Download Chapter 4: Personality, Self

Chapter 4
Personality, Self-Image, and
Life Style
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006
Pearson Education Canada Inc
1
Opening Vignette

Do you see yourself as beautiful?
 Only1% of all women see themselves as
beautiful
 Most ads portray an ideal image that is
unattainable
 Dove’s ‘Campaign for Real Beauty’
http://www.dove.ca
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What Is Personality?
The inner psychological characteristics
that both determine and reflect how a
person responds to his or her
environment.
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The Nature of Personality
 Personality
reflects individual
differences
 Personality is consistent and
enduring
 Personality can change
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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
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Theories of Personality
 Neo-Freudian
personality theory
– Social relationships are fundamental to
the formation and development of
personality
– e.g., CAD theory
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Horney’s CAD Theory
 Using
the context of child-parent
relationships, individuals can be
classified into:
– Compliant individuals
– Aggressive individuals
– Detached individuals
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4-7
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).
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Theories of Personality –
Cont’d
 Cognitive Theories
of Personality
– Personality as differences in cognitive
processes (how consumers process and
react to information)
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4-9
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
Copyright © 2006 Pearson Education Canada Inc.
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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, question-answer format
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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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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
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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
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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 do not lead to
greater happiness
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Consumer Ethnocentrism
 Ethnocentric
consumers feel it is
wrong to purchase foreign-made
products
 They can be targeted by stressing
nationalistic themes
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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
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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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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.
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Brand Personality
 Personality-like
traits associated with
brands
 Volvo - safety
 Perdue - freshness
 Nike - the athlete
 BMW - performance
 Levi’s 501 - dependable and rugged
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(continued)
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Figure 4-11 (continued)
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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
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Self and Self-Image
 Self-image: A person’s
perceptions of
his/her self
 People have multiple selves
– Different selves in different situations
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Different Self-Images
Actual SelfImage
Ideal Self-Image
Ideal Social
Self-Image
Social Self-Image
Expected
Self-Image
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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
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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
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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
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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
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Internet Insight: Virtual Self
 Online
individuals have an opportunity
to try on different personalities
 Virtual personalities may result in
different purchase behaviour
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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 self-image
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Life Style and Psychographics
 Psychographic
Segmentation
– Segmenting consumers on the basis of
their activities, interests and opinions
 Psychographic-demographic
profiles
 Geodemographic segmentation
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Life Styles and Marketing
Strategy
 Use
life styles for segmentation and
positioning
 Develop media campaigns based on
consumer life styles
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