This document discusses theories of personality and self-concept and how they affect consumption patterns. It covers several theories of personality including Freudian theory which views personality as consisting of the id, ego, and super ego. Trait theory views personality in terms of measurable traits. The document also discusses self-concept, including actual self, ideal self, and extended self. People seek products that are consistent with their self-concept. Marketers can segment consumers based on personality traits and appeal to consumers' actual and ideal selves. Lifestyle is an expression of self-concept and influences buying habits. Psychographics defines lifestyle through activities, interests, and opinions.

1. Theories of Personality & Self concept and how they
affect one’s consumption patterns

2. Personality
Some theorists prefer to view personality as a
unified whole.
Others focus on specific traits.
Definition
“Those inner psychological characteristics
that both determine and reflects how a person
responds to his or her environment”.

3. Nature Of Personality
Personality reflects individual differences
Unique combination of inner characteristics –
No two individuals are exactly alike
Venturesome (scuba diving, rock climbing) to some
others who are not venturesome.
Personality allows marketers to divide people into
different groups based on their traits.

4. Nature Of Personality
Personality is Consistent & Enduring
Mother – “child has been impulsive from the day
he was born” – enduring & consistent.
Marketers cannot change consumers personalities
to meet their products.
But understanding which specific characteristics
bring in required responses, can help marketers to
appeal to these traits in their target audience.

5. Nature Of Personality
Personality Can Change
May be altered by major life events – birth of a child,
death of a loved one, personal tragedies – accident,
health problem, divorce, significant career
promotion.
Personality changes can also be part of maturing
process.
Women’s personality in general has been changing
faster.

6. Theories of Personality
Freudian Theory
Neo – Freudian Theory
Trait Theory

7. Freudian Theory
Personality consists of three interacting systems.
Id – related to physiological or impulsive needs to
which one seeks immediate satisfaction.
Super Ego – individuals internal expression of
moral / ethical codes of conduct; socio–cultural
forces.
Ego – The individuals conscious control. Functions
as an internal monitor that attempts to balance the
impulsive needs and socio cultural constraints.

8. Freudian Theory
Built on the premise that unconscious needs or
drives, especially sexual and other biological drives
are at the heart of human motivation – secret
motives.
Id
System 1
Ego
System 3
Super Ego
System 2
Gratification

9. Although Ego is capable of resolving many
of the conflicts that arise between the
personality components, ------- there are
certain occassions when no solutions could
be achieved, leading to tensions within
Defense mechanisms are unconsciously
determined techniques for avoiding or
escaping from such high levels of tension.

10. Defense Mechanisms
Repression: resolving conflict by minimizing aspects
of the conflicting situation.
(conflict about watching sporting event which brings in
violent and entertaining aspects. As ego cannot reach the
compromise, the individual will work to reduce the violent
aspects of the sport in his mind).
Projection: feelings generated by individual’s id or
super ego is ascribed to another person or group;
(a persons disregard for others who constantly purchase
products and display them can be from their own desire to
engage in same behavior).

11. Identification: the individual unconsciously
imitates the behavior of another person who
has successfully handled a similar conflict.
Vijay Mallya appearing in ads which says, “I
enjoy my drink, but I never drive after I drink”.
Reaction Formation: unconscious feelings held
toward others are consciously expressed as
opposites. … a partner who is un-loyal might
actually purchase many gifts for the other
person.

12. Neo Freudian Personality Theory
Social relationships are fundamental to formation
of personality (Freud - impulsive and sexual in
nature)
Three personality Groups
1. Compliant Individuals – those who move towards
others (desire to be loved, wanted and appreciated).
2. Aggressive Individuals – those who move against
others (desire to excel / win admiration).
3. Detached Individuals- those who move away
from others (desire independence, self reliance, self
sufficiency - freedom from obligation)

13. Trait Theory
Departure from qualitative measures that
typify the earlier theories.
Quantitative or empirical in approach.
Measurement of personality in terms of
specific psychological characteristics called
‘traits’.
Checks personality traits related to how
consumer makes his choices ----

14. The trait theory is based on three
assumptions.
1. Individuals possess relatively stable
behavioral tendencies.
2. Different people differ in the degree to
which they possess these tendencies.
3. When identified and measured, these
relative differences between individuals are
useful in characterizing their personalities.

15. Personality Traits
1. Consumer Innovativeness:
Nature and boundaries of a consumers willingness to
innovate
2. Dogmatism:
Trait that measures the degree of rigidity (vs.
openness) that they show toward an information that
is contrary to their own established beliefs.
3. Social Character:
Ranges from inner-directedness to other
directedness. Inner directed consumers tend to rely
on their own inner values while evaluating new
products. While outer-directed tend to look for
other’s opinion.

16. Personality Traits (contd.)
4. Need for uniqueness: for such people, conformity
to others expectations or standards either in
appearance or in their possessions is something to
be avoided.
5. Optimum Stimulation Level: Some people prefer
a simple, uncluttered and calm existence (whereas
others prefer complex and unusual experiences).
High OSL is linked to greater willingness to risks, try
new products ….
6. Sensation Seeking: characterized by the need for
varied, novel and complex experiences and
willingness to take physical and social risks.

17. Brand Personality
Consumers attribute various descriptive personality
like traits to different brands in a wide variety of
product categories.
Volvo – representing safety / family orientation
Levi’s 501 jeans – dependable, rugged & American
BMW - performance driven
Nivea – Mild and caring
Nike - the athlete in all of us.

18. Brand Personality
Sincerity
Down-to-earth
Honest
Wholesome
Cheerful
Excitement
Daring
Spirited
Imaginative
Up-to-date
Competence
Reliable
Intelligent
successful
Sophistication
Upper class
Charming
Ruggedness
Tough
Outdoorsy

19. Is defined as the totality of individuals thoughts and
feelings having reference to him/ her as an object.
Life style, in many ways, is an outward expression of
ones self-concept.

20. Self Concept - Theory
Holds that an individuals have a concept of self
based on who they think they are (the actual self)
………… and a concept of who they think they would
like to be (the ideal self).
Related to two key concepts of psycho-analytic
theory, the ego and the super ego.
Ego is similar to one’s objective reality, so its similar
to actual self.
Superego is defined by the way things should be and
hence can be seen as a reflection of ideal self.

21. Actual Self
There is no one actual self.
Consumers have various role identities –
mother, wife, working woman, volunteer etc.
One of these roles is dominant in specific
situations. This particular role affects the
behavior (dressing style, talking, way they
conduct etc)
The mixture of individuals roles makes up
the individual self.

22. Studies have confirmed that consumers buy
products related to their self concept.
Dolich – studied buying of beer, cigarettes, soaps
and tooth paste and found that respondents tend to
prefer brands they rate similar to themselves.
The same is in the case of automobiles too.
Marketing takeaways: the concept of ‘actual self’,
says that image consumers have of themselves
influences their purchases.
They attain ‘self consistency’, by buying products
they perceive as similar to their self-concept

23. Product
(Brand
Image)
Consumer
(self concept)
Relationship
Between
self concept &
brand image
Behavior
Seek products and
Brands that
improve/ maintain
self concept.
Satisfaction
Purchases
Contribute to
Desired self
concept
Reinforces Self-Concept

24. Ideal Self
Concept of ideal self relates to ones self
esteem.
The greater the difference between the actual
self and the ideal self, the lower an individuals
self esteem.
Dissatisfaction with actual self, will end up in
purchases of such products that they think will
enhance their ‘self-esteem’.
A woman who would like to be more modern,
efficient and imaginative will use different
perfumes, deodorant or shop at different
stores than a woman who want to be
warm/attractive.

25. (Marsh L Richins) – advertising themes and
images often increase the discrepancy
between the real and ideal selves.
Ads that features beautiful models and
luxurious life styles leaves a sense of
inadequacy based on a comparison of their
real self with idealized self.
Average fashion model is 5’9’’ tall and weighs
55 kgs. But the average Indian Woman is 5’2’’
tall and weighs 65 kgs.

26. The desire for both self consistency and self
esteem can be conflicting.
Generally consumers buy products that conform
to their actual self image. But if they are lower in
their self esteem they are more likely to be
converted by appeals to fantasy that portray an
idealized self …..…. the alluring woman, the lone
biker on Bajaj Discover or well groomed male in
Vimal suiting.
Buying to achieve an unrealizable self image can
lead to compulsive purchasing behavior (frequent
buying to overcome the discrepancy between the
real and the ideal self).

27. Actual Self
Concept
Ideal Self
Concept
Private
Self
Socia
l Self
Actual Self
How I actually
see myself
Ideal self
How I would like
to see myself
Social Self
How others
actually see me
Ideal Social Self
How I would like
others to see me.

28. In different contexts, consumer’s behavior
might be guided by different self concepts.
Daily use items including consumer durables
purchase will be more guided by actual self
concept.
Socially conspicuous products or status
products will be guided by social self image.
Fantasy products cosmetics, fashion items or
accessories will be guided by ideal self image
or ideal social self image.

29. Extended Self
Not only does our self image influence the
products we choose, but the products (of
symbolic value) we possess frequently
influence our self image.
Extended self incorporates some of our more
important possessions into our self concept.
We are what we wear, and what we use.
“People seek, express, confirm and ascertain
a sense of being through what they have”.

30. The symbolic role that products play in
shaping the consumer’s self concept.
Marketers have understood the role of
product collections in projecting an image.
Advertising for jewelry might show
fashionably dressed models or expensive
automobiles ….. And ads for clothing might
show jewelry.
This brings in opportunity for co-branding

31. Life style, in many ways, is an outward expression of
ones self-concept.
Life style it can be viewed as a unique pattern of
living which influences and reflected by one’s buying
habits.
Psychographics may be viewed as the method of
defining lifestyle in measurable terms.

32. The Nature Of Lifestyles
Lifestyle variables are defined by how people spend their
time (activities), what they consider important in their
environment (interests), and what they think of
themselves and the world around them (opinions).
Activities:- Work, Hobbies, Social Events, Vacation,
Entertainment, Club Membership
Interests:- Family, Home, Job, Community, recreation,
Fashion
Opinions:- Personal Relations, Social issues, politics,
Business, Economics, Education

33. PSYCHOGRAPHICS, VALUES &
LIFESTYLES
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34. LIFESTYLE DEFINITION
Lifestyle (Also known as psychographics):
Consumers’ modes of living reflected in their
activities,
interests & opinions
 Source:- Henry Assael: CONSUMER BEHAVIOUR AND MARKETING ACTION, Kent Publishing Co.
Activities: How people spend their time
Interests: What people consider important in their
environment
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35. LIFESTYLE DEFINITION
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36. Activities
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ACTIVITIES
Work
Hobbies
Social events
Shopping
Sports
Entertainment
Vacation
Club
Membership

37. Interests
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INTERESTS
Job
Family
Community
Fashion
Media
Achievement
Home
Food

38. Opinions
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OPINIONS
Personal
Relations
Social
issues
Business
Economics
Products
Education
Politics
Future

39. LIFESTYLE IMPACTS
• What type of buying behaviour is preferred?
• Foundation of time use & time preferences
• Patterns of consumption are based on lifestyle
• People sort themselves into groups based on what
they like to do – sports, reading, fishing, music
enthusiasts
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40. Value & Lifestyle Survey - VALS
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Principle
oriented
Status
oriented
Action
oriented

41. VALS
• Innovators: Successful, sophisticated
• Thinkers: Mature, Satisfied, Comfortable &
Reflective
• Believers: Strong Principles, Proven Brand
• Achievers: Career Oriented, Practical, Premium
Products
• Strivers: Trendy, Funny Material Wealth
• Experiencers: Impulsive, Young, Active, Seek Risk
• Makers: Constructive, Self-sufficient
• Survivors: Narrow-focussed Life, Concern about
Safety & Security
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Ideals
Motivate
d
Achieveme
nt
Motivated
Self-
expression
Motivated