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

Chapter 4
Personality, Self-Image, and
Life Style

Bahman Moghimi
Master of Industrial Marketing & E-Commerce
Doctor of Business Administration
B.Moghimi@yahoo.co.uk

© Pearson Education Inc

2

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

4-4

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.


4-5

The Nature of Personality




Personality reflects individual differences
Personality is consistent and enduring
Personality can change

4-6

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


4-7

Psychodynamics of the Personality


4-8

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


4-9

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).


4-10

Theories of Personality – Cont’d
 Cognitive Theories

of Personality

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



4-11

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


4-12

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, questionanswer format



4-13

Theories of Personality – Cont’d
 Trait theory
– Quantitative approach to personality as a set of
psychological traits
– Single-trait or multiple-trait theories

4-14

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


4-17

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


4-18

Individual Innovativeness Theory


4-19

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



4-20

Consumer Ethnocentrism



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



4-22

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


4-23

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



4-24

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.


4-25

Brand Personality


Personality-like traits associated with brands

Volvo - safety
Perdue - freshness
Nike - the athlete
BMW - performance
Levi’s 501 - dependable and rugged



4-26



4-27



4-29

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.constantc
ontact.com/freshinsights/marketingstrategy-personality/


4-30

Self and Self-Image



Self-image: A person’s perceptions of his/her self
People have multiple selves
– Different selves in different situations



4-31

Different Self-Images
Actual SelfImage

Ideal Self-Image

Ideal Social
Self-Image

Social Self-Image

Expected
Self-Image


4-32

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


4-33

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



4-34

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



4-35

Useful Further Study))

((


4-36



4-37

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



4-38

Internet Insight: Virtual Self
Online individuals have an opportunity to try on
different personalities
 Virtual personalities may result in different purchase
behaviour


4-39

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 selfimage



4-40

Life Style and Psychographics
 Psychographic Segmentation

– Segmenting consumers on the basis of
their activities, interests and opinions
 Psychographic-demographic profiles
 Geo-demographic



segmentation

4-41

Life Styles and Marketing Strategy

 Use

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



4-43

44

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