Chapter 4 Personality Self-Image and Life Style Consumer

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Opening Vignette q Do you see yourself as beautiful? § Only 1% 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 Canada Inc. 2

Theories of Personality n 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 Copyright © 2006 Pearson Education Canada Inc. 5

Theories of Personality n Neo-Freudian personality theory – Social relationships are fundamental to the formation and development of personality – e. g. , CAD theory Copyright © 2006 Pearson Education Canada Inc. 6

Horney’s CAD Theory n Using the context of child-parent relationships, individuals can be classified into: – Compliant individuals – Aggressive individuals – Detached individuals Copyright © 2006 Pearson Education Canada Inc. 7

CAD theory n Compliant Personality – One who desires to be loved, wanted, and appreciated by others. n Aggressive Personality – One who moves against others (e. g. , competes with others, desires to excel and win admiration). n Detached Personality – One who moves away from others (e. g. , who desires independence, self-sufficiency, and freedom from obligations). Copyright © 2006 Pearson Education Canada Inc. 8

Theories of Personality – Cont’d n Cognitive Theories of Personality – Personality as differences in cognitive processes (how consumers process and react to information) Copyright © 2006 Pearson Education Canada Inc. 9

Need for Cognition (NC) n. A person’s craving for enjoyment of thinking n 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 Copyright © 2006 Pearson Education Canada Inc. 10

Visualizers Vs Verbalizers n. A person’s preference for information presented visually or verbally n Visualizers require strong visual elements in ads n Verbalizers prefer written information, print ads, question-answer format Copyright © 2006 Pearson Education Canada Inc. 11

Theories of Personality – Cont’d n Trait theory – Quantitative approach to personality as a set of psychological traits – Single-trait or multiple-trait theories Copyright © 2006 Pearson Education Canada Inc. 12

Trait Theories – Cont’d n Consumer materialism – The extent to which a person is considered “materialistic” n Fixed consumption behaviour – Consumers fixated on certain products or categories of products n Compulsive consumption behaviour – “Addicted” or “out-of-control” consumers Copyright © 2006 Pearson Education Canada Inc. 14

Consumer Innovativeness n The degree to which consumers are receptive to new products, new services or new practices. n 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 Copyright © 2006 Pearson Education Canada Inc. 15

Consumer Materialism n Possessions seen as for one’s identity n 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 Copyright © 2006 Pearson Education Canada Inc. 16

Consumer Ethnocentrism n Ethnocentric consumers feel it is wrong to purchase foreign-made products n They can be targeted by stressing nationalistic themes Copyright © 2006 Pearson Education Canada Inc. 17

Research Insight: From Consumer Materialism to Compulsive Consumption n Consumer materialism – The extent to which a person is considered “materialistic” n Fixed consumption behaviour – Consumers fixated on certain products or categories of products n Compulsive consumption behaviour – “Addicted” or “out-of-control” consumers Copyright © 2006 Pearson Education Canada Inc. 18

Fixated Consumption Behaviour n 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 n Examples: collectors, hobbyists Copyright © 2006 Pearson Education Canada Inc. 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. Copyright © 2006 Pearson Education Canada Inc. 20

Brand Personality n Personality-like traits associated with brands n Volvo - safety n Perdue - freshness n Nike - the athlete n BMW - performance n Levi’s 501 - dependable and rugged Copyright © 2006 Pearson Education Canada Inc. 21

Personality and Marketing Strategy n Identify relevant personality traits n Target consumers with the relevant personality traits n Develop promotional messages that appeal to consumers with specific personality traits n Develop a personality for the brand Copyright © 2006 Pearson Education Canada Inc. 25

Different Self-Images n Actual Self-Image – How you see your self n Ideal Self-Image – How you would like to see yourself n Social Self-Image – How you think others see you n Ideal Social Self-Image – How you would like others to see you » continued Copyright © 2006 Pearson Education Canada Inc. 28

Different Self-Images- Cont’d n Expected Self-Image – How you expect to be in the future n “Ought-to” Self – The qualities that you think you should possess Copyright © 2006 Pearson Education Canada Inc. 29

Possessions Act as Self-Extensions n By allowing the person to do things that otherwise would be very difficult n By making a person feel better n By conferring status or rank n By bestowing feelings of immortality n By endowing with magical powers Copyright © 2006 Pearson Education Canada Inc. 30

Altering Self Images n If actual and ideal self-images are different, consumers may use products to alter their selves n Personality vanity: self interest or admiration for one’s own appearance/achievements Copyright © 2006 Pearson Education Canada Inc. 32

Internet Insight: Virtual Self n Online individuals have an opportunity to try on different personalities n Virtual personalities may result in different purchase behaviour Copyright © 2006 Pearson Education Canada Inc. 33

Self Concept and Marketing Strategy n Use self-concept for segmentation and positioning n Market to consumers’ actual or ideal self-images – Depends on the nature of the product n Promote products as ways of altering or extending self-image Copyright © 2006 Pearson Education Canada Inc. 34

Life Style and Psychographics n Psychographic Segmentation – Segmenting consumers on the basis of their activities, interests and opinions n Psychographic-demographic profiles n Geodemographic segmentation Copyright © 2006 Pearson Education Canada Inc. 35