personality self-image and lifestyles

7/28/2019 Personality Self-Image and Lifestyles

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Personality, Self-Image and Lifestyles


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OBJECTIVES

A consumers personality influences the way he orshe responds to marketing stimuli.

Consumers lifestyles are key to many marketingstrategies.

Psychographics go beyond simple demographicsto help marketers reach different segments.

Identifying patterns of consumption is superior toknowledge of individual purchases when amarketer crafts a lifestyle marketing strategy.


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WHAT IS PERSONALITY?

A persons unique psychological makeup and how itconsistently influences the way a person respondsto his/her environment

NATURE

Reflects individualdifferences

Consistent and enduring

Can change


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THEORIES OF PERSONALITY

1. Freudian theory Unconscious needs or drives are at the heart

of human motivation

Three interacting systems

Id: primitive and impulsive drives

Superego: Individuals internal expressionof societys moral and ethical codes ofconduct

Ego: Individuals conscious control

Reality principle: ego gratifies the id in such a

way that the outside world will find acceptable


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2. Neo-Freudian personality theory

Social relationships are fundamental to theformation and development of personality

Viewed individuals as striving to overcome

feelings of inferiority & searching for new

ways to obtain love, security and brotherhood.

These feelings motivate the individuals to

perfect themselves and develop methods to

cope with anxieties. e.g., CAD theory


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Horneys CAD Theory

A CAD instrument was developed to measureconsumers interpersonal orientations

Reflected that different products and brands wereused by individuals having different personalitytypes.

Using the context of child-parent relationships,

individuals can be classified into: Compliant individuals

Aggressive individuals

Detached individuals


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CAD

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).


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3. Cognitive Theories of Personality

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

information)

Need for Cognition (NC)

A persons 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


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Visualizers Vs Verbalizers

A persons preference for information presented

visually or verbally

Visualizers require strong visual elements in ads Verbalizers prefer written information, print ads,

question-answer format


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4. Trait theory

Any distinguishing, relatively enduring way in whichone individual differs from another.

The concept of trait is based on three assumptions- Every individual possess relatively stable behavioral

tendencies

These tendencies differs in degrees in individuals

When identified and measured, they help incharacterizing personalities.


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Traits relevant to consumer behavior


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Consumer Innovativeness

The degree to which consumers are receptive tonew 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


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Consumer Materialism

The extent to which a person is considered

materialistic (the degree of consumersattachment to worldly possessions)

Possessions seen as forones 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


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Fixated consumption behaviour

Consumers fixated on certain products or

categories of products Consumers have

a deep interest in a particular object orproduct category

a willingness to go to considerable lengths tosecure items in the category of interest

the dedication of a considerable amount ofdiscretionary time and money to searching outthe product

Examples: collectors, hobbyists


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Consumer Ethnocentrism

The consumers likelihood to accept or reject the

foreign products

Ethnocentric consumers feel it is wrong to

purchase foreign-made products

They can be targeted by stressing nationalistic

themes


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Compulsive consumption behaviour

Addicted or out-of-control consumers

Eg:

1. When I have money, I cannot help but spend

part or the whole of it.2. As soon as I enter a shopping center, I have

an irresistible urge to go into a shop to buy

something.

3. I have often bought a product that I did not

need, while knowing I had very little money left.


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Brand Personality

Personality-like traits associated with brands

Volvo - safety

Perdue - freshness

Nike - the athlete

BMW - performance

Levis 501 - dependable and rugged


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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


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SELF AND SELF-IMAGE

The possible relationships between how individuals

perceive themselves and what behavior they

exhibit as consumers. Self-image: A persons perceptions of his/her self

People have multiple selves

Different selves in different situations


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DIFFERENT SELF-IMAGES

Actual Self-

ImageIdeal Self-Image

Ideal Social

Self-ImageSocial Self-Image

Expected

Self-Image


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PERCEIVED

SELF IMAGE

PECEIVED

BRAND

IMAGE

COMPARISON

PREFFERED

BRANDS

UNACCEPTA

BLE

BRANDS


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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 forones own appearance/achievements


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Internet Insight: Virtual Self

Online individuals have an opportunity to try on

different personalities

Virtual personalities may result in different purchasebehaviour


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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


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Life Style and Psychographics

Psychographic Segmentation

Segmenting consumers on the basis of their

activities, interests and opinions

Psychographic-demographic profiles

Geodemographic segmentation

Life Styles and Marketing Strategy

Use life styles for segmentation and positioning

Develop media campaigns based on consumer life

styles

personality self-image and lifestyles

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