The Impact Of Personality And Gender Of Branding Decisions

Personality and sex activity have an impact on branding decisions and reactions by consumers. Therefore, it would serve businesses well if products and serve up are shaped around node alternatives, knowing their unique and particular directs, and their good sense of aesthetics. An evidence to support this contention is a study called visual market in which participants were shown a slide containing stimuli for testing epoch an eye-tracking equipment monitored their eye movements. Afterwards, they were asked to indicate how much they care/dis equald the stimuli.Results showed that there is a spend a penny correlation between the number of fixations on an image and subsequent spontaneous and prompted pull back of that stimulus. There is alike a give way recall of images the participants had liked. This means, therefore, that when advertising or branding a product, the emphasis should be the need to know and understand the target audience, and what they like to see. Facto rs like space, color, imagery or expand were found to have an effect on the beholder.For example, children would associate dark colors with interdict emotions while happy emotions for bright atomic number 53s. They would likewise prefer large figures to smaller ones. patch the trade rule stipulates that the costumer should eer be the focus, however, the factor of the creator and the forbiddenput aesthetic may deter the action of this end. Creatives tend to impose their personalities in their creations. all(prenominal) imaginative has his/her own sense of egotism which always, consciously or unconsciously, come out through the work.Behind the brands out there in the market could be the reflection of personalities of the creatives who make them. An implication of this is that creatives will tend to modernise work that reflects their own career aspirations, creative impulses, ethics and beliefs. They would produce advertising that call forth to themselves. They would pro duce work that they find call forth and interesting to them instead of to the consumers, contradictory to the marketing idea that the consumer preferences should take precedence everywhere that of the creatives.Aside from aesthetic preferences, the sex activity of the creative also affects the branding of products. Gender affects the graphic flavor of the individual. Ones shape, color, detailing and emplacement preferences are usually associated with the gender one belongs to. To ensure that the product or service appeals to the target consumer, the production aesthetic and the preference aesthetic should be the same.The personality and gender of the creatives should be aligned with the consumers. Recruiters should hire marketing staff members whose personalities and genders are congruent to the impertinent stakeholders. In an era of juicy competition, delivering products that appeal to specific customer segments is a high priority. Reference for the journal Authors Moss, Gl oria Source The diary of Brand Management, Volume 14, Number 4, 1 April 2007 , pp. 279-300 Publisher Palgrave Macmillan