1. Chapter 4 Personality, Self-Image, and Life Style
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
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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’
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3. Copyright © 2006 Pearson Education Canada Inc.
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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4. The Nature of Personality
Personality reflects individual differences
Personality is consistent and enduring
Personality can change
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5. 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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6. 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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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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9. 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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10. 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
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11. 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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12. 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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14. 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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15. 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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17. 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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18. Research Insight: From Consumer Materialism to Compulsive Consumption
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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19. 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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20. 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 dependable and rugged
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(continued)
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Figure 4-11 (continued)
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25. 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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27. Different Self-Images
Actual Self-Image
Ideal Self-Image
Social Self-Image
Ideal Social
Self-Image
Expected
Self-Image
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28. 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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29. 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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30. 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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33. 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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34. 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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35. 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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36. Life Styles and Marketing Strategy
Use life styles for segmentation and positioning
Develop media campaigns based on consumer life styles
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