Copyright © 2006 Pearson Education Canada Inc
1
Chapter 4Personality, Self-Image, and
Life Style
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006 Pearson Education Canada Inc. 4-2
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 Canada Inc. 4-3
What Is Personality?
The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
Copyright © 2006 Pearson Education Canada Inc. 4-4
The Nature of Personality
Personality reflects individual differences
Personality is consistent and enduring
Personality can change
Copyright © 2006 Pearson Education Canada Inc. 4-5
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
Copyright © 2006 Pearson Education Canada Inc. 4-6
Theories of Personality
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. 4-7
Horney’s CAD Theory
Using the context of child-parent relationships, individuals can be classified into:– Compliant individuals– Aggressive individuals– Detached individuals
Copyright © 2006 Pearson Education Canada Inc. 4-8
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).
Copyright © 2006 Pearson Education Canada Inc. 4-9
Theories of Personality – Cont’d
Cognitive Theories of Personality– Personality as differences in cognitive
processes (how consumers process and react to information)
Copyright © 2006 Pearson Education Canada Inc. 4-10
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
Copyright © 2006 Pearson Education Canada Inc. 4-11
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
Copyright © 2006 Pearson Education Canada Inc. 4-12
Theories of Personality – Cont’d
Trait theory– Quantitative approach to personality as a
set of psychological traits
– Single-trait or multiple-trait theories
Copyright © 2006 Pearson Education Canada Inc. 4-13
Copyright © 2006 Pearson Education Canada Inc. 4-14
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
Copyright © 2006 Pearson Education Canada Inc. 4-15
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
Copyright © 2006 Pearson Education Canada Inc. 4-16
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
Copyright © 2006 Pearson Education Canada Inc. 4-17
Consumer Ethnocentrism
Ethnocentric consumers feel it is wrong to purchase foreign-made products
They can be targeted by stressing nationalistic themes
Copyright © 2006 Pearson Education Canada Inc. 4-18
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
Copyright © 2006 Pearson Education Canada Inc. 4-19
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
Copyright © 2006 Pearson Education Canada Inc. 4-20
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.
Copyright © 2006 Pearson Education Canada Inc. 4-21
Brand Personality Personality-like traits associated with
brands Volvo - safety Perdue - freshness Nike - the athlete BMW - performance Levi’s 501 - dependable and rugged
Copyright © 2006 Pearson Education Canada Inc. 4-22
Copyright © 2006 Pearson Education Canada Inc. 4-23
(continued)
Copyright © 2006 Pearson Education Canada Inc. 4-24
Figure 4-11 (continued)
Copyright © 2006 Pearson Education Canada Inc. 4-25
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
Copyright © 2006 Pearson Education Canada Inc. 4-26
Self and Self-Image
Self-image: A person’s perceptions of his/her self
People have multiple selves– Different selves in different situations
Copyright © 2006 Pearson Education Canada Inc. 4-27
Actual Self-Image
Ideal Self-Image
Ideal SocialSelf-Image
Social Self-Image
ExpectedSelf-Image
Different Self-Images
Copyright © 2006 Pearson Education Canada Inc. 4-28
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
Copyright © 2006 Pearson Education Canada Inc. 4-29
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
Copyright © 2006 Pearson Education Canada Inc. 4-30
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
Copyright © 2006 Pearson Education Canada Inc. 4-31
Copyright © 2006 Pearson Education Canada Inc. 4-32
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
Copyright © 2006 Pearson Education Canada Inc. 4-33
Internet Insight: Virtual Self
Online individuals have an opportunity to try on different personalities
Virtual personalities may result in different purchase behaviour
Copyright © 2006 Pearson Education Canada Inc. 4-34
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
Copyright © 2006 Pearson Education Canada Inc. 4-35
Life Style and Psychographics
Psychographic Segmentation– Segmenting consumers on the basis of
their activities, interests and opinions Psychographic-demographic profiles Geodemographic segmentation
Copyright © 2006 Pearson Education Canada Inc. 4-36
Life Styles and Marketing Strategy
Use life styles for segmentation and positioning
Develop media campaigns based on consumer life styles