Personality is a multi-dimensional concept in which an individual’s characteristics are shown through the way in which they interact with the environment surrounding them. An individual’s self is reflected in the way that they present themselves and by the way that they interact with others around them.
The concept of uncertainty orientation is one in which individuals are naturally drawn to either wanting to resolve uncertain situations or to only be in situations where certainty is guaranteed. Those with a high level of certainty orientation are only comfortable in situations where they have full certainty of the situation they are engulfed in or at least a great deal of assurance that nothing unexpected will occur. on the other hand, those who identify as being uncertainty oriented are only satisfied if they can resolve all the unknown aspects of their surroundings. They may resolve to remember everyone’s names in a social setting or to ask questions that others would be content with not knowing the answers to. These people have an extremely inquisitive nature and I’m sure you know of someone in your life with these qualities.
My brand Canadian Club is very relevant to discuss in this topic as their advertisements tackle the well known “Beer-drinking culture” that is very present in today’s society, especially in Australia. They make a drink that is comprised of whiskey mixed with ginger beer and pursue a larger share in the alcohol market.
Canadian Club successfully use the concept of uncertainty orientation in their marketing. They provide a likeable personality of their typical consumer, who is young, vibrant and is able to challenge the status quo, and is willing to try a new drink that has perceived benefits as a result. These ads target those who have a naturally curious mind by providing a “refreshing” alternative in the way of drinks.
While prompting those who are naturally inquisitive, this drink is also able to challenge people who might be more reserved and who have a habit of only staying in situations of utmost certainty. This allows a wider range of individuals who can change up their usual habits and delve into something that is new and uncertain, but will have a rewarding conclusion.
Canadian Club is extremely involved in using various techniques such as prompting the inquisitiveness of people with specific personalities and they do this with increasing success, particularly in the Australian market.
Consumer behaviour blog 