Ch 06 student slides 1

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Ch 06 student slides 1

  1. 1. © 2009 South-Western, a division of Cengage Learning. Chapter 6 Personality, Lifestyles, and the Self-Concept Babin/Harris
  2. 2. © 2009 South-Western, a division of Cengage Learning. 6-2 Learning Outcomes 1. Define personality and know how various approaches to studying personality can be applied to consumer behavior. 2. Discuss major traits that have been examined in consumer research. 3. Understand why lifestyles and psychographics are important to the study of consumer behavior. 4. Comprehend the role of the self-concept in consumer behavior. 5. Understand the concept of self-congruency and how it applies to consumer behavior issues.
  3. 3. © 2009 South-Western, a division of Cengage Learning. 6-3 Personality  Personality  Distinct qualities:  Unique to an individual.  Can be conceptualized as a combination of specific traits or characteristics.  Traits are relatively stable and interact with situations to influence behavior.  Specific behaviors can vary across time. LO1
  4. 4. © 2009 South-Western, a division of Cengage Learning. 6-4 Psychoanalytic Approach to Personality  Sigmund Freud – human behavior is influenced by an inner struggle between various systems within the personality system.  Components:  Id  Superego  Ego LO1
  5. 5. © 2009 South-Western, a division of Cengage Learning. 6-5 Motivational Research Era  Applied psychoanalytic tools to try and identify explanations for behavior.  Tools used:  Depth interviews  Focus groups  Proved disappointing in developing compelling, practical CB theories or guidelines for marketing actions. LO1
  6. 6. © 2009 South-Western, a division of Cengage Learning. 6-6 Trait Approach to Personality  Trait  Approaches to studying:  Nomothetic perspective  Single-trait and multiple-trait approaches  Idiographic perspective LO1
  7. 7. © 2009 South-Western, a division of Cengage Learning. 6-7 Traits Examined in Consumer Research  Value consciousness  Materialism  Innovativeness  Complaint Proneness  Competitiveness LO2
  8. 8. © 2009 South-Western, a division of Cengage Learning. 6-8 The Five Factor Model (FFM) Approach  Proposes that five dominant traits are found in human personality:  Extroversion  Agreeableness  Openness to Experience (“creativity”)  Stability (“neuroticism”)  Conscientiousness LO2
  9. 9. © 2009 South-Western, a division of Cengage Learning. 6-9 Brand Personality  Dimensions:  Sincerity  Excitement  Competence  Sophistication  Ruggedness LO2
  10. 10. © 2009 South-Western, a division of Cengage Learning. 6-10 Lifestyle  Consumer Lifestyles  Very useful in identifying viable market segments. LO3
  11. 11. © 2009 South-Western, a division of Cengage Learning. 6-11 Psychographics  Refers to the way consumer lifestyles are measured.  Surveys use AIO statements:  Activities  Interests  Opinions  Lifestyle segmentation:  VALS – classifies consumers into eight segments based on resources available and primary motivations.  PRIZM – geodemographic technique. LO3
  12. 12. © 2009 South-Western, a division of Cengage Learning. 6-12 Lifestyle Segmentation  VALS – Values and Lifestyles  Classifies consumers into eight segments based on resources available and primary motivations.  PRIZM – Potential Ratings Index by Zip Market  Geodemographic technique based on the premise that people with similar backgrounds and means tend to live close to one another and emulate each other’s behaviors and lifestyles.  66 different segments LO3
  13. 13. © 2009 South-Western, a division of Cengage Learning. 6-13 Self-Concept  A consumer has a number of self “concepts.”  Actual self  Ideal self  Social self  Ideal social self  Possible self  Extended self  Self-esteem  Self Congruency LO4

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