Personality, SelfImage and Lifestyles

OBJECTIVES

A consumers personality influences the way he or she responds to marketing stimuli. Consumers lifestyles are key to many marketing strategies. Psychographics go beyond simple demographics to help marketers reach different segments. Identifying patterns of consumption is superior to knowledge of individual purchases when a marketer crafts a lifestyle marketing strategy.

WHAT IS PERSONALITY?

A persons unique psychological makeup and how it consistently influences the way a person responds to his/her environment

NATURE
Reflects individual differences Consistent and enduring Can change

THEORIES OF PERSONALITY
1. Freudian theory Unconscious needs or drives are at the heart of human motivation Three interacting systems Id: primitive and impulsive drives Superego: Individuals internal expression of societys moral and ethical codes of conduct Ego: Individuals conscious control Reality principle: ego gratifies the id in such a way that the outside world will find acceptable

2. Neo-Freudian personality theory

Social relationships are fundamental to the formation and development of personality Viewed individuals as striving to overcome feelings of inferiority & searching for new ways to obtain love, security and brotherhood. These feelings motivate the individuals to perfect themselves and develop methods to cope with anxieties. e.g., CAD theory

Horneys CAD Theory

A CAD instrument was developed to measure consumers interpersonal orientations Reflected that different products and brands were used by individuals having different personality types. Using the context of child-parent relationships, individuals can be classified into: Compliant individuals Aggressive individuals Detached individuals

CAD

Compliant Personality One who desires to be loved, wanted, and appreciated by others. Aggressive Personality One who moves against others (e.g., competes with others, desires to excel and win admiration). Detached Personality One who moves away from others (e.g., who desires independence, self-sufficiency, and freedom from obligations).

3. Cognitive Theories of Personality

Personality as differences in cognitive processes (how consumers process and react to information)

Need for Cognition (NC)

A persons craving for enjoyment of thinking High NC consumers are likely to: Relate better to written messages Want product-related information Spend more time processing print ads Enjoy using the internet to get information

Visualizers Vs Verbalizers
A persons preference for information presented visually or verbally Visualizers require strong visual elements in ads Verbalizers prefer written information, print ads, question-answer format

4. Trait theory

Any distinguishing, relatively enduring way in which one individual differs from another. The concept of trait is based on three assumptionsEvery individual possess relatively stable behavioral tendencies These tendencies differs in degrees in individuals When identified and measured, they help in characterizing personalities.

Traits relevant to consumer behavior

Consumer Innovativeness

The degree to which consumers are receptive to new products, new services or new practices. Consumer innovators are likely to: Score lower on dogmatism Score higher on need for uniqueness Have higher optimum stimulation levels Have higher need for sensation seeking and variety seeking behaviours

Consumer Materialism The extent to which a person is considered materialistic (the degree of consumers attachment to worldly possessions) Possessions seen as for ones identity Materialistic People Value acquiring and showing-off possessions Are particularly self-centered and selfish Seek lifestyles full of possessions Have many possessions that do not lead to greater happiness

Fixated consumption behaviour Consumers fixated on certain products or categories of products Consumers have a deep interest in a particular object or product category a willingness to go to considerable lengths to secure items in the category of interest the dedication of a considerable amount of discretionary time and money to searching out the product Examples: collectors, hobbyists

Consumer Ethnocentrism The consumers likelihood to accept or reject the foreign products Ethnocentric consumers feel it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes

Compulsive consumption behaviour Addicted or out-of-control consumers Eg:

1.

2.

3.

When I have money, I cannot help but spend part or the whole of it. As soon as I enter a shopping center, I have an irresistible urge to go into a shop to buy something. I have often bought a product that I did not need, while knowing I had very little money left.

Brand Personality

Personality-like traits associated with brands Volvo - safety Perdue - freshness Nike - the athlete BMW - performance Levis 501 - dependable and rugged

Personality and Marketing Strategy

Identify relevant personality traits Target consumers with the relevant personality traits Develop promotional messages that appeal to consumers with specific personality traits Develop a personality for the brand

SELF AND SELF-IMAGE

The possible relationships between how individuals perceive themselves and what behavior they exhibit as consumers. Self-image: A persons perceptions of his/her self People have multiple selves Different selves in different situations

DIFFERENT SELF-IMAGES
Actual SelfImage

Ideal Self-Image

Ideal Social Self-Image

Social Self-Image

Expected Self-Image

PERCEIVED SELF IMAGE

PECEIVED BRAND IMAGE

COMPARISON

PREFFERED BRANDS

UNACCEPTA BLE BRANDS

ALTERING SELF IMAGES

If actual and ideal self-images are different, consumers may use products to alter their selves Personality vanity: self interest or admiration for ones own appearance/achievements

Internet Insight: Virtual Self

Online individuals have an opportunity to try on different personalities Virtual personalities may result in different purchase behaviour

Self Concept and Marketing Strategy

Use self-concept for segmentation and positioning Market to consumers actual or ideal self-images Depends on the nature of the product Promote products as ways of altering or extending self-image

Life Style and Psychographics

Psychographic Segmentation Segmenting consumers on the basis of their activities, interests and opinions Psychographic-demographic profiles Geodemographic segmentation
Life Styles and Marketing Strategy

Use life styles for segmentation and positioning Develop media campaigns based on consumer life styles