consumer behavior ch4 personality, self image, and life style moghimi
DESCRIPTION
Consumer behavior, chapter 4, personality, self image, and lifestyleTRANSCRIPT
1© Pearson Education Inc
© Pearson Education Inc 2
Chapter 4Personality, Self-Image, and
Life Style
Bahman MoghimiMaster of Industrial Marketing & E-Commerce
Doctor of Business [email protected]
3
© Pearson Education Inc
4-4
Opening Vignette Do you see yourself as beautiful? Only1% of all women see themselves as beautiful... Because:
Most ads portray an ideal image that is unattainable
4-5
What Is Personality?pəːsəˈnalɪti/ noun. plural : personalities the combination of characteristics or qualities that
form an individual's distinctive character.
Personality arises from within and makes us who we are
The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
© Pearson Education [email protected]
4-6
The Nature of Personality Personality reflects individual differences Personality is consistent and enduring Personality can change
© Pearson Education Inc 4-7
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
© Pearson Education Inc 4-9
Theories of Personality Neo-Freudian personality theory
– Social relationships are fundamental to the formation and development of personality
– e.g., Karen Horney’s CAD Theory
Using the context of child-parent relationships, individuals can be classified into:– Compliant individuals– Aggressive individuals– Detached individuals
© Pearson Education Inc 4-10
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).
© Pearson Education Inc 4-11
Theories of Personality – Cont’d
Cognitive Theories of Personality– Personality as differences in cognitive
processes (how consumers process and react to information)
4-12
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
© Pearson Education Inc4-13
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
4-14
Theories of Personality – Cont’d
Trait theory– Quantitative approach to personality as a set of
psychological traits– Single-trait or multiple-trait theories
© Pearson Education Inc 4-17
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
© Pearson Education Inc 4-18
Consumer InnovativenessConsumer 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
© Pearson Education Inc 4-20
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 not lead to greater happiness
© Pearson Education Inc 4-22
Consumer Ethnocentrism Ethnocentric consumers feel it is wrong to purchase
foreign-made products They can be targeted by stressing nationalistic
themes
© Pearson Education Inc 4-23
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
© Pearson Education Inc 4-24
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
© Pearson Education Inc 4-25
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.
© Pearson Education Inc4-26
Brand Personality
Personality-like traits associated with brandsVolvo - safety Perdue - freshnessNike - the athlete BMW - performanceLevi’s 501 - dependable and rugged
© Pearson Education Inc [email protected]
© Pearson Education Inc [email protected]
4-30
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
http://blogs.constantcontact.com/fresh-insights/marketing-strategy-personality/
© Pearson Education Inc 4-31
Self and Self-Image Self-image: A person’s perceptions of his/her self People have multiple selves
– Different selves in different situations
© Pearson Education Inc 4-32
Actual Self-Image Ideal Self-Image
Ideal SocialSelf-Image
Social Self-Image
ExpectedSelf-Image
Different Self-Images
© Pearson Education Inc 4-33
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
© Pearson Education Inc 4-34
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
© Pearson Education Inc
4-35
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
© Pearson Education Inc [email protected]
© Pearson Education Inc 4-38
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
4-39
Internet Insight: Virtual Self
Online individuals have an opportunity to try on different personalities
Virtual personalities may result in different purchase behaviour
© Pearson Education Inc 4-40
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
© Pearson Education Inc 4-41
Life Style and Psychographics
Psychographic Segmentation– Segmenting consumers on the basis of
their activities, interests and opinionsPsychographic-demographic profilesGeo-demographic segmentation
© Pearson Education Inc 4-43
Life Styles and Marketing Strategy
Use life styles for segmentation and positioning
Develop media campaigns based on consumer life styles
44Address to download this file:
© Pearson Education Inc 45