licnost_vjezbe

Prof. dr Muris ČičićAss. mr Melika Husić

Ekonomski fakultet u Sarajevu

Ličnost


Ličnost

Šta je Šta je ličličnost?nost?

Unutrašnje psihološke karakteristike koje i određuju i

nagovještavaju kako osoba reaguje (odgovara) na svoje

okruženje.


Ličnost

Priroda i važnost ličnosti

• Ličnost reflektira individualne razlike• Ličnost je konzistentna i dugoročna• Ličnost se može mijenjati


Ličnost

LLičnost ičnost reflektira reflektira

individualne individualne razlikerazlike

Ne postoje dvije ličnosti koje su u potpunosti identične

Ali, ljudi su slični prema nekim karakteristikama

Segmentacija


Ličnost

LLičnost je ičnost je konzistentna konzistentna i dugotrajnai dugotrajna

ličnost se razvija u ranom djetinjstvu

To determinira konzistentnu potrošnju, ali se može

promijeniti vremenom, pod utjecajem sociokulturnih,

psiholoških i drugih faktora


Ličnost

LLičnost se ičnost se može može

promijenitipromijeniti

Događaji kao što su rođenje, smrt, vjenčanje, nesreće, mogu promijeniti ličnost

Ljudi sazrijevaju

Promjene tokom vremena - žene poprimaju obilježja

maskuliniteta tokom posljednjih 50 godina


Ličnost

Teorije ličnosti

• Freud-ova teorija– Podsvjesne potrebe i pokretači su u osnovi

ljudske motivacije• Neo-Freud-ova teorija ličnosti

– Socijalni odnosi su fundamentalni u formiranju i razvoju ličnosti

• Teorija obilježja– Kvantitativni pristup ličnosti kao sumi

različitih psiholoških obilježja


Ličnost

Freud-ova teorija

• Id– Mjesto primitivnih ili instinktvnih potreba za

koje pojedinac traži trenutno zadovoljenje• Superego

– Individualna ekspresija ili interpretacija društvenih moralnih i etičkih normi

• Ego– Individualna svjesna kontrola koja

balansira zahtjeve id-a i superego-a.


Ličnost

Koje grickalice volite?

• Čips• Tortilja čips• Pereci• Krekeri


Ličnost

Personifikacija proizvoda brze hrane

Čips:Ambiciozan, uspješan, nestrpljiv, stremi visoko

Tortilja čips:Perfekcionist, visoka očekivanja, tačan, konzervacionist

Pereci:Živahan, kratke pažnje, intuitivan

Krekeri:Racionalan, logičan, misleći, stidljiv, teži samoći


Ličnost

Horney CAD teorija(neo-Freud-ova)

• Analizirajući kontekst odnosa dijete-roditelj, individualci mogu biti klasificirani u:– Poslušne (Compliant) individualce– Agresivne (Aggressive) individualce– Izolirane (Detached) individualce


Ličnost

Teorija obilježja

• Orientacija koja je primarno kvantitativna ili empirijska

• Teorija obilježja se fokusira na konstrukciju testova koji iznalaze i ističu individualne razlike među ljudima

• Obilježja razlikuju ljude


Ličnost

Inovativnost Inovativnost potrošačapotrošača

Mjera koliko su potrošači prijemčivi na nove proizvode,

usluge ili praksu.

Kupovina putem Interneta.


Ličnost

Inovatori u Inovatori u potrošnjipotrošnji

Potrošači koji će prvi probati i kupiti novi proizvod, uslugu ili

usvojiti praksu.


Ličnost

2 1/2%Innovators

13 1/2%Ranikupci

34%Rana

većina

34%Kasnavećina

16%Ljenjivci

Vrijeme usvajanja inovacija

Kategorizacija usvajanja novih proizvoda prema vremenu potrebnom za usvajanje

Inovatori


Ličnost

Od materijalizma do kompulsivne potrošnje

• Materijalizam potrošača

– Mjera koliko je osoba “materijalistički” orijentirana

• Fiksacija u potrošnji

– Potrošač je pretjerano fokusiran na određeni proizvod ili kategoriju proizvoda

• Kompulsivna potrošnja

– “Ovisnici” ili “out-of-control” potrošači


Ličnost

MaterijalizamMaterijalizam

Obilježje ličnosti koje posmatra posjedovanje kao

izuzetno važnu činjenicu identiteta i kvaliteta života

pojedinca.


Ličnost

Materijalisti

• Stjecanje i pokazivanje• U pravilu su okrenuti sebi i

egoistični• Teže stilu života baziranom

na posjedovanju• Stječu, ali ne postaju sretniji


Ličnost

Kompulsivna Kompulsivna potrošnjapotrošnja

Ovisnost o proizvodima; potrošači su van kontrole, mogu da izazovu štetne

posljedice sebi ili drugima.


Ličnost

EtnocentrizamEtnocentrizampotrošačapotrošača

Predispozicija potrošača da prihvate ili odbiju proizvode iz

inostranstva.


Ličnost

Etnocentrizam

• Potrošači mogu osjećati da je pogrešno kupovati inostrane proizvode

• Takvi potrošači su skloni da prihvate nacionalističke apele i oglase


The Role of Nationalism in Consumer Ethnocentrism and the

Animosity in the Post-war Country

Muris Cicic, Nenad Brkic, Melika Husic, Emir Agic


Ličnost

Introduction Previous wars in the former Yugoslavia have influenced

consumers’ purchasing habits and their opinion on products’ COO

The core of the ethnocentrism phenomenon lies in the fact that purchasing foreign-made products may carry emotional implications, particularly when perceived personal (or domestic) economic threat is at stake. (Shimp and Sharma, 1987, CETSCALE).

Klein, Ettenson and Moris (1998) propose that the construct of animosity – defined as the remnants of antipathy related to previous or ongoing military, political, or economic events – will affect consumers' purchase behavior.


Ličnost

SampleData has been collected in Sarajevo, Banja Luka and Mostar,

major BH cities with different nationalities

Statistics by nationality

Croats Serbs Bosniaks Other Total

Sample size 69 (23%)

106 (35%)

119 (40%)

6 (2%) 300 (100%)

Male 35 (51%)

61 (57,5%)

48 (40%) 3 (50%)

147 (49%)

Female 34 (49%)

45 (42,5%)

71 (60%) 3 (50%)

153 (51%)


Ličnost

Research findings Members of Croat, or Serb nationality by domestic products consider

products from neighboring countries as well, depending on the nation they belong to

“Domestic products are made in BH.”

“Domestic products are made also in Croatia.”

“Domestic products are made also in Serbia.”

Bosnikas average = 6,48SD = 1,36

average = 1,26SD = 0,99

average = 1,15SD = 2,40

Serbs average = 4,99SD = 2,33

average = 1,64SD = 1,49

average = 4,34SD = 2,40

Croats average = 4,72SD = 2,39

average = 5,62SD = 1,91

average = 1,06SD = 038


Ličnost

Research findings - Ethnocentrism

Members of all three nations that live in Bosnia and Herzegovina (Bosniaks, Serbs and Croats) have significantly different levels of ethnocentric tendencies towards BH products


Ličnost

Research findings - Animosity

Political animosity toward Bosniaks is noticeable both in case of Serbs and Croats

Existence of economic animosity toward Croatia, both in case of Serbs and Bosniaks, but no political animosity

Unlike above, political animosity was determined toward Serbia, but no economic animosity in case of Bosniaks, while Croats show economic animosity toward Serbs and no political animosity


Ličnost

Research findings - Age

Younger respondents will tend to be less ethnocentric then older ones.

Older individuals may have more conservative views or attitudes which affect their import purchase behavior (Han, 1988; Wall, 1988; McLain and Sternquist, 1991; Shimp and Sharma, 1987)

Tests of the relation between age and ethnocentricity did not show statistically significant level of correlation

(r = 0,081; p = 0,081)


Ličnost

Research findings - Gender

Females are having a higher COO bias against foreign products and in favor of domestic ones (Wall and Heslop, 1986; Good and Wall and Heslop, 1986; Lawrence, 1992)

Independent sample t-test did not show significant influence of gender variations on ethnocentricity

(t = 1,668; p = 0,096)


Ličnost

Research findings - Income

Lower income consumers may be less secure than those of higher income earners (Vida and Fairhurst, 1999)

Correlation among income level and levels of ethnocentrism in total sample was not significant

(r = 0,15; p = 0,4) Correlation proved to be significant only for Croats (r = 0,265; p = 0,015) positive With respondents of Croat nationality, ethnocentric

tendencies increase with higher income, unlike it was predicted


Ličnost

Conclusion Respondents stated noticeably different level of

ethnocentric tendencies concerning their nationality, which led us to conclusion that there are rather high disproportions among three nationalities that live in BH (Bosniaks, Serbs and Croats).

Besides ethnocentrism, animosity also has a negative influence on willingness to buy products from certain country, both economic and political.

Unlike the similar studies conducted around the world, including the US, various countries of Western Europe, Korea, Japan and Russia, in BH it was not discovered any relation between ethnocentric tendencies and other demographic variables (age, gender, income).


Ličnost

Limitations and future research

Sample included only urban areas

Other countries besides Croatia and Serbia and Montenegro should be considered in the extended questionnaire (e.g. Western Europe, specially Slovenia)


Ličnost

Personifikacija Personifikacija marke marke

proizvodaproizvoda

Davanje osobina ličnosti pojedinim markama proizvoda


Ličnost

Ličnost boja

Commands respect, Commands respect, authorityauthority

• America’s favored color• IBM holds the title to blue• Associated with club soda• Men seek products packaged in blue• Houses painted blue are avoided• Low-calorie, skim milk• Coffee in a blue can perceived a “mild”

Caution, novelty, Caution, novelty, temporary, warmthtemporary, warmth

• Eyes register it faster• Coffee in yellow can tasted “weak”• Stops traffic• Sells a house

Secure, natural, Secure, natural, relaxed or easy relaxed or easy going, living thingsgoing, living things

• Good work environment• Associated with vegetables and chewing gum• Canada Dry ginger ale sales increased when it

changed sugar-free package from red to green and white

BLUEBLUE

YELLOWYELLOW

GREENGREEN


Ličnost

nastavakHuman, exciting, hot, passionate, strong

• Makes food “smell” better• Coffee in a red can perceived at “rich”• Women have a preference for bluish red• Men have a preference for yellowish red• Coca-Cola “owns” red

Powerful, affordable, informal

• Draws attention quickly

Informal and relaxed, masculine, nature

• Coffee in a dark-brown can was “too strong”• Men seek products packaged in brown

Goodness, purity, chastity, cleanliness, delicacy, refinement, formality

• Suggests reduced calories• Pure and wholesome food• Clean, bath products, feminine

Sophistication, power, authority, mystery

• Powerful clothing• High-tech electronics

Regal, wealthy, stately • Suggests premium price

REDRED

ORANGEORANGE

BROWNBROWN

WHITEWHITE

BLACKBLACK

SILVER, SILVER, GOLDGOLD


Ličnost

Vlastiti imidž

Aktuelni Idealni

Idealni društveni

Socijalni

Očekivani


Ličnost

Virtualna ličnost

• Online individualci imaju priliku da uzimaju obilježja različitih osoba

• Virtualne ličnosti mogu rezultirati u izmjenjenom ponašanju u potrošnji

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