This document discusses theories of personality and self-concept and how they affect consumption patterns. It covers Freudian theory which views personality as consisting of the id, ego, and super-ego. Trait theory measures specific psychological traits. Self-concept includes the actual self and ideal self. People seek products that reinforce their self-image or help achieve their ideal self. Lifestyle reflects one's self-concept and influences buying habits.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
Personality can be defined as the sum total of ways in which an individual interacts with people and reacts to situations.
The term personality has been derived from Latin word ‘persona’ which means ‘to speak through’. This Latin term denotes the masks which actors used to wear in ancient Greece and Rome.
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
9/19/2011 Self-Concept in Consumer BehaviorWalid Abraz
Date: 9/19/2011
Course: MK617 Consumer Behavior
Assignment: Self-Concept in Consumer Behavior
Description: “Every product you purchase reflects who you really are”
A critical review of Joseph Sirgy article about Self-Concept in Consumer Behavior.
For this assignment, students were presented some definitions and theories about Self-Concept in Consumer Behavior. This included the definition of the Image product, the process of identification, congruity and incongruity, but also some self-concept measurements practices.
Personality can be defined as the sum total of ways in which an individual interacts with people and reacts to situations.
The term personality has been derived from Latin word ‘persona’ which means ‘to speak through’. This Latin term denotes the masks which actors used to wear in ancient Greece and Rome.
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
9/19/2011 Self-Concept in Consumer BehaviorWalid Abraz
Date: 9/19/2011
Course: MK617 Consumer Behavior
Assignment: Self-Concept in Consumer Behavior
Description: “Every product you purchase reflects who you really are”
A critical review of Joseph Sirgy article about Self-Concept in Consumer Behavior.
For this assignment, students were presented some definitions and theories about Self-Concept in Consumer Behavior. This included the definition of the Image product, the process of identification, congruity and incongruity, but also some self-concept measurements practices.
Social comparison theory was first proposed in 1954 by psychologist Leon Festinger and suggested that people have an innate drive to evaluate themselves, often in comparison to others. One of the key ways in which People make judgments about themselves, is through social comparison, or analyzing the self in relation to others.
Family and its Influence : Consumer BehaviorKaushik Deb
With the exception of those very few people who are classified as hermits, most individuals interact with other people on daily basis, especially with members of their own families. The family commonly provides the opportunity for product exposure and trial and imparts consumption values to its members. As a major consumption group, the family is also a prime target for many product and services.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making.
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India.
Unit 2 motivation, personality, consumer's perception, learning & attitud...viveksangwan007
Motivation: Nature and Types of Motives, Process of motivation, types of Needs. Personality: Theories, Product Personality, Self Concepts. Consumer Perception: Concept and Elements of Perception, Consumer Imagery, Perceived Risk. Consumer Learning:Behavioural and Cognitive Learning Theories. Consumer Attitude: Functions of Attitude and Sources of Attitude Development, Attitude formation Theories (Tricomponent, Multi attribute and Cognitive Dissonance), Attitude Change Strategies.
Personality and self concept- Studying Consumer Behaviour Nupur Agarwal
Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.
This contain impact of psychological determinants like needs , Customer motivation,consumer personality,Brand personality,consumer perception,consumer learning,consumer attitude on the consumer decision making or buying behaviour
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making.
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
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. (Indica V2 Ad)
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 – ulterior
motives.
Id Ego
Gratification System 1 System 3
Super Ego
System 2
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 disdain 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.
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 amalgam 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) Behavior Satisfaction
Relationship Seek products and Purchases
Between Brands that Contribute to
self concept & improve/ maintain Desired self
brand image self concept. concept
Consumer
(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 swayed
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 Ideal Self
Concept Concept
Private Actual Self Ideal self
Self How I actually How I would like
see myself to see myself
Socia Social Self Ideal Social Self
l Self How others How I would like
actually see me 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 constellations 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