CB Personality

Consumer Behaviour
Ms. Yukti Ahuja
Personality, Self-Image, and
Life Style

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Jagan Institute of Management Studies (JIMS) www.JimsIndia.org
 Do you see yourself as beautiful?
Opening Vignette
• Most ads portray an ideal image that is unattainable
• Only1% of all women see themselves as beautiful
• Dove’s ‘Campaign for Real Beauty’

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The inner psychological characteristics that determine and reflect how a person
responds to his or her environment.
What Is Personality?

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

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Psychoanalytic personality theory
• Based on the idea that adult behaviour is a reflection of childhood experiences
• Sigmund Freud believed that unconscious thoughts controlled the conscious mind and this
plays a significant role in developing our personalities
• This is very much linked to the concepts of human motivation and drives

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Application of Freud’s ideas in marketing:
• Appeal to underlying motivations and drives, e.g.:
 Underlying sexual connotations in ads
 Show glamorous people using the product - appealing to social acceptance of the
product rather than its practical uses
Psychoanalytic personality theory
• Communicate message that anxiety may be reduced
with the use of a particular product/service

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• A trait is a personality characteristic, e.g. outgoing or shy
• Marketers can use this information to identify characteristics of a certain market segment
• Trait theories attempt to identify and categorise personality characteristics
Trait theories of personality

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• Openness to experience
 Interest in new things
Trait theories of personality
• Conscientiousness
 How methodical you are
• Extroversion/introversion
 Degree of sociability
• Agreeableness
 Extent of a person’s social ‘likeability’
• Neuroticism
 Perceived emotional stability

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Neo-Freudian personality theory
 Social relationships are fundamental to the formation and development of
personality
 e.g., CAD theory
Theories of Personality

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• Using the context of child-parent relationships, individuals can be classified into:
 Compliant individuals
 Aggressive individuals
 Detached individuals
Horney’s CAD Theory

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• 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).
CAD theory
• 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 – Cont’d
• Trait theory
 Quantitative approach to personality as a set of psychological traits
 Single-trait or multiple-trait theories

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• The degree to which consumers are receptive to new products, new services or new
practices.
Consumer Innovativeness
• 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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• Based on the set of attitudes a person holds about themselves and is made up of self-
images and the evaluation of these images
Self-concept theory
• Self-concept is made up of two elements
 Self-image
 Self-esteem
• Our self-concept can vary across situations

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• The different aspects of self-image that influence buying behaviour include:
 Real self
How we perceive ourselves
 Ideal self
How we think we are perceived by others
 Social self
How others see us
Self-image and buying behaviour
• Consumers purchase products that reflect their sense of self

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• A consumer’s choice of fashion is a reflection of their personality - it is an outward
presentation of their self image
Self-image and fashion
• Highly materialistic consumers are more likely to engage in indulgent purchasing behaviour
 Their physical and material possessions convey ‘status, success and prestige’

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• Possessions seen as for one’s identity
Consumer Materialism
• 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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Ethnocentric consumers feel it is wrong to purchase foreign-made products
Consumer Ethnocentrism
They can be targeted by stressing nationalistic themes

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• Fixed consumption behaviour
 Consumers fixated on certain products or categories of products
Research Insight: From Consumer Materialism to
Compulsive Consumption
• Consumer materialism
 The extent to which a person is considered “materialistic”
• 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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 I am often impulsive in my buying behaviour
Sample Items to Measure Compulsive Buying
 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.
 When I have money, I cannot help but spend part or the whole of it.
 I am one of those people who often responds to direct mail offers.
 I have often bought a product that I did not need, while knowing I had very little money left

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Different Self-Images
Actual Self-Image Ideal Self-Image
Ideal Social
Self-Image
Social Self-Image
Expected
Self-Image

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• Actual Self-Image
 How you see your self
Different Self-Images
• 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

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• Expected Self-Image
 How you expect to be in the future
Different Self-Images- Cont’d
• “Ought-to” Self
 The qualities that you think you should possess

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• If actual and ideal self-images are different, consumers may use products to alter their
selves
Altering Self Images
• Personality vanity: self interest or admiration for one’s own appearance/achievements

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• Use self-concept for segmentation and positioning
Self Concept and Marketing Strategy
• Market to consumers’ actual or ideal self-images
 Depends on the nature of the product
• Use self-concept for segmentation and positioning

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• Psychographic Segmentation
 Segmenting consumers on the basis of their activities, interests and opinions
Life Style and Psychographics
• Psychographic-demographic profiles
• Geodemographic segmentation

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• Use life styles for segmentation and positioning
Life Styles and Marketing Strategy
• Develop media campaigns based on consumer life styles

Jagan Institute of Management Studies

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About JIMS
JIMS Rohini is one of the leading MBA
institutes of Delhi. We impart professional
education both at post graduate and
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Our PGDM program is approved by the AICTE and is
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PGDM program has also been granted equivalence to
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JIMS, Rohini, Sector 5 also offers technical programs viz BBA,
BCA & MCA affiliated from GGSIPU.
Established in 1993, JIMS completed its 20 years of
Excellence in 2013. We offer excellent academic
structure, industry interaction and job opportunities.

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