1 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6 2 Personality, Lifestyles, and the Self- Concept

2 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2 Learning Outcomes Define personality and know how various approaches to studying personality can be applied to consumer behavior. Discuss major traits that have been examined in consumer research. Understand why lifestyles and psychographics are important to the study of consumer behavior. Comprehend the role of the self-concept in consumer behavior. Understand the concept of self-congruency and how it applies to consumer behavior issues. LO 1 LO 2 LO 3 LO 4 LO 5

3 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Personality The totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to his or her environment.

4 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Personality Qualities ▮ Unique to an individual ▮ Can be conceptualized as a combination of specific traits or characteristics ▮ Traits are relatively stable and interact with situations to influence behavior ▮ Specific behaviors can vary across time ©MIKE KEMP/RUBBERBALL/JUPITER IMAGES

5 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 5 Psychoanalytic Approach to Personality ▮ Sigmund Freud – human behavior is influenced by an inner struggle between various systems within the personality system.

6 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6 Psychoanalytic Approach ▮ Applicable to both motivation and personality inquiry Id - Focuses on pleasure-seeking and immediate gratification Superego - Works against the id by motivating behavior that matches societal norms and expectations Ego - Focuses on resolving the conflicts between the id and the superego

7 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Motivational Research Era Researchers utilized tools such as depth interviews and focus groups to improve their understanding of inner motives and needs.

8 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 Motivational Research Era ▮ Applied psychoanalytic tools to try and identify explanations for behavior. ▮ 1 st attempt to apply Freud’s research ▮ Ernest Dichter ▮ Proved disappointing in developing compelling, practical CB theories or guidelines for marketing actions.

9 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 9 Trait Approach to Personality ▮ Trait - A distinguishable characteristic that describes one’s tendency to act in a relatively consistent manner ▮ Multiple approaches available for consumer researchers

10 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10 Multiple Approaches to Personality ▮ Nomothetic perspective Focuses on particular variables, or traits, that exist across a number of consumers The trait approach takes a nomothetic approach to personality ▮ Idiographic perspective Focuses on the total person and the uniqueness of his or her psychological makeup

11 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 11 Multiple Approaches to Personality ▮ Single-trait approach The focus of the researcher is on one particular trait ▮ Multiple-trait approach Combinations of traits are examined and the total effect of the collection of traits is considered

12 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 12 Major Traits Studied in CB ▮ Value consciousness Tendency for consumers to focus on maximizing what is received from a transaction as compared to what is given ▮ Materialism Extent to which material goods are important in a consumer’s life

13 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13 Important Traits Studied ▮ Innovativeness Degree to which consumers are open to new ideas How quickly consumers adopt to buying new products, services, or experiences early in their introduction ▮ Need for cognition Degree to which consumers tend to engage in effortful cognitive information processing

14 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 Important Traits Studied ▮ Competitiveness Defined as an enduring tendency to strive to be better than others ▮ Self-monitoring Tendency for consumers to observe and control behavior in ways that agree with social cues and influence

15 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 6-2

16 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 6-2

17 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 17 Hierarchical Approaches ▮ Begin with the assumption that personality traits exist at varying levels of abstraction Specific traits - Tendencies to behave in very well-defined situations  For example - Bargaining proneness Broad traits - Behaviors that are performed across many different situations  For example - Extroversion

18 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 6-2

19 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 19 Personology Approach ▮ Combines personality theory and motivation Allows consumer researchers to better understand the uniqueness of the individual consumer Combines information on traits, goals, and even consumer life stories

20 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Lifestyles Refer to the ways consumers live and spend their time and money. Useful in identifying viable market segments

21 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 21 Psychographics ▮ Way consumer lifestyles are measured ▮ Survey consumers using AIO statements Used to gain an understanding of consumers’ activities, interests, and opinions

22 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 22 VALS ▮ Stands for “Values and Lifestyles” ▮ VALS 2 - Current approach ▮ Classifies consumers into: Eight distinct segments based on resources available to the consumer Primary motivations

23 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 6-3

24 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 6-3

25 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 25 PRIZM Geodemographics ▮ Potential Ratings Index by ZIP Market ▮ Based on premise that people with similar backgrounds and means tend to live close to one another and emulate each other’s behaviors and lifestyles. “Birds of a feather... ” ▮ 66 segments

26 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Self-Concept Refers to the totality of thoughts and feelings that an individual has about him or her self.

27 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 27 Self-Concept ▮ According to a symbolic interactionism perspective Consumers agree on the shared meaning of products and symbols ▮ Semiotics - Study that relates to the symbolic interactionism Study of symbols and their meanings

28 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 28 Self-Concept ▮ Actual self ▮ Ideal self ▮ Social self ▮ Ideal social self ▮ Possible self ▮ Extended self

29 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Cyber Self Nearly ¾ of online teens and young adults are on social networking sites, sometimes several times per day. Often inappropriate information is posted to these sites. (Remember: what you post stays online for a long time.)

30 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Self-Esteem Refers to the positivity (or negativity) of an individual’s self-concept. IMAGE COURTESY OF THE ADVERTISING ARCHIVES

31 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 31 Comment: A study found that 72% men/ 85% women were unhappy with at least one aspect of their appearance.

32 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 32 Body Esteem ▮ “What is beautiful is good” stereotype; often physical appearance strongly impacts individual self esteem. “Halo effect” ▮ Favorable physical features Attractive faces Good health and youth Balance/symmetry

33 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 33 Ideals of Beauty Over Time ▮ How prevalent is the Western ideal of beauty among your peers? ▮ Specific “looks”/ideals of beauty Early 1800s: delicate/”looking ill” appearance, 18- inch waistline (use of corsets) 1890s: voluptuous, lusty woman 1990s: “waif” look Modern women (and men?): high heels, body waxing, eyelifts, liposuction

34 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 34 Ideals of Beauty Over Time

35 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 35 Beauty Over Time ▮ Media & marketing communicate standards of beauty Barbie dolls: unnatural ideal of thinness Dove campaign ▮ Plus-sized apparel market ▮ Strongly masculine, muscled body for men

36 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 36 Working on the Body ▮ Products/services promise to alter physical self/self-concept ▮ Fattism (worldwide) Increasing worldwide obesity rates Discussion: Should fast- food restaurants be liable if customers sue them for contributing to their obesity?

37 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 37 Body Image Distortions ▮ To some, body quality reflects self-worth (particularly among women) ▮ Distorted body image is linked to eating disorders among females Anorexia, bulimia ▮ Body dysmorphic disorder & males Steroid scandals GI Joe/Batman action figures

38 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 38 Body Decoration & Mutilation ▮ Decorating the self… Separates group members from nonmembers Places the individual in the social organization Provides a sense of security ▮ Tattoos & body piercing Historically associated with social outcasts Now a fashion statement

39 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Self-Congruency Theory Proposes that much of consumer behavior can be explained by the congruence (match) between a consumer’s self-concept and the image of typical users of a focal product.

40 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 40 Segmentation and Self- congruency ▮ Marketers use self-congruency theory to segment markets: Into groups of consumers who link high self-concept congruence with their product image

41 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 41 Consumer Identity and Product Ownership ▮ Beyond consumer-product congruity Some consumers view brands much more intensely ▮ Some researchers suggest that brands are used to express and validate consumer identity

42 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 42 Organizational Identification ▮ Presence of organizational identification When consumers feel very close to organizations