Chapter 4 Personality, Self-Image, and Life Style

Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das

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Opening Vignette

Do you see yourself as beautiful?

Only1% of all women see themselves as beautiful Most ads portray an ideal image that is unattainable Doves Campaign for Real Beauty http://www.dove.ca
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What Is Personality?
The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.

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The Nature of Personality

Personality

reflects individual

differences Personality is consistent and enduring Personality can change

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Theories of Personality

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
continued
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Theories of Personality
Neo-Freudian

personality theory

Social relationships are fundamental to the formation and development of personality e.g., CAD theory

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Horneys CAD Theory

Using

the context of child-parent relationships, individuals can be classified into:

Compliant individuals Aggressive individuals Detached individuals

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CAD theory

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).
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Theories of Personality Contd

Cognitive

Theories of Personality

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

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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
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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
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Theories of Personality Contd

Trait

theory

Quantitative approach to personality as a set of psychological traits Single-trait or multiple-trait theories

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Trait Theories Contd

Consumer materialism
The extent to which a person is considered materialistic

Fixed consumption behaviour

Consumers fixated on certain products or categories of products

Compulsive consumption behaviour

Addicted or out-of-control consumers
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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
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Consumer Materialism
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
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Consumer Ethnocentrism
Ethnocentric

consumers feel it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes

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Research Insight: From Consumer Materialism to Compulsive Consumption

Consumer materialism
The extent to which a person is considered materialistic

Fixed consumption behaviour

Consumers fixated on certain products or categories of products

Compulsive consumption behaviour

Addicted or out-of-control consumers
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Fixated Consumption Behaviour

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
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Sample Items to Measure Compulsive Buying

1. When I have money, I cannot help but spend part or the whole of it. 2. I am often impulsive in my buying behaviour. 3. As soon as I enter a shopping center, I have an irresistible urge to go into a shop to buy something. 4. I am one of those people who often responds to direct mail offers. 5. I have often bought a product that I did not need, while knowing I had very little money left.
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Brand Personality
Personality-like

traits associated with

brands Volvo - safety Perdue - freshness Nike - the athlete BMW - performance Levis 501 - dependable and rugged
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(continued)

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Figure 4-11 (continued)

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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
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Self and Self-Image

Self-image:

A persons perceptions of

his/her self People have multiple selves

Different selves in different situations

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Different Self-Images
Actual SelfImage Ideal Self-Image

Ideal Social Self-Image

Social Self-Image

Expected Self-Image
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Different Self-Images

Actual Self-Image
How you see your self

Ideal Self-Image
How you would like to see yourself

Social Self-Image
How you think others see you

Ideal Social Self-Image

How you would like others to see you
continued
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Different Self-Images- Contd

Expected

Self-Image Self

How you expect to be in the future

Ought-to

The qualities that you think you should possess

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Possessions Act as Self-Extensions

By

allowing the person to do things that otherwise would be very difficult By making a person feel better By conferring status or rank By bestowing feelings of immortality By endowing with magical powers
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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
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Internet Insight: Virtual Self

Online

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

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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

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Life Style and Psychographics

Psychographic

Segmentation

Segmenting consumers on the basis of their activities, interests and opinions

Psychographic-demographic

profiles Geodemographic segmentation

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Life Styles and Marketing Strategy

Use

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

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