Consumer Behaviour class paper
Personality, Lifestyles, and the Self-Concept
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
Define personality and know how various approaches to studying personality can be applied to consumer behavior.
Discuss major traits that have been examined in consumer research.
Understand why lifestyles, psychographics, and demographics are important to the study of consumer behavior.
Comprehend the role of the self-concept in consumer behavior.
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LO6-4
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
Understand the concept of self-congruency and how it applies to consumer behavior issues.
LO6-5
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Define personality and know how various approaches to studying personality can be applied to consumer behavior.
LO6-1
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Personality
Totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to his or her environment
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Personality Qualities
Unique to an individual
Can be conceptualized as a combination of specific traits or characteristics
Traits are relatively stable and interact with situations to influence behavior
Specific behaviors can vary across time
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Psychoanalytic Approach
Applicable to both motivation and personality inquiry
Id - Focuses on pleasure-seeking and immediate gratification
Superego - Works against the id by motivating behavior that matches societal norms and expectations
Ego - Focuses on resolving the conflicts between the id and the superego
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Motivational Research Era
Researchers utilized tools such as depth interviews and focus groups to improve their understanding of inner motives and needs
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Motivation Research - Example
How do you feel when you watch a Western classic movie?
What does it mean for you to feel this way?
What kind of things do you think when you watch a Western classic movie?
What would you do if you could no longer watch Western classics?
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Trait Approach to Personality
Trait - A distinguishable characteristic that describes one’s tendency to act in a relatively consistent manner
Multiple approaches available for consumer researchers
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Multiple Approaches to Personality
Nomothetic perspective
Focuses on particular variables, or traits, that exist across a number of consumers
The trait approach takes a nomothetic approach to personality
Idiographic perspective
Focuses on the total person and the uniqueness of his or her psychological makeup
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO6-1
Multiple Approaches to Personality
Single-trait approach
The focus of the researcher is on one particular trait
Multiple-trait approach
Combinations of traits are examined and the total effect of the collection of traits is considered
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Discuss major traits that have been examined in consumer research.
LO6-2
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Important Traits Studied
Value consciousness
Tendency for consumers to focus on maximizing what is received from a transaction as compared to what is given
Materialism
Extent to which material goods are important in a consumer’s life
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Important Traits Studied
Innovativeness
Degree to which consumers are open to new ideas
How quickly consumers adopt to buying new products, services, or experiences early in their introduction
Need for cognition
Degree to which consumers tend to engage in effortful cognitive information processing
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Important Traits Studied
Competitiveness
Defined as an enduring tendency to strive to be better than others
Self-monitoring
Tendency for consumers observe and control behavior in ways that agree with social cues and influence
LO6-2
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO6-2
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO6-2
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Hierarchical Approaches
Begin with the assumption that personality traits exist at varying levels of abstraction
Specific traits - Tendencies to behave in very well-defined situations
For example - Bargaining proneness
Broad traits - Behaviors that are performed across many different situations
For example - Extroversion
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Personology Approach
Combines personality theory and motivation
Allows consumer researchers to better understand the uniqueness of the individual consumer
Combines information on traits, goals, and even consumer life stories
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO6-3
Understand why lifestyles, psychographics, and demographics are important to the study of consumer behavior.
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Lifestyles
Ways consumers live and spend their time and money
Useful in identifying viable market segments
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Psychographics
Way consumer lifestyles are measured
Survey consumers using AIO statements
Used to gain an understanding of consumers’ activities, interests, and opinions
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VALS
Stands for “Values and Lifestyles”
VALS 2 - Current approach
Classifies consumers into:
Eight distinct segments based on resources available to the consumer
Primary motivations
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO6-3
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
PRIZM Geodemographics
Stands for Potential Ratings Index by ZIP Market
People with similar backgrounds tend to live close to one another
Uses 66 different segments as descriptors of individual households
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Demographics
Observable, statistical aspects of populations including such factors as age, gender, or income
Can be used in conjunction with psychographic analysis
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO6-4
Comprehend the role of the self-concept in consumer behavior.
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO6-4
Self-Concept
Totality of thoughts and feelings that an individual has about him or her self
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO6-4
Self-Concept
According to a symbolic interactionism perspective
Consumers agree on the shared meaning of products and symbols
Semiotics - Study that relates to the symbolic interactionism
Study of symbols and their meanings
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Self-Concept
Actual self
Ideal self
Social self
Ideal social self
Possible self
Extended self
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LO6-4
Positivity of an individual’s self-concept
Self-esteem
Positivity with which one holds their body image
Body esteem
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Self-Concept - Example
Society is often held responsible for promoting a fair skin tone
Many lotions are available for making one’s skin tone lighter
How is this most likely to influence the self-esteem of adolescents?
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LO6-4
Self-Concept
Cosmetic surgery and body modification
Body piercings and tattoos
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO6-5
Understand the concept of self-congruency and how it applies to consumer behavior issues.
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LO6-5
Self-Congruency Theory
Proposes that much of consumer behavior can be explained by the congruence (match) between a consumer’s self-concept and the image of typical users of a focal product
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LO6-5
Segmentation and Self-congruency
Marketers use self-congruency theory to segment markets:
Into groups of consumers who link high self-concept congruence with their product image
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LO6-5
Consumer Identity and Product Ownership
Beyond consumer-product congruity
Some consumers view brands much more intensely
Some researchers suggest that brands are used to express and validate consumer identity
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LO6-5
Organizational Identification
Presence of organizational identification
When consumers feel very close to organizations
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Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.