© 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. Chapter 6 Personality, Lifestyles, and the Self-Concept 1

© 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. 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, psychographics, and demographics are important to the study of consumer behavior 2

© 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. Learning Outcomes Comprehend the role of the self-concept in consumer behavior Understand the concept of self-congruency and how it applies to consumer behavior issues

© 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 Totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to his or her environment

© 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

© 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. 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

© 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

© 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. Trait Approach to Personality Trait - Distinguishable characteristic that describes one’s tendency to act in a relatively consistent manner Multiple approaches available for consumer researchers

© 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. Multiple Approaches to Personality Nomothetic perspective Idiographic perspective Single-trait approach Multiple-trait approach

© 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. Important Traits Studied Value consciousness Materialism Innovativeness Need for cognition Complaint proneness Competitiveness Self-monitoring

© 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. 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 (e.g., bargaining proneness) – Broad traits - Behaviors that are performed across many different situations (e.g., extroversion)

© 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. 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

© 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. Brand Personality Appeal Refers to a brand’s ability to appeal to consumers based on the human characteristics associated with it – Should be perceived as having strong degrees of favorability, originality, and clarity

© 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 and Brand Relationships Overall quality of such relationships can be explained in terms of: – Love and passion – Self-connection – Commitment – Interdependence – Intimacy – Brand partner quality

© 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

© 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. Psychographics The way consumer lifestyles are measured – Survey consumers using AIO statements – Used to gain an understanding of consumers’ activities, interests, and opinions VALS PRIZM

© 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. Demographics Observable statistical aspects of populations including such factors as age, gender, or income Can be used in conjunction with psychographic analysis

© 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 Totality of thoughts and feelings that an individual has about him or her self

© 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 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

© 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 Actual self Ideal self Social self Ideal social self Possible self Extended self

© 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 Self-esteem - Positivity of an individual’s self- concept Body esteem - Positivity with which one holds their body image

© 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