so that makes me feel better
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Hello Popa, I agree with your opinion on the Myers Briggs test, perfectly explained how the test works. Maybe you could take a more personal approach to this topic, but that doesn’t mean this blog is bad. It is enjoyable to read and I can see that you are trying to motivate others to take this test and find something about themselves.
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