Consumer behavior ch4 personality, self image, and life style moghimi

1© Pearson Education Inc

Chapter 4Personality, Self-Image, and

Life Style

Bahman MoghimiMaster of Industrial Marketing & E-Commerce

Doctor of Business AdministrationB.Moghimi@yahoo.co.uk

Opening Vignette Do you see yourself as beautiful? Only1% of all women see themselves as beautiful... Because:

Most ads portray an ideal image that is unattainable

B.Moghimi@yahoo.co.uk

What Is Personality?pəːsəˈnalɪti/ noun. plural : personalities the combination of characteristics or qualities that

form an individual's distinctive character.

Personality arises from within and makes us who we are

The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.

The Nature of Personality Personality reflects individual differences Personality is consistent and enduring Personality can change

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: Individual’s internal expression of

society’s moral and ethical codes of conduct• Ego: Individual’s conscious control

» continued

Psychodynamics of the Personality

4-8B.Moghimi@yahoo.co.uk

Theories of Personality Neo-Freudian personality theory

– Social relationships are fundamental to the formation and development of personality

– e.g., Karen Horney’s CAD Theory

Using the context of child-parent relationships, individuals can be classified into:– Compliant individuals– Aggressive individuals– Detached individuals

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).

Theories of Personality – Cont’d

Cognitive Theories of Personality– Personality as differences in cognitive

processes (how consumers process and react to information)

Need for Cognition (NC) A person’s 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 person’s preference for information presented visually

or verbally Visualizers require strong visual elements in ads Verbalizers prefer written information, print ads, question-

answer format

Theories of Personality – Cont’d

Trait theory– Quantitative approach to personality as a set of

psychological traits– Single-trait or multiple-trait theories

Trait Theories – Cont’d

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

Consumer InnovativenessConsumer 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

Individual Innovativeness Theory

Consumer Materialism

Possessions seen as for one’s identity Materialistic People

– Value acquiring and showing-off possessions– Are particularly self-centered and selfish– Seek lifestyles full of possessions– Have many possessions that not lead to greater happiness

Consumer Ethnocentrism Ethnocentric consumers feel it is wrong to purchase

foreign-made products They can be targeted by stressing nationalistic

themes

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

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

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.

Brand Personality

Personality-like traits associated with brandsVolvo - safety Perdue - freshnessNike - the athlete BMW - performanceLevi’s 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

http://blogs.constantcontact.com/fresh-insights/marketing-strategy-personality/

Self and Self-Image Self-image: A person’s perceptions of his/her self People have multiple selves

– Different selves in different situations

Actual Self-Image Ideal Self-Image

Ideal SocialSelf-Image

Social Self-Image

ExpectedSelf-Image

Different Self-Images

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

Different Self-Images- Cont’d

Expected Self-Image– How you expect to be in the future

“Ought-to” Self– The qualities that you think you should

possess

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

((Useful Further Study))

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 one’s 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-

Life Style and Psychographics

Psychographic Segmentation– Segmenting consumers on the basis of

their activities, interests and opinionsPsychographic-demographic profilesGeo-demographic segmentation

Life Styles and Marketing Strategy

Use life styles for segmentation and positioning

Develop media campaigns based on consumer life styles

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