Copyright Atomic Dog Publishing, 2002 Self-Image and Personality

Copyright Atomic Dog Publishing, 2002  It is the process through which consumers buy, consume, and dispose of products and services on the basis of their meaning to themselves and others.  Consumers buy and use goods and services for the utility/psychological benefits delivered and the things that they represent.  Therefore part of consumption is symbolic

Copyright Atomic Dog Publishing, 2002  Brand Image: the overall vision or position of a brand in the mind of the consumer. ◦ It is a combination of both tangible and intangible attributes ◦ Attributes are classified by the type of consumer benefits they deliver: utilitarian or functional, experiential or aesthetic (beauty, art, taste) and value-expressive.

Copyright Atomic Dog Publishing, 2002  Utilitarian or Functional ◦ Products that help consumers remove or avoid problems – e.g., a driver’s side air bag  Experiential or aesthetic (psychological) ◦ Products that satisfy sensory expectations --- e.g., the unique atmosphere of a fine restaurant, the way you feel in a new business suit

Copyright Atomic Dog Publishing, 2002  Self-image is the configuration of beliefs related to the self >self-image (or private self): it involves those images that one has of oneself about which one feels protective –how consumers see themselves  The self-consistency motive: doing things that are consistent with one’s own self-image

Copyright Atomic Dog Publishing, 2002  Ideal self-image: how consumer would like to be ◦ By acquiring products consistent with their ideal self-image, consumers may boost their self- esteem. Self-esteem motive is at work here.  Social self-image: how we believe other people see us ◦ The social consistency motive is present some examples are the modern, caring, practical, caring, energetic, self controlled, sensitive, carefree, reckless, etc..

Copyright Atomic Dog Publishing, 2002  Ideal social self-image: how consumers would like others to see them ◦ The social approval motive is working here: doing things that would cause others to think highly of them.

Copyright Atomic Dog Publishing, 2002  In the marketplace some products are viewed as “men’s” or “women’s”  Gender-typed product image targeted to match consumers’ gender-role orientation: ◦ Masculinity – independence, toughness, aggressiveness, competitiveness, achievement, rebelliousness ◦ Femininity – tenderness, sensitivity, dependence, compliance, cooperation

Copyright Atomic Dog Publishing, 2002  Body image is how people view their bodies, physical selves, and appearance.  Image is central to personal identity  Body image - actual vs. ideal

Copyright Atomic Dog Publishing, 2002  An individual’s response tendencies across situations and over time  People also have consumption-specific personalities  Trait approach to personality ◦ Personality formed based on person’s position on the general traits possessed by all people

Copyright Atomic Dog Publishing, 2002  Self-esteem – how one feels about him/herself, the level of regard for oneself ◦ High self-esteem  feeling good about oneself and expecting more  Dogmatism – the tendency of being closed- minded, seeing life in terms of black and white ◦ Less receptive to new or unfamiliar stimuli

Copyright Atomic Dog Publishing, 2002  Rigidity – being less flexible than others in tastes and preferences ◦ Rigidity correlates negatively with risk-taking behavior  Tolerance of ambiguity ◦ Willingness to deal with ambiguous (unclear best choice) purchase decisions ◦ Tolerant people gather information by shopping around (exploratory behavior)

Copyright Atomic Dog Publishing, 2002  Optimum stimulation level (OSL) –refers to the greater desire that some people have to explore the environment and to seek stimulation from others e.g. physically stimulating, emotionally energizing, exciting or novel, having potential to induce arousal.

Copyright Atomic Dog Publishing, 2002  Impulsiveness ◦ It is measured using 12 adjectives*: impulsive,self- controlled, extravagant, farsighted, responsible, restrained, easily tempted, rational, methodical, enjoy spending, and planner

Copyright Atomic Dog Publishing, 2002  Extroversion – refers to the extent to which people seek stimulation from the environment ◦ extroversion-introversion  Neuroticism –the tendency to experience negative affect anxiety, anger, envy, guilt, and depressed mood.anxietyangerenvyguiltdepressed mood

Copyright Atomic Dog Publishing, 2002  Need for cognition(the process of thought) – the tendency to think through purchase decisions more thoroughly than others ◦ Individuals high in need for cognition tend to process advertising arguments more extensively  Need for power – the motivation to impact, control, or influence others

Copyright Atomic Dog Publishing, 2002  Need for affiliation – the motivation to act, establish, restore, or maintain a close, warm, friendly relationship with others  Need for achievement – the motivation to perform on tasks to achieve excellence or to outperform others

Copyright Atomic Dog Publishing, 2002  The tendency of some consumers to be among the first to purchase new products within specific categories ◦ Diffusion of innovations ◦ Implications for the marketing of new products

Copyright Atomic Dog Publishing, 2002  An opinion leader is a person who is well versed in a product or service category ◦ Motivated to “spread the word” (positive or negative) ◦ Implications for the marketing technological innovations

Copyright Atomic Dog Publishing, 2002  This is the extent to which certain consumers feel confident about making decisions about products in a specific category (e.g., computers, automobiles) ◦ Implications for specialty products and specialty stores

Copyright Atomic Dog Publishing, 2002  This is the level of the consumer’s belief in his or her own performance capability or competence in relation to a product category ◦ Implications for the resistance to and adoption of technological innovations

Copyright Atomic Dog Publishing, 2002  It refers to what consumers perceive they know about the product in question.  It is measured by various statements designed to capture what the consumers perceive they know.  Subjective knowledge may correlate significantly and positively with measures of objective knowledge.

Copyright Atomic Dog Publishing, 2002  Coupon proneness – the tendency to redeem coupons by purchasing the advertised product or service  Value consciousness – the amount of concern the consumer has for need- satisfying properties of the product or service in relation to the price of that product or service  Deal proneness – the tendency to look for “deals”

Copyright Atomic Dog Publishing, 2002  Product-specific involvement – being emotionally involved in a particular product class or category  SOME EXAMPLES;  The ad of sandal soap encourages fantasizing “dream girl, me” >The ad Aqua-guard of a “caring mother” >Image oriented ads like the “OMEGA” endorsed by the Cindy Crawford/Rani Mukherjee for the BATA- “UNTAMED” >Emotional ad of the Ponds the visual communicates a feeling of joy