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Chapter 4
Personality, Self-Image, and
Life Style

Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006
Pearson Education Canada Inc

1

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’
http://www.dove.ca

Copyright © 2006 Pearson Education

4-2

What Is Personality?
The inner psychological characteristics
that both determine and reflect how a
person responds to his or her
environment.


4-3

The Nature of Personality
 Personality

reflects individual

differences
 Personality is consistent and
enduring
 Personality can change

4-4

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


4-5

 Neo-Freudian

personality theory

– Social relationships are fundamental to
the formation and development of
personality
– e.g., CAD theory


4-6

Horney’s CAD Theory
 Using

the context of child-parent
relationships, individuals can be
classified into:
– Compliant individuals
– Aggressive individuals
– Detached individuals


4-7

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).

4-8

Theories of Personality –
Cont’d
 Cognitive


– Personality as differences in cognitive
processes (how consumers process and
react to information)


4-9

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

4-10

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

4-11

Theories of Personality –
Cont’d
 Trait

theory

– Quantitative approach to personality as a
set of psychological traits
– Single-trait or multiple-trait theories


4-12


4-13

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


– “Addicted” or “out-of-control” consumers

4-14

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


4-15

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


4-16

Consumer Ethnocentrism
 Ethnocentric

consumers feel it is
wrong to purchase foreign-made
products
 They can be targeted by stressing
nationalistic themes


4-17

Research Insight: From Consumer
Materialism to Compulsive
Consumption
 Consumer

materialism

– The extent to which a person is considered
“materialistic”
 Fixed


– Consumers fixated on certain products or
categories of products
 Compulsive


– “Addicted” or “out-of-control” consumers

4-18

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


4-19

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.

4-20

Brand Personality
 Personality-like

traits associated with

brands
 Volvo - safety
 Perdue - freshness
 Nike - the athlete
 BMW - performance
 Levi’s 501 - dependable and rugged

4-21


4-22

(continued)


4-23

Figure 4-11 (continued)


4-24

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

4-25

Self and Self-Image
 Self-image:

A person’s perceptions of

his/her self
 People have multiple selves
– Different selves in different situations


4-26

Different Self-Images
Actual SelfImage

Ideal Self-Image

Ideal Social
Self-Image

Social Self-Image

Expected
Self-Image

4-27

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


4-28

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


4-29

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

4-30


4-31

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

4-32

Internet Insight: Virtual Self
 Online

individuals have an opportunity
to try on different personalities
 Virtual personalities may result in
different purchase behaviour


4-33

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


4-34

Life Style and Psychographics
 Psychographic

Segmentation

– Segmenting consumers on the basis of
their activities, interests and opinions
 Psychographic-demographic

profiles
 Geodemographic segmentation


4-35

Life Styles and Marketing
Strategy
 Use

life styles for segmentation and
positioning
 Develop media campaigns based on
consumer life styles


4-36

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