1. You got me: Personality and self-perception in consumer behaviour -The case of LushBMA262 Consumer BehaviourTaihlaura Denman 173711Phoebe Wonder 996221

2. Lush and Self-imageThere 2 commodities that a customer buyswhen shopping at Lush; the physical productand the ethos behind the business.Classified as toiletries/cosmetics Lush products are non-essential items with cheaper alternatives on the market. The products offer afuture result of some kind and therefore contribute to a consumers Ideal Self-image or how they would like to see themselves.E.g. I want to feel sexy. So I will use a Sex Bomb Bath Bomb. Physical ProductEthos of the BusinessCustomer Motives Self-imageSocially conscious consumer actively support causeslifestyle choices aligned with beliefssees themselves as socially conscious and believeothers see them as social consciousactual self-image & social self-imageSocial follower consumer Adopts fad causesDesires to be perceived socially as progressive &popular, Broadcasts on social mediaIdeal social self imageMotive for Purchase EthosMotive for Physical Product Purchase 3. Lush and Freudian TheoryBehaviourThe sensual nature of the productstap into the Id system of Freudian Theory,as it the consumers desire for gratificationto look good and ultimately find a mate..The Lush Product Range:sensual, aromatic, colourful &texturalThe target market is socially aware, may realise that excessiveand non-essential consumption may have negativeramifications.E.g. Demand for palm oil has resulted in the extensiveclearing of natural wildlife habitat in South East Asia.Not wanting to be associated with such practices is animpulse of the Superego system.The method adopted by Lush to appeal to consumer id andappease the superego through their business ethos.Therefore the Ego system is making the ultimate choice topurchase the product. 4. Does the outcome of the behaviour achieve the initial motive?Or does it satisfy the egos attempt to balance id and superego?Which is more ethically responsible?Scenario 1: Cheapest liquid shampoo sold by Lush: I Love Juicy 500ml $32.95Scenario 2: Natures Organics Normal Hair Apple Fresh Shampoo 500ml $2.09 (coles.com.au)& Donate $30.86 directly to the charityCan you recognise any situations where your id and superegomay conflict? 5. Consumer InnovatorConsumer innovators are people who are willing to try a new productLush customer is very open minded andenthusiastic about trying new productsWhen a new product is released it will be sold outin the first 24 hoursHelps to create best seller products- DreamCream body lotionAre you a consumer innovator or non-innovator? 6. Personality traits of a consumerinnovator Low DogmatismVery eager to purchase the latest product and will tell othersabout the latest product through social mediaFacebook- 713,178Instagram- 525,000 followersTwitter Tagged in a tweet every three hours 7. Environmentally friendly Reducing landfill- paper bags Not testing products on animals Supporting charity with every purchase Standing up for social issues- illegal whaling in Japan-Soap to raise awarenessBy purchasing products at Lush you are making a choicebased on values, but a social choice that this is what youstand for, for all your friends and family to seeWHAT PRODUCTS DO YOU PURCHASE BASED ON VALUES? 8. BRAND PERSONALITYPersonality traits of human characteristics are linked to brandsLush illustrates it through there we believe mottoHappy, self-confident, trustworthy, kind, unique, honest, pleasantAnd interestingShows through their products creating individual personality- Melting marshmallow moment bath bomb- relaxing, fun, pleasant 9. Aaker Brand personality FrameworkMeasure a brand on a scale of 1 to 5 ( fivebeing more like that personality) to see whatthe characteristics the brand possessLush would be considered a five for sincerity,as they are about being honest, original andunique to their customersThey would also be considered excitementas they are about using your imagination tocreate something different with their products,by choosing the colour, shape and fragrance 10. WE BELIEVE IN MAKING EFFECTIVE PRODUCTS, FROM FRESH ORGANIC FRUIT ANDVEGETABLES, THE FINEST ESSENTIAL OILS AND SAFE SYNTHETICS.WE BELIEVE IN BUYING INGREDIENTS ONLY FROM COMPANIES THAT DO NOTCONDUCT OR COMMISSION TESTS ON ANIMALS AND IN TESTING OUT PRODUCTSON HUMANS.WE INVENT OUR OWN PRODUCTS AND FRAGRANCES, WE MAKE THEM FRESH*BY HAND USING LITTLE OR NO PRESERVATIVE OR PACKAGING, USING ONLYVEGETARIAN INGREDIENTS AND TELL YOU WHEN THEY WERE MADE.WE BELIEVE IN HAPPY PEOPLE MAKING HAPPY SOAP, PUTTING OUR FACES ONOUR PRODUCTS AND MAKING OUR MUMS PROUD.WE BELIEVE IN LONG CANDLELIT BATHS, SHARING SHOWERS MASSAGE, FILLINGTHE WORLD WITH PERFUME AND THE RIGHT TO MAKE MISTAKES, LOSEEVERYTHING AND START AGAIN.WE BELIEVE OUR PRODUCTS ARE GOOD VALUE, THAT WE SHOULD MAKE APROFIT AND THAT THE CUSTOER IS ALWAYS RIGHT.WE ALSO BELIEVE WORDS LIKE FRESH AND ORGANIC HAVE AN HONESTMEANING BEYOND MARKETING.